REDGREEN A/S Niels Bohrs Vej 17 Stilling DK-8660 Skanderborg Tel.: +45 8793 6000 Fax: +45 8657 2611 E-mail: redgreen@redgreen.dk www.redgreen.dk SHOWROOMS: Denmark: Norway: Sweden: Germany:
+45 8793 6000 +47 4153 5064 +46 31 769 1400 +49 (0) 151 1402 1909
Agents: Greece: +30 2310 463 156 Netherlands: +31 (0) 294 230637 Spain: +34 600 054 530
C O N C E P T S t r a te g y
MaritimE Inspiration Redgreen’s logo is unique. It comprises and expresses the label’s name, concept and history. Red and green are symbols for the maritime concepts port and starboard.
the The coMpany Company redgreen in in 1983. through the years, Redgreenwas wasestablished established 1983. Through the years, redgreen with a unique concept, where Redgreenhas hasworked worked with a unique concept, where maritime inspiration, stylistically pure lines, quality and maritime inspiration, stylistically pure lines, quality and functionality are in complete collections. functionality arebrought broughttogether together in complete collections. redgreen’s areare soldsold today throughout Redgreen’slifestyle lifestyleproducts products today throughout most of europe via independent stores, chain store partner most of Europe via independent stores, chain store partnerships ships and concept stores. and concept stores. its headquarters in in stilling, near aarhus, denmark. Its headquartersare arelocated located Stilling, near Aarhus, Denmark.
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HISTORY historie 1983 Case sportswear is established 1983 Case sportswear grundlægges 1985 Marketing of the first RED //GREEN collection 1985 Markedsføring af den første red//green – kollektion 1987 Company is sold; continues operations under the name RED //GREEN of Scandinavia 1987 Virksomheden sælges og fortsætter under navnet red//green of scandinavia 1988 Focus on exports, which quickly make up 50% of turnover 1988 Fokus på export som hurtigt udgør 50% af omsætningen 1989 Merger with Nautico A/S, which produces a strong, maritime-inspired women’s collection 1989 Fusion med nautico a/s, som producere en stærk, maritim inspireret damekollektion 1990 Turnover rounds EUR 15 million 1990 omsætningen runder euro 15 mio. 1991 Subsidiary in Sweden 1991 datterselskab i sverige 1993 Subsidiary in Germany Turnover rounds EUR 30 million 1993 datterselskab i tyskland. omsætningen runder euro 30 mio. 2000 Concept upgrade The brand name is changed to REDGREEN 2000 opgradering af konceptet. Varemærket ændres til redgreen 2001 Turnover reaches EUR 55 million 2001 omsætningen når euro 55 mio. 2004 Change of concept The square is removed, and the maritime expression is toned down 2004 konceptændring. Firkanten fjernes og det maritime udtryk nedtones 2007 Company is sold to current owners, who comprise the present REDGREEN management 2007 Virksomheden sælges til de nuværende ejere, som også udgør ledelsen i redgreen i dag 2008 Full focus on the maritime concept, including the return of the square logo in colours 2008 Fuld fokus på det maritime koncept, herunder tilbagevenden af firkant logo i farver 2009 The company is launching REDGREEN Kidswear 2009 Virksomheden forventer en omsætning på euro 20 mio. 2010 REDGREEN Technical is being launched in association with Olympic gold medallist Martin Kirketerp
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REDGREEN 2010 // OWNER-RUN BUSINESS // dedicated and determined organisation // healthy turnover based on selective distribution // 35 concept stores // high level of recognition
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OUR vision Redgreen aims to be Northern Europe’s leading supplier of quality clothing and accessories for the maritime lifestyle.
OUR MISSION Redgreen’s mission is to create a maritime-inspired lifestyle concept that is true to the red/green signal. We are on the market to design, market and sell functional and high-quality lifestyle products to active individuals with a sense of simple detail and fashionable design.
OUR GOAL Redgreen’s goal is to create profitability with annual growth of at least 20% in sales and earnings, in order to strengthen the company’s future foundation. A solid foundation is critical to investment in our customers, suppliers and employees.
OUR STRATEGY The path Redgreen takes to reach its goals will be based on attentiveness and open dialogue. This strategy applies to all interested parties and players within Redgreen’s field of activity – both internal and external. We intend to differentiate ourselves on the market through focus on quality and design at attractive prices. We will ensure an even higher quality in our collections and focus on the maritime and functional expression in our designs.
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our core values In the work on developing Redgreen’s concept, branding and organisation, our recurring values are: // MaritimE inspiration // Quality // Scandinavian // Functions/outdoor // The will to win // Proactive // reliable // unity
These values must be reflected in Redgreen’s value chain in order to continuously strengthen the lifestyle product Redgreen. 16
Our Business Areas // 6 annual collections, 9 deliveries // n.o.o.s – never out of stock // accessories // License – branding // REDGREEN KIDSWEAR // REDGREEN technical
REDGREEN’s development come from quality lifestyle products aimed at REDGREEN’s target group. The development of REDGREEN’s lifestyle products will – besides the updated collections that are true to Redgreen’s values – take shape in REDGREEN’s different business areas. REDGREEN’s business areas will increasingly focus on and adapt to distribution and draw e.g. on REDGREEN’s many years of experience in the retail trade. This will happen through close collaboration with the customer on mutual expectations.
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N.O.O.S REDGREEN has a commercial Never Out Of Stock programme consisting of basic garments and collection supplements to shops in under 48 hours. By combining products from this with seasonal products, it is possible to maintain good sales at Redgreen. Our aim is for N.O.O.S to make up between 15 and 20% of the total Redgreen turnover in individual shops. The sales support department sees to it that the items are constantly supplemented in the shop.
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aCCessories REDGREEN offers a special collection of accessories that complete the concept and make the brand complete as a fashion label. The accessories collection has everything you need to dress for an active lifestyle from top to toe in REDGREEN. From sunglasses to a full REDGREEN series of fragrances for men and women. In addition, there is a large selection of shoes, belts and handbags, as well as a collection of scarves, stockings, ties, etc. All of it accessories matching REDGREEN’s lifestyle.
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REDGREEN kidswear REDGREEN Kidswear is intended to support the REDGREEN brand position as the leading maritime lifestyle concept and communicate directly with precisely those people in REDGREEN’s target group who have kids in the 4-12 age range. The launch of a new kidswear collection has a high priority for us, as we view the new line as both a commercial venture and a powerful means of communicating with the younger segment in our target group. The new line will be in keeping with REDGREEN’s other business areas, focusing on a quality product with a strong marketing profile.
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REDGREEN TECHNICAL As an element in the positive development of the brand, REDGREEN is introducing a new technical line of functional sailing clothing in association with Olympic gold medallist Martin Kirketerp. ”All our activities are intended to reflect investment in a quality product, which is supported by a marketing plan, with the ultimate consumer having a ’value-formoney’ experience whenever they invest in a REDGREEN product. ”We have chosen to introduce and develop the line in association with one of the world’s top sailors, Martin Kirketerp, who most recently won Olympic gold in Beijing. We wanted to work with Martin precisely because he represents the same values as REDGREEN. Martin was very much involved in the entire development and design process, ensuring that all his product know-how was turned to account in ever single style, so our technical line will be of a high international standard.”
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1
december
november
october
september
august
juliy
junie
MAY
april
MARCH
februarY
januarY
DELiVERY
2
spring / summer
high summer
prefall
1
2
autumn / winter
xmas
prespring
REDGREEN Technical
1
2
1
2
REDGREEN kidswear
accessories
n.o.o.s
1: 1. delivery 2: 2. delivery
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FASHION DEGREE OF COLLECTIONS The degree of fashion of orders is as follows:
30% 60% 10% Basic
Core/lifestyle Trend
The redgreen customer Modern consumers choose products based on their lifestyle, not their age. Regardless of whether their 35 or 55. This development and spirit of the times suits REDGREEN perfectly. REDGREEN does not design and manufacture clothing for a particular age group, but rather for a particular lifestyle. Our core customers are men and women who appreciate an active lifestyle. They have a modern outlook and value timeless, fashionable quality clothing with a perfect fit and high functionality.
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positionering PositionING HIGH høj Price pris / / Quality kValitet
0 Average genneMsnit
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25
30
35
40 target groupalder / Age
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Store concept and Concept stores REDGREEN is sold mainly in the northern part of Europe, but we are also present in other selected countries. Sales are made through concept stores, shops-in-shops and chain stores. Our new maritime store concept is wide-reaching, with a functional and flexible store layout in all sizes, from smaller shops-in-shops to larger concept stores. With competent personnel and a tasteful maritime interior inspired by the modern yacht, we place great importance in customers having a positive experience every time they come in contact with our brand. For each season we put together a complete merchandising proposal with product campaigns and store events to draw existing and new customers. In addition, we naturally make POS material available in the stores.
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MArketing One of Redgreen’s most important tasks is to draw attention to our collections and communicate our values.
Story / Photo location
// MaritimE inspiration
Image catalogue
// Scandinavian // Quality // functions/outdoor
REdgreen Kidswear
redgreen Technical
10 x vmc
2 x pos
n.o.o.s
National advertising
Accessories
PR
Website 2 x upload
2 x Fairs
Catalogue
Catalogue
Banners
Posters
Catalogue
Local advertising
Catalogue
2 x trade press releases
Collection
Events
POS
POS
Displays / Pictures
Displays / Pictures
2 x consumer press releases
Pressroom
Ads
Ads
Posters
Posters
Sponsorships
Company
Streamers
Ads
Magazines
Contact
// The red/Green Signal
We do this by coordinating our marketing efforts – from PR and international campaigns in selected media to POS materials in retail stores. REDGREEN’s two semiannual catalogues form the basis for our other marketing activities. The catalogues are issued in connection with the two main collections. Together with the collections, our customers also receive in-store material and proposals for local advertising.
Jobs
News
At our website www.redgreen.dk, distributors and consumers can always see the essence of the present collections, as well as the latest news and products from REDGREEN.
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REDGREEN A/S Niels Bohrs Vej 17 Stilling DK-8660 Skanderborg Tel.: +45 8793 6000 Fax: +45 8657 2611 E-mail: redgreen@redgreen.dk www.redgreen.dk SHOWROOMS: Denmark: Norway: Sweden: Germany:
+45 8793 6000 +47 4153 5064 +46 31 769 1400 +49 (0) 151 1402 1909
Agents: Greece: +30 2310 463 156 Netherlands: +31 (0) 294 230637 Spain: +34 600 054 530
C O N C E P T S t r a te g y