BRANDING & design (Fashion magazine)

WORLDWIDE DESIGN MAGAZINE

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P U B L I C A T I O N

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N I L O R N

G R O U P .

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Weekend in the city of Fashion and Sushi

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THE TRADEMARK AS REALITY THE SWEDISH FASHION COUNCIL PRICE: 5 €

INTERVIEW WITH LARS WALLIN NILORN DESIGN PRODUCT DEVELOPMENT

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C ONTRIBUTORS

New inspiration in branding!

In a world where products are tending to look more and more alike, there are still some brands that stand out. Increasingly, store chains see the potential in giving themselves an identity through better and more attractive profiling of products and packaging. In Istanbul I bought a chocolate cake from the Vakko fashion store for 9€ and it was wrapped in tissue paper, which was then placed in an exclusive matt laminated bag with an elegant sticker. I was then handed my Eurocard receipt in a sophisticated double-weight receipt package with a foil logo. All that for a little cake!

It warmed my heart, as a design professional who never switches off, to see the care and pride with which they sold me a product.

In Tokyo I bought a case for my i-Pod nano. It cost around 15€, but what pleased me most was the way the little case was profiled, both by the store and by the brand.

An attractive black label with a UV-painted logo in tone on tone. I was also given a card rather like a credit card on which I could register my ownership of the case.

There was tissue paper around the case, which was then placed in a paper bag with a drawstring and press studs. Then everything was sealed once more with a sticker.

Here too I was handed my receipt in an elegant little package containing information on where their other stores were located and a thank-you note for having been so kind as to buy a product from them. When the product was then passed to me with both hands and the sales assistant thanked me and bowed with a friendly smile, it struck me how much many have to learn.

There is such an incredible number of fine products, both cheap and expensive, that merit better treatment and brand profiling. We at Nilorn Group put a lot of effort into enhancing the value of our customers’ products through exciting and innovative solutions. Certain information has to appear on the product – why not do it with feeling and consideration so that you go straight to the customer’s heart? We create ways of communicating and raising the value of your product with smart and well thought-through solutions.

With this magazine we hope that you, the reader, will gain inspiration in branding.

We are never further than a phone call or e-mail away.

Wishing you pleasant reading!

Per Wagnås, The Nilorn Group

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Aage Hansen Aage works as a designer for the Nilörn Group in Denmark. He found the Nilörn job advertisement on a Danish online job site eight months ago. He designed a creative application which stood out and showed he would be a great addition to the team.

Aage has a business degree from Svendborg Business School and graduated as a graphic designer in 2005. After this, he did freelance work for several advertising agencies before coming to the Nilörn Group.

General trends in clothing and fashion, fashion magazines, fairs and the Internet inspire Aage.

“Web sites like www.deviantart.com have an almost unlimited supply of creative inspiration from all over the world. Last but not least, there is Hollywood.

The cultural influence is massive and a lot of trends in design and fashion are inspired by the latest blockbuster.” says Aage.

When Aage has free time, he is creative at home. He paints and draws pictures, often blending different techniques and media. He also enjoys reading books and going to the cinema. In addition, Aage has a daughter and a girlfriend, who he spends a lot of time with.

Frida Ehnström After seven years in the advertising world, Frida decided that it was time to move on. The choice fell on Nilörn’s design department in Sweden, where Frida now works as “Head of Creative Design”.

Frida’s education includes the media programme at secondary school and two distance learning courses in graphic design and communication at Berghs School of Communication, where she won prizes for her work.

Frida is inspired by everything from people in the city, travel, exhibitions and newspapers to TV programmes. “Inspiration and design can come from the most unexpected sources – just because we design everything from labels to packaging, that does not necessarily mean to say that we get our inspiration from them.

When Frida has free time, most of it is devoted to building a house in Ulricehamn, together with her husband. The rest of the time, she attempts to spend with her nearest and dearest.

hot news!

Live la Dolce&Gabbana vita ...

Go shopaholic at the London Design Museum If you know about taste and style you can´t miss the shop at the London Design Museum. All important stuff you´ll need is there. For example the Pico Pocket Ballpoint Pen by Franco Clivio, the Dog Bone Paperclips from Kikkerland or the Wooden USB Stick by Guido Oooms. See more innovations at www.designmuseumshop.com

Dolce&Gabbana makes yet another move toward world domination. Having started out in fashion and design, they have now been inspired to top up their trademark by opening a restaurant. The place is Milan, Italy, and the breakthrough concept is spelled G-O-L-D. The décor is austere but rich in detail and the whole place is beautifully adorned with gold, mirrors, stainless steel and white leather.

The Illustrated History of the World’s Most Famous Fashion Magazine “In Vogue”, a thick, 440 page book, weighing 2.5 kg was published recently.

The book, which took five years to produce, tracks the development of the magazine from being a social-minded journal in the 19:th century to one of the world’s best renowned fashion magazines. With all right, fashion reporting and photography is given a lot of space. The book includes photographs taken by Edward Steichen and Irving Penn.

Designer tyres or nothing. . .

Geared toward the young and adventurous, the next generation of bicycle tyres is currently being launched. Yet the new generation has not brought any changes in shape or material. The innovation lies instead in the colour. If you’ve always wanted flamed tyres, life just suddenly got a bit brighter. If you’ve been craving snakeskin or even camouflage skins, your problems are now just memories.

Raising the coolness factor a notch higher, they’ve also managed to get the tyres to glow in the dark. Behind the concept is the American company SweetskinZ. According to their own definition, today’s concept of the bicycle and its tyres will be extinct in a few years’ time. In the future, tyres will breathe design and nothing else.

As always with Dolce&Gabbana, the focus is on luxury and vanity. Not just anyone is given the honour of traversing the marble floors at the newly-opened Gold. Artists like Paris Hilton and Kylie Minogue, football stars including Andrea Pirlo and Alessandro, and politician and jack-of-all-trades Silvio Berlusconi are a few of those Dolce&Gabbana have admitted inside Gold.

Apart from the first-class restaurant and its exquisite Mediterranean menu, there is also a bistro for more private conversations. After a three course meal, this is where you can retire to socialize and enjoy the unique, futuristic design. Concept restaurants would seem to be the tune of the future. See more pictures at: www.dolcegabbanagold.it.

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The trademark as reality Fashion companies open restaurants. Banks sell coffee. Shopping has become an experience that stimulates all the senses. Sparking an emotional response is just as important as having a logo. What does the future have in store for the boutique, as we shop because we want to and not because we need to?

Disney, H&M, Starbucks, IKEA and Nike have long been aware of the importance of creating a total experience around their brand names. Their shops and facilities have been designed down to the last detail to mirror their trademarks. Prada, Hermés and Lois Vuitton are a few in the line of luxury labels that have enlisted the help of renowned architects and decorators to interpret and actualize their trademarks. Starting out as minimalisic temples, many of these exclusive shops have broken with convention and chosen a highly specialised, distinctive architecture. This development follows changing shopping behaviours and new demands from consumers.

SHOPPING AS PLEASURE Unlike its original life-sustaining function, shopping today has become a pleasure. We shop because we want to, not because we have to. But if we choose to shop, then it follows that we also have less time for our purchases. And so we seek out efficient and flexible alternatives to satisfy our needs. We are price-conscious and know how to pay as little as possible for as much as possible. All of this has contributed to the current price wars on an increasingly saturated market. In order for a shop to survive, there are few options remaining: become the least expensive,

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expand its selection, or build an emotional relationship with the consumer via its name brand. Many shops are now abandoning traditional responses to their customers, and choosing instead to offer an experience. You don’t just purchase a product, you purchase an entire philosophy. For that matter, you don’t really purchase – you DO something.

EMOTIONAL JOURNEY The trademark experience can be described as the sum of all of the interactions and encounters with the trademark that the consumer experiences. Every encounter must evoke an emotional response. The more physically tangible the encounter is, the more important it becomes that the soul and the value of the trademark is reflected and that expectations concerning it are fulfilled. For many of the world’s leading name-brands companies, these interactions are a greater experience than just purchasing a product or service.

The task of the architect, decorator or designer is to direct the trademark experience and translate the value of the company into real-life experiences.

As with all market-based communication, it is essential to have a clear image of your target audience. What needs, thoughts or problems does the target group have? If

these factors have been identified, the chances of engaging the target group improve greatly. Scripts must be prepared for different situations and media forms, each showing the target group relating to the trademark.

Developing these controlled trademark places or situations is very much like directing an emotional journey. How one physically unites oneself with the trademark and the balance between function, identity and availability are important concerns. Of course, the physical product can not always be the same at the time of every purchase, in every shop or during every season. These sorts of variables always exist. What is important is that the soul and core value of the trademark are clearly reflected in every contact with the product. These variables also apply to shops or boutiques. It is important that each shop have unique characteristics, but there must be elements and design features that tie them together.

The goal is to create an environment where the consumer has fun but also becomes more aware of the trademark. A powerful purchasing experience is burned into the memory, and so is the trademark. The shop becomes a living advertising pillar where the significance of the trademark is communicated and becomes tangible. Guinness has achieved tremendous success with The

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The trademark as reality

Guinness Storehouse, where consumers, employees and tourists alike are able to experience the embodiment of the Guinness trademark. This six storey high ex-brewery contains bars, shopping malls, exhibitions and facilities for conferences and staff training. Even if you’re not personally one for the dark drink, The Guinness Storehouse has something for nearly everyone and attracts a wide range of visitors. direct contact Many trademark companies build experiences into those shops, showrooms and other spacious places where they fully control design and service. The shop’s display windows, staff, fitting rooms and checkout counters are some of the elements that work together and contribute to a harmonious total experience. The benefit of using these places, apart from the control, is that the company has direct contact with the consumer. They can create a common, allpervading feeling with the help of scents, tastes, sounds, lights, colours, shapes and materials. Consumers can see and feel the products, experience how they might be used and combined with each other, be inspired and get ideas. Consumers should also have the opportunity of viewing the product in different situations that open the senses and show new possibilities. But it is no longer enough to only stimulate the five senses. Today’s trademark strategists speak of the “sixth sense,” something that can be described as a deeper connection between the trademark’s essence or soul and the target group. Both Chanel and Dolce & Gabbana have created restaurants where consumers can partake of food creations that reflect the company’s soul. When a company has succeeded in building an experience around a trademark, a logotype or company name should not be needed – the connection should be crystal clear. The feeling conveyed is distinctive in and of itself.

This can even be applied to other marketing forms like marketing communication, advertisements and commercials.

“Focused work is needed to ensure that the intrinsic promises in a brand are kept and that the customer feels that emotional ties have been made”

designed to stimulate Places like shops, boutiques and permanent exhibitions follow the trends in the buying patterns of the consumers and study how the consumer wants to relate to the trademark.

There is also the opportunity for other trademarks to strengthen or be strengthened by being on the premises. Service companies such as banks have been shown to particularly benefit from this sort of collaboration.

A number of shops have offered a café or a restaurant the opportunity of setting up on their premises when they themselves don’t market these services. Everything is designed to stimulate as many senses as possible, thus attracting new target groups and new markets.

Apple on fifth avenue These days you can’t just open a shop or a restaurant and expect everything to take care of itself. How one is received by the staff and how easily one is able to navigate their way through the store are important aspects of the purchasing experience. Display windows channel information and are an important source of inspiration. This is where the trends and seasons are reflected while at the same time the company image is clearly maintained. Focus and attention are needed to ensure that the promise of the trademark is fulfilled and that the customer feels that an emotional bond has been forged.

Apple is one of the most rapidly growing trademark companies in the trade sector. With 147 of their own shops spread out over three continents, including six shops in Japan, six in the United Kingdom and two in Canada, Apple is one of the world’s fastest growing retailers. New York City’s Fifth Avenue with its array of shops is the site of Apple’s most sensational and conspicuous outlet. This architectonically unique shop boasts peerless service, with business hours all night and day, 365 days of the year. Expert specialists and creators help customers get the maximum performance out of their Apple products and software.

We are bound to be seeing more and more trail-blazing shops and trademarkcontrolled places in the future. Because one thing is sure, today’s consumers want to be entertained.

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hot news!

Room with a view The Swiss artist duo Sabina Lang and Daniel Baumann (L/B Studio) has taken hotel design to whole new dimensions. The mobile Hotel Everland was first seen at the Swiss National Museum Expo.02, where it was set up overlooking the lake of Yverdon. It was later moved to a factory roof in Burgdorf and there it stood until moving to its new home in January 2006.

Until September 2007, the Hotel Everland will sit on the roof of the Galerie för Zeitgenössische Kunst in Leipzig, Germany. Visitors to the museum during opening hours are offered the opportunity to sneak a glimpse into the hotel’s interior as well as take a closer look at its streamlined exterior. After closing time, the hotel is reserved for the lucky few who have managed to book the room for the night. In September 2007, the hotel will be moved to the roof of the Palais de Tokyo in Paris, where it will enjoy a dizzying view overlooking the Eiffel Tower.

Hotell Everland includes one room, a kingsize bed, a luxury bathroom and a lounge. Over and above this, you get what is sure to be the best view a rented room can offer.

The cost per night is 222 Euro. Priceworthy is the least you can say! NOTE: Please do not steal the gold embroidered towels. Book a room at http://www.everland.ch

Only fifty of each model are being produced, individually numbered and signed by Paul Smith and John Bloor, Triumph’s owner. The bikes, priced at $10,999, can be ordered from local Triumph dealers. Have a good trip.

A man & his toy!

With more than 230 stores around the world, the innovative fashion designer Paul Smith scarcely needs to take on projects for the sake of the money. Business, as they say, is going from strength to strength. Despite that, he isn’t afraid to pursue new paths in his pursuit of world supremacy. In the latest cooperative venture he is putting his own touch on the Limited Edition Triumph Bonneville T100. This is based on his specially designed range of collection of clothing and accessories for Triumph in 2005, which led to nine uniquely designed Triumph bikes intended for marketing.

There was a huge response, and Triumph was forced into a re-think.

The result was two public models with designs

by Paul Smith. Inspired by two original models, Multi-Union and Life Fast, the design work comprised a special paint scheme for the tank and a black leather seat.

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Have a nice trip!

“25 years with the Swedish Design Council 1980-2005” is a review of Swedish trend history for a quarter of a century.

The Jubilee Book is based on a survey of the Swedish Design Council’s forecast material and the 15 most epoch-making trends forecast by the Swedish Design Council in the last 25 years, together with a large number of interviews which were held in 2004.

Shifting trend in fashion emphasises the work underneath Dramatic changes are currently taking place on the fashion scene. After many seasons of richly detailed, patterned and colourful fashion, a great change of silhouette is now taking place with a restrained colour scheme. Greater demands are being made on invisible detail work and the inside of garments.

Sighs of relief can now be heard in the fashion industry. “At last!” many people exclaim when they browse through trend forecasts and fashion magazines to analyse the look for spring and summer. After years of retro trends, the first decade of the 21st century has decided to go its own way. Pattern mixes and decorative elements, tight-fitting garments and lots of skin, which we have seen so much of in the

Black and white were the most important colours, but beige, blue and brown were also used.

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last few years, are being displaced by a new focus on shape, volume and proportions.

The colour scheme is becoming more baseoriented, and non-colours such as grey, white and black and becoming very important again.

“The shape of a garment is becoming more important than colour and pattern, and a new attitude to volume is transforming our wardrobes,” says Lotta Ahlvar, CEO of the Swedish Fashion Council, who for more than 25 years has been supplying trend forecasts to the Swedish fashion and interior design industry.

The fashion message for 2007 is paredback basic shapes such as the circle or rectangle that shine through in the cuts of garments. This new, more pared-back look leads to another change.

When the exterior of the garment no longer cries out for attention, it becomes important to sharpen up the sales arguments in other directions.

Lotta Ahlvar, Swedish Design Council “Now the focus is on details that perhaps are not visible at first glance. A special lining, concealed buttons, fine pockets or the appearance of the label in the collar are becoming important style markers the consumer pays attention to,” says Lotta.

The fact that you’re wearing the very latest fashion might perhaps only be visible in the way the seam sits on your jeans or in the hand-sewn label on your back pocket.

And it might perhaps only be the initiated who recognise this particular detail. A more minimalist expression of fashion means that quality is becoming even more important.

What distinguishes one black sweater from another, apart from price? Material and fit, of course. The consumer scrutinises the brand and care label a little more closely when the product otherwise is so restrained.

“At present we’re in the midst of a new ecological wave, in which choice of material, country of origin etc. are receiving renewed attention,” says Lotta. “We are consuming

with greater awareness. Fair trade has become the watchword again. Brands that can market themselves by adhering to codes of ethics appeal more to customers.”

In addition, it is useful to have a good history attached to a brand that is communicated to the customer.

This may relate to how the brand was established back in time or the fact that the new design comes from a well-known artist.

Last but not least, it is important how the item is packed once the customer has decided to for it. It is the small signals that make the difference. Today’s consumers quite simply have strict requirements when they go shopping.

A smart box, wrapped in tissue paper, in which the white T-shirt is placed, undeniably lifts the buying experience. If the customer then finds a small personally written letter in the box containing care instructions and a greeting, she feels that even if she has bought a basic white T-shirt, it undeniably looks special in its smart box.

“We at the Swedish Fashion Council have sharpened up our own detail work for products such as trend books and trend exhibitions. Many of our products require a lot of work by hand in the office. We paste material samples and small fun give-ways into some of the books, which gives a thoroughly prepared and personal feeling. As far as exhibitions are concerned, we have recently started adding a dimension by using sound to bring the experience closer. It’s these small, unexpected details that make the difference,” says Lotta.

Hangtag with lamp and scented candle in a tin box as a “Give Away”.

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exclusive* Lars Wallin, the Swedish fashion designer, is best known for being the favourite couturier of the Swedish Royal Family and pop stars.

He has now decided to put his stamp on men’s fashion and make Swedish men more expressive and glamorous.

– I started to sew clothes for the school plays in Västerås.

The Nilörn group met Lars Wallin to ask about his views on fashion, design and his latest men’s collection, which was created in collaboration with Cavaliere.

Glamour in men’s clothing Lars Wallin has come a long way since he started to sew clothes for the school play during his childhood in Västerås, even if he had already decided that he wanted to become a designer. His name has become one of the strongest brands for a discriminating public, and he loves the absence of compromises in haute couture, where he is not forced to cut back on craftsmanship or quality.

But he does not just create his own haut couture, he has also increased the impact of his name by collaborating with leading fashion houses. For example, Lars has designed lingerie for Twilfit and has also created an exclusive shoe collection for Rizzo, the shoe chain.

There is also a dose of glamour in his latest men’s collection, which consists of a business line and a party line. The glamour is found in exciting details which make the garments stand out but are still discrete – but a young businessman must be able to wear them.

Lars’ first men’s collection landed in selected shops in the autumn of 2006 and his third collection, for the autumn of 2007, was

displayed at Stockholm Fashion Week in “The feeling when your hand touches the February 2007. This all started when a Swecloth fires my imagination. For example, dish men’s clothing company, Cavaliere, the slightly luxurious feel of a dinner jacket asked if he could do a party collection. Then inspired me to introduce this garment in his inspiration flowed and eventually there various contexts. The younger generation was a complete collection, which grows for is probably not used to wearing a dinner every season. jacket. I want to take away the strict image for them, and make the transition from ordi Lars emphasises that collaboration and the commercial launch were successnary street clothes to a cooler “dinner jacket ful thanks to Cavaliere’s quality philosophy, long experience, market position and smoothly functioning production. They were just Background: Two-year high school course, fashion line the kind of partner he wanat Beckman’s school of design, window dresser at the Åhlens chain store, work experience at various fashion studios and ted to collaborate with.

LARS WALLIN

Everything starts with shapes

at the County Theatre in Västerås, various sewing and pattern design courses, own business in the last 14 years.

In the news: Has just released a glamorous men’s

collection in collaboration with Cavaliere.

Irrespective of whether he designs clothes for men or Interests: Interior design, travel and food. women, everything starts Hidden talent: Is a good dancer. off with the shape. He wants to make wearable clothes with that little extra. He finds the most important inspiration trend” easier for them to accept. It is really in travelling to New York and Milan, but neat to wear a dinner jacket with jeans – it above all, from the cloth. He loves silk begives a cool and luxurious feel” says Lars. cause of its lustre and living character, and He emphasises that he tries to avoid thinfor men he prefers the absolutely best graking too much about trends. He tries to “scan des of wool cloth. in” the present day instead, and then time

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“My guiding light is timelessness and attitude.” in the feeling between the customer and the trend. He attempts to give collections a timeless feel which can not be associated with a particular trend. The collections should feel like they have been personally tailored.

An important part of the concept is that all items in the collection should work together, right down to the packaging. You have to find a foundation here, a consistent idea, and carry it all the way through.

“I love packaging. An ugly package destroys the desire to possess the contents.

We have worked hard on developing packaging which is easily recognisable as Lars Wallin products. For example, we have a consistent colour scheme for packaging. The combination of cerise and black colours is consistently used on our packages and labels. Packaging should be clear and unique, and tell people what is inside.”

extreme. If there is no connection and harmony with the body that is going to wear the garment, then it is not a good design.

Lars likes to emphasize that a design must be carefully thought through, that it must have a clear aesthetic function. He does not choose to spend lots of time trying to find something new, just for the sake of it. Not least, since this can lead to discordant collections with the feel that they have been just thrown together.

Take the customer a step further He says that he wants to take his customer one step further than he or she had originally intended, but not further than the point where they still feel comfortable and not too

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Above, A bronze pin fixed to Lars Wallin’s jeans label.

Right, Lars Wallin’s main label.

Back to the fifties A time when everyone knew who they were. A time when you went to school, graduated, (or dropped out) got a job, got married and had kids, in that order. Heartbreak Hotel was played on the jukebox, Cat on a Hot Tin Roof with Elizabeth Taylor was at the cinema– that was the fifties. Take a look at the latest product development from NilÜrn and the Royal Denim concept.

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Hangtags as a slide show, hanging from a yellow ball chain with selected style icons such as Birgitte Bardot and Marilyn Monroe. A pinup which is enclosed as a give-away adds value to the jeans and can be used as an amusing key ring later on.

The T-shirt is delivered in a satin bag, which adds value and can be used for other things later on. With contemporary pins which give the consumer amusing features to add onto a jacket or bag.

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The retro look on a large paper back pocket label creates credibility for the design. A white plastic/leather waist label with an extra button feels exciting and generous. Take a step further with a wooden head label that has the brand’s logotype together with a motif from the collection.

The inspiration comes from the early rock´n roll era, when a young Elvis, Carl Lee Perkins and Johnny Cash made history. The rockabilly genre was born at the Sun Records label, in what came to be known as “The Million Dollar Quarter”. The music is easy and attractive, which gets millions of girls with their hair pinned up, wide skirts and comfortable shoes to scream with joy.

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Plastic and metal polka-dots and checks create an exciting mixture of materials, colours and shapes. Surprise people with new positioning, to communicate the brand identity.

Mix the metaphors on the hang tags. A check cloth on plain paper with a silicone rubber embossed trade mark. In the eyelet, there is a romantic piece of mobile phone jewellery aimed right at the heart of the presentday target group.

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A Tale of Two Cities As China continues to grow at a rate few other economies can only aspire to, at around 10% per annum, it is interesting to take a look at the two cities that are considered the Gateway into China and the Window on China, respectively.

Much has been said about how the two cities of Hong Kong and Shanghai compare and how likely either one is to succeed in the rapidly expanding China market. It is also a critical question for most companies planning to invest in China, whether to set up in Hong Kong, or to go straight into China and direct to Shanghai.

Hong Kong – the Gateway to China Towards the 1970s, Hong Kong’s economy began to move away from the textile and manufacturing industry and began to emphasize development of its financial and banking sector. Leading to even greater growth, Hong Kong quickly became one of the wealthiest cities in the world. Its position as a trading port was revived when the Open Door Policy was adopted by the PRC in the late-1970s under Deng Xiaoping reopening China to international trade. Further trade with mainland China was facilitated when Shenzhen, a city north of Hong Kong, was converted into a capitalist hub and declared a Special Economic Zone in 1979. Ever since, Shenzhen has served as a vital partner in Hong Kong’s economic development and helping to integrate Hong Kong into China’s burgeoning market economy.

Today, Hong Kong is the world’s 11th largest trading entity and 13th largest banking centre. Hong Kong surged past New York in 2006 to become the world’s second most popular place – after London – for companies to float new stock listings. According to the Index of Economic Freedom and the Economic Freedom of the World Report, it is the freest economy on Earth. Hong Kong is a rich city with a GDP per capita surpassing most Western nations’. It is a major international centre of finance and trade. The dominant presence of international trade is reflected in the number of consulates in the territory: as of December 2006, 114 countries maintained consulates or consulates-general in Hong Kong, more than any other city in the world.

(Even New York City, host of the United Nations, has only 104 consulates.)

The territory, with a highly sophisticated banking sector and good communication links, hosts the Asian headquarters of many multinational corporations. At USD$36,500 in 2006, the real per capita GDP of Hong Kong is somewhat higher than that of the four big economies of western Europe which is around USD $30,000. Growth averaged a strong 8.9% per annum in real terms in the 1970s and 7.2% p.a. in the 1980s. As the economy shifted to services (manufacturing cur-

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rently accounts for just 4% of GDP), growth slowed to 2.7% p.a. in the 1990s, including a 5.3% decline in 1998, due to the Asian financial crisis’ impact on demand in the region.

Growth since 2000 has averaged 5.2% p.a. amid strong deflation.

The economy rebounded rapidly, growing by 10% in 2000. A world-wide global downturn and the Severe Acute Respiratory Syndrome (SARS) outbreak reduced economic growth to 2.3% in 2003. Thereafter, a boom in tourism from the mainland because of China’s easing of travel restrictions, a return of consumer confidence, and a solid rise in exports resulted in the resumption of strong growth in 2004 and 2005. Growth for 2006 has averaged 6.8%.

Despite impressive fundamentals however, Shanghai’s economy, like modern economies everywhere, is increasingly built on hype. Once a manufacturing centre, it has moved up the value chain to concentrate on the development of finance, service and creative industries, research institutes, fashion, public relations, exhibitions, advertising and hospitality. This shift seems to suit the Shanghainese well. Their reputation draws upon stereotypically feminine traits - they are considered fashionable, materialistic, calculating, seductive and shrewd. The Shanghainese themselves say they are like Americans: no one likes them, but everyone wants to be them. In China, Shanghai offers the closest thing to the American dream.

Shanghai – the World’s Window to China Shanghai situated on the banks of the Yangtze River Delta in East China, is the largest city of the People’s Republic of China and the eighth largest in the world. Widely regarded as the citadel of China’s modern economy, the city also serves as one of the most important cultural, commercial, financial, industrial and communications centers of China.

Administratively, Shanghai is a municipality of the People’s Republic of China that has province-level status. Shanghai is also one of the world’s busiest ports, and became the largest cargo port in the world in 2005.

Shanghai is often regarded as the center of finance and trade in mainland China.

Modern development began with economic reforms in 1992, a decade later than many of the Southern Chinese provinces. Prior to then, much of the city’s tax revenue went directly to the capital, Beijing, with little return. Even with a decreased tax burden after 1992, Shanghai’s tax contribution to the central government is around 20-25% of the national total (Shanghai’s annual tax burden pre-1990s was on average 70% of the national total). Shanghai today is still the most populous and well developed city in mainland China.

Shanghai is China’s window to the world and the world’s gateway into China. At the height of the SARS (severe acute respiratory syndrome) epidemic, when there was a fear that China might have to seal its doors, rumors were that Shanghai would stay open.

Supposedly, it had been officially decided that it would be better to cut Shanghai off from the interior of the country than to delink it from the outside world.

Hong Kong Versus Shanghai Much has been written about the rivalry between Hong Kong and Shanghai, and which is to be the economic centre of China. Hong Kong has the advantage of a stronger legal system, international market integration, superior economic freedom, greater banking and service expertise, and is home to 3,800 regional headquarters. Shanghai has stronger links to both the Chinese interior and the central government, in addition to a stronger base in manufacturing and technology, fueling demand for a highly educated and modernized workforce.

Economists and industrialists say they feed off each other however and there is room for both in the economic powerhouse of the 21st century. China needs a number of financial centres, just like Europe has London, Paris, Frankfurt and Zurich.

This view is echoed by China’s leaders who say that the cities are complimentary and re-enforcing.

In addition to boosting Shanghai, China has also used trade deals and allowed more mainland Chinese to visit Hong Kong to further boost the ever growing tourist industry.

Both cities have become windows to their hinterlands and to China’s ‘twin engines’ – The Pear River Delta and the Yangtze River Delta, home to a combined 400 million people.

The choice of where to invest is still a matter of debate therefore, but only on which location in China. The debate on whether to invest in China seems to have already been answered!

Henri Lloyd and Nilorn branding concept Henri Lloyd Ltd. has chosen Nilörn as its main supplier of labels and image-strengthening brand profiling. This extends and deepens the close collaboration between the two companies.

“Labeling and branding are important for the fashion business and even more vital for sailing clothing. The labelling solutions and ideas Nilörn have come up with will simplify our logistics.

The design and quality of Nilörn’s branding products is fully up to the standards we have set for our products” says Graham Allen, Commercial Director at Henri Lloyd Ltd, which is based in Manchester in the UK. Clothes for yaching and sailing Henri Lloyd, which was established in 1963, is a world leader in creating and developing advanced, technical clothing for yachting and sailing. Sailors all over the world choose Henri Lloyd’s foul weather clothing for protection in their own home waters or in the world’s mightiest oceans. But you don’t have to brave the oceans to wear

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Henri Lloyd – with the power of its strong brand, Henri Lloyd also has a comprehensive collection of lifestyle clothing for both women and men.

Nilörn’s job is to raise the product’s value The Nilörn Group’s mission is to change, strengthen or clarify our customers’ profile through image-strengthening products. Where electronic product handling is involved, we do this in a way that is efficient and easy for the customer. Our product range includes brand labels, bar codes, packaging, bags and buttons, particularly for the fashion industry. Nilörn designs and develops total concepts, focusing on the customer’s future direction, and then produces and distributes the products in the most efficient way to the customer or the customer’s production partners.

Gustaf

Rickard

Fredrik

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Armed with

Creativity Miami explains guerrilla marketing

Guerrilla marketing, viral, buzz, mouth to mouth, stealth marketing. There are a lot of concepts, but they all describe marketing where we least expect it. We have enlisted the aid of Miami, a guerrilla Agency to try to help us understand what it is all about. Miami’s founders Gustaf Rydelius and Fredrik Olsson project a rather cocky image, but keep their feet firmly on the ground as they lead their clients in the war for market shares.

It is not easy to be seen and heard through the roar of the mass media today. Reaching an audience with a commercial message is even more difficult. Today’s consumers are highly aware of the role they play and instinctively sift out unwanted advertising in newspapers, radio and television. To reach an audience, you’ve got to make a real effort, surprise them and offer them an experience.

A large part of today’s market communication is experience-based; we see everything from entertainment advertisement to commercials to events. Despite this, it is hard to get away from the fact that most people view advertisements as an unwelcome intrusion into their daily lives that needs to be suppressed. This is the basis from which the concept of guerrilla marketing has grown.

Instead of concentrating on quantity in the form of unwanted advertisements in traditional media, guerrilla marketing focuses its aim on a distinct clientele niche and zeros in with quality messages. The guerrilla concept

also describes how certain companies create their position on the market by finding new avenues for distribution and quickly implementing changes in their organisations.

These organisations, which rarely have a hierarchal structure, are imbued with a flood of creativity and the employees believe in and support the company’s core values and strategies.

MIAMI Five years ago, Gustaf and Fredrik were working for conventional advertising agencies.

They had become acquainted while studying to be copywriters. They both realized that there were alternative avenues available for marketing companies and products. So they decided to found Miami, Sweden’s first pure guerrilla advertising agency. Gustaf and Fredrik maintain that the right way to meet the target group is to take them by surprise.

This is done by discovering and utilizing new channels with an abundance of ideas

and creativity. When consumers encounter an advertisement in places that are usually viewed as unconventional, their curiosity is piqued and each individual reacts from a new perspective. Guerrilla advertising has also shown itself to be successful tool for building a company’s credibility among even the most critical consumers.

“When we started Miami, we had to more or less invent our niche,” Fredrik says. Aware of the earlier phenomenon in the U.S., where meagre budgets led small businesses to use their own manpower to paste up leaflets, posters and stickers around town, they decided to form their own approach to the concept. Miami, however, doesn’t agree with the claim that guerrilla advertising should be some sort of budget alternative for small businesses and up-and-coming companies.

“If you want to concentrate on getting just one important customer, you can end up shelling out SEK 200,000 just to get one person to make a decision. That guerrilla ad-

BY NILORN GROUP

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vertising has proven itself to be cost efficient is a fact. One important factor in this is that it utilises media and channels that are normally not owned by anyone and do not have set pricing. Traditional marketing methods such as adverts and television commercials are expensive and in today’s world, no longer effective. You have to set your stakes high with massive campaigns in order to break through the commotion and get noticed.”

DISRUPTIVE ADVERTISING Sometimes the lines are blurred between different concepts, and it’s not always easy to pinpoint the difference between events and guerrilla advertisements. Gustaf and Fredrik maintain that the element of surprise and the unexpected are the core of guerrilla advertising. If a company has been using conventional advertising channels for fifteen years, and then suddenly puts on an event in town, that is guerrilla advertising. A method like this should be preceded by a thorough risk analysis, as a conservative company may lose credibility. There are also companies, such as RedBull and Virgin, who always choose unconventional methods to win market shares. If this strategy has been so firmly anchored in the company culture, it cannot

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BY NILORN GROUP

be called guerrilla advertising; people don’t expect anything else. In other words, what is guerrilla for one company may not be for another.

It is difficult not to draw parallels with warfare when discussing guerrilla advertising. Large, powerful armies often have a hierarchical organisation and are sluggish mobilising. They attack on a broad front and are rather predictable. The smaller guerrilla unit can work in environments that support and further their tactics. Flat organisations encourage quick decisions and they attack in small areas where they know they have sufficient resources to maintain control.

To win the war for market shares, you’ve got to know your terrain well and know where you can lie in ambush prepared for a well-aimed surprise attack. What then might a guerrilla campaign entail? Gustaf and Fredrik received the assignment from a local pet store to do something about the litter in the area. Dog

owners, it seemed, were not very good at picking up what their four-legged friends had left behind. During a ten day campaign, small colourful flags were placed next to dog droppings with sardonic messages to their masters and mistresses. Disconcerted dog owners were able to read things like “Time to visit the chiropractor, master?” The results were distinctive. Pick-up frequency increased substantially and the pet shop received many new visitors who were favou-

”To win the war for market shares, you have to know your ground well, and know where you can lie in ambush to mount a carefully aimed surprise attack” rable toward the campaign. In the space of six months, the sales of doggie-doo bags had risen by 15%. This is a good example of the impact possible by acting at the right place at the right time. Gustaf rises from his chair and fetches yet another example of a successful campaign. In a wallet lay a photograph,

”One early morning, passengers on the commuter train were met by pyjama-clad people who handed out cushions with the message, ”Better sleep for everybody”” an address label, a condom and the Swedish equivalent of a couple of pennies. There was also a cinema ticket to the film that had contracted the campaign. During the campaign, the wallets were “lost” in town. If someone found one and rang the telephone number in the wallet, they would reach an answering machine message recorded by the film’s leading actress.

STEALTH MARKETING Is a company exposing itself to risks by choosing to market itself with guerrilla methods?

There is always a risk that the advertisements will be met with aversion. When an advertising message is not expected, or when such a message is disguised, there is the risk that the message will be received with irritation. Miami is careful to ensure that their campaigns always include a reward, such as a giveaway or an experience. One must be attentive to other factors, like litter, for instance, or of annoing someone or exposing them to danger. Certain risk factors can be eliminated by applying for permits or licenses. Another pitfall is so-called stealth-marketing, which entails capturing the consumer’s interest without revealing the company behind the campaign. You see this, for example, when a company pays someone to talk about a certain trademark in blogs and on-line communities. This essentially fraudulent form of marketing can cause enormous damages to the credibility of the company and diminish consumer trust if the bluff is discovered. Absolut Vodka has made use of one of the most studied variants of stealth-marketing. They sent attractive women out to visit bars with the task of persuading the male patrons to buy them a drink, prepared with Absolut Vodka of course. Presumably the generous men at the bar never realized that they were pawns in an advertising campaign.

To strengthen the effect of a guerrilla campaign, it is essential to ensure that a “buzz” is created and that the press notices the campaign. But the most important goal is not that the individual product or the launch gets media coverage; it’s that the trademark or brand name is connected to originality.

Creating a mouth-to-mouth effect is both efficient and rather easy to start. When a person is surprised on the street and receives a give-away or experience, they spontaneo-

usly relay this to friends and acquaintances.

All it takes is a “Look what I got!” or “Have you seen…?” and the chain is set in motion.

This effect is clearly shown in the campaign Miami conducted for IKEA. Early one morning, Swedish commuters were met on the train platform by pyjama-clad people handing out pillows printed with the message “Bättre sömn åt alla” or “Better sleep for everyone.” As is often the case with guerrilla marketing clients, IKEA was responsible for production and distribution. The pillows went like hotcakes.

ATTENTION What is the typical sort of company that utilises guerrilla marketing campaigns?

“Number two and number three on the market,” is the spontaneous answer from Miami. “In other words, the challengers.”

The strategy of the market leaders is often of the defensive variety. They don’t want to take the risk of losing market shares, and in this conservative industry, one doesn’t want

to risk a loss of consumer trust. Gustaf and Fredrik maintain that up-and-coming companies have nothing to lose by choosing unconventional marketing strategies. If a tactic doesn’t prove to be effective, they can quickly regroup and try something new.

Regardless of whether or not it’s become a trend, guerrilla advertising, when correctly implemented, is effective, and there are still plenty of untried methods of capturing the consumer’s attention. At the same time, there is not enough knowledge of the phenomenon and there are many who confuse guerrilla advertising with events. That’s why Miami continues to explore terra incognita on the advertising map, blazing trails and identifying opportunities for the future.

Please visit Miami at we b address www.miami.se

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TOKYO W E E K E N D I N T H E C I T Y O F FA S H I O N & S U S H I

Waiting at the intersection, I listen to the music drowning out the traffic streaming by. The red guy on the signal changes to a green guy and in a matter of seconds the crossing is filled with a crowd of beautiful people. I am in paradise – Tokyo!

It’s Sunday, the big shopping day here in Tokyo. It’s crowded, but well worth it. This is the time to be out imbibing the fashion atmosphere, and I pause frequently to revel in the sight of all these well-dressed people.

By that I don’t mean only the “correctly” dressed ladies and gentlemen in suits. The young people deserve a few looks of their own. Many of their creations are a little more “flipped out” than one is used to seeing, but what style! At a quick glance, the street looks like one big catwalk. Most of these people undoubtedly spent hours at work in front of their mirrors before hitting the town and one can’t help but feel like a little grey mouse in comparison.

INCREDIBLY HELPFUL & ENORMOUSLY BIG

Even if all the streets don’t have a name, it’s surprisingly easy to find your way around in this thirty million person city. Tokyo doesn’t have just one centre; it has many, each with its own special character and its own specific target group. If you’re not in the mood to walk, walk, walk, the easily navigable underground system is an excellent alter-

native. And if you still find yourself lost, all you have to do is ask. You might get an answer in Japanese, but you’re sure to find your way anyway. The Japanese people are incredibly helpful.

Because Tokyo is big, enormously big, I decided to visit three of the larger districts: Harajuku, Shibuya and Shinjuku. Harajuku’s target group is teenagers, Shibuya attracts those in the late teens to early twenties and Shinjuku is more interesting for those in the 25-30 age group.

Despite the fact that the different districts attract different target groups, the large fashion houses have flagship stores in several of them.

I find myself now on the large street Meiji dori, which leads from Shibuya to Harajuku. The facade displays play the latest Japanese music videos, and inside and in front of the shops the day’s preparations are underway and shopkeepers are busy polishing and putting things in order. It’s still rather cold out, about 14˚ C, but the sweet

BY NILORN GROUP

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Japanese girls in their short skirts and dresses don’t seem to notice. I, on the other hand, stand shivering between gulps of my hot Starbucks coffee.

HARAJUKU

Time to get something in my stomach. I stop at a pancake stand on the street, but have a hard time deciding between the different fillings – each one looks yummier than the last. Finally I decide and point to a plastic sculpture that seems to be vanilla ice cream topped with hazelnut cream in a waffle cone. It proved to be an excellent choice.

Before I cross the street and disappear into Harajuku’s swarms of small shops and people, I make a quick stop at the Mecca of Fashion, Laforet. Laforet is a giant department store with boutiques spanning five storeys. For anyone interested in fashion, every visit to a department store in Tokyo is a delicious dream, but for the most cutting-edge fashion, your best bets are probably Shibuya 109 and Isetan. Shibuya 109 has a unique niche - ten floors of fashion in the mid price range aimed just at teenage girls.

Understandably so, the shopping centre has become a holy shrine for all young Japanese fashionistas.

Take your time to experience Harajuku and discover all of the many distinctive details that only become more powerful with each visit to the district. You will be rewarded tenfold for the time you spend in Harajuku in the form of a variety of impressions from this many-faceted and lively part of Tokyo.

After having spent a big part of the day zigzagging between shops in Harajuku, each one more exciting than the last,

I finally end up on Omotesando, a European-style boulevard lined with cafés and shops. Here, Harajuku’s neon signs are replaced with elegant boutiques and Japanese and western flagship stores – Chanel, Issey Miyake, Ralph Lauren, and Dior to name a few. Omotesando also boasts the world’s largest Louise Vuitton boutique.

And then of course there’s the toy shop, Kiddyland. Five floors filled with everything a child could wish for and then some – from Lego to the latest Japanese technical toys to a half-storey dedicated to Hello Kitty. Kiddyland is one of the few toy shops in central Tokyo, so it’s well worth a visit. A tip, however... choose a calmer day than Sunday.

With aching feet and a rumbling tummy after a long day on the town, I make my way back to Kuimonya 12,6 for a badly needed dinner in the company of good friends.

Never hesitate to step into what appears to be a hole in the wall, or to take a lift several floors up or down. Most restaurants in Tokyo aren’t found at street-level.

Kuimonya 12,6, for example, is situated over a book shop.

Inspirational books from Tokyo.

Up on the sixth floor, I’m met by a delightful murmur of conversation and a lovely scent of food. Kuimonya 12,6 is an Izakaya restaurant – a sort of Japanese tapas bar – where you order a variety of small dishes for everyone at the table to share. It’s not very common in Japan to just go out for a drink or two without eating anything, so Izakaya restaurants are often very popular. For a fantastic dining experience, try the combination of sushi and fried cheese with strawberry dip.

And if you’re eating at Kumimonya 12,6, consider these two small dishes mandatory.

SUNDAY IN TOKYO

Since it is Sunday, all the restaurants and bars close at 11:00 pm. After that, you’ve got the choice of whether to hit a karaoke joint or get a haircut. I decide on the haircut, and get a booking for 1:30 am. But after a whole day on the town I really don’t have the energy to wait, so I pay my respects and head back to the hotel to crash instead.

Despite everything else I’ve seen, after two more fantastic days in the world’s most populous capital city, it’s still Harajuku and the shopping centre Shibuya 109 that have made the biggest impressions on me. But as they say, the more you see of Tokyo the less you feel like you know the city. A few things are certain, though – Tokyo is an enormously big, well-dressed and super fun city that constantly manages to awe and impress.

And if you against all odds happen to get tired of a district, all you have to do is hop on the underground to the next station and step off into a completely different city.

Fun facts about

TOKYO ·

In the song, “What you waiting for?” Gwen Stefani sings about the extreme fashion found in Harajuku: “Osaka, Tokyo. You Harajuku girls! Damn, you’ve got some wicked style.”

·

Tokyo is not expensive! You can get a good lunch for under £4 and a very nice dinner for about £11 a person. Avoid the western joints – they’re generally expensive and the food is mediocre.

·

Lovers can hire a room for a couple of hours at the so-called “Love Hotels.”

Whatever you might be thinking, the “Love Hotels” have nothing to do with prostitution. They are quite simply havens for young couples or parents who need a little alone time. Photographs of the different rooms are displayed in the reception and their various interior décors are bound to satisfy even the most fluctuating desires. Star Wars themes, 18th Century French or rubber and leather – all you’ve got to do is choose.

·

In Sweden, there’s a brand of buttermilk product called Onaka. The word onaka means “stomach” in Japanese and the advertisements say that the Japanese are avid buttermilk drinkers, but in Japan, they’ve hardly even heard of the stuff.

·

When the Japanese wear masks over their mouths, it’s not just to ward off exhaust fumes. They also wear them when they have a cold so as not to infect others.

· In Japan, a smorgasbord is called a “Viking”. · Bowing is the most common form of greeting. The deeper one bows, the more polite the greeting is considered.

don’t miss!

UNITED KINGDOM BIRMINGHAM BULLRING Birmingham is maybe best known as a run-down industrial city, but the city has come a long way in recent years and there’s quite a bit there for a shopping fan to write home about. For those who have grown tired of the industry saga, Bullring has become Birmingham’s heart. With over 160 boutiques on three levels, Bullring has everything you could hope for, including British greats like Selfridges and Debenhams.

SWEDEN BRUNO, STOCKHOLM The more than 300 year old marketplace centre has been given new life in a relaxed and inspiring shopping environment and meeting place, offering a thorough selection of Swedish fashion and design, etc. The mall in Southern Stockholm has an unobtrusive tone and carries on the high trend factor styles that are coming out of SoFo in Stockholm.

GERMANY FÜNF HÖFE, MUNICH It doesn’t convey any special lifestyle concept, but the mall has fantastic architecture. The historic façades on the archbishop’s former castle, Palais Portia, and on the large former bank head office have been almost completely preserved. But inside and on the streets around, it is a modern consumer world. Hanging gardens and lighting create an intimate atmosphere in the different shopping streets.

South Korea THE GALLERIA, SEOUL Galleria West Shopping Centre is the newest style icon in the massive city of Seoul, not least thanks to its electronic façade. The façade is computer controlled and is made of 4330 glass discs, each one with a diameter of 85 centimetres and with a filter of etched glass that changes colour when viewed from different angles – simply put, a gigantic video screen with continuously fluctuating hues. According to The Galleria, the customer should feel like he or she is on a catwalk.

Ten of the best gallerias in the world!

JAPAN SHIBUYA 109, TOKYO Shibuya 109 is very likely the most popular of all the fashion boutiques in Japan. It has a completely unique niche market and has become a symbol for Japanese girl culture. Shibuya 109 is ten floors of fashion in the mid and low price ranges and it’s only for teenaged girls. The shopping centre is a Mecca for the Japanese fashionistas.

PRADA, TOKYO Prada’s flagship store in Tokyo is situated on a plot of land surrounded by low buildings. Next to the Prada shop, whose façade consists of green-toned concave and convex bevelled glass, is a marketplace bordered by an artificial landscape clad in moss. The staircases and partitions in the boutique are completely white, and the entire building was designed by the Swiss architect duo Jacques Herzog and Pierre de Meuron.

DUBAI MALL OF ARABIA Mall of Arabia is part of Dubailand, the colossal amusement park currently being built in the middle of the desert. Described as ”much more than a mall,” the shopping centre is destined to be the world’s largest, and will offer several hundred thousand metres of luxury including Arabian architecture, a theatre, cinemas, bowling alleys, a spa, more than 1000 boutiques full of the biggest international brand names, and ”a unique lifestyle experience.”

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ITALY 10 CORSO COMO, MILANO It’s not the biggest and it’s not situated in the centre of Milan, but 10 Corso Como is famous for housing Milan’s most fashionable night life and shopping. This is where the Milanese and the models from the city’s fashion jungle shop and dine – as well as the tourists who want to tag along. 10 Corso Como is the creation of Carla Sozzani, with some help from her sister Franca Sozzani, fashion editor for the Italian Vogue.

USA COLUMBUS CIRCLE, MANHATTAN New York City’s newest landmark, Time Warner Center, offers visitors a fantastic view of the city’s skyline. After a sightseeing tour round the Big Apple, dive into The Shops at Columbus Circle. And since the centre is located near Central Park, you can stop to catch your breath in the mega-city’s green lungs after a successful shopping trip.

FRANCE BERCY VILLAGE, PARIS This shopping street isn’t the biggest, but it gets high marks in every other category.

Originally an old industrial area in the twelfth arrondissement, Bercy Village has been transformed into a modern city centre. Once upon a time, many of the buildings housed wine cellars, and the rails that were used to transport the wine to the cargo ships on the Seine have been preserved. Today Bercy Village has been converted into a rendezvous point, with well-being and joie de vivre in focus.

Events & Exhibitions in 2007 A N N U A L

P U B L I C A T I O N

F R O M

MAY 2007 21-25 Stockholm Fashion Week, Retailer collections. Press week with fashion and interior decoration for autumn/winter 07-08. www.moderadet.se JUNE 2007 16-19 Exporivaschuh, Riva del Garda, Italy. Shoe fashion. www.exporivaschuh.it 20-23 Pitti Uomo, Florence, Italy.

Men’s. www.pittimmagine.com 24-29 Milan Moda Uomo, Milan, Italy.

Men’s fashion shows v/s 08. www.cameramoda.it/eng

24-28 Tendence Lifestyle 2006, Frankfurt, Germany. Lifestyle, interior decoration & accessories. www.messefrankfurt.com 28-30 Intertextil, Shanghai, China.

Furnishing fabrics & home textiles. www.messefrankfurt.com

SEPTEMBER 2007

4-7 Haute couture shows h/v 07-08, Paris, France. www.modeaparis.com 8-10 ISPO, Munich, Germany. Sporting goods and fashions. www.ispo.com 19-21 BBB Kraftwerk Mitte, Berlin, Germany. Jeans & street wear. www.breadandbutter.com 19-22 CPD Woman Man Kidz, Düsseldorf, Germany. Women, men and children Friedrichshafen, Germany.

Outdoor. www.european-outdoor.de AUGUST 2007 9-12 Copenhagen Fashion Week, Copenhagen, Denmark. Shoes, bags, clothes. www.ciff.dk, www.cphvision.dk www.copenhagenfashionweek.com www.copenhagenfashiondays.com 13-19 Stockholm Fashion Week, Designer Collections, Fashion Week. www.focusstockholm.se 13-19 Stockholm Fashion Week, Stockholm Fashion Centre, Järla. www.modecenter.se 16-19 Style at Sthlm, Stockholm International Fair. www.styleatsthlm.se

N o . 1 : 2 0 0 7

Alingsåsvägen 6 Box 499 503 13 Borås, SWEDEN

18-21 Sportex, Vejile, Denmark.

Sporting fashion. www.nord-fair.dk

29/6-3/7 Men’s fashion shows v/s 08, Paris, France. www.modeaparis.com

4-6 Pitti Filati, Florence, Italy. Yarn. www.pittimmagine.com/it/fiere/filati

G R O U P .

NILÖRNGRUPPEN AB

16-19 Nordix Shoe & Bag Fair, Stockholm International Fair. www.nordensskoochvaskmassa.se

30/8-2/9 Formex & Textile fair, Stockholm International Fair. Interior decoration, design & present plus textiles. www.formex.se

4-6 Bread & Butter, Barcelona, Spain. www.breadandbutter.com

N I L O R N

PARENT COMPANY 16-19 Rookies & Players, Stockholm International Fair. www.rookies.nu

29/6-1/7 Pitti Bimbo, Florence, Italy.

Children’s fashion. www.pittimmagine.com/it/fiere/bimbo

JULY 2007

T H E

6-9 Who’s Next, Paris, France. Men’s & women’s fashions and streetwear. www.whosnext.com 1-4 Prêt à Porter Paris, France. www.pretparis.com 13-16 Kind + Jugend, Cologne, Germany. Children’s fashions. www.kindundjugend.de 14-16 GDS, Düsseldorf, Germany.

Shoes. www.gds-online.com 18-21 Première Vision, Paris, France.

Fabric Fair. www.premierevision.fr 20-23 100% Design, Earls Court/ London, England. Interior decoration. www.100percentdesign.co.uk 20-23 Micam, Milan, Italy. Shoes. www.micamonline.com 21-24 Mipel, Milan, Italy. Bags. www.mipel.com OCTOBER 2007 4-7 Hem 2006, Stockholm International Fair. Interior decoration/design. www.hemmassan.se 16-18 Lineapelle, Bologna, Italy.

Leather and accessories. www.lineapelle-fair.it 25-28 Hem 2006, Göteborg.

Interior decoration/design. www.hemmassan.se

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BY NILORN GROUP

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