REDGREEN - BUSINESSBOOK - 2013 by REDGREEN official

THE REDGREEN BUSINESS BOOK

“REDGREEN is a Nordic international menswear and womenswear brand with strong maritime roots. We value authenticity and quality, in everything we do, and in everyone we work with. The best compliment is when our business partners tell us they know we keep our promises and see how we live our brand. We value strong, long-lasting relationships with our suppliers, our clients, and our colleagues. We know that when we stay with the essence of the REDGREEN brand, we can be confident of success in everything we do.” Søren Hanssen CEO

OUR ICON The REDGREEN icon is the international symbol for the sailing terms “port” and “starboard”. The terms, and therefore the icon, have their roots in ancient Viking sailing practices. From ancient times, port and starboard have been the guiding points on sometimes-rough seas, and they remain so today. The icon is an internationally known and appreciated symbol for sailors around the world, and symbolises a feeling of being home on the ship even though the surrounding waters are deep. To us at REDGREEN, we feel at home in this icon, appreciating and respecting its history, keeping an eye on the water, as well as on our maritime home which is so close to our hearts. [REDGREEN is the only brand in the world whose icon is an internationally accepted nautical symbol, and an icon for sailors around the world.]

The 3 anchors True REDGREEN The colour red and the colour green. The core of who we are. The essence of our icon, our history, our future, and the way we approach things. Two sides of one entity â&#x20AC;&#x201C; one looking out, and one looking towards home. Knowing where we come from, but never doubting where we are going. Our two colours, the colours of our icon, are the line we walk. They are our path, and we will always stay loyal to this. The two colours are included in every collection along with our time-tested elements of style: cable knits, stripes, maritime prints, as well as colours associated with life around the harbour: navy blue, foam white, and our own red and green colours. Our roots are visible in every style: red or green piping, seams and stitching; our icon embroidered on a sleeve; little hints that the individual item, no matter how basic, is part of a bigger story.

Authentic Sailors

Our Classics

For every collection, we design icon items. These items are interpretations of the traditional navy pea coat and the classic cable knit. These two items have been staples of any sailorâ&#x20AC;&#x2122;s wardrobe for centuries, and whereas the woollen pea coat provided protection against harsh Scandinavian weather, the elaborate, knitted patterns of the cable knit provided information about the home of the sailor. The navy pea coat pointed towards unknown shores, while the cable knit told of familiar waters. This duality is part of everything we do; it is embedded in our icon, as it has been since we began.

In a world of ever-changing inspiration and trends, we still have our eyes firmly fixed on the classic and commercial items. Although we work with trends, it is also important for us to work with basics and everlasting items which still have references to our maritime roots. Therefore the collection spans current trend items interpreted and designed within the REDGREEN context as well as commercial, basic styles that are ready to become wardrobe staples. These three anchors are what always forms the REDGREEN collections.

Urban sailors / SS 14

REDGREEN was established in 1983. Ever since, we

have kept close to the sea, letting our icon navigate us through the decades of changing trends and tendencies. No matter where fashion has taken the world, our inner compass has made sure we remained close to our authentic maritime ancestry. We take pride in keeping our brand authentic â&#x20AC;&#x201C; never trying to be something we are not. REDGREEN is woven from the maritime lifestyle, the nautical connotations that signify the ideal balance between having an active urban lifestyle, and knowing where to find the peace you need to live an ambitious, quality-driven life.

the mainstay of every REDGREEN collection is a take on the classic navy pea coat. We look at authentic, traditional garments and give them a subtle twist to match collections, seasons and the man and woman of today. Another compass piece, showing the direction of the collection and the brand, will be items in luxurious,

THE MARITIME

Authenticity is a priority to us: staying true to who we are and where we come from â&#x20AC;&#x201C; and for this reason,

authentic cable knit. Perpetuating a traditional craft of intricate patterns that can be traced to the region a sailor came from, these pieces will guide us towards further perfecting the menswear and womenswear collections from REDGREEN.

CONNECTION 7

The Harbour The harbour is REDGREEN’s home. The harbour is the epicentre of modern life as we know it. Here goods, ideas, and kisses are exchanged; here business prevails. The harbour is urban; it’s rough, industrial and busy. The harbour is the place where Europe’s ancient and modern life keeps evolving, changing, picking up pace, staying in touch. The harbour is where we leave from and return to; it’s constantly changing and never forgets what it is; it is REDGREEN’s point of departure and arrival in everything we do and everything we are.

Wholesale:

Working for a common goal We are in the market because there is a need for us. REDGREEN is the authentic maritime brand, and that is where we excel. But we never do it alone. At REDGREEN we work closely with our valued wholesale clients, making their needs, questions and concerns our focus. Providing solid support and expert advice is an integral part of the way we always work, and something that our clients find particularly valuable. Our experience, and the know-how and experience of our clients, make us a winning team in the fashion industry. Working closely with our clients enables us to offer solutions that are flexible, market-adaptable and mutually profitable.

retail:

Our windows to the world Always aiming for the best possible shopping experiences, we work continuously to create inspiring and invigorating shop-in-shops; placing the REDGREEN brand close to brands that will support the REDGREEN universe without competing with it.

With our focus on the shop-in-shop experience, we wish to communicate the core brand values, not only by

selling fashion, but also by offering customers access to our brand and the dynamic, urban maritime world surrounding it. Building on this strategy, we plan to open new flagship stores in major cities with more than 500,000 inhabitants in our core European markets within the foreseeable future.

brand extentions Extending our framework of design to eyewear, sportswear and home textiles, we strive to create a REDGREEN world that takes the fashion experience and REDGREENâ&#x20AC;&#x2122;s maritime DNA beyond the borders of each collection and into the free time and family life of our customers. Creating the right brand extension is a matter of working with the right people and knowing exactly how to embody the REDGREEN identity and values in each and every item. This is why we work with such careful attention to detail on every single item that is adorned with our logo. It not only needs to look right â&#x20AC;&#x201C; feeling right is also at the heart of the process.

eyewear The REDGREEN eyewear line extends the high-end classic maritime design of REDGREEN into style-conscious, wearable eyewear for men and women. Designed with precision, comfort and trend awareness in mind, the collection exudes REDGREENâ&#x20AC;&#x2122;s sense of ease and Scandinavian maritime design.

Shoes Recently we have added a new product to our brand portfolio. REDGREEN shoes are characterized by maritime styles, high quality and perfect comfort. Each season we offer a range of REDGREEN shoes for both men and women. The small collection will consist of approximately twelve styles and be a mix of sneakers, feminine ballerinas, sailor shoes and casual shoes.

HOME With a focus on home textiles, including bedding, towels, and bathrobes, the REDGREEN HOME collection adds dashes of Nordic maritime ambience to your home. In the design process, special care is taken to incorporate details and accents from REDGREENâ&#x20AC;&#x2122;s maritime origins to convey the calming effect of the sea. Maritime colours, soft patterns, and top-quality fabrics â&#x20AC;&#x201C; this collection makes the REDGREEN universe part of your world at home.

sportswear Transforming the design core of REDGREEN into a sportswear collection for men and women, the REDGREEN universe is extended to the moments of life when leisurewear is called for. While the collection is linked by design and fashion references to REDGREENâ&#x20AC;&#x2122;s maritime history, REDGREEN SPORTSWEAR is not made exclusively for a maritime lifestyle per se, but can be worn, enjoyed and experienced by anyone who loves the freedom of life outdoors. In the design process, care is taken to ensure optimal fit and wear, making each individual style a special treat and an extension of the experience of outdoor sports, activities or leisure.

N.O.O.S.

THE NEVER OUT OF STOCK PROGRAMME REDGREEN has as one of its goals to meet the essential requirements set by the retailers and partners in order to optimise turnover and earnings. The work effort to achieve a dynamic mix of products and marketing is ongoing. All products in the collection have been selected in accordance with consistent criteria: documented bestseller styles with a classical touch, broad and lasting appeal, value for money and plenty of signature.

The N.O.O.S programme from REDGREEN will be under constant development through systematic monitoring that includes fashion trends and retail performance. Styles are discontinued as soon as their lifecycle declines and new bestseller products that meet the other essential criteria are introduced.

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NORMAN L/S SHIRT Quality: 100% egyptian cotton

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PALMDALE S/S CREW NECK 2PACK Quality: 95% cotton, 5% elastane

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DOWNEY S/S POLO Quality: 95% cotton, 5% elastane pique

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Ensuring fresh styles in your store:

Our Outlet Strategy In fashion, we sometimes have to take chances. So do our clients. We know gut feeling is important in business, even though sometimes one might not get everything 100% right. In order to make room for taking chances, gut feelings and experimentation with the flow and mix of our stockists, we promise to always take back 15% of your REDGREEN stock, subject to certain conditions. This is also important in mak-

ing space for new deliveries, ensuring that you have the right product at the right time in your store. The surplus styles are forwarded to our outlet partners, who run high-quality outlet malls across Europe with a selection of high-end brands. With this strategy, we ensure continuing seasonal upkeep in your store, and at the same time put every single style to good use.

family actiVe eleGance simple enJoy life urban sea

WOMaN She is family oriented and combines an active career with family life. She adores simple elegance, and has an uncomplicated, natural ease about her own look. She strives to be the best version of herself, and cares attentively for her family and friends. She longs for time, and wants to be sure to make the most of whatever she spends her time on. This is her compass: making the best of every moment, enjoying life to the full. Her lifestyle is urban, but she needs to get out into the open every once in a while, always preferring the sea to anywhere else.

MaN He is a confident, secure and calm man in the prime of life. He gravitates towards quality of life, and he aims to secure the best whenever he indulges in something. Be it food, wine, clothes or cars, he knows quality and insists on it. He cares for his friends, whom he has known for what seems like forever, and he is a genuine family man. He aims for more freedom and more time in his life, and even though he is oriented towards an urban lifestyle, he has a need to be outdoors. Combining nature and city life, he prefers a walk along a busy harbour to a walk through a silent forest. He is one of the guys, and sticks up for what he believes in.

confident secure calm prime of life qualit y freedom urban outdoors

Our customers:

The freedomseeking individualists At REDGREEN we know that age is not an issue. We know that, today, psychographics matter much more than demographics. And this is how we view the people we cater to: We know that our customers are individualists who wish to be seen as individuals, to live life on their own terms and to be in charge of their own time, life and future. We at REDGREEN strive to accommodate exactly that feeling.

The REDGREEN woman enjoys life, and sets high standards for herself and her family. She wants to be happy and at ease in everything she does. She finds shopping relaxing and invigorating and enjoys combining it with a lunch out with her friends. She shops occasionally and is rarely looking for something in particular; she wants to be inspired. She doesnâ&#x20AC;&#x2122;t necessarily spend her life close to the sea, but she is attracted to the feel of fresh air and the sense of freedom that comes with it.

The REDGREEN man loves his life with his family, yet needs to get out in the fresh air from time to time. He is active, and if sailing is not his thing, he could be enjoying golf, rowing or even mountain biking. The key is spending time outdoors, feeling younger, free, and in charge of his own time. He shops for one season at a time, and he has strong opinions about what he wears. He expects clothes to outlast passing trends, and he often has one wardrobe for work and one for after hours.

Doing business together:

Trade Terms Since different people in different places have different ways of doing business, we do not apply the same trade terms to all of our business partners. We prefer working to create adaptable and flexible solutions for each and every one of our clients. In the end, we believe this is in everyoneâ&#x20AC;&#x2122;s best interests, as we take care to create attractive trade terms for individual markets.

Delivery of our collections At REDGREEN our two yearly main collections include 160 styles. These are equally divided between menswear and womenswear. In both, we always include more than one version of our cable knits and pea coats, accommodating the desire for authenticity as well as the need for upto-date, stylish pieces. Our two smaller collections, which consists of approximately 70 styles, are produced with warm summers and glamorous winter get-togethers in mind, and are sure to cater to individual needs.

Delivery cycle:

Main collection: the spring collection is delivered in two drops in January and February.

Seasonal collection: the high summer collection is delivered in April. Main collection: the autumn collection is delivered in two drops in July and August. Seasonal collection: the winter collection is delivered in October.

pROdUCT pRice miX:

At REDGREEN we value the possibilities of an extensive price scheme, catering to a wide range of customers and their needs.

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pants (9 %) Knit (20 %) Jersey (8 %) sweat (5 %) shirts (25 %) outerwear/leather (19 %) waistcoats (3 %) BlaZer (3 %) accessories (10 %)

spRINg - MeN pants (9 %) Knit (18 %) Jersey (10 %) shorts (5 %) sweat (5 %) shirts (25 %) outerwear/leather (18 %) waistcoats (3 %) BlaZer (1 %)

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Our brand position... As the primary provider of maritime fashion, REDGREEN has a unique market position. With a medium to high price policy and a classic yet distinctive maritime style, REDGREEN is easily differentiated in the market. Our history, our icon and our take on the navy pea coat and the cable knit put us in a league of our own. Still, it can be beneficial to take a look at how we are placed among friends and competitors.

And our Marketing strategy

We take care to ensure that our common goals are supported with a thorough and strong marketing strategy that will keep REDGREEN top-of-mind among our core customers. Brand awareness is essential in ensuring a satisfying turnover, but creating the right image of the brand is also an important tool. We produce campaigns twice a year for our main collections,

and these campaigns will be used as ad material as well as for shops, wholesale, etc. For each collection we shoot lookbooks, ensuring that buyers and the press both have the opportunity to acquaint themselves with the entirety of the collection. Marketing is one of our sharpest tools in bringing the brand forward and in securing success for our clients.

Our online shop Up-to-date customer research shows that people put a lot of thought into what they buy, taking care to inspect and experience an item several times before actually making a decision to purchase. At the same time, customers identify with a brand as much as with an individual style, and they want to be told the brand story alongside their purchase. This is why we see a webshop as a must in order to strengthen the brand and its visibility. Customers may prefer to visit a physical shop to make the actual purchase, but through our webshop they are given the chance to explore the collection in their own home, whenever they feel like it. This is why we know that our online shop is a great way of supporting your store, allowing customers to experience the collection and consider their options before making a decision.

With a wide selection from the REDGREEN collections for both men and women, the online shop becomes your storeâ&#x20AC;&#x2122;s after-hours ambassador. Backed up by online look books and campaign images, the customers are inspired to try new things and may fall in love with an item they would otherwise never consider purchasing. Keeping our eye on your interests, we keep the same price levels online and offline. We adjust the sales and special offers online to in-store activities and offers, ensuring there is no competition between your store and the online world of REDGREEN.

With care and consideration:

POS Material Extra care and consideration is always put into creating POS material that will support your sales and the customerâ&#x20AC;&#x2122;s brand awareness of REDGREEN. From hang tags to in-store catalogues, we know that storytelling, look and feel are what make the difference and make customers return to your store the next time they want to update their wardrobe.

PR strategy:

Supporting sales and raising brand awareness

A good, well-executed PR strategy will raise brand awareness and increase sales. This is why we work on PR in a very focused manner, with both the trade press and the consumer press, to make sure the highlights â&#x20AC;&#x201C; and the basics â&#x20AC;&#x201C; of each collection are craved by the people you and we need to communicate with. In our PR work, we focus primarily on our main markets.

aNd The Navy pea COaT With our gaze constantly fixed on the sea and the horizon, the classic navy pea coat is a natural and important part of REDGREENâ&#x20AC;&#x2122;s two main collections. Our ambition is to create the perfect versions for men and women, for summer and winter, in keeping with tradition, yet making the coat covetable, wearable and desirable for everyday wear. The navy pea coat has become a fashion classic, but it started out as essential work wear for men at sea. European merchants, sailors and navies first wore it in the 1700s. Back then it was made of heavy wool, to keep out the cold, and to make it as windproof and water-repellent as was possible at the time. The pea coat was heavy, so it had a metal chain at the neck for hanging it up. From early on, the pea coat has been double breasted with eight buttons at the front, only four of them having a function, and the rest being purely decorative. The buttons

were emblazoned with an anchor, visibly displaying the connection with the hazardous demands of life at sea. The coat came in one colour, dark navy blue, which could appear almost black. The wide lapels could be turned up and buttoned to keep the neck and ears warm. The earliest pea coats were short, with the hem skimming the upper part of the thigh, but now there are versions reaching midt-high. In the 1800s the pea coat became popular with women as well. The womenâ&#x20AC;&#x2122;s coat retains the characteristics of the original but in a narrower, more fitted and sculpted version. At REDGREEN we feel it is our responsibility to continuously evolve and perfect both the quality and the design of this versatile and wearable maritime garment. This specific piece is the very essence of our DNA. For seasons to come.

and the cable knit sweater Our close relationship with the maritime aesthetic and the harbour makes the classic cable knit sweater a natural part of the REDGREEN collection and an obvious wardrobe staple for both men and women. The cable knit sweater is surrounded by a vast number of traditions and myths, and it is often impossible to separate one myth or tradition from another. The first sweaters were made by Irish fishermen’s wives around the 1900s for their husbands to wear while at sea. Back then, the natural lanolin oils in the wool served as protection against the stormy weather and even spray from breaking waves and squally rain. The knitted cables on the sweater are said to be a symbol of the fishermen’s rope: a wish for good luck and a fruitful day at sea, and the smaller honeycomb patterns resemble the hard-working bee. The distinct raised pattern of the cable knit was made to keep the garment stronger and more durable than a regular sweater. The Irish had a special pattern for each

clan or parish, making it possible for the fishermen to identify a comrade lost at sea. Each pattern was passed down from generation to generation, making them part of maritime history in our parts of the world. By the early to mid-20th century, the sweater made headway in fashion and leisurewear, letting go of its status as work wear only. It became a men’s wardrobe staple and slowly progressed to womenswear as well. REDGREEN holds on to the traditions of classic cable knitting, acknowledging its outstanding wearability. Here and there, small adjustments have been made, to make it fit in with today’s fashion silhouette and high standards with regard to usage. Honouring the maritime history and traditions of this garment, the cable knit sweater is part of who we are. This specific piece is the very essence of our DNA. For seasons to come.

Our company values:

The core of our business is and will always be our products. We strive to remain a small but strong unit of dedicated colleagues working closely together.

We always work in close collaboration with our customers. To ensure that REDGREEN prospers and thrives as a successful and stable home of fashion for years to come.

B eing an ownerrunned company, we are able to always put quality first in everything we do.

Outro In fashion, we can talk all we want about history and tradition, but neither will matter if each style, each garment, does not look and feel relevant and unmissable to us. At REDGREEN we know this, and we know that designing from the heart and the harbour is our compass, guiding us into the future without ever forgetting how we got there.