THE REDGREEN License BRAND BOOK
“REDGREEN is a Nordic 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 Owner of the brand
3
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.
Nordic Roots Elegant North Established in Denmark in 1983, REDGREEN has always been true to its roots. Over the years REDGREEN has maintained its focus on a unique concept, blending nautical fashion, clean-cut design, premium quality and functional clothes into elegant Nordic collections..
6
Coastal inspiration The essence of the REDGREEN comes from the Danish coasts and the North Sea, and we always seek inspiration in these elements combined with the nautical world including the active and lively harbor life.
Classic brand REDGREEN will always maintain its classic status,
but we believe that it is always vital to continue to innovate, broadening its appeal to other market sectors. This is why we always seek new oppurtunities in extending our range of product together with existing and new license holders.
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 – 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 MARITIME CONN Authenticity is a priority to us: staying true to who we are and where we come from – and for this reason, 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, 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.
8
NECTION 9
10
Our
Brand Extentions At REDGREEN we use our brand extension as one of our product development strategies which can increase awareness of the REDGREEN brand name. Furthermore it increases profitability from offering more than one product category and create great synergies for all of our license partners. We strongly believe in our brand extension products, and in the fact that they support each other in creating a credible lifestyle universe. Extending our framework of design to eyewear, sportswear, shoes and home textiles, we strive to create a REDGREEN world that takes the fashion experience and REDGREEN’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. We aim to be a 100% lifestyle brand with a range of more than six brand extending products and 3000 selling points by the end of 2017.
11
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 REDGREEN’s sense of ease and Scandinavian maritime design. We sell REDGREEN Eyewear in the four Nordic countries and the frames are exclusive to Specsavers/ Louis Nielsen stores which is the biggest optical chains in the world and houses other brands as Tommy Hilfiger, Tiger of Sweden and Sand.
12
13
14
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 REDGREEN’s maritime story, REDGREEN SPORTSWEAR is not made exclusively for a maritime lifestyle, 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.
REDGREEN Sportswear can be found in more than 100 sportswear stores.
15
Shoes The REDGREEN Shoes are produced and designed with focus on quality, trends, comfort, and the REDGREEN look and feel authenticity. The design of the shoes is classic yet based on the expression of themain collection every season. The signature of the shoes are always a hint of red and green colors combined with characteristics such as rudders and anchors. Furthermore, the “classic� REDGREEN sailor shoes is always to be found in our range adapted to the season.
16
The shoes are produced mainly in Italy and Portugal and factories are carefully selected in terms of quality, working conditions, materials, and flexibility in relation to demand from both retailers and end user. The shoes are currently sold in Finland, Russia, Sweden, Germany and Denmark. Since the shoes are closely related to clothing, the distribution will continue to be primarily in the clothing industry, since the synergies between those two are unique, and will make significantly higher turnover and earnings.
17
18
Living REDGREEN LIVING is based on the ideals of REDGREEN where a maritime spirit and top quality are highly valued.
The products are made in soft and exclusive fabrics, where careful attention is taken into every detail of the items. The timeless and maritime patterns give the feeling of a harmonic atmosphere, and a Nordic spirit that lightens up the bedroom. The collection includes bed linen, cushions, bathrobes and towels. You find the REDGREEN LIVING collection in: The Nordic countries Benelux UK It will be distributed in Hometex special stores and selected online stores, as that will give the brand the greatest visibility and sale.
19
Kids The first collection launch of ‘REDGREEN Kids Wear’ will be Autumn/Winter 2015. We have a partner that has the quality approach it takes to design, produce and sell the REDGREEN concept in Kids Wear. Together we have created a unique collection for the quality conscious consumer who would like to see his children in functional and classic products from REDGREEN. The target group will be primarily girls and boys aged 2-10 years. Distribution focus will be in Scandinavia, Germany, Holland & Belgium.
20
21
Brand ID Having a brand identity means having a five-step description that aims to clearly define what your brand stands for - its goals, its personality, the emotions you want people to experience when they come into contact with your brand, and a clear conveyance of that identity through a positioning statement.
At REDGREEN we have this description of our brand ID:
22
Personality
Features
- Active
- Nordic lifestyle
- Energetic
- Casual maritime
- Natural
- Leisure & sport
- Healthy
- Authenticity
- Impulsive
- Simplicity
- Positive
- Outdoor
- Well informed
- Harmony
- Positive
- High quality
Benefits An original & Nordic brand with maritime roots which gives you both high quality and value.
Proposition Classic collections that respects the man and woman who prefers high quality and cross-season favourites in their wardrobe.
Essence Active and maritime lifestyle inspired by the Nordic way of living.
- Loves the sea
23
PRODUCT
price mix:
At REDGREEN we value the possibilities of an extensive price scheme, catering to a wide range of customers and their needs.
Autumn - men
20 €
40 €
60 €
80 €
100 €
150 €
200 €
400 €
600 €
800 €
20 €
40 €
60 €
80 €
100 €
150 €
200 €
400 €
600 €
800 €
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 %)
Accessories (8 %) 24
Autumn - women
20 €
40 €
60 €
80 €
100 €
150 €
200 €
400 €
600 €
800 €
pants (10 %) SKIRTs (1 %) KNIT (21 %) JERSEY (15 %) waistcoats (3 %) shirts/tunics (19 %) dresses (3 %) Outerwear/Leather (21 %) Accessories (8 %)
SPRING - women
20 €
40 €
60 €
80 €
100 €
150 €
200 €
400 €
600 €
800 €
pants (8 %) skirts (4 %) knit (18 %) shorts (3 %) jersey (18 %) waistcoats (3 %) shirts/tunics (19 %) dresses (5 %) Outerwear/Leather (18 %) Accessories (8 %) 25
online 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 web shop 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 web shop 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 the stores, 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 and our brand extension products, the online shop becomes our most important lifestyle ambassador within 2015.
26
New season
27
28
PR and Marketing One of REDGREEN’s and our license holders most important tasks, is to continuously draw attention to our products and communicate the same values in everything we do. In everything that connects with the REDGREEN brand one must find:
Nordic & maritime inspiration
Outdoor lifestyle
High quality
The REDGREEN symbol
This is accomplished by coordinating our PR & marketing efforts from one point of contact. Therefore, at REDGREEN we also have this responsibility and we offer our partners help with both developing visual material at least twice a year and to continously develop our website and social media strategy.
29
Working for
a common goal Step 1:
REDGREEN holds the responsibility of
developing color- and trend material twice a year which is to be used in the process of designing new collections for the licensees. Step 2: All designs must be approved by REDGREEN to make sure it holds the DNA and values of the brand.
Step 3: Licenser makes a sales- and distribution plan also containing financial targets.
Design & marketing Step 5: Planning of joint events such as fairs and press meetings.
Step 4: Common planning of visual campaign material and marketing/PR plans.
Step 1 Step 2 Step 3 Step 4 Step 5 Redgreen Licenser Joint
30
31
iconics
32
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 REDGREEN’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 women’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.
A classic REDGREEN style.
33
The naval stripes The blue and white bars of the Breton jersey, worn by French sailors since the mid-19th century and made fashionable by Coco Chanel at the end of the first world war, are essential classics for us at REDGREEN . But what is actually the history of the stripe in fashion? The marinière is inseparably associated with the Parisian Gaultier, who has repeatedly included it in his fashion collections over a 40-year career. At the same time, together with the beret and neckerchief, the sailor stripe goes shorthand for a style that is stereotypically, parodically French. The horizontal bands remain the most vivid and playful example of a surface decoration more notable for its banality and ubiquity. The stripe is seen everywhere from the pinstriped business suit, with its accompanying shirt and tie, to the pastel stripes of our pyjamas and bed linen, to the emblematic blazery of the school uniform and marine look. We are seemingly at home with the contemporary stripe and its implications of rectitude, comfort, identity and energy. It has not always been so. If the wearing of stripes seems a trivial matter, subject to the whims of fashion and the conventions of work and leisure, there was a time when to be striped was indeed to be barred, to be marked as socially marginalised or excluded. All that may seem of another age. Yet the stripe has never quite shaken its earlier connotations of (in-)subordination. If the early modern period sees its gradual social acceptance, it remains primarily the livery of the lower classes and persists in the striped vest of the butler and uniform of the chambermaid. And it is from here, perhaps, that it makes its way out to sea. For the stripe is the mark of the seaman, never of the officer.
A true REDGREEN style
34
And for REDGREEN it is therefore an essential in our collections.
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 hardworking 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.
An autentic REDGREEN style
35
Future Plans
perspectives We always strive to extend REDGREEN to new product lines whenever it adds value and awareness to our brand. As part of our strategy of creating a full REDGREEN lifestyle universe within the coming years, futurewise we have the below mentioned spin-offs in the pipeline:
REDGREEN Kids 2015 REDGREEN Fragrance 2016 REDGREEN Accessories 2016
A living brand is in constant motion and in constant development, and this book reflects the brand extensions as they are today. We are always looking forward and strive to continually improve and strengthen the REDGREEN brand, and we look forward to continuing the journey with you.
36
37
38
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 partners.
To ensure that REDGREEN prospers and thrives as a successful and stable home of fashion for years to come.
Being an ownerrunned company, we are able to always put quality first in everything we do.
39
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 SEA is our compass, guiding us into the future without ever forgetting how we got there.
40
41
www.redgreen.dk
42