Marie Jo and L'Aventure Winter 2020

FW20

ROUND 2

BRAND ESSENCE MARIE JO

REASONS TO BELIEVE

BRAND ESSENCE

•

Marie Jo makes me feel utterly feminine & stimulates me to become the best version of myself.

•

Passionate craftsmanship: all our designs must be perfect up to the tiniest detail.

Entrepreneurial and creative designers who draw inspiration from catwalks, art, architecture, culture,…

WHAT MAKES MARIE JO DIFFERENT FROM COMPETITORS? •

Broadest choice of ultra-feminine styles for any occasion and mood

•

Every season new collections with surprising designs

•

Perfect fit for any type of bosom offering superior wearing comfort

2

TREND ALERT & SEASON HIGHLIGHTS FW20

CHECKERED PATTERNS

ALL KINDS OF ANIMAL PRINTS

BAROQUE PRINTS AND EMBROIDERIES

VERY INTENSE AND WARM COLORS

GLOSSY FABRICS

3

THE COLLECTION MARIE JO FW20

EVERYDAY ELEGANCE

FASHION TREND

SURPRISING

SENSUAL

FESTIVE & GIFTING

SYLVIA

ELY

AMBER

JUDITH

PHOEBE

• Glossy golden fabric • With an original matte print • Most extensive series

• With a vintage twist • Guipure lace in bold black by Atelier Leveau (FR) • Combined with checked print with lurex thread by specialist ESF (FR)

• Floral embroidery in stylish pink, eggplant, and orange

by Forster Rohner (SW) • Deep and rich green which flatters all skin tones • Push-up: must-have

• Warm red hue • Original mix of materials & colours • Floral embroidery created by specialist Potencier (FR) • Sheer underwire bra: utterly sensual

• Luxury series for special occasions • Shimmery embroiderie by InterSpitzen (SW) • Stylish khaki color • Deep plunge wire bra: must-have

AVERO

JANE

GLORIA

JANE

• Iconic daisies with high-gloss yarn finish • Trendy shimmery bronze colour • Sparkling shiny check pattern fabric • New push-up style available now

• Popular series • Elegant and bold lazurite blue colour • Push-up: must-have

• Elegant floral embroidery in trendy velours • Divinely elegant and ultra-feminine • Marie Jo worked with Swiss embroidery specialist Forster Rohner

• Jane in an opulent and festive design • Combination of elegant floral embroidery made by French embroidery studio Leveaux • The push-up model is a real must-have

SYLVIA • Glossy blue fabric • With an original matte print • Most extensive series

ANNA

AVERO • The special edition of our iconic daisy bra • Trendy gold fabric with sheen and golden sequins add the finishing touch • Embroidery by Swiss specialist Forster Rohner

• In stylish Black or fresh Pink semisheer striped fabric • With delicate Leavers lace co-created with Corentelle (FR) • The transparent triangle bra: ultrafeminine must-have

4

STYLES OVERVIEW MARIE JO

BRAS

EVERYDAY ELEGANCE

SYLVIA

EVERYDAY ELEGANCE

AVERO

FASHION TREND

ELY

FASHION TREND

JANE

SENSUAL

JUDITH

SURPRISING

AMBER

EVERYDAY ELEGANCE

ANNA

FESTIVE & GIFTING

PHOEBE

SENSUAL

GLORIA R2

FESTIVE & GIFTING

AVERO R2

FESTIVE & GIFTING

SEAMLESS NON-PADDED

JANE R2

FULL CUP NON-PADDED

BALCONY NON PADDED

TRIANGLE / IMAGE BRA

HEART SHAPE

BOTTOMS

PADDED BALCONY WITH SEAM

PADDED BRABALCONY

PUSH-UP

PADDED STRAPLESS

RIO BRIEFS

FULL BRIEFS

SHORT

HOTPANTS

ITALIAN BRIEF

ACCESSORIES

THONG

LUXURY THONG

LOW WAIST BRIEF

ACCESSORIES

5

DESIGN FW19 LEARNINGS

WHAT WILL WE STOP? AVOID OVERLAP WITH STAYERS: •• in styles

WHAT WILL WE CONTINUE TO DO?

•• Bring fewer, deep ‘daily elegance’ families that are commercially strong:

WHAT WILL WE START DOING?

•• Bring more ‘surprising’ families

•• in colours •• Bring ‘sexy’ family at mainstream MJ price point

AVOID OVERLAP BETWEEN MJ & LAV

6

PRICING MARIE JO

AVERO

ELY

AMBER

ANNA

SYLVIA

JANE

GLORIA

JUDITH

AVERO

JANE

PHOEBE

HIGH END

ENTRY PRICE

Reference price for the padded bra - heartshape in DE

Reference price for the full cup wire bra in DE

Reference price for the padded bra - round shape in DE

7

STYLES IN THE SPOTLIGHT MARIE JO

DEEP PLUNGE TRIANGLE LOOK

MAXI PUSH-UP A-D

• •

• • • •

•

Stunningly sheer Combination with tulle on the cups for a transparent and sexy look Power tulle on the back panel for extra support

DEEP PLUNGE UNDERWIRE BRA

BALCONY HALF PADDED

• •

•

• • •

Style inspired by the Gala fit Elastic lace in the uppercups ensures a perfect fit Gives your breast a natural, subtle curve.

Underwire band construction stabilizes the bra Side cups with double tulle, which centers the breast

• •

Maxi push-up with heart-shaped neckline Good support due to higher underarm Introduced with Undertones Great fit confirmed by retail partner and consumer

Ideal compromise between padded and non padded: looks of a sensual balcony, but not transparent The padding gives extra support New in Sylvia: undercup also in the shiny printed fabric: same fit as usual but different look

8

MARIE JO COLLECTION FW20 round 2

SENSUAL

MATERIAL • Gloria goes all out with elegant floral embroidery in trendy velours.

• This is topped with yet another layer of delicate embroidery.

• For the embroidery, Marie Jo worked with Swiss embroidery specialist Forster Rohner.

OUR MARIE JO STYLES

GLORIA

• Gloria in Black is being released in a limited number of styles.

REASON TO BUY • Gloria is stylish and ultra-feminine.

• The velours embroidery and rich floral patterns are perfectly ontrend for fall.

Black - ZWA

INT

10

SENSUAL

GLORIA

Black - ZWA

• Elegant floral embroidery in trendy velours • Divinely elegant and ultra-feminine • Totally on trend for winter • For the embroidery, Marie Jo worked with Swiss embroidery specialist Forster Rohner

• Elegante bloemenbroderie in trendy velours • Uiterst verfijnd en heel vrouwelijk • Helemaal passend in het winters modebeeld • Voor de broderie werkte Marie Jo samen met broderiespecialist Forster Rohner (CH)

0102470

0102479

EUR: A 70-85 / B-E 70-90 FR: A 85-100 / B-E 85-105

EUR: B 70-85 / C-E 65-85 / F 65-80 FR: B 85-100 / C-E 80-100 / F 80-95

UK: A 32-38 / B-E 32-40

UK: B 32-38 / C-E 30-38 / F 30-36

full cup wire bra

• Élégante broderie florale sur un velours tendance • Série qui respire le raffinement et la féminité • Modèles parfaitement adaptés aux tendances mode de l’hiver • Pour la broderie, Marie Jo a collaboré avec le spécialiste de la broderie Forster Rohner (CH)

• elegante Blumenstickerei in angesagtem Samt • ausgesprochen raffiniert und sehr feminin • knüpft perfekt an die winterliche Mode an • Die Stickerei entstammt einer Kooperation von Marie Jo und dem Stickereispezialisten Forster Rohner (CH)

padded bra - balcony

.....................................

.....................................

0502470

0502475

0602471

0402470

EUR: 36-44 FR: 36-44

EUR: 36-44 FR: 36-44

EUR: 36-44 FR: 36-44

EUR: B-E 70-85 FR: B-E 85-100

UK: XS-XL

UK: XS-XL

UK: XS-XL

UK: B-E 32-38

rio briefs

.....................................

low waist briefs

.....................................

luxury thong

.....................................

body

.....................................

COMBINE WITH C O LO R ST U D I O

NOTES...................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................

11

SPECIAL PROJECTS

We celebrate 100 years of craftsmanship In line with our festive campaign of 2020, we designed glamorous 100 years special editions of our icons Avero and Jane. The campaign images were shot in Wichelen, to highlight the craftsmanship behind our lingerie.

13

FESTIVE & GIFTING

MATERIAL • Avero combines a shimmering golden fabric with a checkered structure with cute floral embroidery on the shoulder straps.

• The daisies are adorned with gold-colored sequins for a festive look.

• The fabric was created by Belgian manufacturer Liebaert and the embroidery has been designed by Swiss embroidery specialist Forster Rohner.

AVERO

OUR MARIE JO STYLES • Avero with a touch of gold is available in several festive styles: a heart-shaped bra, the padded balcony bra, and the bandeau bra.

REASON TO BUY • Marie Jo’s most popular lingerie series is now in the spotlights.

Be sure to add this special edition with limited availability to your shop window!

Gold - GLD

XL

INT

14

FESTIVE & GIFTING R1

A LWAY S AVA I L A B L E I N

Gold - GLD

White - WIT

Natural - NAT

Caffé Latte - CAL

Black - ZWA

Bronze - BRO

Pearly Pink - PEP

• The Special edition of our iconic daisy bra • Trendy gold fabric with a sheen • Golden sequins add the finishing touch • Creation by Belgian manufacturer Liebaert, embroidery by Swiss specialist Forster Rohner

• Speciale editie van onze iconische daisy beha • Trendy glanzende, goudkleurige stof • Afwerking met goudkleurige pailletten • Creatie van fabrikant Liebaert (BE), de broderie door de specialist Forster Rohner (CH)

• Edition spéciale de notre soutiengorge iconique à pâquerettes • Tissu doré, scintillant et tendance • Paillettes dorées en finitions • Création de la maison Liebaret (BE), broderie signée Forster Rohner (CH)

0100416

0100419

0200413

EUR: A 70-85 / B 70-90 / C-D 65-90 / E 65-80 FR: A 85-100 / B 85-105 / C-D 80-105 / E 80-95 UK: A 32-38 / B 32-40 / C-D 30-40 / E 30-36

EUR: B-D 70-90 / E 70-85 FR: A 85-105 / E 85-100 UK: A 32-40 / E 32-38

EUR: B-D 70-90 / E 70-85 FR: B-D 85-105 / E 85-100 UK: B-D 32-40 / E 32-38

padded bra - heart shape

padded bra - balcony

.....................................

0500412

EUR: 36-44 FR: 36-44 UK: XS-XL

EUR: 36-44 FR: 36-44

rio briefs

low waist briefs

.....................................

0600413

thong

EUR: 36-44 FR: 36-44 UK: XS-XL

UK: XS-XL

.....................................

• Sonderausgabe unseres legendären BHs mit den Gänseblümchen • topmodischer glänzender Stoff in Gold • Finish mit goldfarbenen Pailletten • Kreation des Herstellers Liebaert (BE), Stickerei vom Spezialisten Forster Rohner (CH)

padded bra - strapless

.....................................

0500410

AVERO

.....................................

.....................................

NOTES...................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................

15

17

FESTIVE & GIFTING

MATERIAL • Jane combines an elegant floral embroidery with a light tulle fabric adorned with a unique print motif.

• The embroidery is a creation of Leveaux, a French embroidery studio based in Calais.

• The printed tulle design is also French.

OUR MARIE JO STYLES

JANE

• The two most popular Jane styles – the push-up bra and the heart-shaped bra – are now available in Gold.

REASON TO BUY • Elegant, festive, and chic: Jane in Gold echoes the baroque roots of Marie Jo. • The perfect party-proof lingerie!

Gold - GLD

INT

INT

18

FESTIVE & GIFTING R1

A LWAY S AVA I L A B L E I N

Gold - GLD

Black - ZWA

Natural - NAT

• Jane in an opulent and festive design • Combination of elegant floral embroidery with a light tulle fabric • The push-up model is a real musthave!

• The embroidery is a creation by French studio Leveaux

Dune - AMB

Lazuriete - LAZ

• Jane in een rijkelijke en feestelijke uitvoering • Combinatie van verfijnde bloemenbroderie met een lichte tulestof • Push-up: must-have • De broderie is een creatie van Leveaux (FR)

0101336

0101337

EUR: A 70-85 / B-D 70-90 / E 70-85 FR: A 85-100 / B-D 85-105 / E 85-100 UK: A 32-38 / B-D 32-40 / E 32-38

EUR: A-B 70-85 / C-D 65-85 / E 65-80 FR: A-B 85-100 / C-D 80-100 / E 80-95 UK: A-B 32-38 / C-D 30-38 / E 30-36

padded bra - heart shape

• Série Jane en version festive et luxueuse • Association de fleurs délicatement brodées et de tulle léger • Push-up : pièce indispensable • La broderie est une création de Leveaux (FR)

.....................................

0501333

0601330

0601331

EUR: 36-44 FR: 36-44 UK: XS-XL

EUR: 36-44 FR: 36-44 UK: XS-XL

EUR: 36-44 FR: 36-44 UK: XS-XL

.....................................

• Jane in opulenter und festlicher Aufmachung • Kombination aus raffinierter Blumenstickerei und leichtem Tüll • Push-up: Must-have • Die Stickerei ist eine Kreation von Leveaux (FR).

push-up removable pads

.....................................

Italian briefs

JANE

luxury thong

thong

.....................................

.....................................

NOTES...................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................

19

GROUPING SUGGESTIONS MARIE JO

Gloria ZWA

Jane GLD

Avero GLD

Avero ZWA ICON

21

MARIE JO L’AVENTURE COLLECTION FW20

THE COLLECTION MARIE JO L’AVENTURE FW20

FASHION TREND

SPORTY CHIC

TOM • With the iconic raised dots • Subtle animal print designed by Roccle (FR) • Pearly shiny fabric produced by Brugnoli (IT)

HELMUT • Comfortable, super-soft fabric of Italian origin • Combined with French design lace • Cinnamon color looks great on pale winter skins

SALVADOR

HENRY

• Adventurous series for women who love bold design and clean looks • Intense blue color • Suits all skin tones

• Available in fiery red or subtle grey • Chic check print on fine tulle with flirty raised dot flocking - co-created with Atelier Roccle (FR) • Modern take on the classic Prince-de-Galles look • Check out the transparent, long sleeved body

CHRISTOPHER

ALEXANDER

• Smooth, sleek lingerie • Timeless black microfiber of italian origin • With subtle white contrasts in the stitching • Trendy straps designed by innovative embroidery specialist Ritex (IT)

• Edgy animal print-inspired embroidery by by Forster Rohner (SW) • Khaki and black: a great match • Check out the goldcoloured details

TOM

WILLIAM

• Tom in a new, intriguing design • The soft microfiber fabric was made in Italy • Check prints are totally ontrend this season and can be seen everywhere.

• Fashionable animal print on shimmery khaki fabric • Edgy lingerie with a soft, feminine twist • Studs on the straps

OWEN • Owen features sophisticated French lace by Sophie Halette, a renowned studio that works for couture fashion houses.

• The difference is in the details! Did you notice the subtle lace on the straps?

• A clean, edgy, and comfortable design: Yes we can!

23

STYLES OVERVIEW MARIE JO L’AVENTURE

BRAS

SOFT BRA WIRELESS

SPORTY CHIC

TOM

FASHION TREND

HELMUT

FASHION TREND

SALVADOR

SPORTY CHIC

HENRY

FULL CUP NON-PADDED

BALCONY NON PADDED

BALCONY PADDEDWITH SEAM

HEART SHAPE

BOTTOMS

ROUND SHAPE

PADDED BRABALCONY

PUSH-UP

RIO BRIEFS

FULL BRIEFS

SHORT

HOTPANTS

ACCESSORIES

ITALIAN BRIEF

THONG

ACCESSORRIES

only in black

FASHION TREND

WILLIAM

SPORTY CHIC

CHRISTOPHER

FASHION TREND

ALEXANDER

SPORTY CHIC

TOM R2

FASHION TREND

OWEN R2

24

PRICING MARIE JO L’AVENTURE

HELMUT

WILLIAM

CHRISTOPHER

HENRY

SALVADOR

ALEX ANDER

TOM

OWEN

HIGH END

ENTRY PRICE

Reference price for the full cup wire bra in DE

Reference price for the padded bra - balcony in DE

25

STYLES IN THE SPOTLIGHT MARIE JO L’AVENTURE

THREE-PIECE UNDERWIRE BRA • • •

DEEP PLUNGE UNDERWIRE BRA • • • • •

Style inspired by the Gala fit Elastic lace in the uppercups ensures a perfect fit Gives your breast a natural, subtle curve.

Underwire band construction stabilizes the bra Side cups with double tulle, which centers the breast

Extra side panel for more support Multifunctional linings gives your breast extra support and curves Back panels exist of several materials

BRA WITH HORIZONTAL SEAM

• • •

The construction on the bands gives a good fixation during day-to-day activities Gives your breast a natural, subtle curve Double lining in the lower cup gives extra support

26

MARIE JO L’AVENTURE COLLECTION FW20 round 2

TOM

28

SPORTY CHIC

MATERIAL • The Marie Jo L’Aventure design team reinvented the iconic Tom. • The bras with chic checks feature the distinct Tom straps in black with a subtle checked print.

• The supremely soft microfiber fabric in this series is of Italian design.

TOM

OUR MARIE JO STYLES • The familiar cuts are seen in this stayer series, too.

REASON TO BUY • Checks, Glen plaid, and houndstooth prints are everywhere this season, including the lingerie drawer!

Check - CHK

INT

29

SPORTY CHIC

Check - CHK

Charcoal - CHB

White - WIT

Natural - NAT

TOM

R1

A LWAY S AVA I L A B L E I N

Caffé Latte - CAL

Scarlet - SCA

Pearled Ivory - PIV

• Tom in a new, intriguing design • The soft microfiber fabric was made in Italy • Check prints are totally on-trend this season and can be seen everywhere.

• Tom in een vernieuwend en verrassend jasje • Heel zachte microvezelstof van Italiaanse origine • Ruitenprints zijn helemaal on trend en overal te vinden dit seizoen dit seizoendit seizoen

• Tom revêt un nouveau manteau insolite • Microfibre ultra-douce de qualité italienne • Les imprimés à carreaux ont la tendance incontournable de la saison.

• Tom in innovativer und origineller Optik • extrem weiches Mikrofasergewebe aus Italien • Karomuster liegen in dieser Saison voll im Trend und sind allgegenwärtig.

0120821

0120826

0220827

0120829

EUR: D-E 70-90 / F 70-85 FR: D-E 85-105 / F 85-100 UK: D-E 32-40 / F 32-38

EUR: A 70-85 / B-D 70-90 / E 70-80 / F 65-80 FR: A 85-100 / B-D 85-105 / E 85-95 / F 80-95 UK: A 32-38 / B-D 32-40 / E 32-36 / F 30-36

EUR: A 70-80 / B-C 70-85 / D 65-80 FR: A 85-95 / B-C 85-100 / D 80-95

EUR: A 70-85 / B 70-90 / C-D 65-90 / E 65-85 / F 70-80 FR: A 85-100 / B 85-105 / C-D 80-105 / E 80-100 / F 85-95 UK: A 32-38 / B 32-40 / C-D 30-40 / E 30-38 / F 32-36

full cup wire bra

padded bra - heart shape

.....................................

push-up UK: A 32-36 / B-C 32-38 / D 30-36

.....................................

padded bra - balcony

.....................................

.....................................

0520820

0520822

0520823

0620820

EUR: 36-46 FR: 36-46 UK: XS-2XL

EUR: 36-44 FR: 36-44 UK: XS-XL

EUR: 36-46 FR: 36-46 UK: XS-2XL

EUR: 36-44 FR: 36-44 UK: XS-XL

rio briefs

.....................................

hotpants

.....................................

shorts

thong

.....................................

.....................................

COMBINE WITH C O LO R ST U D I O

NOTES...................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................

30

FASHION TREND

MATERIAL • Owen features sophisticated French lace by Sophie Halette, a renowned studio that works for couture fashion houses.

• The difference is in the details! Did you notice the subtle lace on the straps?

• A clean, edgy, and comfortable design: Yes we can!

OWEN

OUR MARIE JO STYLES • With an underwire bra, a padded balcony bra, and a push-up bra, Owen has something for every woman. Add Rio briefs for the finishing touch.

REASON TO BUY • Checks, chevron, and tweed are all on-trend. Also on-trend is Owen’s graphic black lace. Straight from the catwalk to your lingerie drawer!

Check - CHK

INT

32

FASHION TREND

OWEN

Black - ZWA

• Owen features sophisticated French lace by Sophie Halette, a renowned studio that works for couture fashion houses.

• The difference is in the details! Did you notice the subtle lace on the straps?

• A clean, edgy, and comfortable design: Yes we can!

• Owen verleidt met Franse kant van Sophie Halette, een gerenommeerd atelier dat ook voor de couturehuizen werkt.

• Oog voor detail maakt het verschil!

Zag je de subtiele kant in de schouderbandjes al?

• Een strak, edgy en toch o zo comfortabel design … Yes, we can!

• Owen séduit par sa dentelle • Owen verführt mit französischer française signée Sophie Halette, Spitze von Sophie Halette; einem un atelier de renom qui collabore renommierten Atelier, das auch für avec de grandes maisons de haute Couture-Marken arbeitet. couture.

• Auf die Details kommt es an! Haben Sie • Son sens du détail fait toute la die subtile Spitze an den Trägern schon différence ! Avez-vous remarqué la entdeckt? dentelle subtile sur les bretelles ?

• Ein geradliniges, markantes und • Un design épuré, original et si dennoch bequemes Design. confortable... Marie Jo l’a fait pour Überzeugend auf der ganzen Linie! vous.

0122050

0122057

0122059

EUR: B-D 70-90 / E 70-85 FR: B-D 85-105 / E 85-100 UK: B-D 32-40 / E 32-38

EUR: A-C 70-85 / D 65-80 FR: A-C 85-100 / D 80-95 UK: A-C 32-38 / D 30-36

EUR: B 70-90 / C-E 65-85 FR: B 85-105 / C-E 80-100 UK: B 32-40 / C-E 30-38

full cup wire bra

push-up

.....................................

.....................................

0522050

0622050

EUR: 36-46 FR: 36-46 UK: XS-2XL

EUR: 36-44 FR: 36-44 UK: XS-XL

padded bra - balcony

.....................................

thong

rio brief

.....................................

.....................................

COMBINE WITH C O LO R ST U D I O

NOTES...................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................ ........................................................................................................................................................................................................................................................................................................................................

33

GROUPING SUGGESTIONS MARIE JO L’AVENTURE

Tom CHK

Tom SCA ICON

Owen ZWA

Combi black and red for end of year

35

MARKETING SUPPORT LEARNINGS WHAT WILL WE CONTINUE TO DO? INSPIRE WITH MAGAZINE / LEAFLET

DRIVE TRAFFIC TO STORE

To be distributed where our consumers are, either in store, by mail or in nearby high traffic locations (such as hairdressers, doctor’s offices, clothing stores, local stores, ...).

•• Digital Media campaigns are focused on discovering the new collection and lead to a landing page with brand movies and store locator

•• Shows all families

•• All our press files highlight the importance of lingerie styling and reference our retail partners. https://pressroom.mariejo.com/

•• Available on Kadanza so that the RP can use it on their communication platforms (newsletters, website, folder,…)

WHAT WILL WE IMPROVE?

CONTINUOUS ACTIVATION OF ICONS •• More Campaign visuals to keep our icons modern, new and attractive •• Integrated in all material: seasonal POS, magazine, newsletters, social media, ..

•• Visual merchandising suggestions combined with our fashion series

•• Newsletters highlight the importance of lingerie styling and redirect to the store locator

•• Dedicated icons salesbook

•• Available on our brand website

BETTER THEMED CAMPAIGN CALENDAR

•• In BE & NL they will be directly distributed to large offices in big cities via the Work Perk.

•• More integration of consumer insights into our marketing campaigns.

•• Dedicated sell-out activations as from April - June 2020

This way, we get their attention and attract them with content, topics and products that are relevant to them at a certain moment.

ENGAGE THROUGH STORY-TELLING: •• 100 years of Craftsmanship & Design – our tribute to women

IMPROVE KADANZA to provide relevant, easy-to-use content to our retail partners: •• As of February 2020 Kadanza will be mobilefriendly and have a clearer, easy-to-navigate structure

PAID MEDIA CAMPAIGNS •• +30% higher media investment on lingerie •• Both print campaigns and digital (targeted) campaigns •• Only premium institutional ads (no advertorials) on best positions in monthly glossies

BRAND WEBSITE WILL BECOME MORE INSPIRATIONAL •• We will use our campaign images and videos more prominently on our brand website, in order to have a 360° activation.

36

KADANZA OPTIMIZATION

OBJECTIVE: We want to provide our retail partners with all of our relevant content in the most user-friendly way, so they can also use it on their own platforms.

UPDATE AS FROM APRIL 2020 We want to provide all of our relevant content in the most user-friendly way.

••

Kadanza will become mobile-friendly

••

••

Kadanza will have a more user-friendly navigation •• structure

Clear link on the B2B website to Kadanza A calendar with the dates when new images will be uploaded

NEW SINCE SS2020

1. CAMPAIGN IMAGES & VIDEO

7. MAGAZINE PDF & COPY IN NL DE FR ENG NEW SINCE SS2020

2. E-COM IMAGES, PRODUCTDESCRIPTIONS, EAN-CODE & FABRICS

8. LEAFLET

NEW SINCE SS2020

3. PACKSHOTS

9. READY-MADE SOCIAL POSTS & INFLUENCER POSTS

TO COME FOR AW2020

4. STILLS

10. NEWSLETTER TEMPLATE & COPY

5. LOGO’S

6. PRESSFILES 37

CAMPAIGN CALENDAR FW20

AUG

CONSUMER RELEVANT THEME

SEP

EARLY SEASON ELEGANCE

AUTUMN VIBES

BACK-TO-WORK IN STYLE Showing off your summer tan in bright colors.

PREPARING FOR FALL It’s time to introduce matching fall colors.

PAID

OCT

FW20 LINGERIE LAUNCH FASHION TRENDS

DISCOVER THE EXCITING FASHION TRENDS FOR FALL Get your lingerie drawer fall proof.

OWNED

NOV

EARNED

DEC

LOUNGE

WINTER BOOST

LUXURY

RELAXING FALL DAYS Get cozy in soft and supercomfy loungewear.

WINTER BOOST Fight the winter blues with ultra-feminine lingerie that will brighten up days.

READY FOR THE FESTIVE SEASON The perfect time for more high-end and glamorous sets.

100Y BLACK & GOLD

LET’S CELEBRATE TOGETHER Marie Jo ends the festive year with two party proof limited editions.

HIGHLIGHTED PRODUCTS JUDITH

JANE

AVERO

SYLVIA

ELY

HENRY

HELMUT

TOM

ANNA

ANNA

PHOEBE

WILLIAM

JANE

AVERO

HIGHLIGHTED STAYERS MJ AVERO SCA

PEARL PNE

JANE ZWA

PEARL NAT

AVERO NAT

PEARL ZWA

JANE ZWA

PEARL ZWA

JANE ZWA

HIGHLIGHTED STAYERS LAV TOM SCA

TOM CAL

TOM ZWA / NAT

TOM CAL

TOM ZWA

TOM ZWA

TOM SCA

MEDIA PRINT MEDIA DIGITAL MEDIA PR MEDIA OWNED

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POS OVERVIEW

POSTERS

LEAFLETS

Families: Avero BRO - Avero GLD (R2) / Anna ZWA - Sylvia VEL / Jane LAZ - Eli ZWA / Tom PIV - Henry ZWA 78 x 118 cm

FLIP DISPLAY All families

A3

WINDOW STICKER Eli ZWA

TOTEM Eli ZWA + Henry ZWA

30 x 42 cm

BRONZE PACKAGE 4 large R/V posters 125 leaflets 0Z0PACKW20000

125 ex.

SILVER PACKAGE 4 large R/V posters 250 leaflets 1 flip display 0Z0PACKW20000

250 ex.

N SIG DE FINAL T NO

GOLD PACKAGE 4 large R/V posters 375 leaflets 1 flip display 1 window sticker 0Z0PACKW20000

7 large R/V posters 500 leaflets 1 flip display 1 window sticker 1 totem 0Z0PACKW20000

Information is non-contractual and subject to change.

PLATINUM PACKAGE

375 ex.

N SIG DE FINAL T NO

+3 extra posters: Sylvia GSS - Gloria ZWA Salvador ROY - Tom CHK William RPT - Avero PEP

500 ex.

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POS OVERVIEW

MAGAZINE

HERO IMAGE

A4

MAGAZINE

50 ex.

0Z0BRCHW20000

INT

DE

XL-POSTER

INT

XL

NL

Families: Eli ZWA Henry ZWA 0Z0XLPOW20A000

XL POSTERS RV 120 X 180 cm

Campaign theme R/V PrimaDonna / Marie Jo

N SIG AL E D FIN T NO

0ZZDECOW20000

Information is non-contractual and subject to change.

XL

DEADLINE FOR ENTERING ALL AW20 POS ORDERS IN CRM IS 1ST OF MAY 2020!

POS Shipment: AW POS will be shipped between 15th of May and 15th of June 2020 Back-orders are entered by customer service as long as stock lasts

40

MAGAZINE

LEAFLET

OBJECTIVE:

OBJECTIVE:

To be distributed to consumers to inspire them, either in store, or either by mail or in in nearby stores where our consumers are (hair dresser, doctor’s office, pret-à-porter stores, local stores, …)

To drive traffic to store

Available on Kadanza so that the RP can use it on their communication platforms (newsletters, website, folder,…)

CONTENT: •• All fashion series will be covered and main stayer series will be added •• Language versions ··

MJ: Multilanguage version

•• Style overview with packshots to make it more attractive and visual for consumers NEW from SS20

To be distributed to consumers by RP via post, in giftboxes, …

Available on Kadanza so that the RP can use it for their communication platforms (newsletters, website, folder,…)

CONTENT: •• Best sold series with available campaign images •• All categories covered: ··

MJ: Marie Jo, Marie Jo L’Aventure and Marie Jo Swim

•• New since SS20 - feedback will be gathered after delivery to RP

•• Delivered to RP at the beginning of the season • More qualitative and premium paper • Extra call-to-action and QR code to send the customer to our online magazine •

Magazine will be available online as well

• Product name of series will be mentioned 41

LABELS & PATENTS

SUSTAINABLE AND SAFE LINGERIE The quality of our lingerie is legendary. Colors and elasticity can withstand frequent washing. We only use sustainable resources.

All our lingerie and resources comply with the Oeko-tex and REACH legislation.

The Oeko-tex standard 100 label (class 2) ensures that our products are free of harmful substances and allergens.

REACH wants to expand knowledge about chemical substances and their risks. The harmful substances in a product need to be registered and communicated to the employees and to the consumer.

We work with European suppliers as much as possible. Our lace finds its origin in France, the embroidery in Switzerland or Italy. Innovative microfibers come from Belgium. Sourcing close to our cutting facility is better for the environment. In addition, many of our suppliers are making ecological efforts, such as investing in their own water purification systems.

The paper we use for our brochures and labels is FSC certified. This means that the paper comes from responsible sources—environmentally appropriate, socially beneficial, and economically viable.

PATENTED WIRES Underwiring covered in a patented combination of three types of materials, also used in the car industry.

This prevents the wires from poking through the material, while ensuring a soft, flexible, and comfortable fit. The same standards are demanded from all our suppliers, so we can guarantee our customers that our lingerie is produced under the best possible conditions for mankind and the environment.

SA8000 The SA8000 label is the worldwide leading certificate for corporate social responsibility with strict criteria in terms of child labor, forced labor, health and safety, freedom of association, discrimination, disciplinary procedures, working hours, salary, and management. Van de Velde was one of the first Belgian companies to carry this label. The same standards are demanded from all our suppliers, so we can guarantee our customers that our lingerie is produced under the best possible conditions for mankind and the environment.

AWARD-WINNING LINGERIE The first Marie Jo swimwear collection won the Mare di Moda award.

Our Marie Jo lingerie collection won the German Sterne der Wäsche award two years in a row.

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