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We Embody Sincere Values” National Geographic is a
NATIONAL GEOGRAPHIC
Anyone who sails under the famous “Yellow Border” of National Geograph- ic must take sus- tainability seriously. This is exactly what the brand does.
A collection that was an incredibly strong brand from the outset: National Geographic lends its clothing range its world-famous yellow border. This creates new possibilities. It goes without saying that a collection with such heritage focuses on protecting the environment.
Interview: Martina Müllner-Seybold. Photos: National Geographic
What is your current assessment
of the market? Where do you see a niche for National Geographic, especially in the DACH region?
Patrick Andrist, CEO of Omnibrand Group and Corem (National Geographic apparel licensee): The market as a whole is becoming more demanding. The customer of today expects an attractive product of excellent quality, manufactured in a reasonable working environment. Things such as recycled piece goods and fillings will virtually be standard in the future. The trend cannot be stopped. It would be nice if we did not just perceive this as a form of marketing, but actually seize the opportunity to assume responsibility together with the customer.
Does National Geographic address customers who are looking for a recognisable logo on their jacket, or those who want to be convinced by innovation and content?
The question almost answers itself. Since its foundation in 1888, National Geographic has not only stood for content, innovation, and science, but also for the future of mankind and the protection of wildlife and nature. The brand embodies sincere values, which is the opposite of glitter and glamour, or even fast consumption.
The National Geographic magazine is an invitation to dream of adventure. Is this transferable to the National Geographic collection?
At the top, the collection already covers both, although at its core is defined by urban apparel. For example, there is the “Iconic Explorer” jacket, which features a high water column and light recycled goose down that keeps you warm in the coldest temperatures. In addition, we also offer fashionable articles that are worn in the city rather than on the mountain. Our claim “We are all explorers!” suggests that we can all be adventurers, but who says it has to be a polar expedition. There is plenty to discover in urban spaces and in our personal environment. Our goal is to convince via the product. National
The National Geographic clothing collection is hoping to harness endless content treasure of National Geographic magazine and TV for the POS.
Geographic needs to be known for its textiles too. We started with the men’s collection in autumn/winter 2019/20 and will launch the women’s collection in autumn/winter 2020/21. We have a very careful approach – there will be no rash decisions. Naturally, we also see great potential in the sports segment. Children’s clothing is also a long-term option we are looking at. The beautiful thing is that the brand fascinates all age groups.
How close is the cooperation with the licensor?
We are incredibly fortunate. National Geographic perceives us more as a partner than a licensee. The initiative “Your Purchase has Purpose” is also a great campaign. Proceeds from the sale of all National Geographic products support scientists, explorers, and researchers around the world. We can learn a great deal from each other. I firmly believe that we will be able to use retail space for infotainment soon. It will not only showcase the incredible beauty of our planet, but also offer room for discussions about topics such as environmental protection and climate crisis. In the future, the National Geographic brand will be able to interact with people at the POS, not merely via TV, magazines, and its enormous social media reach of 127 million followers on Instagram. This will be very exciting.
In terms of content, you have access to an infinite treasure trove. How is it harnessed to encourage customers to buy?
The content is truly impressive. That is why we ideally require moving images on the
Patrick Andrist is CEO of Corem GmbH, which is part of the Omnibrand Group. Corem holds the worldwide license rights for apparel marketed under the name National Geographic.
sales floors. We firmly believe in innovation. For example, National Geographic presented “Free Solo”, a VR-based experience that allows you to scale “El Capitan”, the steepest rockface in the world. We can offer our partners events with National Geographic explorers sharing their adventures. We also need retailers who understand that innovation in sales and sales areas is crucial for future development. They need to provide the necessary space and capital.
How green is the brand with the yellow border?
Environmental protection is an important topic, as well as an important part of our partnership. We, the licensee Corem GmbH, are part of Omnibrand Group of Hong Kong. We have been a fast-growing textile agency for many well-known brands and retailers for 15 years. We have made a name for ourselves in the areas of sustainability and social compliance. We have no prejudices against individual countries. We produce in Bangladesh or Vietnam, as well as in Turkey or Portugal. The important aspect is how the factories really operate. Omnibrand Group, together with the German Ministry for Development, successfully completed a twoyear project in Bangladesh last year, which not only focused on working and training conditions, but also made the factories safer and more efficient. In addition, the use of resources such as water and electricity has become more conscious and has been reduced. Local universities were also involved in the project. Environmental protection and sustainability are major issues that are beginning to change awareness – not only among consumers, but also among producers. We need to provide them with training and know-how. Our technicians are on site in the factories every day. That is our job. Are we perfect? I cannot claim we are. However, we are already quite far advanced, getting better and doing our best every day. I can vouch for that with a clear conscience.
