WHAT'S THE STORY
BOGNER
OFF TO NEW HORIZONS 90 years of Bogner – the perfect occasion to briefly reminisce before immediately refocusing on the future. For Heinz Hackl, Barbara Holzer, and Konstantinos Balogiannis, product remains paramount. Interview: Stephan Huber. Text: Nicoletta Schaper. Photos: Bogner
Bogner looks very fresh as it celebrates its 90th anniversary. What has been accomplished in recent years? Heinz Hackl, Co-CEO Bogner: As a team, we have launched many initiatives simultaneously and defined five strategic core topics. One project was, for example, the independent positioning of our two brands, Bogner and Fire+Ice. Building on that, the modernisation of the collection and further internationalisation, especially in the USA, APAC, and Russia, are key drivers. We have developed two very distinct brand images, which we consistently apply at all levels. Bogner combines ready-to-wear and active sportswear at the highest level to create “athluxury sports fashion”. Fire+Ice is autonomously positioned and will also offer functional sportswear in addition to its performance wear styles. Back to the roots, so to speak? Heinz Hackl: Our roots are strong and healthy. Innovation and modernity have always been defining brand values. At the same time, however, it is a question of implementing these values in the here and now, and thus reaching today’s consumers in a rapidly changing global market. One approach that we find very exciting involves capsules and collaborations with artists and other brands on an interdisciplinary level – beyond the scope of fashion. Barbara Holzer, Director Design + Product at Bogner: These capsules and collaborations create value on many levels. Everyone involved evolves in the process, and a dynamic of its own emerges. Allow me to provide an example. In December 2021, we launched a brand collaboration between Fire+Ice and super-trendy US womenswear lifestyle brand LoveShackFancy, designed exclusively for the US market. At first glance, it seems an unusual combination of sporty func178
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