WHAT'S THE STORY
L e a d i ng i n a n e w f u t u r e
STRELLSON
“IT IS TIME FOR A NEW MANAGEMENT CULTURE” Market shake-ups lead to a reset at Strellson: Marino Edelmann acting as Managing Brand Director has rejuvenated the brand’s team as a whole. We sat down with him to find out what this means and what it requires in terms of leadership. Text: Nicoletta Schaper. Photos: Strellson
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Strellson has sharpened its fashion profile from a more customer-oriented point of view.
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style in progress
new generation is emerging at Strellson. Many young people have advanced to critical positions within the team. Does that have an effect on corporate culture as a whole? Absolutely. We work together based on very close and open exchange, in a flatter hierarchy. This creates a new cohesion, a new energy. Young people wish to be motivated and led differently, and I myself would like to lead differently – in a manner that allows the team to feel comfortable and to enjoy what they are doing. That develops a motivation for self-determination, which leads us in the right direction. What is important to younger employees? Work must have a purpose that goes beyond the idea of economic turnover. This goes hand in hand with the subject of sustainability, which is often encouraged by the younger generation. Given that Strellson is a brand that loves nature, we have launched the “Wear to Care” sustainability seal, which we plan to expand further. Once there is a sense of purpose, everyone wants to get involved. This creates something that can reignite the brand. What does that mean for the product? We are rethinking many things, in a rejuvenated and more customer-oriented manner. Within the collection, this entails more fashion and more total look to connect our outerwear and ready-to-wear pillars. We have developed a digital 3D capsule for the summer as well, which is also distributed digitally,
