I-DENTIFY - Magazine

I-DENTIFY

BY AMFI

Content

Infinite Grandeur

Trends in running a department store

International business

Kate Walsh: head of marketing & pr

Empress of hidden luxury Muccia’s vision on fashion culture & building a brand experience

The Cartier family

about a family of visionairs and standing out.

Primium de Bijenkorf how to sail a new course

Brand identity

Edward van Vliet about his work for de Bijenkorf, and his vision on design for store concepts.

Conceptual Brainstorms Theo Lindemann, senior brand manager @ VBAT, about what de Bijenkorf has changed to book success.

Company Culture/Structure What do you keep in mind when you are new to a company

Experience

Karin Vriese, manager communication @ de Bijenkorf, about branding

Models1.co.uk

Paula Gurkova signbanks

Zanotti’s hotties Innovating in shoe-land

Visionary artists

Peter White, concept developer @ Alexander Wang: How concept developement makes or breaks a brand

Model:Daniel @ Success Paris, Photographer: Kai Zfeng Hair & Make-up: Monique @ House of Orange

LETTER FROM THE EDITOR Dear brains behind brands, in front of you lies the very first issue of I-DENTIFY, your bi-annual beacon of prosperity. This magazine informs and inspires about branding in national and international fashion companies.

It offers insight on the work of professionals of great fashion houses.

They share with you their visions and missions in their work and life, and they offer you their advice. Which personal qualities matter, how do you stand out, and where should you be focussed on career wise.

The fashion industry is, like every other sector, a dimension that asks for a specific approach regarding branding and thorough knowledge of your future work environment is good preparation.

To this first issue of I-DENTIFY, which evolves around being premium as a brand, many key figures of the industry contributed: Miuccia Prada shares her vision on building brands, and explains thoroughly how she manoeuvred to the top. In our case study we take a close look at how de Bijenkorf is rebranded since 2007 and by whom. Which trends did they follow and how did they got back on track?

Kate Walsh, head of marketing and pr at Viktor & Rolf analysed how branding differs in haute couture from other fashion companies. Paula Gurkova predicts which model agency construction will survive in the near future, and why others are drowning. And apart from fashion we highlight some closely related branches as like jewellery in this issue: Why did Cartiers family business got so successful, and how do they maintain it branding wise? Get inspired by these entrepreneurial professionals and spot your place between them!

On our website you can apply for different internships in the inner circles of the industry and find more information on our exclusives and contributors. Till we meet again.

Thomas Pawlik Editor in Chief

4

Contributors

Georg & Paul Cartier

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Nunc placerat leo id arcu mattis vel facilisis risus scelerisque.

Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa

Paul van Vliet massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales.

Nunc placerat leo id arcu mattis vel facilisis risus scelerisque.

Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce

Paula Gurcova ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Muccia Prada in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales.

Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque

Kate Walsh

dolor tortor ultricies massa, in tincidunt quam elit nec tellus.

Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin

Marc Jacobs massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque.

Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero. Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper

“Pleasure in the job puts perfection in the work.�

Aristotle rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti. Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst.

In hac habitasse platea dictumst. Aliquam ut enim vitae libero condimentum convallis.

- TRENDS -

INFINITE

GRANDEUR

INTERNATIONAL BUSINESS Kate Walsh

Head Of Marketing & Public Relations @ Viktor & Rolf They are up there, but it doesn’t seem like they are up there. When you sit in front of them, at first you almost seem uncomfortable at how at ease and relaxed they both look, despite working for a fashion brand that surely takes almost all their time. We might have said this before for other jurors we’ve interviewed, but it always strikes us how easy going and polite people you could easily define as ‘fashion superstars’ actually are. It is just true: the media literally build an eccentric and “bitchy” story around popularity when most of the times you just discover it isn’t so. For Viktor & Rolf, it just isn’t so. Concentrated and focused on each and every finalist project they saw at ITS#NINE, exchanging opinions with the finalists, relaxed and with a wonderfully positive attitude. We sat down during a lunch-break and just easily talked about vacations and places to go. For this, and for many other reasons, we just hysterically want them BACK!

“Strive for excellence, not perfection.”

Viktor Horsting (b.1969) & Rolf Snoeren (b.1969) met while studying fashion at the Arnhem Academy of Art and Design in The Netherlands (1989-1992). Their first collection ‘Hyères’ (1993) based on distortion, reconstruction and layering, won three prizes at the Salon Europeen des Jeunes Stylistes at the Festival International de Mode et de Photographie.

The subsequent presentation of four critically-acclaimed collections in experimental art spaces affirmed their

reputation as fashion artisans allowing them in 1998 to show their first Haute Couture collection (Spring/Summer 1998). Focusing purely on couture, they stunned evergrowing audiences with the extravagant and unorthodox nature of their designs, marking their ascent into the realm of high fashion.

They returned to ready-to-wear in 2000, with ‘Stars and Stripes’ (Autumn/Winter 2000-01). An instant commercial success, the bold collection adopted the motif of the American flag to announce their global aspirations. With the launch of the iconic wax seal in the same year, Viktor & Rolf had established themselves as a true brand. In response to Viktor & Rolf’s own desire for classic clothing with a dash of wit, the menswear line ‘Monsieur’ was added in 2003 (Autumn/Winter). .

The Viktor & Rolf range has since grown to include shoes, accessories and eyewear. In 2005 Viktor & Rolf launched their first fragrance, the widely popular ‘Flowerbomb’. ‘Antidote’, the first fragrance for men, was launched in 2006. With the desire to expand, Viktor & Rolf entered into a partnership with Only the Brave in 2008, allowing the company to develop new product ranges, extend distribution and open further boutiques. Viktor & Rolf retain their penchant for research, retaining a strong presence in the art world. The work of Viktor & Rolf is represented in the collections of the most important fashion museums in the world, as well as in numerous private collections. Viktor & Rolf have additionally been included in numerous exhibitions such as ‘Viktor & Rolf par Viktor & Rolf, Première Décennie’, Musee de la Mode et du Textile, Paris (2004) and ‘The

“A clear vision, backed by definite plans, gives you a tremendous feeling of confidence and personal power.”

House of Viktor & Rolf’ at both the Barbican Museum, London and the Centraal Museum, Utrecht (2008-09).

Along with their involvement in the visual arts, Viktor

11

E

EMPRESS Miuccia Prada

Text: Sandro Keizer Photography: Guido Harari

For the past ten years, Prada has had an almost uninterrupted creative hegemony in the world of high fashion, while the business story of the Prada Group has taken some hair-raising twists and turns. Our meeting takes place only a few weeks after the company completed an oversubscribed IPO in the Hong Kong stock market, raising US$2.1 billion. Good going at any time, but particularly encouraging in the middle of a recession. This contrast between the commercial performance and creative output of the business defines the fashion industry.

The Höller piece, a slide similar to the ones at the Tate, has been the subject of endless interpretation. The first time I saw it, it was tempting to think of it as an escape hatch. A permanent reminder that this is a woman who might at any time drop it all and run away.

The balancing act in most fashion houses is maintained

That was the best part of a decade ago, by which time Miuccia had already achieved her creative eminence and had the entire industry hanging on her every utterance.

Case in point: a friend who works at the studio of a leading French house told me about the time when, after seeing the Prada collection in Milan, the head designer scrapped his entire collection and started again - with two days to go until the show. Because Miuccia had spoken, the rest of the fashion industry was going to have to respond.

Of course, it wasn’t always thus. Miuccia earned her stripes slowly and after years of being regarded with skepticism from critics and fashion insiders. Untrained in design and lacking an apprenticeship in the conventional sense, she earned a Ph.D. in politics, then became a mime artist before eventually taking over the family business. At that point in the late ‘70s, Prada was a small Milanese leather goods manufacturer. The company’s profile and profits boomed thanks to a series of design innovations that were perfectly in sync with the culture and the zeitgeist of the ‘90s. A normal fashion success story might have ended there.

Prada’s commercial success came before its creator’s creativity and brilliance was fully acknowledged by the experts, reversing the pattern than defines the life cycle of most other fashion brands: creative success leads to commercial success. Commercial success leads to creative stagnation. Creative stagnation then leads to business decline.

“Without passion, you don’t have energy; without energy, you have nothing. by a corporate culture that strictly separates the creative and the business agendas and people. The creativity is allowed to flourish within the confines of the studio and in impossible fantasies on the catwalk. The business is done on the shop floor, selling you the same clothes - or just as likely, scents and accessories (the real moneyspinners) - that you always wear.

Other famous Milanese brands might give you clothes in shows and ads that would only work for Lady Gaga, but the reality is that the vast majority of their sales come from the equivalent of the standard business suits of Italian businessmen. Designers’ flights of fancy are limited to their gilded cages and are tolerated - even encouraged by the management because these creations guarantee all-important column inches. It is less about making clothes for people and more about exceptionally creative PR, building the allure and helping maintain the illusion of

Nothing great in the world has been accomplished without passion.” brand.

Here is the most striking feature of Prada and it stems from

-LUXURY BRANDS 16

OF HIDDEN LUXURY

Miuccia Prada’s otherwise sparse office in Milan is dominated by a much-discussed artwork by Carsten Höller, the artist behind the huge helix-shaped slides at the Tate Modern. She and I met late in July this year, in the midst of a flurry of preparations for the upcoming collections in September and before the industry’s total shutdown in August. Her bright eyes dart around; she clearly has a lot in her mind. I ask her about the stress of putting on a show, and she is adamant that “it’s a pain you create for yourself, but very useful because it forces you to work more and better.”

PRA D’ART BRAND PHILOSOPHY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

“Try not to become a man of success, but rather a man of value.�

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero. Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero.

Donec dapibus mattis dui a accumsan.

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti. Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst. In hac habitasse platea dictumst. Aliquam ut enim vitae

TRENDS

libero condimentum convallis.

Curabitur vitae nisi justo, posuere pulvinar eros. Cras volutpat justo vitae nibh iaculis sagittis. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Proin iaculis luctus commodo. Vivamus in pulvinar arcu. Nullam id purus urna, at interdum sem. Quisque sollicitudin sem at sem pellentesque nec euismod lacus tincidunt. Integer eu risus quam. Nam ut neque augue.

Ut blandit enim in est egestas a pretium ante posuere. Donec hendrerit mauris sit amet nunc gravida sagittis.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus.

-LUXURY BRANDS 17

Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna. Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget

hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan.

Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero. Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero.

Donec dapibus mattis dui a accumsan. Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a

-LUXURY BRANDS 18

INTERNSHIPS

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus.

Nulla ut augue et mi luctus sodales. Nunc placerat

leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam

19

porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero.

Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.

“If you can imagine it, you can achieve it; if you can dream it, you can become it.�

ITALIAN

COMPANY CULTURES

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet.

Nam eget ante in sem placerat scelerisque vitae ac erat.

Suspendisse potenti. Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst. In hac habitasse platea dictumst. Aliquam ut enim vitae libero condimentum convallis.

Curabitur vitae nisi justo, posuere pulvinar eros. Cras volutpat justo vitae nibh iaculis sagittis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin iaculis luctus commodo.

Vivamus in pulvinar arcu. Nullam id purus urna, at interdum sem. Quisque sollicitudin sem at sem pellentesque nec euismod lacus tincidunt. Integer eu risus quam. Nam ut neque

augue. Ut blandit enim in est egestas a pretium ante posuere.

Donec hendrerit mauris sit amet nunc gravida sagittis.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna. Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan.

20

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec.

Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi.

Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero.

Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti. Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst. In hac habitasse platea dictumst. Aliquam ut enim vitae libero condimentum convallis.

Curabitur vitae nisi justo, posuere pulvinar eros. Cras volutpat justo vitae nibh iaculis sagittis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin iaculis luctus commodo. Vivamus in pulvinar arcu. Nullam id purus urna, at interdum sem. Quisque sollicitudin sem at sem pellentesque nec euismod lacus tincidunt. Integer eu risus quam. Nam ut neque augue. Ut blandit enim in est egestas a pretium ante posuere. Donec hendrerit mauris sit amet nunc gravida sagittis.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt

THE

FAMILY

WHERE IT ALL STARTED. Louis retained responsibility for the Paris branch, moving to the Rue

de la Paix in 1899. He was responsible for some of the company’s most celebrated designs, like the mystery clocks (a type of clock with a transparent dial and so named because its mechanism is hidden), fashionable wristwatches and exotic orientalist Art Deco designs, including the colorful “Tutti Frutti” jewels.

In 1907, Cartier signed a contract with Edmond Jaeger, who

TODAY’S IDENTITY

Cartier was founded in Paris in 1847 by Louis-François Cartier when he took over the workshop of his master. In 1874, his son Alfred Cartier took over the company, but it was Alfred’s sons Louis, Pierre and Jacques, who were responsible for establishing the brand name worldwide.

In 1904, the Brazilian pioneer aviator, Alberto Santos-Dumont complained to his friend Louis Cartier of the unreliability and impracticality of using pocket watches while flying. Cartier designed a flat wristwatch with a distinctive square bezel. This watch was liked by not only Santos-Dumont but also many other customers.

Thus the “Santos” was born. This was the first men’s wristwatch, (Patek Phillipe made the first wristwatch, but for a woman and as a one-off.)

agreed to exclusively supply the movements for Cartier watches. By this time, Cartier had branches in London, New York and St. Petersburg and was quickly becoming one of the most successful watch companies in the world. The Baignoire and Tortue models (both of which are still in production today) were introduced in 1912, followed by the Tank model in 1917. This, designed by Louis Cartier, was inspired from the newly introduced tanks on the Western Front. This line too has survived, with over thirty varieties made since.

In the early 1920s Cartier formed a joint company with Edward Jaeger (of Jaeger-LeCoultre) to produce movements solely for Cartier. Thus was the European watch and clock company born, although Cartier continued to use movements from other makers.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque

lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst.

Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

There is never time in the future in which we will work out our salvation.

The challenge is in the moment; the time is always now.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec.

Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi.

Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero.

Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.

- Jewelry 23

BRANDING CARTIER tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin Ut vel eros varius magna elementum facilisis. In ultrices orci arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec.

Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi.

Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero.

Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a

successful watch companies in the world. The Baignoire and Tortue models (both of which are still in production today) were introduced in 1912, followed by the Tank model in 1917. This, designed by Louis Cartier, was inspired from the newly introduced tanks on the Western Front. This line too has survived, with over thirty varieties made since.

In the early 1920s Cartier formed a joint company with Edward Jaeger (of Jaeger-LeCoultre) to produce movements solely for Cartier. Thus was the European watch and clock company born, although Cartier continued to use movements from other makers.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

INTERNSHIPS

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel

Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.

Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas

- Jewelry 24

PREMIUM Etalages Hadden etalages in vroeger tijden de functie als lokmiddel, tegenwoordig is de etalage een [podium voor het proclameren van een stijl en sfeer. De etalages van de Bijenkorf zijn vaak kunstwerken die de klanten verrassen en inspireren. Ze spreken tot de verbeelding. Maar de Bijenkorf heeft naast prachtige etalages ook ludieke acties in de hoeketalage van het filiaal in Amsterdam. Zo schreef Theodor Holman daar in 24 uur een boek, was Mathilde Willink in 1977 te zien als etalagepop en beschilderde Karel Appel in 1986 een Mercedes. Beleving in etalages staat centraal. Viktor & Rolf toverden in 2009 de etalages om tot een 3D versie van het sprookjesboek dat zij bij de Bijenkorf lanceerden. Nespresso opende een koffiebar die toegangelijk was vanaf de Dam en Het Nationale Ballet en Holland Festival gebruiken de hoeketalage als het kleinste podia tijdens hun festivals.

- CASE STUDY 26

DE BIJENKORF

Affiches ‘De Bijenkorf heeft ‘t!’ was jarenlang de slogan van de Bijenkorf. Deze slogan kom je tegen op allerlei affiches van de Bijenkorf in de jaren ’50 en ’60. Onder deze leus voerde het warenhuis diverse campagnes zoals ‘ons huis ons thuis’, ‘witte week’, ‘huishoudfair’ en ‘Sinterklaas hofleverancier’.

“De Bijenkorf heeft ‘t! […] means many things to many people. And so does de Bijenkorf!”, Martin Lederman, 1968. Deze reclameman hield zich vanaf de jaren ‘30 bezig met de identiteit van de Bijenkorf: de campagnes en de vormgeving.

Later presenteert de Bijenkorf zich in advertenties als centraal concept in plaats van de producten naar voren te brengen. De Bijenkorf benadert zowel bekende als minder bekende ontwerpers om de jaarlijks terugkerende affichecampagnes vorm te geven.

Met elkaar geven de affiches een boeiend beeld van de veranderingen in mode en smaak. Ook geven zij inzicht in de ontwikkelingen in de grafische vormgeving gedurende een groot deel van de 20ste eeuw. Het artistiek gehalte van de affiches is hoog.

BRAND IDENTITY Edward van Vliet

Designer Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales.

Nunc placerat leo id arcu mattis vel facilisis risus scelerisque.

Maecenas pretium varius magna, in eleifend tortor feugiat a.

Fusce lacinia purus vel dui faucibus eu condimentum massa

sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti.

Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst. In hac habitasse platea dictumst. Aliquam ut enim vitae libero condimentum convallis.

“With the world as endless inspiration I am here to create my world within worlds�

Curabitur vitae nisi justo, posuere pulvinar eros. Cras volutpat justo vitae nibh iaculis sagittis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin iaculis luctus commodo. Vivamus in pulvinar arcu. Nullam id purus urna, at interdum sem. Quisque sollicitudin sem at sem pellentesque nec euismod lacus tincidunt. Integer eu risus quam. Nam ut neque augue. Ut blandit enim in est egestas a pretium ante posuere. Donec hendrerit mauris sit amet nunc gravida sagittis.

ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec.

Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien.

Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero. Duis non sapien magna,

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna. Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas

- CASE STUDY 27

At SEVV we believe that an internship is as much about learning as it is becoming a valuable member of the team.

We offer internships for undergraduate and postgraduate students from renowned academies / universities, in Furniture and Lighting Design, Interior design, Product and Industrial Design and Graphic Design.

As a design intern, you will assist with a variety of tasks across product, lighting and furniture design and architectural projects.

Some of these tasks include the development of concepts, research into materials and manufacturing techniques, making drawings and other daily activities. You will also have the opportunity to participate in and work on special projects.If you are self motivated, passionate about design we would love to hear from you.

We require that you have at least 2 years of study and that you have technical skills that include good computer skills and sound knowledge of AutoCad, Photoshop, Illustrator, InDesign and perhaps 3D Studio Max. Our internships are paid and last three/six months with extensions and freelance work subject to individual performance. We cover travel expenses.

You can email us your CV and portfolio in PDF (max 7 MB) to Michiel Wijnen at michiel@sevv.com. We look forward to hearing from you.

CV Edward After his graduation from the Design Academy Eindhoven in 1989 - Edward belongs to the famous generation of Dutch designers who have been causing international sensation for many years now - he started in 1991 primarily to design patterns and designs. With his own design studio Edward now works on various projects in the areas of product, textile and interior design for both national and international clients. He focuses primarily on the hospitality industry, offices, private homes and public spaces.

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti.

Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst. In hac habitasse platea dictumst. Aliquam ut enim vitae libero condimentum convallis.

“With the world as endless inspiration I am here to create my world within worlds�

Curabitur vitae nisi justo, posuere pulvinar eros. Cras volutpat justo vitae nibh iaculis sagittis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin iaculis luctus commodo.

Vivamus in pulvinar arcu. Nullam id purus urna, at interdum sem.

Quisque sollicitudin sem at sem pellentesque nec euismod lacus tincidunt. Integer eu risus quam. Nam ut neque augue.

Ut blandit enim in est egestas a pretium ante posuere. Donec hendrerit mauris sit amet nunc gravida sagittis.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum

- CASE STUDY 28

CONCEPTUA

Brainstorms Theo Lindemann Senior Brand Director @ VBAT

In 2007 the Bijenkorf asked us to revitalize the concept of de Bijenkorf. We had to think of a new course. At VBAT we work with two kinds of rebranding projects, one is a total transformation and the other is an evolutionary transformation. De Bijenkorf did not have enough money back then for a total transformation so our team had to work the existing ingredients.

After analysing the consumer and what they look for when they shop in de Bijenkorf, it became clear to us that the concept had to evolve around ‘premium’ and ‘inspiration’.

When buying luxury goods, people need confirmation of value, for themselves and others. It is important to make it attractive to give and receive. Also they are looking for - CASE STUDY 29

VBAT is an Amsterdam

based branding and design agency, serving clients across the world. We develop, revitalize and update brand, retail and corporate identities. We bring strategy to life by turning it into a tangible experience.

an experience which consists of luxury, getting inspired and being surprised. Money is something we try not to emphasis, that is why de Bijenkorf will ban article markdowns. If any discounts, they will be expressed in percentages: ‘stippenkorting.’ We will try to get away from sale as much as possible, this has to be done gradually.

The mission of the Bijenkorf now is: To be ‘the’ premium department store of the Netherlands, trying to inspire and surprise its consumer every day.

SYMBOLS

The existing ingredients were the logo and the hexagon and they had to stay, but needed an upgrade. The logo was optimized with some small noticeable changes, and the hexagon was reinvented, it had to be the new trademark. We decided to use it in two ways: the premium feel of the mission

was translated in graphic use of the hexagon, in the corporate house style. It is steady and reliable understated with longevity.

And in the inspiration part of the mission, which was translated in photographic hexagons. The idea was that the products that are sold are formulated in hexagons. Since there are a lot of different products in de Bijenkorf, there would be a lot of different hexagons. The hexagons would correspond with the different departments. We did not knew back than that in practice creative teams find it hard to come up with interpretations of the hexagon. The idea of endless interpretations of it therefore is not yet totally carried out though it

TYPOGRAPHY

steadily grows.

Another important component of the house style are typography and tone of voice. Again we used the two poles of the mission. There is the inspirational side which is expressed in a more curly font and inspirational words, and on the other hand a thin and sharp font which connects to the corporate style and which is used with more serious wording.

In the packaging we also wanted the premium feel and used the hexagon in a corporate manner. The yellow is more of an accent and a surprise when the receiver unwraps his gift. We seal every gift and shopping bag with a silver hexagon as a finishing touch and to celebrate our heritage. Recently we decided to make the overal look more blonde and let go of the dark blue.

All in all I consider de Bijenkorf as a continuously evolving and growing brand with a clear vision and mission and good knowledge of who their consumer is. Our work at VBAT therefore does not stop, we need to continue expanding the brand every year and set new goals.

- CASE STUDY 30

COMPAN

CULTURE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus. Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Ut vel eros varius magna elementum facilisis.

In ultrices orci a arcu consequat bibendum.

Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor.

Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa.

Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod. Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti. Maecenas auctor elementum lacus at viverra.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero. Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.

COMPANY STRUCTURE

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Curabitur posuere velit vitae ipsum dignissim sagittis nec vitae risus. Etiam cursus vehicula orci, at scelerisque lectus gravida nec. Donec tincidunt semper feugiat.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus consequat, risus in viverra sollicitudin, est diam hendrerit lacus, ut hendrerit orci ipsum quis lectus.

Donec sodales, mi eu vestibulum dapibus, nisi mauris euismod libero, quis convallis urna tortor vel tortor. In hac habitasse platea dictumst. Donec posuere sollicitudin justo adipiscing fringilla.

Ut vel eros varius magna elementum facilisis. In ultrices orci a arcu consequat bibendum. Pellentesque sollicitudin, massa sed consequat pellentesque, dolor tortor ultricies massa, in tincidunt quam elit nec tellus.

Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a.

Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

Praesent molestie dapibus nulla, vel lacinia nisl dictum nec. Phasellus lectus lacus, volutpat sed vulputate in, pretium non mi. Nullam porta, felis sed pharetra convallis, purus turpis placerat mi, eget hendrerit urna nunc sed sapien. Suspendisse consequat dolor non diam sodales sit amet ultricies urna accumsan. Nullam sed dolor justo, eu pulvinar nunc. Pellentesque id congue libero. Duis non sapien magna, sed dignissim sapien. Sed ac nisl ut orci vulputate rutrum et quis libero. Donec dapibus mattis dui a accumsan.

Nullam consequat, velit ut convallis pellentesque, nisl justo lobortis orci, sed rhoncus massa quam a dolor. Mauris tempor, nibh a ullamcorper rhoncus, nisl lacus interdum diam, vel ornare magna tellus vitae massa. Nunc volutpat feugiat iaculis. Sed cursus cursus lectus sit amet euismod.

Quisque tempus elit quis ante commodo bibendum luctus nisi laoreet. Nam eget ante in sem placerat scelerisque vitae ac erat. Suspendisse potenti. Maecenas auctor elementum lacus at viverra. Curabitur gravida augue ut erat porta iaculis. Nunc eget mauris est, ac pharetra lorem. In hac habitasse platea dictumst. In hac habitasse platea dictumst.

Aliquam ut enim vitae libero condimentum convallis.

- CASE STUDY 32

EXPERIENCE Karin Vriese

Head Of Communication @ de Bijenkorf

When did you join the company? And what makes de Bijenkorf so special as an employer?

When I graduated in 1983 from Nimeto as a stylist de Bijenkorf was leading in styling and communication and it was my ultimate dream to work there. After ten years of freelancing I started as an in-store stylist. The shop windows of de Bijenkorf were a statement at that time, and I think they still are. Another important aspect that makes my job so special is that I can initiate events and campaigns that I probably could not do in any other company in Holland. The name is well known in the Netherlands and works for you when i new projects. I learn every day in this workplace, that is what makes my job so interesting.

How has branding evolved within de Bijenkorf over the years?

Branding for de Bijenkorf used to be our name and our logo. It all started with the natural image of a beehive which evolved over the years into an abstract logo. And until a few years ago we had so many different elements , like the trucks with woodprint on the sides, which all felt very much like de Bijenkorf to us, but there was no coherence. Then in 2007 we decided to ask our consumer what their connotations with de Bijenkorf were.

What colours, what words they thought of. we went to an external branding agency with our data and together with them we decided that our colour should be honey yellow. Together we developed a new house style where the hexagon form was used photographically and corporate in combination with the logo which included both the name and the abstract beehive.

have in regular stores. Selfridges designed yellow shopping bags especially for H&M customers shopping at Selfridges to give them that premium experience. It is a great success. We have become less static and try to have a dialogue with our consumer.

Another important trend is the place of fashion in society and fashion awareness among young people. It has become much more important and easily accessible for everyone.

Everybody can look fashionable with the help of aspirational brands and watch fashion shows the minute the are held.

“As a department store we have to tune into that fast pace and global allure that fashion has.”

How is this translated to the in-store styling and communication of de Bijenkorf?

We are pushing the fact that we are a fashion destination among our clientele these days so we are changing the mix of products we sell. We will stay a department store of course but with the focus on fashion. And fashion itself will be divided in different worlds as we call the smaller floor-parts. These worlds will have there own look and feel, intimacy, and their own music and lightning which is adjusted to their brands.

We now have a few meetings a year with them to discuss new projects and to further develop our identity. This never stops, a brand grows like a personality.

Dutch people used to have de Bijenkorf burned into their brain as a very expensive store. And at first we wanted to communicate to them that we also had more affordable articles in our collections but I believe we did not knew our market well enough back then. We do not win anything by having a price fight with others, but our opportunity lies in storytelling. Not just a red dress, but to sell ‘the’ red dress, with ‘these’ shoes. Recently de Bijenkorf invited luxury brands to have their store-in-stores in Amsterdam which added to the meaning of premium and luxury, our brand values. And we concluded that there is actually a large group of consumers for high-end luxury.

Do clients expect more or different things from a department store anno 2012 than let’s say, ten years ago?

Do you spot any trends?

Our customer clearly looks for an all-round brand experience and a premium feel when they shop. A good example of this is the shop-in-shop of H&M in the British department store Selfridges.

What H&M did was showing a selection of their regular collection on yellow mannequins and with twice as much personnel as they

What is your opinion on the online experience of de Bijenkorf? The app, facebook and the web-shop. Are they distinctive in the market?

We created the app two years ago without any knowhow. We had the choice to learn everything before starting, or to learn along the way, being the first in line to have an app. But also Facebook is a great success, we are number 8 in ranking with more than 100000 followers. Our web-shop is far ahead from

“By hiring an external branding agency we took our identity to the next level.”

- CASE STUDY 33

others in other countries, but the next step for us is to go global with our web-shop. We are currently busy designing a new app where the web-shop is integrated to make the app interactive.

Pinterest is another way to connect our consumer to us. So when our buyers go to Milan and makes photos, we can put them on pinterest and tell our followers: de Bijenkorf was at the design week and we have spotted these cool items and trends. Another way of tapping into this trend is to think 360 degrees. We used to create an event and just ‘tell’ our consumer: we are doing an event.

“Right now we combine all social media to empower our events.”

We Spinn our events. Circle of light on Facebook triggered our consumers to all come to the turn on the light event.

What do you think of the take-over by the Selfridges group.

Are there changes to be made? And what do you consider their power?

The market we operate in is more conservative in Holland than the British market and therefore many concepts of Selfridges would be too daring to implement. But their entrepreneurial vision is something to be proud of. They organized for example a gallery for young Dutch designers without thinking it over ten times. We can learn from that I think. Keeping it fresh and crisp.

What is the vision behind ‘Inspiration’, the annual event.

What makes it unique?

When the experience became a central value we decided to start the inspiration concept for our 140 est anniversary. We have tried to emphasise and redefine who we are as a store and promoted this through inspiration. The event was comparable to Christmas for de Bijenkorf, but one of a kind.

Sale, could we do without it?

No, we do not want to stop doing sale because we need it. But we have to regulate the periods better. So we are making the period smaller. Sale has to be more a campaign. In Britain the sale starts the day after christmas, and Selfridges starts their sale with an event. And it stops somewhere in January.

What parts of branding will be important for de Bijenkorf in de near future? What will be the axes?

Festivities from foreign countries like Chinese new year, because tourists are a great source of income for us. In France, Lafayette has special sales nights for Chinese customers for example. We at de Bijenkorf use Global Blue to bring some extra service to our customers concerning tax free shopping.

What are characteristics of your ultimate intern? In one scentence?

Our DNA has to match our people. Before you chose a company you have to visualize yourself in it. Do you truly understand the company, and the job you will cover?

I have a favourite shop in Den Bosch where a saleslady picked out some items that I would never have thought of myself and she made me so happy because she was honest and enthusiastic about the items she sold. Selling is a true art I believe that you have to have in you.

Thank you Karin You are welcome!

- CASE STUDY 34

VISIONARY ARTISTS Peter White

Concept Developer @ Alexander Wang

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“I find that the harder I work, the more luck I seem to have.�

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tincidunt quam elit nec tellus. Nulla ut augue et mi luctus sodales. Nunc placerat leo id arcu mattis vel facilisis risus scelerisque. Maecenas pretium varius magna, in eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur non felis vel erat scelerisque sollicitudin eget nec urna.

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- CASE STUDY 36

ODELS1.CO.U

Paula Gurkova model scout & owner of Models1

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“A clear vision, backed by definite plans, gives you a tremendous feeling of confidence and personal power.�

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INTERNSHIPS

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Nieuwpoortkade 2a 1055 RX Amsterdam The Netherlands sevv@sevv.com eleifend tortor feugiat a. Fusce lacinia purus vel dui faucibus eu condimentum massa ultricies. Curabitur

- CASE STUDY 37

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