BOgner pop up shop concept pdf - Wallis Tosi

POP-UP SHOP CONCEPT
/
BOGNER
S O C H I O LY M P I C G A M E S : W I N T E R 2 0 1 4
BOGNER
CONTENTS
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The Business Model & Selling Venues
The Scope & Size of Bogner
Competitive Strengths & Weaknesses
T h e Ta r g e t M a r k e t
Ta r g e t C u s t o m e r f o r Po p - u p S h o p
POP-UP SHOP CONCEPT
The Retail Brand Identity : Mission, Vision, Values
Trends / Forecasting
Bogner Through The Century
Direction of Marketplace
Pop-up Shop Goals & Objectives
Location: Sochi, 2014 Winter Olympics
Bogner Chalet: Aesthetic & Ambiance
[Exterior / Interior ]
Experience
Marketing Strategy
Works Cited
Appendix
P E R R I
2
R OT H E N B E R G X WA L L I S TO S I X S A N D R A
R E TA I L M A N A G E M E N T / FA S M 4 1 0
W I N T E R 2 0 1 3
S T E WA R T
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B O G N E R
/
A GLOBAL LIFEST YLE BRAND
Established:
1932
Founder:
Willy Bogner Sr. in Munich, Germany
Current Management:
Willy Jr. and his wife Sonia now manage the company,
Which has a global reputation.
Designer:
Sonia Bogner (1992- Present)
Target Market:
Men & Women
Market Segment:
Premium / Luxury
Core Business:
Active Wear
Product Categories:
Accessories, Active wear, Apparel, Bags, Fragrance, Jewelry & Watches.
- Available in over 30 countries world wide
- Creates the perfect combination of Olympic quality without sacrificing design
- Has outfitted the German Olympic team for the past 17 Winter Olympic games.
- Fashion forward, ergonomic silhouettes, and figure hugging fits.
The United States is an important market for Bogner where there is room for growth. They are well onthere way
to expanding their presence with a flagship store in New York and 280 sellers nation wide.”
Logo:
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5
R E TA I L B R A N D I D E N T I T Y
F I N A N C I A L I N F O R M AT I O N & R E TA I L S T O R E S
M ission + Vision + Values
Sales Volume + Number of Stores
Business Model
Bogner (America), (Schweiz), (Ostereich), (Retail), Home Shopping)
+ 173.1 Million Euros including licenses, and
6
fashion with the claim to provide top quality. At the
start of the 1990’s the importance of human ecological
criteria became ever more important for clothing. The
self-concept of the Bogner family has always included
respect for people and nature in their corporate philosophy. They therefore dealt with the “ecological production” issue intensively and made a key contribution to
driving it forward. So they were involved in establishing the Textile Clothing Dialog, which focuses on environmentally friendly and sustainable production, over
25 years ago. Economic and social factors therefore
flowed naturally into the company’s strategy and decisions. One of the most important Bogner premises is: As
an internationally active company it is essential that we
act responsibly with companies, the environment, and
employees. Only this way can a company exist in the
marketplace in the long-term.”
+ 131.3 million Euros as consolidated revenue
+ 60 Bogner stores (12 Bogner, 48 Franchise stores, 9 Outlets)
+ 143 Shop -in-shop concessions
+ 1700 dealers world wide
+ 6500 dealers worldwide (Including licenses)
F I N A N C I A L I N F O R M AT I O N & R E TA I L S T O R E S
R E TA I L & B R A N D I D E N T I T Y
Passion for sport and fashion - the Bogner
brand has stuck to this ideal for 80 years as the motor for
creativity and continuity. What started in such a modest
yet committed way in 1932 as a small production site in
a back yard in the center of Munich, has developed over
the decades into an international label with the large
B as a synonym for top-quality sportswear inspired by
fashion. The inspiration comes from nature – colors, variety, and beauty. Their motto: always in motion, experience the new, be sporty but fashionable. Keep a keen
eye - for the uniqueness lies in the detail. Clean sophistication with guaranteed value: The collection has
a dynamic appearance with a smart, sporty touch. The
perfect fit and clear design make it the ideal choice for
active women, who want to coming the highest quality
with fashionable individuality. “ Since the company was
founded in the first half of the last century, the Bogner
brand has combined pure sportiness, functionality, and
7
LO C AT I O N S
6500 DEALERS WORLD WIDE
8
9
S W O T A N A LY S I S
S T R E N G T H / W E A K N E S S / O P P O R T U N I T Y / T H R E AT S
STRENGTHS
Grow and adapt to changing world climate and preserver. Bogner has managed to stay fresh and relevant
which is unheard of in brands with as much history.
New technology without sacrificing fashion.
WEAKNESSES
German based - neither fashion nor business capital. A lot of brand licensing agreements. No heir to takeover
when Willy Jr. retires.
THREATS/COMPETITORS-
A R C ’ T E R Y X
M
O
N
C
L
E
R
Cost: $300-$800
Concept: Premiere technical features verses fashion
focus. Infallible seam sealing, laminated hems and
extreme breathability
Cost: $700 - $2000
Concept: Chic design yet
warm. Moncler is known for
its chic lines, detailing that is
rich but minimal, and warm
down insulation.
Target Market:
Extreme sportsman/
woman. Top of ones game in
the back country, or in
extreme weather.
Target Market:
Wealthy feminine woman.
Casually skis, prefers to sip
wine at a trendy aprés ski
bar.
WHERE BOGNER FITS IN:
SWOT / COMPETITORS
Bogner stays competitive in the market because it blends both Arc’teryx premiere technical fabrics with chic
designs like Moncler for use both off and on the mountains.
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TA R G E T M A R K E T
MARKET SEGMENT & CUSTOMER PROFILE
C A P I TA L A C C U M U L AT O R S
FINANCIAL ELITE
2011Statistics
2011 Statistics
•
•
•
•
US Households: 1,718,222 (1.47%)
Median HH Income: $82,809
US Households: 2,297,403 (1.97%)
Median HH Income: $100,617
Lifestyle & Media Traits
•
Traded stocks in past 3 months
•
Keogh account
•
Travel insurance
•
Attend horse racing events
•
Read Wall Street Journal
Demographics Traits
•
Urbanicity: Mix
•
Income: Upscale
•
Income Producing Assets: Elite
•
Age Ranges: 45-64
•
Presence of Kids: Mostly w/o Kids
•
Homeownership: Homeowners
•
Employment Levels: White Collar, Mix
•
Education Levels: Graduate Plus
•
Ethnic Diversity: White, Asian, Mix
Demographics Traits
•
Urbanicity: Mix
•
Income: Wealthy
•
Income Producing Assets: Elite
•
Age Ranges: 27-42
•
Presence of Kids: Mostly w/o Kids
•
Homeownership: Homeowners
•
Employment Levels: Management
•
Education Levels: Graduate Plus
•
Ethnic Diversity: White, Asian, Mix
TA R G E T M A R K E T
Lifestyle & Media Traits
•
IRA rollover
•
Mutual funds
•
Residential insurance for seasonal home
•
Order from Lands’ End
•
Read VAARP magazine
12
http://www.claritas.com/MyBestSegments/Default.jsp
13
T A R G E T C U S T O M E R : P O P U P S H O P M E N D I N G C U LT U R E S
+ Focus on customer from a global perspective
ASIA
Motivations of Chinese consumers on luxury items comparative to western consumers differs in a variety of ways.
+ Conquer objectives by expanding Bogner brand to next level of
international identity.
The Chinese culture prefer to show off, follow whole market trends, use luxuries as the image on showing prestige
and social levels, they also prefer the ‘expensive product’
over the ‘right product. Asian cultures love the designer
+ Compromise culture to create store geared for the
ultimate consumer with seamless execution.
and love the brand. By targeting our pop up shop to our
innovative customer we will create a luxurious experience for our Asian customers creating a relationship with
our brand to pursue a righteous design, quality and style
+ Asia, North America, Scandinavia
while embodying a ‘name brand’ wanted by this culture.
+ Highest presence at Olympic games &
carry the highest amount of potential growth within our market.
NORTH AMERICA
+ VALS: All customers are innovators
The customer who makes luxury purchases in North America is
+ Successful, Sophisticated, Receptive to new technologies.
much more thought out than other cultures. Consumer spend-
+ Image is important
ing accounts for nearly 70% of the U.S Economy. The total
+ Taste for finer things in life
consumer spending increased nearly 1% in 2012 according to
the U.S. Commerce Department Data. An emerging trend in
America’s shopping habits include Name Brands are no longer
“go-to buys” American women will not buy a product if there is
a same-quality generic available for less. This puts Bogner at a
positive outlook considering our products are much different
than those already in the marketplace.
S C A N D I N AV I A
As the spending power of Scandinavian shoppers rises,
international retailers are being lured into the region. The
competitive market in scandinavia can be quite complex.
Scandinavians shop according to their mind set. After
picking up a few inexpensive “staples” they may stop
TA R G E T M A R K E T
and splurge on an item they will keep for years to come.
Nearly two thirds of spending in Scandinavia is driven by
desire rather than necessity. Consumers make purchases
because they enjoy the product. Scandinavians also gravitate towards brands that offer a high level of personalized
service. The most important aspect of making purchases
in all Scandinavian countries is the attention to quality.
It is a megatrend that has stuck and retailers that meet
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these standards can expect high quality returns.
15
T R E N D S & F O R E C A S T I N G
+ High- tech Fabrics
+ Innovative Designs
+ Expansion into International Target Markets
+ Focus on Sportswear for different seasons
+ Concept Stores
TRENDS + FORECASTING
+ Collaborations
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BOGNER THROUGH THE CENTURY
TRENDS / DIRECTION OF MARKETPLACE
FA S H I O N T R E N D S
+ Technical Fabrics that Stretch
+ Thinner, Figure hugging pieces with warmth & function
+ “Slope to Street”
+ Metallic & Puffer Jackets
+ Minimalist
TECHNOLOGY TRENDS
+ High-Tech Fabrics
+ ETHZ - Nanotechnology
+ Interactive 3-D Displays
+ Try-on Technology
+ Customization
TECHNOLOGY IN THE STORE
+ Representatives on top floor with product knowledge for the customers about the latest fabrics
BOGNER THROUGH THE CENTURY
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+ Mirror Technology in order for customers to see product on their body without having to physically try it on.
+ Implementing large LCD HD TV Screens for bottom floor so customers can lounge and watch the games live.
+ iPads for ordering products
TREND/DIRECTION OF MARKET
being implemented in our garments.
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OBJECTIVES FOR POP-UP SHOP
W H Y C R E AT E A P O P - U P S H O P ?
+ MAJOR GOALS
+ INTERNATIONAL EXPOSURE AND GLOBAL PRESENCE
[ Sales representatives fluent in a variety of languages who will reflect company’s aesthetic with product knowledge
and understands what Bogner can bring to a customer. ]
+ WE WANT PEOPLE TO RECOGNIZE BOGNER AS A MORE ACCESSIBLE COMPANY.
[ Pop up shop will be accessible for all people to experience and explore. Custom jackets will be
offered for shipping with Olympic logo & Flag. }
+ “ECOLOGICAL PRODUCTION”
[ Sales representatives who understand the ecological production of our products, along with our recycling program. ]
+ THE OLYMPIC GAMES IS A PLACE WHERE PEOPLE WORLDWIDE GATHER TO CELEBRATE THEIR COUNTRY.
[ Custom logo products will encourage guests to have their countries’ flag on their Bogner product. ]
+ TO ACHIEVE GREATNESS POP UP SHOP WILL EMBODY BOGNER DNA WHILE TARGETING
A VARIETY OF CONSUMERS.
[ We want all patrons of the Olympic games to feel welcome to explore the Bogner experience without feeling
pressured to purchase anything, but to gain knowledge about the history of our company. ]
+ WITH THE HUGE IMPACT OF SKIWEAR ON EVERYDAY WEAR, BOGNER HAS THE OPPORTUNITY FOR
GROWTH WITH NOT ONLY MARKETING THE BRAND FOR THE SLOPES BUT ALSO FOR STREET STYLE.
OBJECTIVES FOR POP UP SHOP
[ We will offer door to door shipping for customers to receive products within two weeks of the games. ]
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P O P - U P S H O P : T H E L O C A T I O N
W I N T E R O LY M P I C S : 2 0 1 4
T H E O LY M P I C V I L L A G E
“Future participants and
guests of the Olympic and Parolympic Winter Games 2014 will remember Sochi as one of the most
comfortable Winter Games destinations. Sochi’s hotel complex is
already considered as one of the best health resorts in the country. How-
M ountain Cluster
ever, by the time the Games arrive to Sochi, the resort will have been further
transformed into one of a truly world-class level. In fact, everyone who visits the
Games, be they IOC members, officials, journalists, fans - will be offered stylish, mod-
Al p i n e Ce nte r
X-Tre m e / S n ow p a r k
XC Ce nte r
S l i d i n g Ce nte r
J um p i n g Ce nte r
ern and above all comfortable hotel accommodation. Russia’s leading developers are
hard at work building new hotels as well as refurbishing existing ones. By the start of the
Games in Sochi, in accordance with the International Olympic Committee (IOC) requirements, 42000 hotel rooms will be created, offering a range of luxury five star to budget
two star accommodation. The Sochi 2014 Organizing Committee has developed plans for
accommodating the different groups of guests and athletes. The athletes will be living
in Olympic villages, ideally located in the mountain and coastal clusters. The main
Olympic village will be built in the Olympic Park itself. The mountain Olympic Village will be constructed in a traditional alpine style and will be located very
close to the Ski Center, the Freestyle Center and the Snowboard Park.
Another mountain Olympic village will be situated at Psekhako
MOUNTA IN C LUS TER > R O S A KHUTO R > EX TR EME / S NO W PA R K
Ridge, close to “Laura” Cross-country Ski & Biathlon
Center. “ - Sochi Olympic Committee
O lympi c G ame Use:
[ S k i / S nowboard ]
Ab ou t
R os a K hu tor
Vil l age
Capac i t y of
Freest yleS k i Center /
S nowboard Par k :
Snowboarding
and
Freestyle
competitions
at
the
So-
LO C AT I O N
chi 2014 Olympic Winter Games will be held to the West
3,500,000
Ab o u t
S o c h i:
Visitors Per Year
+ 15,000
Passengers Per Hour
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10,250
PER DAY
of the Rosa Khutor plateau, at “Rosa Khutor” Extreme Park.
The unique snow conditions combined with specialized tracks for
Cross-Country Skiing, Aerial competitions, Mogul competitions,
Boardercross, Parallel Giant Slalom and Half-Pipe events will make
this facility a permanent venue for top-level world competitions.
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B O G N E R C H A L E T : A E S T H E T I C & A M B I A N C E
M O O D / I N S P I R AT I O N
EXTERIOR
The Bogner Pop-up Shop
will embody all of the elements of our brand.
The exterior of the store will emulate a mirrored chalet strategically placed at the base of the ski and snowboard events. This mirrored exterior will be rather puzzling to the eye, intriguing customers to have
a look. When guests enter the interior of our chalet the mood will dramatically
change from chic, modern and sleek to a cozy lounge. With grand floor to ceiling
windows, clean chestnut wood finishes and white plush furnishings, the ambiance will
be an oasis from the busy Olympic games, without leaving the premises. The top floor
of the shop will be a showcase of the Bogner brand with the most knowledgeable sales
representatives. The latest technologies will allow customers to try on our jackets,
pants and accessories virtually in front of mirrors. We will be offering beer from
a variety of different countries, along with a “Bogner Cocktail” that will be
refreshing and unique just like our company. Guests will be able to
watch the games in a positive atmosphere leaving them
AMBIANCE: STORE
satisfied at the end of each day.
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25
BOGNER CHALET: AESTHETIC & AMBIANCE
INTERIOR
M O O D / I N S P I R AT I O N : I N T E R I O R
26
27
B O G N E R C H A L E T : A E S T H E T I C & A M B I A N C E SKETCHES
SKETCHES
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29
BOGNER CHALET
EXPERIENCE
EXPERIENCE THE BOGNER BRAND
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The Bogner pop up shop
was designed around the aesthetic of the
brand. The concept of the store reflects the innovative and fashionable yet comfortable feel that Bogner offers
in its product assortment. With the mirrored outside, the designers
felt this would be a compelling part to the pop up shop to allure people
inside. The inside of the lounge has a relaxed environment where one can
grab a drink and enjoy watching the Olympic games on the latest HDTV screen.
The Bogner employees will be trained to understand all about the Bogner history as
well as the full assortment line, its technology, and environmental friendly qualities.
They will also be multi-lingual in order to help customers worldwide. In gaining brand
awareness, Bogner’s priority is not just to have customers purchase the products but
rather feel comfortable and enjoy the atmosphere. The loft upstairs to the shop has a
history wall where historic Bogner pieces are hung behind glass. Customers are able
to gain knowledge about the brand and see from where it started to where it is now.
Products will also be available for purchase upstairs with custom labeling. With the
advancement in technology that Bogner embodies, mirrors will be hung that
allow the customer to see the product assortment as if they were trying
on the garment. The products will also be available to see and touch
though as well. Complementary delivery to wherever the customer is staying while at the Olympics will be part of the
purchase so that the customer will not have to
wait for their products.
W H AT T H E S T O R E W I L L O F F E R
1
2
3
4
1. Customers can enjoy
cocktails and beer from
around the world both
inside the Bogner Chalet,
or outside under heated
lamps while enjoying the
Olympic
Atmosphere.
2. The Chalet will feature plush furnishings
and tables for small or
large groups making our
pop-up shop a private
and social place for an
international clientele.
3. The Bogner Chalet will
feature the latest Virtual Mirror Technology.
Guests will have the opportunity to try on our
limited edition Olympic
gear on without taking
off all of those layers!
4. Large LCD HD Television sets and projectors will be streaming
the Olympic games live
so customers can relax and warm up while
experiencing
Bogner.
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M A R K E T I N G S T R A T E G Y EXPERIENCE THE BOGNER BRAND
To kick off our pop-up shop and get the word out and a buzz going we have organized an after ski private party which will include
signature Bogner cocktails, horderves and exclusive access to our
shop. Guests will have the opportunity to interact our new technology while experiencing the Bogner brand. They will also be
among the first to order a custom limited edition 2014 Olympics
ski jacket. For the event we have created personalized invitations
to be sent to a select group which would included:
M A R K E T I N G S T R AT E G Y
•
•
•
•
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Olympic Athletes
Top bloggers from around the world
Special Clients
High profile Attendees
We will also be creating an events page for our Facebook, and giving updates, as we get closer to raise excitement, buzz and
awareness in a consumer base that may not be frequent buyers
or browsers of our traditional channels. Our website will included
a new section all about the limited edition collection and the pop
up event preparations to speak to our core customer as well.
1
2
3
4
1. We will use social media sites like Facebook to
create Bogner TV videos,
and contests for customers to learn more about
the Bogner Experience
even if they are not attending the Olympics.
2. Signage at the Mountain cluster of the Olympic games will help
direct visitors to the
Bogner Shop. The exterior of the store will catch
their eye immediately.
3. The Bogner experience will be featured
on the website including an interactive layout design and what
technologies the pop
up shop will include.
Here viewers can have
a chance to win a
trip to the Olympics.
4. Signage in Sochi leading up to the Olympic
games at rail stations
will be viewed by over
15,000 people a day. This
will lead people to the
website to find out more.
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WORKS CITED
“ A b o u t B o g n e r .” B o g n e r . N . p . , n . d . W e b . 1 6 J a n . 2 0 1 3 . < h t t p : / / e n . b o g n e r . c o m / E X P L O R E /
C O M PA N Y / A b o u t - B o g n e r / FA C T S > .
“ B o g n e r B r a n d P r o f i l e .” B o g n e r F i n a n c i a l R e p o r t a n d B r a n d R e s u l t s . N . p . , n . d . W e b . 1 5
Jan. 2013. <http://w w w.fashionbi.com/brands/bogner>.
B o g n e r , W i l l y . “ B O G N E R - H e r i t a g e T i m e s .” B O G N E R - H e r i t a g e T i m e s . N . p . , 2 0 1 2 . W e b . 1
Fe b. 2 0 1 3 . < h t t p : / / e n . b o g n e r. c o m / h e r i t a g e t i m e s / e n / > .
D i d e r i c h , J o e l l e . “ B u l g a r i t o O p e n i n E x c l u s i v e F r e n c h S k i R e s o r t .” W o m e n ’ s W e a r D a i l y .
N.p., 6 Dec. 2013. Web. 21 Jan. 2013. <http://0-w w w.w wd.com.librar y.scad.edu/fashionnews/fashion-scoops/bulgari-to-open-in-exclusive-french-ski-resort-6525291>.
“ M a r k e t S e g m e n t a t i o n R e s e a r c h .” P R I Z M M a r k e t S e g m e n t a t i o n , M a r k e t S e g m e n t a t i o n R e search, Market Segment Research, Market Segments, Consumer Market Segments, Customer Segmentation. N.p., n.d. Web. 28 Jan. 2013. <http://w w w.claritas.com/MyBestSegments/Default.jsp>.
P a l m i e r i , J e a n E . “ W i n o n a C a p i t a l B u y s S t a k e i n K s u s S k i w e a r .” W o m e n ’ s W e a r D a i l y . N . p . ,
10 Jan. 2013. Web. 16 Jan. 2013. <http://0-w w w.w wd.com.librar y.scad.edu/marketsnews/in- timates-activewear/winona-capital-buys-stake-in-ksus-ski- wear-6591240>.
P a s s y , C h a r l e s . “ T h e C a s e f o r t h e $ 2 , 4 0 0 S k i J a c k e t .” T h e W a l l S t r e e t J o u r n a l ( 2 0 1 3 ) : n .
pag. 24 Jan. 2013. Web. 6 Feb. 2013.
“ S k i i n g .” A b o u t . c o m . N . p . , n . d . W e b . 1 6 J a n . 2 0 1 3 .
34
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APPENDIX / FURTHER READING
M ission + Vision + Values
Passion for sport and fashion - the Bogner
brand has stuck to this ideal for 80 years as the motor for
creativity and continuity. What started in such a modest
yet committed way in 1932 as a small production site in
a back yard in the center of Munich, has developed over
the decades into an international label with the large
B as a synonym for top-quality sportswear inspired by
fashion. The inspiration comes from nature – colors, variety, and beauty. Their motto: always in motion, experience the new, be sporty but fashionable. Keep a keen
eye - for the uniqueness lies in the detail. Clean sophistication with guaranteed value: The collection has
a dynamic appearance with a smart, sporty touch. The
perfect fit and clear design make it the ideal choice for
active women, who want to coming the highest quality
with fashionable individuality. “ Since the company was
founded in the first half of the last century, the Bogner
brand has combined pure sportiness, functionality, and
fashion with the claim to provide top quality. At the
start of the 1990s the importance of human ecological
criteria became ever more important for clothing. The
self-concept of the Bogner family has always included
respect for people and nature in their corporate philosophy. They therefore dealt with the “ecological production” issue intensively and made a key contribution to
driving it forward. So they were involved in establishing the Textile Clothing Dialog, which focuses on environmentally friendly and sustainable production, over
25 years ago. Economic and social factors therefore
flowed naturally into the company’s strategy and decisions. One of the most important Bogner premises is: As
an internationally active company it is essential that we
act responsibly with companies, the environment, and
employees. Only this way can a company exist in the
marketplace in the long-term.”
Sales Volume + Number of Stores
The Bogner sales companies include Bogner of America, Bogner Schweiz, Bogner Osterreich, Bogner Retail, and Bogner Home shopping. Bogner sells in Europe, US, Asia, Australia,
and 35 countries around the world. The export ratio is 48%. The revenue for the company
from 2009 was 173.1 million Euros including licenses and 131.3 million Euros as their consolidated revenue. There are 60 Bogner stores around the world of which 12 are their own
stores, 48 franchise stores and 9 outlets. There are 143 Bogner shop-in-shops/concessions.
There are 1700 dealers worldwide and 6500 dealers worldwide including licenses.
Business Model
The STRENGTHS of this company lye in its ability to grow and adapt to changing world climate and preserver.
Bogner has managed to find a way to stay fresh and relevant in a way that is almost unheard of in brands with as
much history as this one. A great deal of the credit may go to Willy Jr. and his love of new technology and innovation that has kept this company in the forefront of it’s industry for so many years. As a thoroughly global brand
it has an amazingly diverse portfolio, which gives it some financial security, and as it is still a privately owned
company it retains the option to IPO should the need arise.
As for possible WEAKNESSES of the company it is based in Germany, which is neither a major Fashion nor Business capital of the world. They also have a lot of brand licensing agreements, which can open them up to issues
that are for the most part out of their control. And the Family Company has no discernible heir to takeover when
Willy Jr. retires and he is in his 80’s as it is.
THREATS/COMPETITORS- these are the direct competitors and their descriptions as listed on “skiing.about.
com”
1. DESCENTE is a pioneer in ski wear technology. You can expect cutting-edge technological innovation in ski
wear combined with sleek lines and a streamlined fit from all of Descente’s ski wear. Descente has even outfitted
the national teams of Switzerland, Spain, Japan and Korea, as well as Canada’s Ski Cross team.
2. ARCTERYX jackets cost between $300-$700, but for good reason. In the case of Arcteryx, you aren’t paying
Madison Ave or Beverly Hills prices to look chic. You are paying for top-of-the-line outdoor clothing that will keep
you on top of your game down that double-black, or in the back country. Arcteryx jackets don’t have the bling
you might expect from a luxury ski wear, like embroidery, metallic hardware or fur detailing. Rather, your money
is going towards premiere technical features, like infallible seam sealing, laminated hems, extreme breathability
and an anatomical design that will fit you “to a T.”
3. CANADA GOOSE has been making some of the warmest ski clothes money can buy for over fifty years. When
you shell out $500 on a Canada Goose parka, you aren’t necessarily paying for fashion, though these jackets do
have some considerable style cred on the streets. Rather, you’re paying for function. All of Canada Goose’s products are field-tested by the people who literally live in the brand: Canadian Arctic Rangers, scientists working in
the South Pole, oil rig workers, Mount Ever mountaineers, Artic Air pilots, and more. Canada Goose jackets are
designed to withstand the extreme cold of the North and South Pole, meaning you’ll be more than protected on
even the coldest day in Colorado.
4. MONCLER’S classic down jackets are chic enough for the city, but warm enough for the mountains. The French
company was founded in 1952, and despite the serious style points that these jackets score, their origins were in
fact quite athletic. In 1954, the company outfitted Italian mountaineer Ardito Desio on the first successful ascent
to the top of K2 Mountain, and organized several successful climbs after that. Moncler is known for chic lines,
detailing that is rich but minimal, and, of course, the warm down insulation.
5. KJUS is a high-end outerwear company whose focus is on just that: outerwear. While you’ll see interesting
details in Kjus’ ski wear, which oftentimes signifies high-end style, ultimately, Kjus is all about making technical
ski clothing that performs just as good as it looks. So, when you spend about $500 on a Kjus ski jacket or pair
of ski pants, you’re paying for top-of-the-line waterproofing, breathability and insulation, without sacrificing a
supremely comfortable fit or flattering design.
APPENDIX
Bogner generates business by operating their own retail stores, franchise stores plus 9 outlets. They also sell through their shop-in-shops/concessions. They have six product lines
including: Sonia Bogner, Bogner Woman, Bogner Man, Bogner Sport, Bogner Fire + Ice,
and Bogner Kids. They also have licences: Bogner Leather, Fire + Ice Leather, Bogner Jeans,
Bogner Man Shirts, Bogner Golf Kroea, Bogner Eyes, Bogner Ski, Bogner Gloves, Bogner
Parfums, and Bogner Guest Amenities.
S T R E N G T H / W E A K N E S S / O P P O R T U N I T Y / T H R E AT
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MARKET SEGMENT & CUSTOMER PROFILE
The target market for the Bogner customer embodies the brands overall aesthetic. The customer who shops the
Bogner brand enjoys displaying their overall style of clothing and outerwear with refined comfort, a sensitive
sense of time while having an essence of sport with every piece. The Bogner Woman stands for top-quality clean
chic. Important factors when making purchases are the fit and clear design of the garment. When styled together
these styles offer luxurious ready to wear sportswear. The Bogner man enjoys fine materials, perfect workmanship with rich innovative details. The man who shops at Bogner looks for clothing with a sporting class while
adding a contemporary look to the business look.
After doing market research within the company, Bogner as separated its customer profile into two distinct couples within two segments; Capital Accumulators and the Financial Elite. (Clarita’s PRIZM)
Capital accumulators include 45-64 year old subordinates dedicated to growing their IRA’s and 401(k) retirement
accounts. These people are twice as likely as average Americans to own securities, mutual funds and real estate
investments. Many household are home to white collar professionals. They tend to lead very active lifestyles,
traveling abroad, skiing at exclusive resorts, and paying for investment advice from stockbrokers and financial
planners. With their brains and bucks, Capital accumulators consume a variety of media, reading the Wall Street
Journal and Cigar Aficinado and watching pay per view movies at high rates.
Those with the highest amount of income-producing assets belong to Financial Elite, a group consisting of the
nation’s most affluent financial segments. These households tend to contain older suburban couples who own
their homes, earn the highest incomes, and have income-producing assets in the top five percent of U.S. households. With large sums of money to manage, these two segments rank near the top for investing in stocks, buying
real estate, owning annuities, and using estate-planning services. And their deep pockets translate into enviable
lifestyles: they travel widely, shop at high-end department stores, attend cultural events, and read business publications all at high rates.
APPENDIX
M E N D I N G C U LT U R E S
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After distinguishing Bogner’s overall Target Market
Including Capital Accumulators, those who own securities, invest in real estate and live active lifestyles by traveling aboard
to exclusive ski resorts. The other segmentation is the Financial
Elite. The customers in this market include the world’s most affluent financial segments. They shop at high-end department
stores, attend a plethora of cultural events and would often be
considered the top 5% of US households. For Bogner’s Popup Shop, our marketing team plans to focus primarily on the
customer from a worldwide perspective. By targeting different
regions around the world we feel as though this will expand
and conquer our overall objectives of expanding the Bogner
name to the next level internationally. There is an opportunity
within markets in Asia, specifically Japan, Korea & China, North
America (USA & Canada) and Scandinavia (Sweden, Norway,
Finland.) Not only do these geographic locations carry the
highest amount of medal counts at the Winter Olympic Games
on average, but they also carry the highest amount of potential for growth within the market considering each region
embodies a lifestyle beyond the winter season. According to
Strategic Business Insights VALS Survey, all of our customers
are Innovators. With this we are targeting shoppers who reflect this overall aesthetic. They are successful, sophisticated
and take charge. These individuals are change leaders and are
receptive to new ideas and technologies. Innovators are very
active consumers, and their purchases reflect cultivated tastes
for upscale, niche products and services. Image is important
to Innovators, not as evidence of status or power but as an
expression of their taste, independence, and personality. Possessions owned by Innovators reflect a cultivated taste for the
finer things in life. With this being said, each geographic location has different demographic and psychographic personas.
To help achieve our overall goal of international recognition
we will compromise culture to create a pop up store geared for
a variety of different customers with seamless execution.
ASIA
Motivations of Chinese consumers on luxury items comparative to western consumers differs in a variety of ways.
The Chinese culture prefer to show off, follow whole market trends, use luxuries as the image on showing prestige
and social levels, they also prefer the ‘expensive product’
over the ‘right product. Asian cultures love the designer
and love the brand. By targeting our pop up shop to our
innovative customer we will create a luxurious experience
for our Asian customers creating a relationship with our
brand to pursue a righteous design, quality and style while
embodying a ‘name brand’ wanted by this culture.
NORTH AMERICA
The customer who makes luxury purchases in North America is
much more thought out than other cultures. Consumer spending
accounts for nearly 70% of the U.S Economy. The total consumer spending increased nearly 1% in 2012 according to the U.S.
Commerce Department Data. An emerging trend in America’s
shopping habits include Name Brands are no longer “go-to buys”
American women will not buy a product if there is a same-quality
generic available for less. This puts Bogner at a positive outlook
considering our products are much different than those already
in the marketplace.
S C A N D I N AV I A
As the spending power of Scandinavian shoppers rises, international retailers are being lured into the region. The competitive market in scandinavia can be quite complex. Scandinavians shop according to their mind set. After picking up a few
inexpensive “staples” they may stop and splurge on an item
they will keep for years to come. Nearly two thirds of spending in Scandinavia is driven by desire rather than necessity.
Consumers make purchases because they enjoy the product.
Scandinavians also gravitate towards brands that offer a high
level of personalized service. The most important aspect of
making purchases in all Scandinavian countries is the attention to quality. It is a megatrend that has stuck and retailers
that meet these standards can expect high quality returns.
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W H Y C R E AT E A P O P - U P S H O P ?
Bogner is a global lifestyle brand that has been
established since 1932. The brand is already available is
over 30 countries but the brand, we feel, could expand
further into the marketplace. The Bogner brand has combined pure sportiness, functionality, and fashion with
the claim to provide top quality. The self-concept of the
Bogner family has always included respect for people and
nature in their corporate philosophy. The company dealt
with the “ecological production” issue intensively and
made a key contribution to driving it forward. In keeping
a high standard to quality and being eco-friendly, Bogner
feels that the staying true to these principles that it is the
only way they can exist long term in the market.
In being conscious of the world, we feel that Bogner may
expand its presence worldwide by having a popup shop
at the Winter Olympics 2013 in Sochi, Russia. The Olympics is a place where people worldwide come together to
celebrate and show pride about their country. Although
Bogner is based in Germany, the presence of the brand
is international and at the Olympics, we feel it would be
a great opportunity for even more exposure. The Bogner
products are versatile, fashionable, and innovative and we
feel that people coming to the Olympics would be interested in the high-end, premium active wear brand. The
Bogner brand has combined pure sportiness, functionality, and fashion with the claim to provide top quality.
a globally presence. In terms of business financials, the
revenue for the company from 2009 was 173.1 million
euros including licenses and 131.3 million euros as their
consolidated revenue. There are 60 Bogner stores around
the world of which 12 are their own stores, 48 franchise
stores and 9 outlets. There are 143 Bogner shop-in-shops/
concessions. There are 1700 dealers worldwide and 6500
dealers worldwide including licenses. In having the popup shop at the Olympics, our goal is to not only generate
profit but, we want people to recognize Bogner as a more
accessible company.
The Bogner pop-up shop must offer a variety of products for men and women in order to be successful at the
Olympics. We are going to offer an assortment of products from base linings, to outerwear with custom labeling.
The popup shop is going to have custom labels available
for every country represented at the Olympics where customers may purchase any item and get their own county’s
flag sewn on. With the huge impact of skiwear on everyday wear, Bogner has the opportunity for growth with not
only marketing the brand for the slopes but also for street
style. Bogner has been outfitting the German Olympic
Team for the last seventeen Winter Olympics. The products offered are fashion forward in style, ergonomic in
their silhouettes and have figure-hugging fits. The “trophy
jackets”, glam coats, slim line pants and embroidered couture jackets are stylish on and off the slopes.
APPENDIX
The business objectives of the company for the popup
shop focus in with how the brand should have more of
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P E R R I
R OT H E N B E R G X WA L L I S TO S I X S A N D R A
R E TA I L M A N A G E M E N T / FA S M 410
W I N T E R 2013
S T E WA R T