PA R T T W O

” N E W I N I T I A T I V E S ”

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THE HISTORY

Part Two was established in Copenhagen, Denmark

in 1986. Inspired by the New England style, the

brand introduced a classic look aspiring women to

dress in beautiful and comfortable clothing. With

its New England influence, Part Two reflected an

active and healthy lifestyle. From the beginning the

brand enjoyed great success.

With 28 years of experience Part Two still creates

high quality fashion products for real women living

real lives.

In July 2014, Part Two became part of the

successful brand portfolio of DK Company – one

of Europe's biggest suppliers of fashion and

lifestyle brands. This has strengthened Part Two's

position as one of the leading players in the mid-

market segment in Scandinavia.

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VALUE PROPOSITION

Part Two’s products offer a

strong combination of

features:

A timeless STYLE that is casual,

natural and authentic

A great FIT that makes her feel good

A credible QUALITY expressed

through fabrics and craftsmanship

A possibility to buy in to a BRAND at

an attractive PRICE

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COUNTRY OVERVIEW – WHOLESALE/FR 13/14

COUNTRY SET-UP % OF SALES

1. NORWAY AGENT 31 %

2. SWEDEN 2 SALES PERSONS 17 %

3. CANADA OWN (ERIK) 13 %

4. UK 2 SALES PERSONS 13 %

5. DENMARK 2 SALES PERSONS 10 %

6. FINLAND 1 SALES PERSON 4 %

7. IRELAND AGENT 4 %

8. SPAIN DISTRIBUTOR 2 %

9. GERMANY AGENT 2 %

10. SCHWEIZ DISTRIBUTOR 2 %

11. BENELUX AGENT 1 %

12. OTHER 1 %

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SALES INITIATIVES TO

EXPAND THE DISTRIBUTION

DEFINE POTENTIAL

NEW MARKETS FOR 15.07

(ITALY, FRANCE)

INVESTING IN FAIRS

CIFF – COPENHAGEN

PANORAMA – BERLIN

PURE – LONDON

OSLO FASHION WEEK

STOCKHOLM FASHION WEEK

MODEFABRIEK – AMSTERDAM (CONSIDERING)

IMPLEMENTATION OF SOFT SHOP CONCEPT

THE GOAL IS TO IMPLEMENT 8 – 10 SOFT SHOPS

ON 15.07

RAISE THE AVERAGE ORDER DUE TO 4 NEW COLLECTION INITIATIVES

HEADLINE

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HEADLINE

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COLLECTION INITIATIVES

CONTINUING

THE

”NEW PRICE-

STRUCTURE”

INTRODUCING

JEANS TO THE

MARKET

EXPAND THE

KNITWEAR

CATEGORY

EXPAND THE

OUTERWEAR

CATEGORY

1.

4.

2.

3.

INTRODUCING NEW JEANS CONCEPT FROM

PRE-FALL 2015

DIFFERENT FITS AND WASHES

FITS FOR ALL SHAPES AND BODIES

FOCUS ON TARGET GROUP – MATURE

WOMEN

NEW AND DELICATE LABELLING

JEANS HISTORY

SOLD 1800 PCS. AUTUMN 1407

THE POTENTIAL IS HUGE!

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COLLECTION INITIATIVE 2

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HEADLINE

FOCUS ON DETAILS – NEW JEANS LABELLING

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EXPLAINING THE FIT

TO GET SUCCESS IT IS CRUCIAL, THAT OUR CUSTOMERS CAN

UNDERSTAND THE DIFFERENT FITS – AND PICK THEIR FAVOURITE! THIS IS

WHY WE HAVE DESIGNED OUR NEW JEANS LABEL PROGRAM

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HEADLINE

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COLLECTION INITIATIVE 3

KNITWEAR – OUR STRONGEST AND MOST

IMPORTANT CATEGORY

58.000 PCS. SOLD FOR 1407 (33% OF

TOTAL TURNOVER IN PCS.)

MANY WHOLESALE CUSTOMERS

CONSIDER PART TWO TO BE THEIR

MOST IMPORTANT KNITWEAR SUPPLIER

KNITWEAR IS THE ESSENCE OF THE

PART TWO DNA – AND HAS A PROVEN

RECORD AS A BESTSELLER CATEGORY

FOR AUTUMN AND WINTER

COLLECTIONS WE WILL FOCUS ON

EXPANDING THE RANGE OF STYLES

AND QUALITIES

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COLLECTION INITIATIVE 4

OUTERWEAR – HUGE POTENTIAL

11.000 PCS. SOLD FOR 1407 (6% OF

TOTAL TURNOVER IN PCS.)

WE CAN DO BETTER

INCREASING OUTERWEAR RANGE –

LOWER GROSS MARGIN

THIS IS A FURTHER INITIATIVE TO

INCREASE AVERAGE ORDER

SIGNIFICANTLY

HEADLINE

Main

Collection

PRE PRE

Month Jan Feb Mar Apr Apr May Jul Aug Sep Oct Oct Nov

Caps 1A 2A 3A 3B-4A 4A-4B 5B 7A 8A 9A 9B-10A 10A-10B 11B

Split per capsule 33% 34% 33% 45% 34% 21% 33% 34% 33% 50% 45% 5%

Basic

Core

Profile

Number of Styles 35 35

Number of Access. 5 5

Total Size of collection 175 40 175 40

Exp

ress

Express 15-20 styles 15-20 styles

SSP

Instock - Never out os stock 15 -20 styles 15 - 20 styles

140 145

155 130 155 130

20 10 20 15

34% 45%

33% 35% 33% 35%

Pre

-ord

er

33% 20% 33% 20%

34% 45%

Co

llect

ion

Spring Collection Summer Collection + Prefall Autum Collection Winter Collection + Pre-Spring

xx.01 xx.03 xx.07 xx.09

MERCHANDISE FLOW – NUMBER OF STYLES

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MARKETING – BRAND POSITIONING

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POSTITION PART TWO AS THE

POSITIVE LIFESTYLE FASHION

BRAND – THAT IS DESIGNED FOR

”AUTHENTIC MOMENTS”

COMMUNICATE DIRECTLY WITH

TARGET GROUP:

WOMEN AGED 35-50, FEMININE,

ROMANTIC, PRACTICAL, FAVOUR

THE SINCERE AND TIMELESS AND

ENJOY GOOD THINGS IN LIFE

– NOT TOO FASHIONABLE, NOT

TOO YOUNG, NOT TOO

EXPENSIVE

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MARKETING – FROM FASHION TO LIFESTYLE POSITIONING

Where we come

from (2012/13)

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MARKETING – FROM FASHION TO LIFESTYLE POSITIONING

Today (2014)

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WHOLESALE:

NEW CUSTOMERS INCREASED PARTICIPATION ON FAIRS

EXISTING CUSTOMERS:DEVELOPMENT OF SHOP IN SHOPS &

SOFT SHOP CONCEPT

FOCUS ON BRAND BUILDING/MEDIA SPEND AND PR

INITIATIVES ON SCANDINAVIAN

KEY MARKETS (LIMITED ACTIVITIES)

MARKETING

SALES CHANNEL FOCUS

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RETAIL

DELIVER MATERIAL AND

MERCHANDISE/MARKETING SUPPORT

TO INCREASE SELLING OUT OF PART

TWO

ENSURE BRAND VISIBILITY IN RETAIL

COMMMUNICATION – BOTH

COMPANYS AND CONCESSIONS

PART TWO MERCHANDISING – SELL OUT FOCUS – IN COMPANYS

PART TWO NATIONAL ADVERTISING – SELL OUT FOCUS – IN COMPANYSPART TWO ADVERTISING – ÅHLENS SWEDEN

MARKETING

SALES CHANNEL FOCUS

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E-COMMERCE:

DESIGN NEW WEBSITE JAN 2015

NEW CUSTOMERS - FOCUS ON HIGH

TRAFFIC TO WEBSHOPM AND INCREASE

ACTIVITIES ON SOCIAL MEDIA – FACEBOOK

AND INSTAGRAM

INCREASE SIGN UPS FOR NEWSLETTER

(SIGN UPS TODAY: 15.000)

EXISTING CUSTOMERS - FOCUS ON

HITRATE AND BASKETSIZE AND INCREASE

OPENING RATES, INCREASE CLICK

TRHOUGH BY OPTIMISING CONTENT AND

LAYOUTW

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OP

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WS

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MARKETING

SALES CHANNEL FOCUS:

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PR/SOCIAL MEDIA:

- PR SETUP FROM COPENHAGEN - COVERING

DENMARK, SWEDEN AND NORWAY

- FULL PR FOCUS IN DENMARK

PR FOCUS ON SELECTED MEDIA IN SWEDEN

AND NORWAY

- AMBASSADOR PROGRAM TO BE INITIATED

- DESIGN COLLABORATION WITH NORWEGIAN

ARTIST CATHRINE KNUDSEN – FOCUS ON

NORWAY, BIGGEST WS MARKET

- INCREASED FOCUS ON BOTH INSTAGRAM AND

FACEBOOK – FOR BRAND AWARENESS AND

POSITIONING (MAINLY DRIVE TRAFFIC TO

WEBSHOP)

INSTAGRAM: 2551 FOLLOWERS

FACEBOOK: 4664 LIKES

MARKETING

SALES CHANNEL FOCUS:

Hang tags and labels explaining the fit

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