RG_CONCEPT_UK_2011

C O N C E P T S T r a T E g y

rEDgrEEN a/SNiels Bohrs Vej 17StillingDK-8660 SkanderborgTel.: +45 8793 6000Fax: +45 8657 2611E-mail: [email protected]

SHOWrOOMS:Denmark: +45 8793 6000Norway: +47 4153 5064Sweden: +46 31 769 1400germany: +49 (0) 151 1402 1909

agENTS:greece: +30 2310 463 156Netherlands: +31 (0) 294 230637Spain: +34 600 054 530

19222_RG_koncept_08-09_RTG.indd 5 01/10/08 16:14:37

MaritiME inspirationrEdgrEEn’s logo is unique. it comprises and expresses the label’s name, conceptand history. red and green are symbols for the maritime concepts port and starboard.


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the coMpanyredgreen was established in 1983. through the years, redgreen has worked with a unique concept, where maritime inspiration, stylistically pure lines, quality and functionality are brought together in complete collections. redgreen’s lifestyle products are sold today throughout most of europe via independent stores, chain store partnerships and concept stores. its headquarters are located in stilling, near aarhus, denmark.


thE CoMpanyrEdgrEEn was established in 1983. Through the years,rEdgrEEn has worked with a unique concept, wheremaritime inspiration, stylistically pure lines, quality andfunctionality are brought together in complete collections.

rEdgrEEn’s lifestyle products are sold today throughoutmost of Europe via independent stores, chain store partnershipsand concept stores.

its headquarters are located in stilling, near aarhus, denmark.

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1983 Case sportswear grundlægges

1985 Markedsføring af den første red//green – kollektion

1987 Virksomheden sælges og fortsætter under navnet red//green of scandinavia

1988 Fokus på export som hurtigt udgør 50% af omsætningen

1989 Fusion med nautico a/s, som producere en stærk, maritim inspireret damekollektion

1990 omsætningen runder euro 15 mio.

1991 datterselskab i sverige

1993 datterselskab i tyskland. omsætningen runder euro 30 mio.

2000 opgradering af konceptet. Varemærket ændres til redgreen

2001 omsætningen når euro 55 mio.

2004 konceptændring. Firkanten fjernes og det maritime udtryk nedtones

2007 Virksomheden sælges til de nuværende ejere, som også udgør ledelsen i redgreen i dag

2008 Fuld fokus på det maritime koncept, herunder tilbagevenden af firkant logo i farver

2009 Virksomheden forventer en omsætning på euro 20 mio.

historie


history

1983 Case sportswear is established

1985 Marketing of the first rEd //grEEn collection

1987 Company is sold; continues operations under the name rEd //grEEn of scandinavia

1988 Focus on exports, which quickly make up 50% of turnover

1989 Merger with nautico a/s, which produces a strong, maritime-inspired women’s collection

1990 turnover rounds EUr 15 million

1991 subsidiary in sweden

1993 subsidiary in germany turnover rounds EUr 30 million

2000 Concept upgrade The brand name is changed to rEdgrEEn

2001 turnover reaches EUr 55 million

2004 Change of concept The square is removed, and the maritime expression is toned down

2007 Company is sold to current owners, who comprise the present rEdgrEEn management

2008 Full focus on the maritime concept, including the return of the square logo in colours

2009 The company is launching rEdgrEEn Kidswear

2010 rEdgrEEn technical is being launched in association with olympic gold medallist Martin Kirketerp

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rEdgrEEn 2010// oWnEr-rUn BUsinEss

// dEdiCatEd and dEtErMinEd organisation

// hEalthy tUrnovEr BasEd on sElECtivE distriBUtion

// 35 ConCEpt storEs

// high lEvEl oF rECognition

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oUr visionrEdgrEEn aims to be northern Europe’s leading supplier ofquality clothing and accessories for the maritime lifestyle.

oUr MissionrEdgrEEn’s mission is to create a maritime-inspired lifestyleconcept that is true to the red/green signal.We are on the market to design, market and sell functional andhigh-quality lifestyle products to active individuals with a senseof simple detail and fashionable design.

oUr goalrEdgrEEn’s goal is to create profitability with annual growthof at least 20% in sales and earnings, in order to strengthen thecompany’s future foundation. a solid foundation is critical toinvestment in our customers, suppliers and employees.

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The path rEdgrEEn takes to reachits goals will be based on attentivenessand open dialogue. This strategy appliesto all interested parties and playerswithin redgreen’s field of activity– both internal and external.

We intend to differentiate ourselves onthe market through focus on qualityand design at attractive prices. We willensure an even higher quality in ourcollections and focus on the maritimeand functional expression in our designs.

oUrstratEgy

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oUr CorE valUEs

// MaritiME inspiration

// thE Will to Win

// QUality

// proaCtivE

// sCandinavian

// rEliaBlE

// FUnCtions/oUtdoor

// Unity

These values must be reflected in rEdgrEEn’svalue chain in order to continuously strengthen the lifestyle product rEdgrEEn.

In the work on developing RedgReen’s concept,branding and organisation, our recurring values are:

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oUr BUsinEss arEas

rEdgrEEn’s development come from quality lifestyleproducts aimed at rEdgrEEn’s target group.

The development of rEdgrEEn’s lifestyle products will –besides the updated collections that are true to redgreen’svalues – take shape in rEdgrEEn’s different business areas.

rEdgrEEn’s business areas will increasingly focus on andadapt to distribution and draw e.g. on rEdgrEEn’s manyyears of experience in the retail trade.

This will happen through close collaboration with the customeron mutual expectations.

// 6 annUal CollECtions, 9 dElivEriEs

// n.o.o.s – nEvEr oUt oF stoCK

// aCCEssoriEs

// liCEnsE – Branding

// rEdgrEEn KidsWEar

// rEdgrEEn tEChniCal

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n.o.o.srEdgrEEn has a commercial never out of stock programmeconsisting of basic garments and collection supplements to shopsin under 48 hours. By combining products from this with seasonalproducts, it is possible to maintain good sales at redgreen.

our aim is for n.o.o.s to make up between 15 and 20% of the total redgreen turnover in individual shops.

The sales support department sees to it that the items are constantlysupplemented in the shop.

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aCCEssoriEsrEdgrEEn offers a special collection of accessories that complete the

concept and make the brand complete as a fashion label.

The accessories collection has everything you need to dress for an activelifestyle from top to toe in rEdgrEEn. From sunglasses to a full

rEdgrEEn series of fragrances for men and women. in addition, there is alarge selection of shoes, belts and handbags, as well as a collection of scarves,

stockings, ties, etc. all of it accessories matching rEdgrEEn’s lifestyle.

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rEdgrEEn KidsWEarrEdgrEEn Kidswear is intended to support the rEdgrEEn brand position as the leading maritime lifestyle concept and communicate directly with precisely those people in rEdgrEEn’s target group who have kids in the 4-12 age range.

The launch of a new kidswear collection has a high priority for us, as we view the new line as both a commercial venture and a powerful means of communicating with the younger segment in our target group.

The new line will be in keeping with rEdgrEEn’s other business areas, focusing on a quality product with a strong marketing profile.

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rEdgrEEn tEChniCalas an element in the positive development of the brand, rEdgrEEn is introducing

a new technical line of functional sailing clothing in association with olympic gold medallist Martin Kirketerp.

”all our activities are intended to reflect investment in a quality product,which is supported by a marketing plan, with the ultimate consumer having a ’value-for-

money’ experience whenever they invest in a rEdgrEEn product.

”We have chosen to introduce and develop the line in association with one of the world’s top sailors, Martin Kirketerp, who most recently won olympic gold in Beijing.We wanted to work with Martin precisely because he represents the same values

as rEdgrEEn. Martin was very much involved in the entire development and design process, ensuring that all his product know-how was turned to account in ever

single style, so our technical line will be of a high international standard.”

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REDGREEN TEchNical

REDGREEN kiDswEaR

spRiNG / summER

auTumN / wiNTER

xmas

pREspRiNG

accEssoRiEs

N.o.o.s

hiGh summER

pREfall

dElivEry

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fEbR

ua

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ma

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apR

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maY

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sT

sEpT

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1: 1. delivery2: 2. delivery

1 2

1 12 2

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Fashion dEgrEE oF CollECtionsThe degree of fashion of orders is as follows:

30% 60% 10%Basic Core/lifestyle trend

thE rEdgrEEnCUstoMEr Modern consumers choose products based on their lifestyle, not their age.regardless of whether their 35 or 55. This development and spirit of the timessuits rEdgrEEn perfectly.

rEdgrEEn does not design and manufacture clothing for a particular agegroup, but rather for a particular lifestyle. our core customers are men andwomen who appreciate an active lifestyle. They have a modern outlook and valuetimeless, fashionable quality clothing with a perfect fit and high functionality.

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0 25 30 35 40

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positionering

pris / kValitet

aldergenneMsnit

høj


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positioning

avEragE targEt groUp / agE

high

priCE /QUality

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storE ConCEpt andConCEpt storEs

rEdgrEEn is sold mainly in the northern part of Europe, but we are also present in other selected countries. sales are made

through concept stores, shops-in-shops and chain stores.

our new maritime store concept is wide-reaching, with afunctional and flexible store layout in all sizes, from smaller

shops-in-shops to larger concept stores.With competent personnel and a tasteful maritime interiorinspired by the modern yacht, we place great importance in

customers having a positive experience every time they come incontact with our brand.

For each season we put together a complete merchandisingproposal with product campaigns and store events to draw

existing and new customers. in addition, we naturally makepos material available in the stores.

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Nationaladvertising

story / photo location

image catalogue

accessories pR website2 x upload 2 x fairsREDGREEN

Technical N.o.o.s2 x pos10 x vmcREDGREENkidswear

catalogue

pos pos

adsads

ads

Displays /pictures

Displays /pictures

catalogue localadvertising cataloguecatalogue 2 x trade

press releases

2 x consumerpress releases

sponsorships

magazines contact

jobs

News

company

pressroom

collection Eventsbanners posters

posters

streamers

posters

MarKEting

// MaritiME inspiration

// sCandinavian

// QUality

// FUnCtions/oUtdoor

// thE rEd/grEEn signal

We do this by coordinating our marketing efforts – frompr and international campaigns in selected media to posmaterials in retail stores.

rEdgrEEn’s two semiannual catalogues form the basis forour other marketing activities. The catalogues are issued inconnection with the two main collections. together with thecollections, our customers also receive in-store material andproposals for local advertising.

at our website www.redgreen.dk, distributors and consumerscan always see the essence of the present collections, as wellas the latest news and products from rEdgrEEn.

One of Redgreen’s most important tasks is to draw attentionto our collections and communicate our values.

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C O N C E P T S T r a T E g y

rEDgrEEN a/SNiels Bohrs Vej 17StillingDK-8660 SkanderborgTel.: +45 8793 6000Fax: +45 8657 2611E-mail: [email protected]

SHOWrOOMS:Denmark: +45 8793 6000Norway: +47 4153 5064Sweden: +46 31 769 1400germany: +49 (0) 151 1402 1909

agENTS:greece: +30 2310 463 156Netherlands: +31 (0) 294 230637Spain: +34 600 054 530

Documents

RG_CONCEPT_UK_2011