IMITZ
SIGNATURE
JENSEN
CISO
desuden også er lidt yngre i looket, forkla- The new collection is a result of a big re-
Mere story-telling group of each brand.
rer Charlotte Mikkelsen, der er CMO i BTX
Group.
Charlotte Mikkelsen tilføjer, at Brandtex
kommer til at satse langt mere på hele for-
tællingen omkring produktet og den enkel-
te linje, så kvinder bedre kan identificere
sig med mærket.
- Her tager vi afsæt i situationer og kvin-
detyper og spiller på ”B”’et. For eksempel
bruger vi i markedsføringen af Brandtex
Copenhagen sætninger som ”B. the one
that stands out”, mens vi i Brandtex Coast-
line for eksempel siger ”B. ready for cosy
autumn weekends”. Vi bygger en stærk og
let-genkendelig livsstil og identitet op om-
kring hver af de tre Brandtex-linjer, og må-
let er at udvide målgruppen og redefinere
mærkets identitet, forklarer Charlotte Mik-
kelsen.
Indkøbere kan tage alle de nye kollektioner
og de nye livsstilsuniverser fra Brandtex,
Signature, Jensen, Imitz og Ciso i nærmere
øjesyn i BTX Groups CIFF Showroom - der
også er ’refreshed’. B. ready for a brand new
definition of style…
Summary
The five popular BTX brands, Brandtex,
Signature, Jensen, Imitz and Ciso will re-
ceive a strong new lifestyle look for AW
18/19.
Each brand is set to present its news in
dedicated lifestyle areas in the large BTX
showroom in Bella Center during CIFF.
branding process that has strengthened
the identity, lifestyle, look and target
All the brands’ logos have received a
and Ciso in BTX Group’s CIFF Showroom
– which has also received an overhaul.
B. ready for a brand-new definition of style...
makeover with brand-new payoffs with
‘style’ as an important key word. Brand-
tex has received the most comprehensive
change and is now divided into three lines:
nes is a focus on stunning colours, the right PAYOFF WITH STYLE
Hvert BTX-brand har fået
tilknyttet et payoff, der
indeholder "style".
God stil er en vigtig del i
kollektionerne og fornyelsen
"overall":
modern women, and Brandtex will main- B. BRANDTEX COASTLINE
Real Style, Real Women
collections that are mix and match fri- endly and easy to dress up or down to fit B. BRANDTEX COPENHAGEN
Real Style, Real Women
by the ‘Real Style, Real Women’ statement B. BRANDTEX CLASSIC
Real Style, Real Women
three lines, we meet the demand for clas- CISO
Style your Curves
B. Brandtex Classic, B. Brandtex Copenha-
gen and B. Brandtex Coastline.
- A common characteristic for the three li-
quality, a good fit and most importantly, a
trendy look. The new style celebrates the
tain its focus on fully coordinated lifestyle
any occasion. In short, buyers will be met
when experiencing the new collection
with the updated lifestyle looks. With the
sic and timeless fashion which is one of our
big strengths, and with the two new lines
Copenhagen and Coastline, which are de-
signed for a younger audience, we bring
lifestyle into focus, says Charlotte Mik-
kelsen, CMO at BTX Group. She adds that
SIGNATURE
The Art of Style
IMITZ
Modern Style
Brandtex is sharpening its focus on the JENSEN
Everyday Style
identify themselves with the brand. www.btx-group.com
narrative of the products and each of the
three lines, making it easier for women to
Buyers can take a closer look at the new
collections and the new life style concepts
from Brandtex, Signature, Jensen, Imitz
MODEBRANCHEN.
| ISSUE NO 01 JAN./FEB. 2018 | 111