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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