Artikel | article
REPLIC A
CIFF
B5-
014
REPLIKA JEANS
the two new brands will hit the shelves ing to men of all shapes and sizes, says Ole they do from the big international fashion
CEO Ole Dam elaborates: North 56-4 offers an all-round concept for also back-office IT, logistics, B2b, EDI, so-
in eight European countries and in the US
and Canada.
- Three years ago, we made a strategic
decision to enter the “regular size” mar-
ket for men. In late 2015, we acquired the
brand Suit from Metropol, and that was
the first step towards entering the men’s
regular-sized fashion domain. We are
market leaders in Europe within the Big &
Tall segment, but we are seeing increased
competition from other brands that are
starting making their clothes available in
plus sizes. As specialists, we can still play
to our strengths, but we still believe that
it is a good strategic move to enter the
market for regular-sized clothing. In this
way, we can continue to offer our services
to the Big & Tall specialists, but also be re-
levant to retailers that do not specialize in
plus sized clothing but hope to be appeal-
Dam to the NU buyer’s magazine on a visit
to the main offices in Grenaa.
Autumn/Winter 2018. North 56-4 is raw,
Nordic and focused on outdoor in its de-
sign. North 56-4 is especially strong on
outerwear.
In terms of style, Replika Jeans is an urban
jeans brand – and also an all-round con-
cept with everything ranging from jeans,
T-shirts, shirts, knits and sweatshirts to
outerwear. The strategic changes in the
company have also meant a step-up in
terms of design and branding.
- We have redefined whom we are and
what we want to achieve as a company,
we have expanded and strengthened our
design team. When dealing with big fa-
shion actors such as Zalando, ASOS, Dil-
lard’s USA, Hirmer Germany and others,
their buyers expect the same from us as
148 | ISSUE NO 01 JAN./FEB. 2018 | MODEBRANCHEN.
brands. Everything has to work flawles-
sly. Not only brand, design and quality, but
cial media and so on. We are looking for-
ward to presenting our new direction to
existing and new customers CIFF, in Oslo
and at the fairs in New York and Las Vegas,
says Ole Dam.
When it comes to collaborating with re-
tailers, Allsize Company Group’s strategy
is to focus on establishing and maintai-
ning a close relationship with the stores.
- We wish to form a relationship of com-
plete honesty with our customers and
help them out when we can. Not only by
offering high mark-ups and discounts, but
also by showing sincere interest in their
store, visit them, help them out and clo-
sely collaborate with them, says Ole Dam.