Artikel | article
Summary
Prior to the launch of a new jeans and trousers con-
cept from Studio, Sandgaard A/S took a scientific
approach to market research. Based on a survey
of 6,500 women’s actual hip and waist measure-
ments, about 70% of European women should be
able to find a pair of Studio trousers that fit them
perfectly.
In order to accommodate the many different body
shapes and sizes, each Studio style comes in two
fits, which makes all trousers and jeans available
in two different body fits and in two lengths. Each
body fit and length is available in sizes 36-54.
The two Studio fits are named Ashley and Carmen.
Ashley is for narrow-hipped women and Carmen
TU
C
levering. Salget er gået forrygende, og vi har allerede måttet re-
producere flere gange. Da vi producerer i Europa, er transport-
tiden kort, så det har ikke været noget problem. Jeg var spændt
på, om teorien også holdt i praksis, men med den erfaring, vi nu
har høstet, må jeg konkludere, at analysen er rigtig. Butikkerne
genbestiller og er enormt tilfredse, siger Lars Sandgaard.
Sandgaard tilføjer, at detailhandleren med Studios størrelses-
system opnår større gennemsalg, hurtigere omsætningshastig-
hed og dermed færre prisnedsættelser. Og ikke mindst får butik-
ken mange flere glade kunder.
- Kvinder, der går skuffede ud af et prøverum efter at have prø-
vet flere par bukser, der ikke passer, forlader butikken med en
dårlig oplevelse. Med Studio undgår vi denne situation i op mod
70 procent af tilfældene. Kombinationen af et godt design og et
gennemarbejdet størrelsessystem giver tilfredse kunder, og al
erfaring viser, at kvinder vender loyalt tilbage til et jeans- og
buksebrand, der bare sidder godt, konstaterer Lars Sandgaard.
Studio designer seks kollektioner årligt, og Sandgaard A/S er
lagerførende på hovedparten af størrelsesvarianterne i bukse-
konceptet.
for women with a little wider hips. The names are
inspired by actresses.
- We have designed an easily recognizable labe-
ling that clearly shows which body fit and length
each item is designed for. The clear labelling helps
retailers quickly find the right size, fit and length
for their customers. The labelling also makes it
easy for consumers to find the perfect fit them-
selves, says CEO Lars Sandgaard from Sandgaard
A/S – the company behind Studio.
- We launched the new trousers concept from
Studio with the two body fits Ashley and Carmen
back in October 2017 with fast delivery. Sales have
been terrific and we have had to increase produc-
tion twice to keep up with demand. Thanks to our
Europe-based production, transportation time is
short, so we managed to keep up with demand. I
was excited to see if our survey applied in prac-
tice. In our experience so far, the findings of our
survey have proved accurate. The stores reorder
frequently and are very satisfied, says Lars Sand-
gaard.
Sandgaard adds that retailers with Studio’s size
system generate higher sales-through rates, tur-
nover rates and, in turn, less price reductions, not
to mention more satisfied customers.
- Women feeling frustrated after having tried on
several trousers that didn’t fit will leave the store
with a bad experience. With Studio we can avoid
this situation completely in 70% of cases. The
combination of a good design and a thoroughly te-
sted size system makes happy and satisfied custo-
mers, and our experience tells us that women are
very loyal to jeans and trousers brands that fit
them well, says Lars Sandgaard.
Studio designs six collections per year and Sand-
gaard A/S holds the majority of the size variations
in stock.
MODEBRANCHEN.
| ISSUE NO 04 JUL/AUG 2018 | 81