The Modern Apparel Company - USFIA€¦ · The Modern Apparel Company: Maintaining Control of Your Brand Hosted by United States Fashion Industry Association (USFIA) & TRIMIT August

The Modern Apparel

Company:Maintaining Control of Your Brand

Hosted by

United States Fashion Industry Association (USFIA)

& TRIMIT

August 9, 2016

11 A.M. Eastern/8:00 A.M. Pacific

Today’s Speakers

Jesper Bech

Head of Product Management

TRIMIT

Troels Rasmussen

Head of Sales

TRIMIT

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Email: [email protected]

Twitter: @usfashion

Phone: +1-202-419-0444

TRIMIT presents:

The Modern Apparel Company

Challenges and Opportunities in today’s apparel industry

PRESENTERS:

Troels Rasmussen Jesper BechHead of Sales Head of Product Management

TRIMIT TRIMIT

EPISODE 1:

BRAND CONTROL

Agenda

How omni-channel is changing brand ownership

Pillars in brand control

- Story

- Customer experience

- Internal processes

How it can be done

Brand to Consumer - before

Apparel

Brand, Inc.

Apparel

Retailer, Inc.Consumer

Brand to Consumer - challenge

Apparel

Brand, Inc.

Apparel

Retailer, Inc.Consumer

Brand to Consumer - today

Apparel

Brand, Inc.Consumer

Apparel

Brand, Inc.Consumer

45% of a brand’s image can be attributed

to what it says and how it says it.-BOP Design

64% of people cite shared values as the

main reason they have a relationship

with a brand. - BOP Design

Brand to Consumer - tomorrow

WHY IT MATTERS

Brand control increases brand RECOGNITION

Brand control breeds brand TRUST

Consistency increases PREDICTABILITY

BRAND CONTROL CREATES CUSTOMER LOYALTY

Making loyalists out of 5% more customers

would lead, on average, to an increased

profit per customer of between 25% and 100%.- The loyalty effect

The average repeat customer spent 67 percent

more in months 31-36 of his or her shopping

relationship than in months zero-to-six.- Bain & Company

Brand control creates CONSISTENCY

A CONSISTENT BRAND STARTS WITH

A CONSISTENT STORY

“People don’t buy what you do, they buy why you do it!”-Simon Sinek

Own your communication

Apparel

Brand, Inc.

Story-tellingThe ‘emotional’ connection to your brand

Channels:Social media (Facebook, Twitter, Instragram, Google+ etc)

Classic advertising (printed or digital)

Product Placement

Customer loyalty program

Contents:The story behind the brand/line/style – your identity

CSR

Manufacturing

(Fun) Facts

Etc...

A CONSISTENT BRAND REQUIRES

A CONSISTENT EXPERIENCE

Apparel

Brand, Inc.Consumer

A consistent experience

Requirements in an omni-channel world

Customer centric approach

- Who is our customer? Why does she/he buy from us?

Transparency across all sales channels

- Availability information

- Customer information

- Pricing information

- Loyalty program (points etc)

Great logistics operation

Technology

- Integrations between backend, frontend and partner systems

- Information push out to external partners

- Share when available

”Clean” backend processes to allow the above points to take place

A CONSISTENT BRAND NEEDS

CONSISTENCY INTERNALLY

The reality - internally

Information is kept in island-structure

No integration between information systems

External partners are not part of the process

Too much information gets lost

Lack of consistency in story, messaging, way

of working and customer experience

The reality - externally

Apparel

Brand, Inc.Consumer

HOW IT CAN BE DONE

Apparel

Brand, Inc.Consumer

What if...

Instant information sharing

Uniform ways of working internally

Central repository for product informaton

Clear guidelines to agents and retail outlets Access to information repository

Active use of guidelines

Superior attention to customers

IN SUMMARY....

Sharpen your story – why should people buy your things?

Deliver a consistent buying experience across platforms

Anchor your story and messaging among everybody selling your products

Create the foundation with consistent information internally

Share that information with all your partners immediately

Drive a great customer loyalty program

What if you could?

THANK YOU