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 Troels Rasmussen Head of Sales TRIMIT Jesper Bech Head of Support TRIMIT

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TRIMIT presents: The Modern Apparel Company Challenges and Opportunities in today’s apparel industry

PRESENTERS: Troels Rasmussen Jesper Bech Head 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 DISCONNECT

Brand to Consumer - today Apparel Brand, Inc. Consumer

Brand to Consumer - tomorrow Apparel Brand, Inc. Consumer What is the most important thing we want to reach out with to our consumers? How do we want them to connect with our brand? How do we want them to feel about our brand? 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

WHY IT MATTERS

BRAND CONTROL CREATES CUSTOMER LOYALTY Brand control creates CONSISTENCY 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

A CONSISTENT BRAND STARTS WITH A CONSISTENT STORY

WHAT IS YOUR STORY? “People don’t buy what you do, they buy why you do it!” -Simon Sinek

Own your communication Story-telling The ‘emotional’ connection to your brand Apparel Brand, Inc. 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

A consistent experience Apparel Brand, Inc. Consumer What is the most important thing we want to reach out with to our consumers? How do we want them to connect with our brand? How do we want them to feel about our brand?

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 People of the third floor might be totally disconnected from what happens on the 2nd or 6th floor due to lack of integration of information systems

The reality - externally Apparel Brand, Inc. Consumer

HOW IT CAN BE DONE

What if... Apparel Consumer Brand, Inc. Instant information sharing Uniform ways of working internally Central repository for product informaton Clear guidelines to agents and retail outlets What is the most important thing we want to reach out with to our consumers? How do we want them to connect with our brand? How do we want them to feel about our brand? Access to information repository Active use of guidelines Superior attention to customers

IN SUMMARY....

What if you could? 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

THANK YOU