1. 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

2. Today’s Speakers Troels Rasmussen Head of Sales TRIMIT Jesper Bech
Head of Support
TRIMIT

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

7. PRESENTERS: Troels Rasmussen Jesper Bech
Head of Sales Head of Product Management
TRIMIT TRIMIT

8. EPISODE 1:
BRAND CONTROL

9. Agenda How omni-channel is changing brand ownership
Pillars in brand control
- Story
- Customer experience
- Internal processes
How it can be done

10. Brand to Consumer - before
Apparel
Brand, Inc.
Apparel
Retailer, Inc.
Consumer

11. Brand to Consumer - challenge
Apparel
Brand, Inc.
Apparel
Retailer, Inc.
Consumer
DISCONNECT

12. Brand to Consumer - today
Apparel
Brand, Inc.
Consumer

13. 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

14. WHY IT MATTERS

15. 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 of his or her shopping
relationship than in months zero-to-six.
- Bain & Company

16. A CONSISTENT BRAND STARTS WITH
A CONSISTENT STORY

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

18. 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...

19. A CONSISTENT BRAND REQUIRES A CONSISTENT EXPERIENCE

20. 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?

21. 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

22. A CONSISTENT BRAND NEEDS CONSISTENCY INTERNALLY

23. 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

24. The reality - externally
Apparel
Brand, Inc.
Consumer

25. HOW IT CAN BE DONE

26. 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

27. IN SUMMARY....

28. 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

31. THANK YOU