BO

GN

ER

/

PO

P-U

P S

HO

P C

ON

CE

PT S O C H I O L Y M P I C G A M E S : W I N T E R 2 0 1 4

2 3

BO

GN

ER

/ PO

P-U

P S

HO

P C

ON

CE

PT

C O N T E N T S

T h e R e t a i l B r a n d I d e n t i t y : M i s s i o n , V i s i o n , V a l u e s

T h e B u s i n e s s M o d e l & S e l l i n g V e n u e s

T h e S c o p e & S i z e o f B o g n e r

C o m p e t i t i v e S t r e n g t h s & W e a k n e s s e s

T h e T a r g e t M a r k e t

T a r g e t C u s t o m e r f o r P o p - u p S h o p

T r e n d s / F o r e c a s t i n g

B o g n e r T h r o u g h T h e C e n t u r y

D i r e c t i o n o f M a r k e t p l a c e

P o p - u p S h o p G o a l s & O b j e c t i v e s

L o c a t i o n : S o c h i , 2 0 1 4 W i n t e r O l y m p i c s

B o g n e r C h a l e t : A e s t h e t i c & A m b i a n c e[ E x t e r i o r / I n t e r i o r ]

E x p e r i e n c e

M a r k e t i n g S t r a t e g y

W o r k s C i t e d

A p p e n d i x

P E R R I R O T H E N B E R G X W A L L I S T O S I X S A N D R A S T E W A R T R E T A I L M A N A G E M E N T / F A S M 4 1 0

W I N T E R 2 0 1 3

4 5

B O G N E R / A GLOBAL LIFEST YLE BRAND

Established: 1932

Founder: Willy Bogner Sr. in Munich, Germany

Current Management: Willy Jr. and his wife Sonia now manage the company,

Which has a global reputation.

Designer: Sonia Bogner (1992- Present)

Target Market: Men & Women

Market Segment: Premium / Luxury

Core Business: Active Wear

Product Categories: Accessories, Active wear, Apparel, Bags, Fragrance, Jewelry & Watches.

- Available in over 30 countries world wide

- Creates the perfect combination of Olympic quality without sacrificing design

- Has outfitted the German Olympic team for the past 17 Winter Olympic games.

- Fashion forward, ergonomic silhouettes, and figure hugging fits.

The United States is an important market for Bogner where there is room for growth. They are well onthere way to expanding their presence with a flagship store in New York and 280 sellers nation wide.”

Logo:

6 7

RE

TA

IL &

BR

AN

D I

DE

NT

ITY

FIN

AN

CIA

L IN

FO

RM

AT

ION

& R

ET

AIL

ST

OR

ES

R E T A I L B R A N D I D E N T I T Y

M i s s i o n + V i s i o n + V a l u e s

F I N A N C I A L I N F O R M A T I O N & R E T A I L S T O R E S

S a l e s V o l u m e + N u m b e r o f S t o r e s B u s i n e s s M o d e l

Bogner (America), (Schweiz), (Ostereich), (Retail), Home Shopping)

+ 173.1 Million Euros including licenses, and

+ 131.3 million Euros as consolidated revenue

+ 60 Bogner stores (12 Bogner, 48 Franchise stores, 9 Outlets)

+ 143 Shop -in-shop concessions

+ 1700 dealers world wide

+ 6500 dealers worldwide (Including licenses)

Passion for sport and fashion - the Bogner brand has stuck to this ideal for 80 years as the motor for creativity and continuity. What started in such a modest yet committed way in 1932 as a small production site in a back yard in the center of Munich, has developed over the decades into an international label with the large B as a synonym for top-quality sportswear inspired by fashion. The inspiration comes from nature – colors, va-riety, and beauty. Their motto: always in motion, experi-ence the new, be sporty but fashionable. Keep a keen eye - for the uniqueness lies in the detail. Clean so-phistication with guaranteed value: The collection has a dynamic appearance with a smart, sporty touch. The perfect fit and clear design make it the ideal choice for active women, who want to coming the highest quality with fashionable individuality. “ Since the company was founded in the first half of the last century, the Bogner brand has combined pure sportiness, functionality, and

fashion with the claim to provide top quality. At the start of the 1990’s the importance of human ecological criteria became ever more important for clothing. The self-concept of the Bogner family has always included respect for people and nature in their corporate philos-ophy. They therefore dealt with the “ecological produc-tion” issue intensively and made a key contribution to driving it forward. So they were involved in establish-ing the Textile Clothing Dialog, which focuses on envi-ronmentally friendly and sustainable production, over 25 years ago. Economic and social factors therefore flowed naturally into the company’s strategy and deci-sions. One of the most important Bogner premises is: As an internationally active company it is essential that we act responsibly with companies, the environment, and employees. Only this way can a company exist in the marketplace in the long-term.”

8 9

6 5 0 0 D E A L E R S W O R L D W I D E

L O C A T I O N S

10 11

SW

OT

/ C

OM

PE

TIT

OR

S

S W O T A N A L Y S I S

S T R E N G T H / W E A K N E S S / O P P O R T U N I T Y / T H R E A T S

STRENGTHS Grow and adapt to changing world climate and preserver. Bogner has managed to stay fresh and relevant

which is unheard of in brands with as much history. New technology without sacrificing fashion.

WEAKNESSESGerman based - neither fashion nor business capital. A lot of brand licensing agreements. No heir to takeover

when Willy Jr. retires.

THREATS/COMPETITORS-

WHERE BOGNER FITS IN:

Bogner stays competitive in the market because it blends both Arc’teryx premiere technical fabrics with chic designs like Moncler for use both off and on the mountains.

A R C ’ T E R Y X

Cost: $300-$800Concept: Premiere techni-cal features verses fashion focus. Infallible seam seal-ing, laminated hems and

extreme breathability

Target Market: Extreme sportsman/

woman. Top of ones game in the back country, or in

extreme weather.

M O N C L E R

Cost: $700 - $2000Concept: Chic design yet

warm. Moncler is known for its chic lines, detailing that is rich but minimal, and warm

down insulation.

Target Market:Wealthy feminine woman. Casually skis, prefers to sip wine at a trendy aprés ski

bar.

12 13

TA

RG

ET

MA

RK

ET

T A R G E T M A R K E T

M A R K E T S E G M E N T & C U S T O M E R P R O F I L E

2011 Statistics

• USHouseholds:2,297,403(1.97%)• MedianHHIncome:$100,617

Lifestyle & Media Traits• Tradedstocksinpast3months• Keoghaccount• Travelinsurance• Attendhorseracingevents• ReadWallStreetJournal

Demographics Traits• Urbanicity:Mix• Income:Wealthy• IncomeProducingAssets:Elite• AgeRanges:27-42• PresenceofKids:Mostlyw/oKids• Homeownership:Homeowners• EmploymentLevels:Management• EducationLevels:GraduatePlus• EthnicDiversity:White,Asian,Mix

2011Statistics

• USHouseholds:1,718,222(1.47%)• MedianHHIncome:$82,809

Lifestyle & Media Traits• IRArollover• Mutualfunds• Residentialinsuranceforseasonalhome• OrderfromLands’End• ReadVAARPmagazine

Demographics Traits• Urbanicity:Mix• Income:Upscale• IncomeProducingAssets:Elite• AgeRanges:45-64• PresenceofKids:Mostlyw/oKids• Homeownership:Homeowners• EmploymentLevels:WhiteCollar,Mix• EducationLevels:GraduatePlus• EthnicDiversity:White,Asian,Mix

C A P I T A L A C C U M U L A T O R S F I N A N C I A L E L I T E

http://www.claritas.com/MyBestSegments/Default.jsp

14 15

TA

RG

ET

MA

RK

ET

T A R G E T C U S T O M E R : P O P U P S H O P

M E N D I N G C U L T U R E S

+ Focus on customer from a global perspective

+ Conquer objectives by expanding Bogner brand to next level of

international identity.

+ Compromise culture to create store geared for the

ultimate consumer with seamless execution.

+ Asia, North America, Scandinavia

+ Highest presence at Olympic games &

carry the highest amount of potential growth within our market.

+ VALS: All customers are innovators

+ Successful, Sophisticated, Receptive to new technologies.

+ Image is important

+ Taste for finer things in life

A S I A

Motivations of Chinese consumers on luxury items com-

parative to western consumers differs in a variety of ways.

The Chinese culture prefer to show off, follow whole mar-

ket trends, use luxuries as the image on showing prestige

and social levels, they also prefer the ‘expensive product’

over the ‘right product. Asian cultures love the designer

and love the brand. By targeting our pop up shop to our

innovative customer we will create a luxurious experi-

ence for our Asian customers creating a relationship with

our brand to pursue a righteous design, quality and style

while embodying a ‘name brand’ wanted by this culture.

N O R T H A M E R I C A

The customer who makes luxury purchases in North America is

much more thought out than other cultures. Consumer spend-

ing accounts for nearly 70% of the U.S Economy. The total

consumerspendingincreasednearly1%in2012accordingto

the U.S. Commerce Department Data. An emerging trend in

America’s shopping habits include Name Brands are no longer

“go-to buys” American women will not buy a product if there is

a same-quality generic available for less. This puts Bogner at a

positive outlook considering our products are much different

than those already in the marketplace.

S C A N D I N A V I A

As the spending power of Scandinavian shoppers rises,

international retailers are being lured into the region. The

competitive market in scandinavia can be quite complex.

Scandinavians shop according to their mind set. After

picking up a few inexpensive “staples” they may stop

and splurge on an item they will keep for years to come.

Nearly two thirds of spending in Scandinavia is driven by

desire rather than necessity. Consumers make purchases

because they enjoy the product. Scandinavians also gravi-

tate towards brands that offer a high level of personalized

service. The most important aspect of making purchases

in all Scandinavian countries is the attention to quality.

It is a megatrend that has stuck and retailers that meet

these standards can expect high quality returns.

16 17

T R E N D S & F O R E C A S T I N G

+ High- tech Fabrics

+ Innovative Designs

+ Expansion into International Target Markets

+ Focus on Sportswear for different seasons

+ Concept Stores

+ Collaborations

TR

EN

DS

+ F

OR

EC

AS

TIN

G

18 19

TR

EN

D/D

IRE

CT

ION

OF

MA

RK

ET

T R E N D S / D I R E C T I O N O F M A R K E T P L A C E

F A S H I O N T R E N D S

+ Technical Fabrics that Stretch

+ Thinner, Figure hugging pieces with warmth & function

+ “Slope to Street”

+ Metallic & Puffer Jackets

+ Minimalist

T E C H N O L O G Y T R E N D S

+ High-Tech Fabrics

+ ETHZ - Nanotechnology

+ Interactive 3-D Displays

+ Try-on Technology

+ Customization

T E C H N O L O G Y I N T H E S T O R E

+ Representatives on top floor with product knowledge for the customers about the latest fabrics

being implemented in our garments.

+ Mirror Technology in order for customers to see product on their body without having to physically try it on.

+ Implementing large LCD HD TV Screens for bottom floor so customers can lounge and watch the games live.

+ iPads for ordering products

BO

GN

ER

TH

RO

UG

H T

HE

CE

NT

UR

Y

BO

GN

ER

TH

RO

UG

H T

HE

CE

NT

UR

Y

20 21

O B J E C T I V E S F O R P O P - U P S H O P

W H Y C R E A T E A P O P - U P S H O P ?

OB

JEC

TIV

ES

FO

R P

OP

UP

SH

OP

+ M A J O R G O A L S

+ INTERNATIONAL EXPOSURE AND GLOBAL PRESENCE

[ Sales representatives fluent in a variety of languages who will reflect company’s aesthetic with product knowledge

and understands what Bogner can bring to a customer. ]

+ WE WANT PEOPLE TO RECOGNIZE BOGNER AS A MORE ACCESSIBLE COMPANY.

[ Pop up shop will be accessible for all people to experience and explore. Custom jackets will be offered for shipping with Olympic logo & Flag. }

+ “ECOLOGICAL PRODUCTION” [ Sales representatives who understand the ecological production of our products, along with our recycling program. ]

+ THE OLYMPIC GAMES IS A PLACE WHERE PEOPLE WORLDWIDE GATHER TO CELEBRATE THEIR COUNTRY.

[ Custom logo products will encourage guests to have their countries’ flag on their Bogner product. ]

+ TO ACHIEVE GREATNESS POP UP SHOP WILL EMBODY BOGNER DNA WHILE TARGETING

A VARIETY OF CONSUMERS.

[ We want all patrons of the Olympic games to feel welcome to explore the Bogner experience without feeling pressured to purchase anything, but to gain knowledge about the history of our company. ]

+ WITH THE HUGE IMPACT OF SKIWEAR ON EVERYDAY WEAR, BOGNER HAS THE OPPORTUNITY FOR

GROWTH WITH NOT ONLY MARKETING THE BRAND FOR THE SLOPES BUT ALSO FOR STREET STYLE.

[ We will offer door to door shipping for customers to receive products within two weeks of the games. ]

22 23

LO

CA

TIO

N

P O P - U P S H O P : T H E L O C A T I O N

W I N T E R O L Y M P I C S : 2 0 1 4

“Future participants and

guests of the Olympic and Parolympic Win-

ter Games 2014 will remember Sochi as one of the most

comfortable Winter Games destinations. Sochi’s hotel complex is

already considered as one of the best health resorts in the country. How-

ever, by the time the Games arrive to Sochi, the resort will have been further

transformed into one of a truly world-class level. In fact, everyone who visits the

Games, be they IOC members, officials, journalists, fans - will be offered stylish, mod-

ern and above all comfortable hotel accommodation. Russia’s leading developers are

hard at work building new hotels as well as refurbishing existing ones. By the start of the

Games in Sochi, in accordance with the International Olympic Committee (IOC) require-

ments, 42000 hotel rooms will be created, offering a range of luxury five star to budget

two star accommodation. The Sochi 2014 Organizing Committee has developed plans for

accommodating the different groups of guests and athletes. The athletes will be living

in Olympic villages, ideally located in the mountain and coastal clusters. The main

Olympic village will be built in the Olympic Park itself. The mountain Olympic Vil-

lage will be constructed in a traditional alpine style and will be located very

close to the Ski Center, the Freestyle Center and the Snowboard Park.

Another mountain Olympic village will be situated at Psekhako

Ridge, close to “Laura” Cross-country Ski & Biathlon

Center. “ - Sochi Olympic Committee

T H E O L Y M P I C V I L L A G E

Mountain ClusterAlpine Center

X-Treme / SnowparkXC Center

Sl id ing CenterJumping Center

MOUNTAIN CLUSTER > ROSA KHUTOR > EX TREME / SNOW PARK

Olympic G ame Use:[ Sk i / Snowboard ]

Capacit y of Freest y leSk i Center /

Snowboard Park :

10,250PER DAY

Snowboarding and Freestyle competitions at the So-

chi 2014 Olympic Winter Games will be held to the West

of the Rosa Khutor plateau, at “Rosa Khutor” Extreme Park.

The unique snow conditions combined with specialized tracks for

Cross-Country Skiing, Aerial competitions, Mogul competitions,

Boardercross, Parallel Giant Slalom and Half-Pipe events will make

this facility a permanent venue for top-level world competitions.

About Rosa K hutor

Vi l lage

About Sochi :

3,500,000Visitors Per Year + 15,000

Passengers Per Hour

24 25

AM

BIA

NC

E:

ST

OR

E

B O G N E R C H A L E T : A E S T H E T I C & A M B I A N C E

M O O D / I N S P I R A T I O N

The Bogner Pop-up Shop

will embody all of the elements of our brand.

The exterior of the store will emulate a mirrored chalet stra-

tegically placed at the base of the ski and snowboard events. This mir-

rored exterior will be rather puzzling to the eye, intriguing customers to have

a look. When guests enter the interior of our chalet the mood will dramatically

change from chic, modern and sleek to a cozy lounge. With grand floor to ceiling

windows, clean chestnut wood finishes and white plush furnishings, the ambiance will

be an oasis from the busy Olympic games, without leaving the premises. The top floor

of the shop will be a showcase of the Bogner brand with the most knowledgeable sales

representatives. The latest technologies will allow customers to try on our jackets,

pants and accessories virtually in front of mirrors. We will be offering beer from

a variety of different countries, along with a “Bogner Cocktail” that will be

refreshing and unique just like our company. Guests will be able to

watch the games in a positive atmosphere leaving them

satisfied at the end of each day.

E X T E R I O R

26 27

INT

ER

IOR

B O G N E R C H A L E T : A E S T H E T I C & A M B I A N C E

M O O D / I N S P I R A T I O N : I N T E R I O R

28 29

SK

ET

CH

ES

B O G N E R C H A L E T : A E S T H E T I C & A M B I A N C E

S K E T C H E S

30 31

EX

PE

RIE

NC

E

B O G N E R C H A L E T

E X P E R I E N C E T H E B O G N E R B R A N D

The Bogner pop up shop was designed around the aesthetic of the

brand. The concept of the store reflects the innova-tive and fashionable yet comfortable feel that Bogner offers

in its product assortment. With the mirrored outside, the designers felt this would be a compelling part to the pop up shop to allure people

inside. The inside of the lounge has a relaxed environment where one can grab a drink and enjoy watching the Olympic games on the latest HDTV screen.

The Bogner employees will be trained to understand all about the Bogner history as well as the full assortment line, its technology, and environmental friendly qualities.

They will also be multi-lingual in order to help customers worldwide. In gaining brand awareness, Bogner’s priority is not just to have customers purchase the products but rather feel comfortable and enjoy the atmosphere. The loft upstairs to the shop has a history wall where historic Bogner pieces are hung behind glass. Customers are able to gain knowledge about the brand and see from where it started to where it is now.

Products will also be available for purchase upstairs with custom labeling. With the advancement in technology that Bogner embodies, mirrors will be hung that

allow the customer to see the product assortment as if they were trying on the garment. The products will also be available to see and touch

though as well. Complementary delivery to wherever the cus-tomer is staying while at the Olympics will be part of the

purchase so that the customer will not have to wait for their products.

W H A T T H E S T O R E W I L L O F F E R

1 2

3 4

1. Customers can enjoy cocktails and beer from around the world both inside the Bogner Chalet, or outside under heated lamps while enjoying the Olympic Atmosphere.

3. The Bogner Chalet will feature the latest Vir-tual Mirror Technology. Guests will have the op-portunity to try on our limited edition Olympic gear on without taking off all of those layers!

2. The Chalet will fea-ture plush furnishings and tables for small or large groups making our pop-up shop a private and social place for an international clientele.

4. Large LCD HD Televi-sion sets and projec-tors will be streaming the Olympic games live so customers can re-lax and warm up while experiencing Bogner.

32 33

MA

RK

ET

ING

ST

RA

TE

GY

M A R K E T I N G S T R A T E G Y

E X P E R I E N C E T H E B O G N E R B R A N D

To kick off our pop-up shop and get the word out and a buzz go-ing we have organized an after ski private party which will include signature Bogner cocktails, horderves and exclusive access to our shop. Guests will have the opportunity to interact our new tech-nology while experiencing the Bogner brand. They will also be

among the first to order a custom limited edition 2014 Olympics ski jacket. For the event we have created personalized invitations

to be sent to a select group which would included:

• OlympicAthletes• Topbloggersfromaroundtheworld• SpecialClients• HighprofileAttendees

We will also be creating an events page for our Facebook, and giv-ing updates, as we get closer to raise excitement, buzz and

awareness in a consumer base that may not be frequent buyers or browsers of our traditional channels. Our website will included a new section all about the limited edition collection and the pop

up event preparations to speak to our core customer as well.

1 2

3 4

1. We will use social me-dia sites like Facebook to create Bogner TV videos, and contests for custom-ers to learn more about the Bogner Experience even if they are not at-tending the Olympics.

3. The Bogner experi-ence will be featured on the website includ-ing an interactive lay-out design and what technologies the pop up shop will include. Here viewers can have a chance to win a trip to the Olympics.

2. Signage at the Moun-tain cluster of the Olym-pic games will help direct visitors to the Bogner Shop. The exteri-or of the store will catch their eye immediately.

4. Signage in Sochi lead-ing up to the Olympic games at rail stations will be viewed by over 15,000 people a day. This will lead people to the website to find out more.

34 35

“ A b o u t B o g n e r .” B o g n e r . N . p . , n . d . W e b . 1 6 J a n . 2 0 1 3 . < h t t p : / / e n . b o g n e r . c o m / E X P L O R E /C O M P A N Y / A b o u t - B o g n e r / F A C T S > .

“ B o g n e r B r a n d P r o f i l e .” B o g n e r F i n a n c i a l R e p o r t a n d B r a n d R e s u l t s . N . p . , n . d . W e b . 1 5 J a n . 2 0 1 3 . < h t t p : / / w w w . f a s h i o n b i . c o m / b r a n d s / b o g n e r > .

B o g n e r , W i l l y . “ B O G N E R - H e r i t a g e T i m e s .” B O G N E R - H e r i t a g e T i m e s . N . p . , 2 0 1 2 . W e b . 1 F e b . 2 0 1 3 . < h t t p : / / e n . b o g n e r . c o m / h e r i t a g e t i m e s / e n / > .

D i d e r i c h , J o e l l e . “ B u l g a r i t o O p e n i n E x c l u s i v e F r e n c h S k i R e s o r t .” W o m e n ’ s W e a r D a i l y . N . p . , 6 D e c . 2 0 1 3 . W e b . 2 1 J a n . 2 0 1 3 . < h t t p : / / 0 - w w w . w w d . c o m . l i b r a r y . s c a d . e d u / f a s h i o n -

n e w s / f a s h i o n - s c o o p s / b u l g a r i - t o - o p e n - i n - e x c l u s i v e - f r e n c h - s k i - r e s o r t - 6 5 2 5 2 9 1 > .

“ M a r k e t S e g m e n t a t i o n R e s e a r c h .” P R I Z M M a r k e t S e g m e n t a t i o n , M a r k e t S e g m e n t a t i o n R e -s e a r c h , M a r k e t S e g m e n t R e s e a r c h , M a r k e t S e g m e n t s , C o n s u m e r M a r k e t S e g m e n t s , C u s -t o m e r S e g m e n t a t i o n . N . p . , n . d . W e b . 2 8 J a n . 2 0 1 3 . < h t t p : / / w w w . c l a r i t a s . c o m / M y B e s t -

S e g m e n t s / D e f a u l t . j s p > .

P a l m i e r i , J e a n E . “ W i n o n a C a p i t a l B u y s S t a k e i n K s u s S k i w e a r .” W o m e n ’ s W e a r D a i l y . N . p . , 1 0 J a n . 2 0 1 3 . W e b . 1 6 J a n . 2 0 1 3 . < h t t p : / / 0 - w w w . w w d . c o m . l i b r a r y . s c a d . e d u / m a r k e t s -

n e w s / i n - t i m a t e s - a c t i v e w e a r / w i n o n a - c a p i t a l - b u y s - s t a k e - i n - k s u s - s k i - w e a r - 6 5 9 1 2 4 0 > .

P a s s y , C h a r l e s . “ T h e C a s e f o r t h e $ 2 , 4 0 0 S k i J a c k e t .” T h e W a l l S t r e e t J o u r n a l ( 2 0 1 3 ) : n . p a g . 2 4 J a n . 2 0 1 3 . W e b . 6 F e b . 2 0 1 3 .

“ S k i i n g .” A b o u t . c o m . N . p . , n . d . W e b . 1 6 J a n . 2 0 1 3 .

W O R K S C I T E D

36 37

A P P E N D I X / F U R T H E R R E A D I N G

The Bogner sales companies include Bogner of America, Bogner Schweiz, Bogner Oster-reich, Bogner Retail, and Bogner Home shopping. Bogner sells in Europe, US, Asia, Australia, and35countriesaroundtheworld.Theexportratiois48%.Therevenueforthecompanyfrom 2009 was 173.1 million Euros including licenses and 131.3 million Euros as their con-solidated revenue. There are 60 Bogner stores around the world of which 12 are their own stores, 48 franchise stores and 9 outlets. There are 143 Bogner shop-in-shops/concessions. There are 1700 dealers worldwide and 6500 dealers worldwide including licenses.

M i s s i o n + V i s i o n + V a l u e s

S a l e s V o l u m e + N u m b e r o f S t o r e s

B u s i n e s s M o d e l

Bogner generates business by operating their own retail stores, franchise stores plus 9 out-lets. They also sell through their shop-in-shops/concessions. They have six product lines including: Sonia Bogner, Bogner Woman, Bogner Man, Bogner Sport, Bogner Fire + Ice, and Bogner Kids. They also have licences: Bogner Leather, Fire + Ice Leather, Bogner Jeans, Bogner Man Shirts, Bogner Golf Kroea, Bogner Eyes, Bogner Ski, Bogner Gloves, Bogner Parfums, and Bogner Guest Amenities.

Passion for sport and fashion - the Bogner brand has stuck to this ideal for 80 years as the motor for creativity and continuity. What started in such a modest yet committed way in 1932 as a small production site in a back yard in the center of Munich, has developed over the decades into an international label with the large B as a synonym for top-quality sportswear inspired by fashion. The inspiration comes from nature – colors, va-riety, and beauty. Their motto: always in motion, experi-ence the new, be sporty but fashionable. Keep a keen eye - for the uniqueness lies in the detail. Clean so-phistication with guaranteed value: The collection has a dynamic appearance with a smart, sporty touch. The perfect fit and clear design make it the ideal choice for active women, who want to coming the highest quality with fashionable individuality. “ Since the company was founded in the first half of the last century, the Bogner brand has combined pure sportiness, functionality, and

fashion with the claim to provide top quality. At the start of the 1990s the importance of human ecological criteria became ever more important for clothing. The self-concept of the Bogner family has always included respect for people and nature in their corporate philos-ophy. They therefore dealt with the “ecological produc-tion” issue intensively and made a key contribution to driving it forward. So they were involved in establish-ing the Textile Clothing Dialog, which focuses on envi-ronmentally friendly and sustainable production, over 25 years ago. Economic and social factors therefore flowed naturally into the company’s strategy and deci-sions. One of the most important Bogner premises is: As an internationally active company it is essential that we act responsibly with companies, the environment, and employees. Only this way can a company exist in the marketplace in the long-term.”

S T R E N G T H / W E A K N E S S / O P P O R T U N I T Y / T H R E A T

The STRENGTHS of this company lye in its ability to grow and adapt to changing world climate and preserver. Bogner has managed to find a way to stay fresh and relevant in a way that is almost unheard of in brands with as much history as this one. A great deal of the credit may go to Willy Jr. and his love of new technology and innova-tion that has kept this company in the forefront of it’s industry for so many years. As a thoroughly global brand it has an amazingly diverse portfolio, which gives it some financial security, and as it is still a privately owned company it retains the option to IPO should the need arise.

As for possible WEAKNESSES of the company it is based in Germany, which is neither a major Fashion nor Busi-ness capital of the world. They also have a lot of brand licensing agreements, which can open them up to issues that are for the most part out of their control. And the Family Company has no discernible heir to takeover when Willy Jr. retires and he is in his 80’s as it is.

THREATS/COMPETITORS- these are the direct competitors and their descriptions as listed on “skiing.about.com”

1. DESCENTE is a pioneer in ski wear technology. You can expect cutting-edge technological innovation in ski wear combined with sleek lines and a streamlined fit from all of Descente’s ski wear. Descente has even outfitted the national teams of Switzerland, Spain, Japan and Korea, as well as Canada’s Ski Cross team.

2. ARCTERYX jackets cost between $300-$700, but for good reason. In the case of Arcteryx, you aren’t paying Madison Ave or Beverly Hills prices to look chic. You are paying for top-of-the-line outdoor clothing that will keep you on top of your game down that double-black, or in the back country. Arcteryx jackets don’t have the bling you might expect from a luxury ski wear, like embroidery, metallic hardware or fur detailing. Rather, your money is going towards premiere technical features, like infallible seam sealing, laminated hems, extreme breathability and an anatomical design that will fit you “to a T.”

3. CANADA GOOSE has been making some of the warmest ski clothes money can buy for over fifty years. When you shell out $500 on a Canada Goose parka, you aren’t necessarily paying for fashion, though these jackets do have some considerable style cred on the streets. Rather, you’re paying for function. All of Canada Goose’s prod-ucts are field-tested by the people who literally live in the brand: Canadian Arctic Rangers, scientists working in the South Pole, oil rig workers, Mount Ever mountaineers, Artic Air pilots, and more. Canada Goose jackets are designed to withstand the extreme cold of the North and South Pole, meaning you’ll be more than protected on even the coldest day in Colorado.

4. MONCLER’S classic down jackets are chic enough for the city, but warm enough for the mountains. The French company was founded in 1952, and despite the serious style points that these jackets score, their origins were in fact quite athletic. In 1954, the company outfitted Italian mountaineer Ardito Desio on the first successful ascent to the top of K2 Mountain, and organized several successful climbs after that. Moncler is known for chic lines, detailing that is rich but minimal, and, of course, the warm down insulation.

5. KJUS is a high-end outerwear company whose focus is on just that: outerwear. While you’ll see interesting details in Kjus’ ski wear, which oftentimes signifies high-end style, ultimately, Kjus is all about making technical ski clothing that performs just as good as it looks. So, when you spend about $500 on a Kjus ski jacket or pair of ski pants, you’re paying for top-of-the-line waterproofing, breathability and insulation, without sacrificing a supremely comfortable fit or flattering design.

AP

PE

ND

IX

38 39

M A R K E T S E G M E N T & C U S T O M E R P R O F I L E

The target market for the Bogner customer embodies the brands overall aesthetic. The customer who shops the Bogner brand enjoys displaying their overall style of clothing and outerwear with refined comfort, a sensitive sense of time while having an essence of sport with every piece. The Bogner Woman stands for top-quality clean chic. Important factors when making purchases are the fit and clear design of the garment. When styled together these styles offer luxurious ready to wear sportswear. The Bogner man enjoys fine materials, perfect workman-ship with rich innovative details. The man who shops at Bogner looks for clothing with a sporting class while adding a contemporary look to the business look.

After doing market research within the company, Bogner as separated its customer profile into two distinct cou-ples within two segments; Capital Accumulators and the Financial Elite. (Clarita’s PRIZM)

Capital accumulators include 45-64 year old subordinates dedicated to growing their IRA’s and 401(k) retirement accounts. These people are twice as likely as average Americans to own securities, mutual funds and real estate investments. Many household are home to white collar professionals. They tend to lead very active lifestyles, traveling abroad, skiing at exclusive resorts, and paying for investment advice from stockbrokers and financial planners. With their brains and bucks, Capital accumulators consume a variety of media, reading the Wall Street Journal and Cigar Aficinado and watching pay per view movies at high rates.

Those with the highest amount of income-producing assets belong to Financial Elite, a group consisting of the nation’s most affluent financial segments. These households tend to contain older suburban couples who own their homes, earn the highest incomes, and have income-producing assets in the top five percent of U.S. house-holds. With large sums of money to manage, these two segments rank near the top for investing in stocks, buying real estate, owning annuities, and using estate-planning services. And their deep pockets translate into enviable lifestyles: they travel widely, shop at high-end department stores, attend cultural events, and read business pub-lications all at high rates.

M E N D I N G C U L T U R E S

After distinguishing Bogner’s overall Target Market Including Capital Accumulators, those who own securities, in-vest in real estate and live active lifestyles by traveling aboard to exclusive ski resorts. The other segmentation is the Financial Elite. The customers in this market include the world’s most af-fluent financial segments. They shop at high-end department stores, attend a plethora of cultural events and would often be considered the top5%ofUShouseholds. ForBogner’s Pop-up Shop, our marketing team plans to focus primarily on the customer from a worldwide perspective. By targeting different regions around the world we feel as though this will expand and conquer our overall objectives of expanding the Bogner name to the next level internationally. There is an opportunity within markets in Asia, specifically Japan, Korea & China, North America (USA & Canada) and Scandinavia (Sweden, Norway, Finland.) Not only do these geographic locations carry the highest amount of medal counts at the Winter Olympic Games on average, but they also carry the highest amount of po-tential for growth within the market considering each region

embodies a lifestyle beyond the winter season. According to Strategic Business Insights VALS Survey, all of our customers are Innovators. With this we are targeting shoppers who re-flect this overall aesthetic. They are successful, sophisticated and take charge. These individuals are change leaders and are receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Pos-sessions owned by Innovators reflect a cultivated taste for the finer things in life. With this being said, each geographic loca-tion has different demographic and psychographic personas. To help achieve our overall goal of international recognition we will compromise culture to create a pop up store geared for a variety of different customers with seamless execution.

A S I A

Motivations of Chinese consumers on luxury items com-parative to western consumers differs in a variety of ways. The Chinese culture prefer to show off, follow whole mar-ket trends, use luxuries as the image on showing prestige and social levels, they also prefer the ‘expensive product’ over the ‘right product. Asian cultures love the designer and love the brand. By targeting our pop up shop to our innovative customer we will create a luxurious experience for our Asian customers creating a relationship with our brand to pursue a righteous design, quality and style while embodying a ‘name brand’ wanted by this culture.

N O R T H A M E R I C A

The customer who makes luxury purchases in North America is much more thought out than other cultures. Consumer spending accountsfornearly70%oftheU.SEconomy.Thetotalconsum-er spending increasednearly1% in2012according to theU.S.Commerce Department Data. An emerging trend in America’s shopping habits include Name Brands are no longer “go-to buys” American women will not buy a product if there is a same-quality generic available for less. This puts Bogner at a positive outlook considering our products are much different than those already in the marketplace.

S C A N D I N A V I A

As the spending power of Scandinavian shoppers rises, inter-national retailers are being lured into the region. The competi-tive market in scandinavia can be quite complex. Scandina-vians shop according to their mind set. After picking up a few inexpensive “staples” they may stop and splurge on an item they will keep for years to come. Nearly two thirds of spend-ing in Scandinavia is driven by desire rather than necessity. Consumers make purchases because they enjoy the product. Scandinavians also gravitate towards brands that offer a high level of personalized service. The most important aspect of making purchases in all Scandinavian countries is the atten-tion to quality. It is a megatrend that has stuck and retailers that meet these standards can expect high quality returns. A

PP

EN

DIX

40 41

W H Y C R E A T E A P O P - U P S H O P ?

Bogner is a global lifestyle brand that has been established since 1932. The brand is already available is over 30 countries but the brand, we feel, could expand further into the marketplace. The Bogner brand has com-bined pure sportiness, functionality, and fashion with the claim to provide top quality. The self-concept of the Bogner family has always included respect for people and nature in their corporate philosophy. The company dealt with the “ecological production” issue intensively and made a key contribution to driving it forward. In keeping a high standard to quality and being eco-friendly, Bogner feels that the staying true to these principles that it is the only way they can exist long term in the market. In being conscious of the world, we feel that Bogner may expand its presence worldwide by having a popup shop at the Winter Olympics 2013 in Sochi, Russia. The Olym-pics is a place where people worldwide come together to celebrate and show pride about their country. Although Bogner is based in Germany, the presence of the brand is international and at the Olympics, we feel it would be a great opportunity for even more exposure. The Bogner products are versatile, fashionable, and innovative and we feel that people coming to the Olympics would be inter-ested in the high-end, premium active wear brand. The Bogner brand has combined pure sportiness, functional-ity, and fashion with the claim to provide top quality.

The business objectives of the company for the popup shop focus in with how the brand should have more of

a globally presence. In terms of business financials, the revenue for the company from 2009 was 173.1 million euros including licenses and 131.3 million euros as their consolidated revenue. There are 60 Bogner stores around the world of which 12 are their own stores, 48 franchise stores and 9 outlets. There are 143 Bogner shop-in-shops/concessions. There are 1700 dealers worldwide and 6500 dealers worldwide including licenses. In having the pop-up shop at the Olympics, our goal is to not only generate profit but, we want people to recognize Bogner as a more accessible company.

The Bogner pop-up shop must offer a variety of prod-ucts for men and women in order to be successful at the Olympics. We are going to offer an assortment of prod-ucts from base linings, to outerwear with custom labeling. The popup shop is going to have custom labels available for every country represented at the Olympics where cus-tomers may purchase any item and get their own county’s flag sewn on. With the huge impact of skiwear on every-day wear, Bogner has the opportunity for growth with not only marketing the brand for the slopes but also for street style. Bogner has been outfitting the German Olympic Team for the last seventeen Winter Olympics. The prod-ucts offered are fashion forward in style, ergonomic in their silhouettes and have figure-hugging fits. The “trophy jackets”, glam coats, slim line pants and embroidered cou-ture jackets are stylish on and off the slopes.

AP

PE

ND

IX

P E R R I R O T H E N B E R G X W A L L I S T O S I X S A N D R A S T E W A R T R E T A I L M A N A G E M E N T / F A S M 4 1 0

W I N T E R 2 0 1 3