PA R T T W O
” N E W I N I T I A T I V E S ”
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THE HISTORY
Part Two was established in Copenhagen, Denmark
in 1986. Inspired by the New England style, the
brand introduced a classic look aspiring women to
dress in beautiful and comfortable clothing. With
its New England influence, Part Two reflected an
active and healthy lifestyle. From the beginning the
brand enjoyed great success.
With 28 years of experience Part Two still creates
high quality fashion products for real women living
real lives.
In July 2014, Part Two became part of the
successful brand portfolio of DK Company – one
of Europe's biggest suppliers of fashion and
lifestyle brands. This has strengthened Part Two's
position as one of the leading players in the mid-
market segment in Scandinavia.
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VALUE PROPOSITION
Part Two’s products offer a
strong combination of
features:
A timeless STYLE that is casual,
natural and authentic
A great FIT that makes her feel good
A credible QUALITY expressed
through fabrics and craftsmanship
A possibility to buy in to a BRAND at
an attractive PRICE
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COUNTRY OVERVIEW – WHOLESALE/FR 13/14
COUNTRY SET-UP % OF SALES
1. NORWAY AGENT 31 %
2. SWEDEN 2 SALES PERSONS 17 %
3. CANADA OWN (ERIK) 13 %
4. UK 2 SALES PERSONS 13 %
5. DENMARK 2 SALES PERSONS 10 %
6. FINLAND 1 SALES PERSON 4 %
7. IRELAND AGENT 4 %
8. SPAIN DISTRIBUTOR 2 %
9. GERMANY AGENT 2 %
10. SCHWEIZ DISTRIBUTOR 2 %
11. BENELUX AGENT 1 %
12. OTHER 1 %
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SALES INITIATIVES TO
EXPAND THE DISTRIBUTION
DEFINE POTENTIAL
NEW MARKETS FOR 15.07
(ITALY, FRANCE)
INVESTING IN FAIRS
CIFF – COPENHAGEN
PANORAMA – BERLIN
PURE – LONDON
OSLO FASHION WEEK
STOCKHOLM FASHION WEEK
MODEFABRIEK – AMSTERDAM (CONSIDERING)
IMPLEMENTATION OF SOFT SHOP CONCEPT
THE GOAL IS TO IMPLEMENT 8 – 10 SOFT SHOPS
ON 15.07
RAISE THE AVERAGE ORDER DUE TO 4 NEW COLLECTION INITIATIVES
HEADLINE
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HEADLINE
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COLLECTION INITIATIVES
CONTINUING
THE
”NEW PRICE-
STRUCTURE”
INTRODUCING
JEANS TO THE
MARKET
EXPAND THE
KNITWEAR
CATEGORY
EXPAND THE
OUTERWEAR
CATEGORY
1.
4.
2.
3.
INTRODUCING NEW JEANS CONCEPT FROM
PRE-FALL 2015
DIFFERENT FITS AND WASHES
FITS FOR ALL SHAPES AND BODIES
FOCUS ON TARGET GROUP – MATURE
WOMEN
NEW AND DELICATE LABELLING
JEANS HISTORY
SOLD 1800 PCS. AUTUMN 1407
THE POTENTIAL IS HUGE!
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COLLECTION INITIATIVE 2
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HEADLINE
FOCUS ON DETAILS – NEW JEANS LABELLING
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EXPLAINING THE FIT
TO GET SUCCESS IT IS CRUCIAL, THAT OUR CUSTOMERS CAN
UNDERSTAND THE DIFFERENT FITS – AND PICK THEIR FAVOURITE! THIS IS
WHY WE HAVE DESIGNED OUR NEW JEANS LABEL PROGRAM
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HEADLINE
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COLLECTION INITIATIVE 3
KNITWEAR – OUR STRONGEST AND MOST
IMPORTANT CATEGORY
58.000 PCS. SOLD FOR 1407 (33% OF
TOTAL TURNOVER IN PCS.)
MANY WHOLESALE CUSTOMERS
CONSIDER PART TWO TO BE THEIR
MOST IMPORTANT KNITWEAR SUPPLIER
KNITWEAR IS THE ESSENCE OF THE
PART TWO DNA – AND HAS A PROVEN
RECORD AS A BESTSELLER CATEGORY
FOR AUTUMN AND WINTER
COLLECTIONS WE WILL FOCUS ON
EXPANDING THE RANGE OF STYLES
AND QUALITIES
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COLLECTION INITIATIVE 4
OUTERWEAR – HUGE POTENTIAL
11.000 PCS. SOLD FOR 1407 (6% OF
TOTAL TURNOVER IN PCS.)
WE CAN DO BETTER
INCREASING OUTERWEAR RANGE –
LOWER GROSS MARGIN
THIS IS A FURTHER INITIATIVE TO
INCREASE AVERAGE ORDER
SIGNIFICANTLY
HEADLINE
Main
Collection
PRE PRE
Month Jan Feb Mar Apr Apr May Jul Aug Sep Oct Oct Nov
Caps 1A 2A 3A 3B-4A 4A-4B 5B 7A 8A 9A 9B-10A 10A-10B 11B
Split per capsule 33% 34% 33% 45% 34% 21% 33% 34% 33% 50% 45% 5%
Basic
Core
Profile
Number of Styles 35 35
Number of Access. 5 5
Total Size of collection 175 40 175 40
Exp
ress
Express 15-20 styles 15-20 styles
SSP
Instock - Never out os stock 15 -20 styles 15 - 20 styles
140 145
155 130 155 130
20 10 20 15
34% 45%
33% 35% 33% 35%
Pre
-ord
er
33% 20% 33% 20%
34% 45%
Co
llect
ion
Spring Collection Summer Collection + Prefall Autum Collection Winter Collection + Pre-Spring
xx.01 xx.03 xx.07 xx.09
MERCHANDISE FLOW – NUMBER OF STYLES
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MARKETING – BRAND POSITIONING
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POSTITION PART TWO AS THE
POSITIVE LIFESTYLE FASHION
BRAND – THAT IS DESIGNED FOR
”AUTHENTIC MOMENTS”
COMMUNICATE DIRECTLY WITH
TARGET GROUP:
WOMEN AGED 35-50, FEMININE,
ROMANTIC, PRACTICAL, FAVOUR
THE SINCERE AND TIMELESS AND
ENJOY GOOD THINGS IN LIFE
– NOT TOO FASHIONABLE, NOT
TOO YOUNG, NOT TOO
EXPENSIVE
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MARKETING – FROM FASHION TO LIFESTYLE POSITIONING
Where we come
from (2012/13)
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MARKETING – FROM FASHION TO LIFESTYLE POSITIONING
Today (2014)
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WHOLESALE:
NEW CUSTOMERS INCREASED PARTICIPATION ON FAIRS
EXISTING CUSTOMERS:DEVELOPMENT OF SHOP IN SHOPS &
SOFT SHOP CONCEPT
FOCUS ON BRAND BUILDING/MEDIA SPEND AND PR
INITIATIVES ON SCANDINAVIAN
KEY MARKETS (LIMITED ACTIVITIES)
MARKETING
SALES CHANNEL FOCUS
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RETAIL
DELIVER MATERIAL AND
MERCHANDISE/MARKETING SUPPORT
TO INCREASE SELLING OUT OF PART
TWO
ENSURE BRAND VISIBILITY IN RETAIL
COMMMUNICATION – BOTH
COMPANYS AND CONCESSIONS
PART TWO MERCHANDISING – SELL OUT FOCUS – IN COMPANYS
PART TWO NATIONAL ADVERTISING – SELL OUT FOCUS – IN COMPANYSPART TWO ADVERTISING – ÅHLENS SWEDEN
MARKETING
SALES CHANNEL FOCUS
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E-COMMERCE:
DESIGN NEW WEBSITE JAN 2015
NEW CUSTOMERS - FOCUS ON HIGH
TRAFFIC TO WEBSHOPM AND INCREASE
ACTIVITIES ON SOCIAL MEDIA – FACEBOOK
AND INSTAGRAM
INCREASE SIGN UPS FOR NEWSLETTER
(SIGN UPS TODAY: 15.000)
EXISTING CUSTOMERS - FOCUS ON
HITRATE AND BASKETSIZE AND INCREASE
OPENING RATES, INCREASE CLICK
TRHOUGH BY OPTIMISING CONTENT AND
LAYOUTW
EB
SH
OP
NE
WS
LE
TT
ER
S
MARKETING
SALES CHANNEL FOCUS:
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PR/SOCIAL MEDIA:
- PR SETUP FROM COPENHAGEN - COVERING
DENMARK, SWEDEN AND NORWAY
- FULL PR FOCUS IN DENMARK
PR FOCUS ON SELECTED MEDIA IN SWEDEN
AND NORWAY
- AMBASSADOR PROGRAM TO BE INITIATED
- DESIGN COLLABORATION WITH NORWEGIAN
ARTIST CATHRINE KNUDSEN – FOCUS ON
NORWAY, BIGGEST WS MARKET
- INCREASED FOCUS ON BOTH INSTAGRAM AND
FACEBOOK – FOR BRAND AWARENESS AND
POSITIONING (MAINLY DRIVE TRAFFIC TO
WEBSHOP)
INSTAGRAM: 2551 FOLLOWERS
FACEBOOK: 4664 LIKES
MARKETING
SALES CHANNEL FOCUS:
Hang tags and labels explaining the fit
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