BRAND SUCCESS STORIES
What makes success? It’s easy. We ask ourselves just one question: what can we do to make our clients, their brand and their product a lasting success? What will make consumers love and buy these products? Not short-term glitter and bombast, rather targeted concepts.
Read more about our OLYMP and Gabor success stories.
At the start of our collaboration in 1994, OLYMP was in the mid-field of German shirt manufacturers, with turnover of around 40 million DM. The brand had no distinct fashion profile, it stood for quality. The reliable shirt, in white or a muted plain colour.
Market success needs products to be available Phase 1 of the communication offensive therefore comprised a major expansion in distribution. Ten years of targeted specialist retail marketing have raised the brand to 2nd in the ranking – in terms of no-iron shirts: the USP of the lead product OLYMP Luxor is at the heart of the communication.
To also appeal to a younger clientèle. And to men with an eye for fashion across all age groups.
2002 set the course for a comprehensive relaunch of the brand identity – new branding, new product features, new claim: 'men in the OLYMP', and a visual design that brings the products' fashion dimension to the fore. A lead model became the face of the brand, convincingly communicating the brand values – fashion relevance, unparalleled quality. The identity has resulted in huge increases in sales – including among younger groups of buyers.
The campaign aimed to increase awareness of the collection and focused on optimum media performance. It was therefore built not on individual advertisements, but on series: initially 8 and then 12-page supplements in leading business, news and lifestyle titles – including Stern, Spiegel, Focus, Manager Magazin, GQ, Gala – with circulation numbers that during the period of insertion meant the strongest media presence of any menswear provider.
Since 2009, OLYMP has also been hugely expanding its retail business with big investment in direct promotion, and this too has resulted in a surge in growth – there are now 56 city stores in Germany presenting the brand to the wider public.
OLYMP has successfully – in a declining textile market and bucking the industry trend – risen to become the undisputed leading German shirt manufacturer, and subsequently Europe's most dynamic shirt brand.
IN BRAND AWARNESS
AND BRAND AFFINITY
Comparing the Spiegel Outfit 6 and Outfit 8 studies which cover the campaign period 2007 to 2013, brand awareness increased by 124%, brand ownership by 544% and brand affinity by 589%. One in two men in Germany are now aware of OLYMP. One on three would buy, or buy another, OLYMP product.
OLYMP DOMINATES THE TW IMAGE ANALYSIS
In the shirts image analysis 2013, OLYMP dominated 20 out of 24 categories and is also a clear leader in terms of brand attractiveness and brand performance.
Other categories won included Image, Collection Awareness and NOS Programme.