modebranchen.NU buyer's magazine NU no 4 July/August 2020 | Page 57

brugbar feedback direkte fra forbrugerne, siger
Britt Andreassen.
FLEKSIBLE SHOP-KONCEPTER
Som en del af samarbejdet tilbyder I SAY
shop-in-shop-koncepter, som kan tilpasses
den individuelle butiks behov. Det kan være
i form af borde til strik, stativer til jeans eller
til T-shirts.
- Vi tilbyder kunderne, at de får en højere
mark-up og længere kredit, hvis de går ind i
et tættere samarbejde med en shop-in-shopløsning.
Vi tror, at det er bedre for butikken
at gå i tæt samarbejde med færre leverandører,
der sælger kvalitetsprodukter. Der bliver
ikke solgt flere par bukser, fordi prisen er lav.
Den strategi harmonerer godt med tendensen
til, at forbrugere hellere køber lidt, men
godt. Køb-og-smid-ud-mentaliteten er ikke
så populær mere, derimod tales der meget
om slow fashion, fokus på holdbarhed og på
produkter, der kan bruges mere end en enkelt
sæson, slutter I SAYs designer.
”WE LOVE THE SHAPE OF YOU”
I SAY lancerer sammen med Spring 2021 det nye brand
promise ”We love the shape of you”.
Med sentensen understreger I SAY, at man designer bukser,
der passer til kvindens individuelle former – og at det ikke er
kvindens krop, der skal tilpasses en bestemt pasform.
SUMMARY
- When you choose someting, you also naturally
turn down something else. And we’ve
chosen to cooperate with the physical stores.
Some of them have their own online stores
where I SAY will also be available, but consumers
won’t find I SAY on large international
online fashion platforms, establishes designer
Britt Andreassen who owns and runs I
SAY with her husband and business partner
Søren Andreassen.
- Stores are our bread and butter. And right
now, physical stores really have a chance to
show what they can do when it comes to
good service, knowledge, professional advice,
and a good customer experience. When
physical stores were closed this spring, many
customers saw what a future without physical
stores could look like. And they discovered
how much they missed them. There’s a
strong movement right now to support local
businesses. Shop Local has become a trend,
and we believe that we can work with physical
stores to create something really great,
continues Britt Andreassen. She points out
that I SAY wants to take responsibility to ensure
that stores succeed with sales of I SAY’s
products.
- Making smart, sustainable, and high-quality
products isn’t enough. We also need to inspire
stores and help owners and employees
pass inspiration and product knowledge on
to the consumers. That’s why we’ve created
the online universe I SAY ACADEMY where
our customers can receive advice, knowledge,
and inspiration in a range of areas.
I SAY
VI DRØMMER OM EN VERDEN, HVOR ALLE
KVINDER UANSET KROPSFORM KAN FINDE
TØJ, DER FÅR DEM TIL AT FØLE SIG SMUKKE
OG GODT TILPAS - HVER ENESTE DAG
// BRITT ANDREASSEN
As an example, we’re showing how they can
film and edit effective posts for social media.
We have experts that give great advice about
store layout, window decoration, personal
sales, and lots of other things. At I SAY ACA-
DEMY, stores can also download materials
about I SAY’s products so they’re prepared
with professional knowledge on fit, sustainable
initiatives, Oeko-Tex, BCI, and so on, continues
Britt Andreassen who emphasizes
that I SAY also offers more traditional events
such as customer days, night events, and so
on, where sales representatives visit stores
to teach them about and sell I SAY.
As part of the collaboration, I SAY offers
shop-in-shop concepts that can be adapted
to the needs of individual stores.
- We offer customers a higher mark-up and
longer credit if they commit to a closer relationship
with a shop-in-shop solution. This
strategy fits with the trend of consumers who
would rather buy less products but in higher
quality. Throwaway culture is becoming less
and less popular, and the focus is more and
more on slow fashion, sustainability, and on
products that can be used for more than a
single season, ends I SAY’s designer.
With Spring 2021, I SAY is launching its new
brand promise “We love the shape of you”.
With the statement, I SAY is underlining its
commitment to designing trousers that fit
the curves of each individual woman.
57 · MODEBRANCHEN. · ISSUE NO 04 · 2020