SAINT TROPEZ
SAINT TROPEZ IS REBRANDING TO GET NEW EDGE
For the new season Saint Tropez states a " no saint " message with an attitude .
BY HELLE MATHIESEN
In October 2017 , the Danish fashion brand , Saint Tropez , introduced Sofie Lindahl-Jessen as new CEO of the company , brought in from the Danish design company Republic of Fritz Hansen where she held the position as Global Executive Vice President for Sales and Brand Communication . With a strong international background in sales and marketing , the new CEO brings along extensive experience within customer loyalty , e-commerce and the focus on making a brand relevant in a market with the fast-forward button always active . Sofie Lindahl-Jessen ’ s mission is to strengthen international sales and reinvent the brand ’ s relevance in a market characterised by tough competition and an ever-changing consumer expectation .
Formula for success Two months into the role , Sofie Lindahl- Jessen has initiated a comprehensive rebranding process , essential to ascertain the brands ’ foothold in the market once again . - We had become too irrelevant and impersonal in our messaging . The Saint Tropez woman may not be a first-mover , but she is acutely aware of what she likes and we need to cater for this in the way we communicate to her , Sofie Lindahl-Jessen says . Saint Tropez ’ new visual identity is launched gradually from Spring / Summer
2018 , and will introduce a considerably new image , from logo to retail , to customers and retailers alike . - I am extremely excited about our new visual identity and convinced that customer loyalty and awareness will increase , generating a renewed preference within our target group . We do have relatively high awareness in our key markets , but we have really lacked a clear and strong profile , Sofie Lindahl-Jessen says .
Clear retail profile However , the pathway to new successes requires more than a new visual identity . The new CEO is also committed to introducing a clear retail profile . Saint Tropez
56 | ISSUE NO 04 DEC 2017 / JAN 2018 | MODEBRANCHEN .