modebranchen.NU NU buyer's magazine, Dec. '17/Jan. '18 | Page 57

Article
SAINT TROPEZ FOR AW 2018
The new visual identity is ready for presentation, and the collection is a cornucopia
of delicate and feminine details, beautiful blooming artworks, soft textiles and
dropped lengths mixed with tight zipped through claret coloured leather skirt &
warm, chunky tactile knits. A collection that states a "no saint" message with an
attitude for the new season. The colour hues are brighter than ever playing with the
red colour scale from soft pink and claret red to preppy purple.
The AW 18 collection also introduces the "sustainable choice" with jeans washed
with less than a cup of water and the essential T-shirt made from organic cotton
with embroidered quotes uniting fashion and sustainability in a poetic way.
S A I N T
T R O P E Z
PANORAMA
MODEFABRIEK
CIFF
PURE LONDON
Sofie Lindahl-Jessen,
CEO and
Anna Juul Jepsen,
Head of Design
has 40 owned and operated stores and ers. By strengthening the design profile, - The market demands that we are flexible
able to tell the difference when entering a ing much more with shop-in-shop con- pectations. We have a very strong NOOS
more than 1,000 dealers in Europe. Al-
ready introduced, the consumers are now
Saint Tropez store. A third of the items are
now trimmed away to create a clearer and
more inspirational customer experience.
- We are dedicated to the detail in all col-
lection items but had introduced too much
we aim to attract new dealers with a
strong customer base, as well as by work-
cepts at selected dealers to present our
monthly express collections carrying the
latest trending items, explains the CEO.
Designed to attract
at once. By selected the items more dili- Sofie Lindahl-Jessen points to the col-
dahl-Jessen elaborates. by Head of Design Anna Juul Jepsen, intro-
gently, we have improved the presenta-
tion of each item in the store, Sofie Lin-
With customer loyalty and extended sales
at the centre of everything, Sofie Lindahl-
Jessen points to the need for new dealers.
- We aim to grow sales through new deal-
lections as another important area for
growth. The Fall/Winter 2018 collection
duces a design language set to attract new
toward individual store requirements to
allow the retailer to meet customer ex-
collection and the improved availabil-
ity and flexibility will be a decisive para-
meter for existing and new dealers alike,
says Sofie Lindahl-Jessen.
Meet Saint Tropez at the trade fairs Pano-
rama in Berlin, Modefabriek in Amster-
dam, CIFF in Copenhagen and at Pure
London.
dealers. In addition, the NOOS collections
are now more flexible with the option to
choose individual sizes and colours.
MODEBRANCHEN.
| ISSUE NO 04 DEC 2017 / JAN 2018 | 57