modebranchen.NU NU International June 2019 | Page 40

Q/A
SAINT TROPEZ
WITH LISBETH KJERULF
RASMUSSEN, BRAND DIRECTOR
FOR SAINT TROPEZ AND SOAKED
IN LUXURY
BY HELLE MATHIESEN
Q | Saint Tropez is now a part of the DK Company Group.
How does Saint Tropez fit in – and how does it differ from
other female brands in the group?
A | At Saint Tropez we focus on designing the season’s
must-haves for the everyday hero. We do wardrobe sta-
bles and also provide the Saint Tropez woman with the
perfect party look. The Saint Tropez style is commer-
cial but fashionable and
always with a feminine
twist, which for instance
can be seen in details,
surfaces, tactile materi-
als and in the structures
of the fabric.
We are accessible when
it comes to price level,
silhouettes and trends.
Also, Saint Tropez has a very strong NOOS programme.
We have named it ”More than the ordinary basics”.
Earlier in 2019 DK Company
took over Saint Tropez. What
are the plans for the brand?
We asked Brand Director
Lisbeth Kjerulf Rasmussen.
Q | What are the plans for Saint Tropez in terms of design
DNA and target group?
A | We say the following about our key customer; let’s
call her Sarah.
She isn’t a saint. Sarah is a versatile woman. She holds
both nice and wild sides and does not let herself slow
down by prejudices or norms. She is both soft and
tough. Sensible and impulsive. Outgoing and private.
She loves to walk around in woollen socks, drink tea
and read books. She is definitely a good colleague, a
sweet and attentive friend who thinks of other people.
Sarah is also a playful diva on stilettos. Not exactly
provocative and rebellious, but a woman who doesn't
put many ties on herself. She has lots of energy in a
charming and personal way.
Sarah is neither too sacred nor too much, but wonderful
to spend time with.
We intend to maintain the special Saint Tropez style and
the feminine look.
We make clothing for both everyday life and party times.
Q | Saint Tropez and Soaked in Luxury are now situated in
the same house in Copenhagen with you as Brand Director.
What benefits and synergies do you expect to appear in
this new female brand partnership?
A | We expect to see good synergies on several areas
– for instance on marketing, SoMe, communication, in
the contact with customers on both home markets and
in export countries, and in relation to supplier coopera-
tion.
Q | On which markets and at which European fashion trade
fairs will the professional buyers be able to meet Saint
Tropez and Soaked in Luxury this summer?
A | We are looking forward to meeting existing and new
Saint Tropez and Soaked in Luxury customers at Pre-
mium in Berlin, at Modefabriek in Amsterdam, at CIFF
in Copenhagen, at Moteuken Oslo and at Moteveckan
Stockholm.
Saint Tropez is also exhibiting at Pure in London.