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DA’WI
SWEPT
SWEPT
DANWEAR
WINDFIELD
DANWEAR BLACK
SWEPT
LABEL
WINDFIELD BY
DANWEAR
TIL S/S 20 HAR VI FOKUS PÅ LETDUN FRA DANWEAR MED
MATERIALE FRA RECYCLED PLAST FRA VANDFLASKER.
WINDFIELD KOMMER MED TRE NYE SERIER I BOMULD, MENS
SWEPT BLANDT ANDET BYDER PÅ SMUK SOMMERULD //
DA’WI
DUN-JAK
OLE POULSEN
SUMMARY
When NU visits Ole Poulsen in Silkeborg, the company behind
brands such as Danwear, Windfield, and Swept, a debate about
sales quickly begins. Or more accurately about the fact that
many retailers sell products at huge discounts nearly year-
round. A regrettable trend according to Ole Poulsen.
- Personally, I think retailers ought to focus more on selling pro-
ducts continuously at reasonable prices. But it requires some
strategic thought in order to identify the right price level for the
market. As for ourselves, we strive to deliver outerwear in a high
quality to a decent price. We want customers to feel that they’re
getting more for their money with us than if they buy from a high-
end outerwear brand, says Ole Poulsen who also believes that
more focus should be put on service than on social media in the
retail trade.
- When a 40+ customer enters a store she doesn’t have any blogs
on her mind. She’s present in the here and now and wants com-
petent and qualified help and guidance on what to buy. I believe
that good old-fashioned service is still good business, says Ole
Poulsen, who is also convinced that a customer who feels she
has been helped and properly guided in her purchase will return
to the same store.
But of course there must also be room for new items with
fresh designs to tempt customers. And in summer 2020, several
brands from Ole Poulsen will launch for instance products made
from recycled water bottles.
- We still use real down as standard in our lightweight down
jackets, and for customers who prefer animal-free materials we
have a “vegan down” filling. I also think summer wool will be a big
thing in summer 20, says Ole Poulsen who has just expanded
the company’s network of agencies into Austria and the Czech
Republic, and more export markets are waiting to be added.
A
- Vi har igen ægte dun i letvægtsdun-jakkerne, og til forbrugere,
der foretrækker materialer, der ikke har noget med dyr at gøre,
tilbyder vi ”vegan down” som fyld. Jeg tror i øvrigt, at sommer-
uld bliver rigtigt stort til sommer 20, siger Ole Poulsen, der selv
udvikler kollektionerne i samarbejde med designere og kon-
struktører.
Ole Poulsen, Silkeborg har i øvrigt netop udvidet agent-nettet
med agenturer i Østrig og Tjekkiet, og der er fortsat fokus på at
få flere eksportmarkeder tilføjet.
Til august kan besøgende møde Ole Poulsen og hans team på
CIFF, hvor virksomheden viser nyheder fra Swept, Danwear,
Danwear Black Label,
Windfield by Danwear, DA’WI og DUN-JAK på stand C3-012.