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ger Chalotte Kjær Bruun. Hun tilføjer, at up in stock. The concept offers the same the stores about the concept and the be-
Risikovillighed nødvendigt demand, says Irena Riberholt Jørgensen, This requires continuous replenishment,
No Season-konceptet kræver en vis risi-
kovillighed fra Minus’ side.
- Vi tog for flere år siden den strategiske
beslutning, at vi skal turde stole på vores
mavefornemmelse, vores markedsforstå-
else og vores erfaring, når vi køber ind.
No Season-konceptet kræver, at vi tager
hele risikoen og tidligt i processen beslut-
ter os for at placere ordrer til flere måne-
ders salg. Den risikovillighed betyder til
gengæld rent forretningsmæssigt, at vi
kan tilbyde kunderne en række fordele,
som de ikke umiddelbart kan få så mange
andre steder, siger Irena Riberholt Jør-
gensen. Det drejer sig om fordele i form af
forbedret likviditet, kort leveringstid og
at lagerbindingen flyttes fra butikken til
Minus’ lager - kommercielle fordele, som
Minus’ sælgere formidler til nye og eksi-
sterende kunder.
service as that of express suppliers, but
we offer basic styles, which are always in
who owns Minus together with Chalotte
Kjær Bruun. They acquired the brand and
the company Minus A/S back in 2013.
With many years of experience from the
fashion industry, the two women knew
from the start where they were going
with the company.
- The ambition of Minus is to provide mo-
dern and busy women with a wardrobe
to suit any occasion. We continue to de-
sign the collections based on our own ex-
periences from being a modern woman.
There is a strong demand for a functional
wardrobe with an extensive collection of
basic items, says Irena Riberholt Jørgen-
sen.
From a single style to a family of
products
Al håndtering af bestillinger, lager og lo- The No Season concept consists of trou-
Minus er repræsenteret i Skandinavien, - Often, one of our best selling styles is
gistik sker fra Ikast, hvor Minus fik nyt
domicil for 4 år siden.
Holland og Belgien samt i Tyskland.
Ikke mindst i Holland har butikkerne ta-
get rigtigt godt imod Minus’ No Season-
koncept, og kunderne her og i de øvrige
lande supplerer flittigt på Minus’ b-t-b-
platform.
The owners of Minus define No Season as
a piece of garment that is unaffected by
seasonality, which, as a result, has a long
life. The No Season concept consists of
two parts: A Never Out of Stock program
with basic styles in classic colours as
well as a Season program with the same
items but in the fresh, new colours of the
season. While the NOOS items are always
in stock, products in the Seasonal con-
cept are available only while stock lasts,
which is typically a single season.
sers, blazer jackets, skirts, knits and a
visits to the stores and offers a helping
hand with stocking up. This way, the sto-
re is always ready to generate additional
sales from the extensive range of basic
styles we offer, Irena Riberholt Jørgensen
explains.
- When we talk to some of our new custo-
mers, we make sure to set up the No Sea-
son concept from day one and this way
lay the foundation for a long-term relati-
onship. Then we can send the first batch
of No Season items and have it delivered
to the store shortly after the buyer has
returned from, say, a trade fair, says Cha-
lotte Kjær Bruun. She adds that the No
Season concept involves a certain amount
of risk-taking for Minus.
Risk-taking is necessary
when we buy new items. The No Season
cute and functional top with lace edging
at the top. This style has been developed
into a line of five different styles, all ba-
sed on the original top, which sold excep-
tionally well in all markets. The different
styles all come in basic colours in the
NOOS program and in up to four seasonal
shades in the Seasonal program, Chalotte
Kjær Bruun explains. She adds that a style
is sometimes "born" into the No Season
program if the style has a clear potential
to be in demand season after season.
To consistently offer the most optimal
mix of products, Minus collaborates clo-
sely with some of their best customers.
A skilled sales team
- To make the No Season concept run
avoid the risk of too much capital tied
tal. Moreover, our sales staff often makes
Take our seamless lace top, for example. A
developed into a small line of bestsellers.
to-day delivery to the stores. This makes
for stronger liquidity for stores as they
which is done easily through our B2B por-
- A couple of years ago, we made the stra-
The sales team at Minus is made up of
lar express brands since we provide day-
stores should have all sizes available.
wide range of tops. - With our No Season concept, we can of-
fer some of the same benefits as the popu-
nefits they can gain from it. Ideally, the
skilled people with extensive retail
knowledge.
smoothly, it requires the sales staff to
have a chat with the buyers or owners of
tegic decision to trust our guts, our mar-
ket knowledge and overall experience
concept requires us to take on all risk and
place orders many months in advance. On
the other hand, the risk-taking enables
us to offer our customers a long list of
advantages it would be hard for them to
find elsewhere, says Irena Riberholt Jør-
gensen. Benefits include stronger liquidi-
ty, short delivery times and low inventory
levels. All the commercial advantages are
communicated to new as well as existing
customers.
Order management, warehouse and logi-
stics are handled from Ikast in Denmark
at Minus' relatively new headquarters.
Especially fashion stores in Holland have
embraced Minus' No Season concept and
the Dutch retailers - along with retailers
from other markets - actively use Minus'
B2B platform on a regular basis.
Minus is available in Scandinavia, Hol-
land, Belgium and Germany.
MODEBRANCHEN.
| ISSUE NO 02 JANUARY 2019 | 167