inde i sæsonen end lang tid før . Så hos Duffy ændrer vi ikke på konceptet . Vi vil fortsat påtage os risikoen for , hvilke sko , der rammer den aktuelle modetrend , med vores ekspreskollektioner . Når vi leverer på både lang og kort sigt , får butikken et konstant flow af spændende varer fra Duffy året rundt . Det gjorde ondt i sommer på grund af corona , men nu ser vi fremad . Duffy kommer til at præsentere en rigtig flot og bred A / W 21 / 22-kollektio . Vi kan kun anbefale eksisterende og nye kunder at komme forbi showroomet for at få syn for sagen , og vi håber virkelig , at indkøberne vil bakke op om deres leverandører , siger Tanja Vium .
BÅDE SKO- OG MODEBUTIKKER Duffy henvender sig i lige så høj grad til tøjbutikker som til skobutikker . - Mange af de nye kunder , vi har fået de seneste år , er modebutikker med et blandet sortiment . At en tøjbutik også sælger sko , gør butikken mere inspirerende og attraktiv for forbrugerne . Duffy ligger i et kommercielt prissegment , så produkterne kan sagtens sælges som et plussalg , hvor kunden lige falder for et par matchende sko , selv om hun måske kun havde planlagt at købe tøj , fastslår Søren Nikolajsen , der opfordrer modebutikkerne til at huske at komme forbi CIFF Shoes . Theorema / Duffy udstiller i CIFF Showrooms , stand B5-116 .
MANY OF THE NEW CUSTOMERS WE ’ VE GAINED OVER THE LAST FEW YEARS ARE FASHION RETAILERS WITH A WIDE RANGE OF PRODUCTS . A CLOTHING STORE THAT ALSO SELLS SHOES IS AUTOMATICALLY MORE INSPIRING AND ATTRACTIVE TO CONSUMERS
// SØREN NIKOLAJSEN , HEAD OF SALES
SUMMARY The NU magazine welcomes Søren Nikolajsen and Tanja Vium to own editorial office in Herning for a chat about Duffy . What has it been like to represent a Swedish shoe brand in Denmark during Covid ? Especially since the two countries have taken very different approaches to the pandemic .
- In March 2020 , when Denmark shut down and shopping malls were closed , many Swedes were still gathering in cafés and enjoying life . In Sweden , the approach is very different , so we have to act differently in the two countries and find the right balance . In Denmark , the decision was made very quickly that we wouldn ’ t be able to visit customers to present our regular “ in-between-season ” collection - which we were able to do in Sweden . In Denmark , our customers were put in an unthinkable situation with a feeling of having had the rug pulled out from under them . At the time in early spring , they weren ’ t at all able to make decisions about long-term purchases . The result was that Theorema had a very large stock of shoes in March ; items which would normally be sold during spring and summer via repeat and supplemental orders . But no orders were received . No retailers were looking to buy new items . In both Denmark and Sweden , we agreed that it wouldn ’ t be a good move to begin selling the collection at dumping prices . But we all knew these were “ perishable ” goods , and as a consequence of the lockdown the Swedish headquarters made a tough but necessary decision , begins Søren Nikolajsen who heads sales for Duffy in Denmark , Greenland , Iceland , and the Faroe Islands . Duffy is also sold in its home market Sweden as well as in Norway , Finland , and the Baltics . Søren Nikolajsen continues : - Theorema decided to sell its entire stock of current fashion shoes to remote markets where Duffy wasn ’ t represented . The losses were taken immediately so the following season could start with a clean slate . The new ,
THEOREMA / DUFFY // CIFF SHOWROOMS B5-116
KEYWORDS DUFFY A / W 21 / 22 Plateausåler Dæmpede , støvede farver , herunder khaki Råt , chunky look Nitte-detaljer Langskaftede snørestøvler med kraftige såler
long-term collection for S / S 21 fortunately now sells much better than expected . And the whole Duffy team works hard on developing a great collection for A / W 21 / 22 . We have a fantastic group of people here . We ’ ll be launching a supercool long-term winter collection that we can ’ t wait to show to buyers from our showroom in CIFF Showrooms , says Tanja Vium . She and Søren Nikolajsen are thankful to be part of a solid company that could afford to make the strategically correct , long-term decision , even though it hurt them in the short term . - Stores appreciate that they can supplement long-term purchases with the hottest fashion shoes of the season . And it ’ s also a wise financial strategy because when you budget for express buys , you automatically improve the liquidity of your store . You ’ re also able to make more confident purchases because you ’ ll be more familiar with the trends in the season than long before . Because we deliver both long-term and short-term , the retailer benefits from a constant flow of exciting items year-round , says Tanja Vium . Duffy appeals to clothing retailers just as much as to shoe retailers . - Many of the new customers we ’ ve gained over the last few years are fashion retailers with a wide range of products . A clothing store that also sells shoes is automatically more inspiring and attractive to consumers , establishes Søren Nikolajsen who encourages fashion retailers to stop by CIFF Shoes . Theorema / Duffy exhibits at CIFF Showrooms , stand B5-116 .
105 · MODEBRANCHEN . · ISSUE NO 02 · 2021