P O S T Y R
With the new female brand POSTYR, BESTSELLER wants to extend its large range of well-established commercial brands with an upgraded fashion brand in the premium segment. In-stead of focusing on a specific age group, POSTYR wants to offer styles with a certain personali-ty and quality. The first POSTYR collection is expected to be available online on www.bestseller.com/postyr from 18 April.
Brand Manager Gitte Skaarup says: “Our target group, young or old, dares to stand out in the crowd and likes to combine our trendy, upgraded styles with basics. In short, they are edgy and quality-conscious.”
Digital sales platform
Innovative, timeless and digital are the keywords characterising POSTYR. Instead of following through with classic sales meetings, key accounts will be joining online-based tradeshows fea-turing catwalks that are accompanied by speak and visual graphics that will guide the buyers through the collections and let them in on the details and feel of each style:
“The end-consumer buys fashion on a daily basis and without problems – so there is no excuse why a trained retail buyer couldn’t do the same. We believe that if you as a buyer have an overall knowledge on the brand value, the product, price, delivery, composition etc., there should be no problems in buying without touching the products. By running our B2B sales digitally and keep-ing the number of collection samples to a minimum, we will save a lot of time and money which means more value for the customers. We will cut away the extensive internal and external sales meetings plus several weeks of selling time,” Gitte Skaarup elaborates and adds:
“During the first year, we plan to arrange six online tradeshows. Our first focus will be upgraded retailers in Scandinavia, UK, Germany and the Netherlands, and we aim at working with cross-border online retailers who represent the premium segment.”
“We want to add a strong SoMe strategy with consumer/brand engagement actions to create faster brand and style knowledge. The digital approach combined with a strong SoMe plan will ensure a short value chain from design to customer – and ultimately, the end-consumer. We want to involve and inspire our consumers and make them feel they are a part of our brand. Instead of leaving that job to the stores alone, we want to take responsibility. We need to build a close relationship with the consumers, and social media are the key to connecting and interact-ing with them,” Gitte Skaarup explains.
The POSTYR team now works full speed on getting the first occasion wear teaser collection ready for delivery April/May as well as full scale collections for delivery in July/August 2018.
For more information about POSTYR, please contact Brand Manager Gitte Skaarup on +45 25 51 32 21.
The website POSTYR.co is under construction.