OLYMP: A butler for premium

Translated from here:
http://www.fashiontoday.de/2017/01/ein-butler-fuer-olymp/


OLYMP: A butler for premium

Edition January 2017 , FTweekly
Ascent - OLYMP is entering the premium segment with SIGNATURE. The brand ambassador is the Scottish actor Gerard Butler.

Author: Dieter Scholz

With the brand name OLYMP SIGNATURE, which is supposed to carry the manuscript of perfection, the shirt specialist from Bietigheim-Bissingen wants to push the introduction of new premium shirts into the upper market segment.

Already this month the distribution started over selected partners in Germany and abroad. The peculiarities of OLYMP SIGNATURE are the exclusive use of exquisite materials combined with elaborate processing methods. For example, predominantly high-quality full-twisted fabrics are used, which are also provided with the ironing and care properties used by OLYMP. In addition, there are very fine handcuffs, removable collar bars and buttons made of genuine mother-of-pearl, sewn and taped according to the Neapolitan tradition by tap-tap stitching. The tailored fit shape includes a differentiated height mirror, according to which each individual size is individually cut according to individual dimensions. As a result, the shirt adapts to the shape of the wearer as tailor-made. The neckline, which is slightly deeper than usual, is worn with a tie or without a noticeably more comfort. In the case of the cuffs, the closing button is positioned closer to the sleeve, which allows the flexible adjustment of the width when the arm is moved accordingly.

Mark Bezner, Managing Partner of OLYMP Bezner KG, explains the strategic step: " Under OLYMP SIGNATURE we have combined the sum of our many years of experience in order to conquer the premium premium segment for men's shirts. At the same time, we hope that the OLYMP brand will be revaluated, which will contribute to a further increase in demand against all our products. From the initial delivery of OLYMP SIGNATURE in June 2017, we will aggressively market the new premium shirt including matching ties with two fashion collections per year as well as an additional storage program. "

For the new OLYMP SIGNATURE line of shirts, an industry expert as a project manager with many years of expertise in the premium segment as well as a separate field service was appointed. In addition, extensive communication measures are planned for which a globally renowned figure from the international show business has been committed as a brand ambassador with the Scottish actor Gerard Butler (including " London Has Fallen ", " Gods of Egypt "). With a special trade fair presence on the Panorama in Berlin and the CPD in Düsseldorf, the new line will be placed in the focus of the industry. The non-committal selling price recommendation against the partners in trade and wholesale will be between 89.95 and 99.95 euros and stand out clearly from the existing offer. In individual cases, depending on the quality of the equipment, a price of 119.95 euros per shirt is to be achieved.

OLYMP Bezner KG is the market leader in Herrenoberhemden in Germany and is on a solid growth course in Germany and abroad. Sales in fiscal year 2015 amounted to 237 million euros.