GERMANY. Fashion brand Marc O’Polo celebrated its 40th anniversary in style at a party held last month in Germany. The “Since 67” event – a reference to the year the company was founded – brought together the worlds of rock music and style as Bryan Ferry performed for hundreds of guests. The singer’s amazing performance followed a presentation of the label’s Spring/Summer 2008 collection, which focused on wearable and easy-going elegance.
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Marc O’Polo’s heritage
27 August 1967 was the date when Swedes Rolf Lind and Göte Huss and American Jerry O’Sheets joined forces to found Marc O’Polo in Stockholm.
Their trademark idea was to create shirts in natural fabrics, back in an era when nylon ruled, and natural materials have remained at the heart of Marc O’Polo ever since.
Today, Munich-based Marc O’Polo is one of Europe’s largest fashion brands in the premium casualwear sector, with sales of €240 million in fiscal 2006/2007 (ending 31 May). The brand is present in almost 30 countries and turnover divides approximately into 22% retail, 9% franchise, 25% own stores and 44% shop-in-shops.
About the 40th celebrations
To mark the company’s 40th anniversary, Werner Böck, Chief Shareholder and COO, who brought Marc O’Polo to Germany in 1997, and his Management Board colleagues Andreas Baumgärtner and Alexander Gedat invited 800 international guests to a huge celebration in Düsseldorf.
The venue was the Langen Foundation in Neuss, a cutting-edge complex of concrete, glass and steel designed by star Japanese architect Tadao Ando.
Guests were entertained by a retrospective exhibition of 40 years of corporate history featuring highlights of photos, campaigns and fashion shots from 1967 to 2007.
The key visual of the evening was the company’s strawberry motif, which featured in Marc O’Polo’s first ever advertising campaign. The fruit appeared in various guises – as a giant sculpture that greeted guests as they entered the building and in the full-on feast enjoyed by the guests.
Marc O’Polo in travel retail
Marc O’Polo has over 35 downtown stores in Germany, boosted by an expanding network of airport stores in the country.
The company has two shops in Munich, its home airport: a 250sq m outlet in Terminal 1 and a 70sq m store in T2 operated by franchise partner Eurotrade.
Other airport stores in Germany cover 110sq m in Dusseldorf and 80sq m in Frankfurt. The company recently opened two shops in Berlin Tegel – a 75sq m space for men’s clothes and accessories and 65sq m for women’s fashion – and a shop-in-shop is trading in Stuttgart Airport with Gebr Heinemann.
Now, Marc O’Polo is setting its sights beyond its home territory, according to Travel Retail Manager Toni Hager. “Our goal is to be international. We have experience in airport shops and we have a huge turnover in every [airport] shop. We are busy researching international airports and we’re seeking a partner.”
Key markets for the brand include Germany in first position, followed by Russia in second place. Scandinavia, Benelux, Switzerland and Austria are also strong areas.
In travel retail, Hager plans to target German tourists, particularly those travelling to Spain and the Balearic islands, among other popular destinations.
Accessories surge
Accessories are growing in importance for Marc O’Polo in airports. Trolley bags are a best-selling item, said Hager, as are weekend bags and small leathergoods such as purses.
Approximate travel retail prices for the accessories are: sneakers €70-100, business and casual leather footwear €100-150, canvas bags €50-120, trolley bags €250, and fashion leather handbags are priced at up to €350-400.
In a bid to widen its appeal to the male business traveller, the company has launched the new Grey line of office attire, featuring wool coats, suits, shoes, ties and shirts.
“We see a big potential for work and office wear, and our target group travels through the airport,” Hager told The Moodie Report. “This Autumn we are testing the sale of suits in one corner of our big Munich store in T1.” Suits will retail from €280 to €350.
Hager believes the company’s success in airports lies in its core competence in a small number of top-selling lines. He explained: “We focus on a few best-sellers. Our airport shop buyer will choose perhaps 35 articles which will be offered in 16 different colours and a deep range of sizes.”
He added: “Knitwear is a big field for us with a high turnover, but we also perform well in shirts, women’s blouses and easy pieces.”
Store fixtures and presentation
Another major contributor to sales is the store fixturing and merchandising, said Hager. “We have what we call the ‘cake’ – this is a round table, divided into sections underneath, where we present the products. We might have 36 options on the table, articles in many different colours, and this type of presentation is a great success for us.”
Products are merchandised in ‘stories’ or themes, which Hager believes is crucial for the time-pressed airport shopper. For Summer 2007, there was a summer stripes shirt story in 20 colours, as well as a white shirt story with 20 different styles.
To maximise travel retail sales, the company has decided to create new furniture specially for airport shops, including a backwall unit. In addition, a fresh store design is being introduced with a light ambience.
For details, contact Toni Hager, Travel Retail Manager, Marc O’Polo International GmbH, Hofgartenstr. 1, 83071 Stephanskirchen, Germany, tel: +49 8036 / 90- 1515, e-mail: tonihager@marc-o-polo.de Visit www.marc-o-polo.de
