Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian Branding, Ingredients for succesDorte KroghAccount Director at Sylvester Hvid Design, Copenhagen
DORTE KROGH· 25 years of experience strategic with visual identities and branding for large Danish and Norwegian enterprises. References include Royal Copenhagen, Rosendahl, Danisco, Royal Greenland, PepsiMax Medicon Valley Alliance, NRK, Tandberg, Bio Tech North.· Own design agency from 1992-2011. Now Account Director of Sylvester Hvid Design in Copenhagen.· Initiator of Danish Design Association and DOT, Designers of Today.· Board member of Danish Designers 2004-2006. Representing Denmark at Icograda congress in Havana. Boardmember of Danish Design Association 2008-2011· Jury member in Norway 2007-2010. Norwegian Design Excellence Award.· Jury member in Wolda. World design Logo Competition 2009.· Harvard Business School. ”Business Perspective for Creative Leaders”. Authored Harvard Business Case on Moods of Norway. firstname.lastname@example.org
MOODS NUMBERS 2003-2009 August 2003 The full line hit the stores, The press honored Moods of Norway as the best clothing brand in Norway one month before the clothing was even delivered. November 2003 Publicity took off!! The Norwegian Crown Prince and a Norwegian rock musician coincidentally appeared in the press wearing the same Moods cocktail suit. August 2004 40,000 USD. The company was profitable in Year 1. 2004 800,000 USD.
MOODS NUMBERS 2003-2009 2005 1.5 million USD. Revenues began to almost double yearly: 2006 2.3 million USD 2007 4 million USD. 2008 A 110% increase in sales, despite the economic downturn (Norwegian clothing sales decreased 20-30% in November and December of 2008 2009 Projected to reach 15 million USD (90 million Norwegian kroner) in sales in 2009. The owners chose to invest these profits back into company growth
“… You want the consumer to spend as much time thinking about yourproduct as possible. All these stories get the customer to reﬂect on whythese features ﬁt the product. Which is good for remembering the brand …”” If you spend all this time and energy to think up these concepts andstories, then if you every really get criticized or analyzed, then they’re reallygoing to ﬁnd something good. If you go way deep back into the Moodsconcept, then it’s going to be pretty solid all the way back to Simen’sgrandma crossstitching. It’s watertight, so to speak. We’re not playingaround …” – Peder Børresen
Be Visible Be Distinctive Be AuthenticBe Transparent Be Consistent Fombrun & Van Riel
“… A lot of brands are trying to be the mosttrendy or the most cool, but that positionalways varies. We’re trying to be cosy andcool – that position is not taken by as manybrands …” – Simen Staalnacke
Finance Sales Stores Production The Moods Boys PR BRAND (not product) Logistic DEVELOPMENTDesigners “The mom test”
“… I think everyone who works at Moods is tuned in toalways go ahead with something, to maybe look for thenext clothing concept or how to make it even cooler. We’renot satisﬁed, we don’t settle…we always invent ourselves… Everyone should do what they do the best; that’swhen you build the best organization. What Peder, Simen,and I do best is build the brand.” – Stefan Dahlquist
MADE IN EUROPEBY REALLY REALLY PRETTY BLONDE GIRLS And … Made in Europe by hot blond and hunky guys
Business Strategic partnerships, re- Production investment, Flag-ship stores Mom-testStorytelling Ola pants, medals, Ship, Limosine,Rock-stars, trips, PR CAA in LA, Grandma in Stryn Products Fashion, Eye-wear, Shoes, Furniture, Staff Food, Even hotels … Living the brand
We signed Harvey Nichols Hong Kong as a retail distributor atthe New York trade fair. We now have 13 brand stores in Norway. (2009 only a few)USA profits have doubled and Moods supplies approx. 70 storesin USA, including Macy’s, the biggest client. On 20th October we will be presented with the ”NorwegianChamber of Commerce” award for Best Norwegian Ambassadorin the USA. The award is to be presented in New York.
We have launched our own sports collection entitled ”CocktailSports” which will be sold in 80 stores in Norway and later instores across Europe.On 21 November we will launch the brand fragrances ”Eau deCoctail” :) for men and women in 100 stores throughout Norway.The fragrance will later be available in international duty-freeshops. We have hired 25 new employees in both design andadministration. Double up!
Our profits came to100 million NOK in 2009.In 2010, profits were200 million NOK.
So double up !! ;)The Moods of Norway universe is rapidly expanding. :)
… And Dorte, we have had twice as much fun as we had before :) Have a wonderful day in the sun. Simen sala bim
Dorte KroghAccount Director at Sylvester Hvid Design, Copenhagendk@shc.dkshc.dkkrogh.dkmoodsofnorway.com