This document outlines Skagen's autumn/winter 2012 brand strategy and product lines. It includes plans for new watch, jewelry, and accessory collections launching between January and August 2012. Key product lines include the Danish Blue color theme, Autumn Delights rose gold collection, new women's mesh watch models, and urban-style titanium watches for men. The document also provides sales targets and activation strategies for retail partners to promote these new items through displays, brochures, and advertising.

1. Autumn/Winter
BRAND STRATEGY

2. SKILLED
CRAFTSMANSHIP
Charlotte and Henrik Jorst
Watches
Jewellery
Sunglasses
EACH COLLECTION REFLECTS THEIR DANISH
SPIRIT AND EVERY PRODUCT REFLECTS THEIR
CREATIVE TOUCH.
TECHNICAL
PERFECTION
CLEAN
ELEGANT DESIGN
AFFORDABLE
Skagen Denmark
AUTUMN/WINTER 2012
Clocks

3. Urban Style
MAY
JUNE
JULY
The White Label Collection
AFFORDABLE STYLE
Danish Blue
JANUARY
FEBRUARY
Autumn Delights
MARCH
APRIL
MAY
Winter Warmers
MAY
JUNE

4. Danish Blue
JANUARY
FEBRUARY
A Vibrant and Unique Shade of Blue
FOUND ONLY IN THE SUMMER SKY ABOVE THE COASTAL VILLAGE OF SKAGEN

5. Print Advertising Website
Consumer Flyer
POSM
BEACH TOWER & COUNTER

6. Autumn Delights
MARCH
APRIL
MAY
Indulge in Golden Rays and Warm Tones All Year Round From $195
POLISHED ROSE GOLD AND CHARCOAL GREY, BEJEWELLED WITH SWAROVSKI ELEMENTS

7. Autumn Delights
POSM
BEACH TOWER & COUNTER

8. 8 Page Consumer Brochure
Website
Retail Line Book

9. April/May
MOTHER’S DAY
FPC Advertisement
A5 Card
A GWP may be offered to Angus & Coote
and David Jones.
Print and digital advertising campaign
to support independent retailers.

10. SALES TEAM
AKTIVATION
SALES TARGETS
No. of 15pc packs sold to
qualify for GWP
NSW 50
VIC/TAS 35
QLD 20
WA/SA 20
NZ 10
TOTALS 135

11. Independent Retailers
Exclusive Campaign
MAY
JUNE
A Selection of New Ladies Mesh Models For Just $150
CHOOSE FROM SILVER, TWO-TONE OR GOLD IP PLATED MODELS

12. Consumer Flyer
A5 Card
5 New Ladies Models
Silver/Two-Tone and Gold
‘Signature’ Mesh Band
Special Introductory Price $150
Minimum Purchase of 10
PC Card

13. SALES TEAM
AKTIVATION
SALES TARGETS
No. of 10pc packs sold
NSW 60
VIC/TAS 41
QLD 23
WA/SA 20
NZ 15
TOTALS 159

14. Urban Style
JUNE
JULY
AUGUST
High Performance Watches for Men
TITANIUM AND CARBON FIBRE COMBINE WITH COLOURED LEATHER, SILICON, PRESSED MESH AND LINK BANDS

15. POSM
BEACH TOWER & COUNTER

16. Website
Consumer Flyer
A5 Card

17. SALES TEAM
AKTIVATION
1. NO SALES TARGETS FOR THIS CAMPAIGN (This is the second
attempt at sell-in, based on supply of new consumer flyer + A5
strut card + POSM

18. Award winning Danish design and Swiss technical precision
Skagen Black Label combines the best of both worlds.

19. Co-op Advertisement Website

20. Golden Moments

21. Golden Moments 6 Page Consumer Brochure
MINIMUM 6 PIECE ORDER AND DISPLAY
GOLD MODEL IMAGE
Golden Moments Store Merchandising
Golden Moments

22. Give an
On the spot
REWARDSHARE YOUR ‘GOLDEN MOMENT’
• On-Line consumer promotion
• Send us a picture of your Golden Moment
REWARD ‘GOLDEN MOMENTS’
• Recognise the effort of retail staff
• An instant reward
• Ferrero Chocolates/Gold Pass Movie Tickets
Golden Moments

23. SALES TEAM
AKTIVATION
1. NEW LINEBOOK AVAILABLE TO AKTIVATE NEW MODELS
RELEASED PRIOR TO CHRISTMAS
SALES TARGETS
No. of 6 pc sets (on display
stand). Not limited to BL
stockists
NSW 10
VIC/TAS 17 (inc Thomas + Hoskings)
QLD 10
WA/SA 5
NZ 2
TOTALS 44

24. CORE 30
Skagen Denmark

25. Rewards everyday effort
 Easy to qualify and easy to claim
 You choose the reward!
Everything you need is in:
Skagen Kronor Gift Wallet
Or visit www.skagen.com.au/kroner
The Skagen Denmark Kroner Program
It’s our way of saying thank you.

26. Big events may shape our lives, but its small
special everyday moments that give our
lives real meaning.
To celebrate and capture these moments,
Charlotte Jorst created Reflection; design
your own ‘stackable’ rings to keep treasured
memories close at hand.
• 3 ranges to choose from
• A simple step-by-step guide
• 78 individual rings to ensure each ring is
as unique as the memories it holds

27. February Jeweller Magazine Advertising
Opening Order Form
• Double sided
• Combines a sales flyer with an order form

28. Co-op Advertisements

29. Advertising and the Merchandise Unit will be up dated
with images of new ring combinations.

30. SALES TEAM
AKTIVATION
SALES TARGETS
Reflections towers placed
NSW 5
VIC/TAS 6
QLD 6
WA/SA 5
NZ 1
TOTALS 23

31. Barbara Collection
Layered chain necklaces and bracelets feature heart-shaped charms and
drip with the same SWAROVSKI Crystal Pearls that accent dangle earrings
and simple rings.
Freja Collection
Pendant necklaces, earrings and rings in gold, silver and rose-gold feature
constellations of SWAROVSKI ELEMENTS crystals and lustrous lunar pearls.
Skagen Jewellery

35. Promotion COMBINES JEWELLERY AND WATCHES

36. SALES TEAM
AKTIVATION
SALES TARGETS
No. of packs (min 2
colurways)
NSW 10
VIC/TAS 8
QLD 5
WA/SA 6
NZ 1
TOTALS 30

38. SKAGEN DENMARK
Quality Designer Sunglasses
W I T H O U T T H E D E S I G N E R P R I C E

40. Skagen Denmark Clocks
SPECIAL PRICE PROMOTIONAL PACKAGES