20.9.2011 Menesty Skandinavian kuluttajamarkkinoilla 20.9.2011 Wanha Satama. Tapahtuman esitysmateriaali.

1. Scandinavian Branding, Ingredients for succes
Dorte Krogh
Account Director at Sylvester Hvid Design, Copenhagen

2. 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.
dk@shc.dk

4. RECOGNITION
REPETITION

5. Be Visible
Be Authentic Be Distinctive
Be Transparent Be Consistent
Fombrun & Van Riel

7. Performance
BEHAVE
Visual identity LOOK SAY Communicate

8. BE TRUE
To the concept
To the values
To each other
And know your brand-value

9. STRYN
32,965 inhabitants

11. NORWAY MEETS THE WORLD

13. THE CONTRAST

14. 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.

15. 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

20. BE TRUE
TO THE CONCEPT…

21. “… You want the consumer to spend as much time thinking about your
product as possible. All these stories get the customer to reflect on why
these features fit the product. Which is good for remembering the brand …”
” If you spend all this time and energy to think up these concepts and
stories, then if you every really get criticized or analyzed, then they’re really
going to find something good. If you go way deep back into the Moods
concept, then it’s going to be pretty solid all the way back to Simen’s
grandma crossstitching. It’s watertight, so to speak. We’re not playing
around …”
– Peder Børresen

22. Be Visible
Be Distinctive
Be Authentic
Be Transparent
Be Consistent
Fombrun & Van Riel

23. THE SECRET RECIPE

24. “… A lot of brands are trying to be the most
trendy or the most cool, but that position
always varies. We’re trying to be cosy and
cool – that position is not taken by as many
brands …”
– Simen Staalnacke

25. Finance
Sales Stores Production
The Moods Boys PR
BRAND
(not product) Logistic
DEVELOPMENT
Designers
“The mom test”

26. “… I think everyone who works at Moods is tuned in to
always go ahead with something, to maybe look for the
next clothing concept or how to make it even cooler. We’re
not satisfied, we don’t settle…we always invent ourselves
… Everyone should do what they do the best; that’s
when you build the best organization. What Peder, Simen,
and I do best is build the brand.”
– Stefan Dahlquist

27. NORWAY MEETS THE WORLD

28. MADE IN EUROPE
BY REALLY REALLY PRETTY
BLONDE GIRLS
And …
Made in Europe by hot blond and hunky guys

30. Business
Strategic partnerships, re- Production
investment, Flag-ship stores Mom-test
Storytelling
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

32. SEPTEMBER
2011

33. EVEN MORE
HAPPY?

34. We signed Harvey Nichols Hong Kong as a retail distributor at
the 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 stores
in USA, including Macy’s, the biggest client.
On 20th October we will be presented with the ”Norwegian
Chamber of Commerce” award for Best Norwegian Ambassador
in the USA. The award is to be presented in New York.

35. We have launched our own sports collection entitled ”Cocktail
Sports” which will be sold in 80 stores in Norway and later in
stores across Europe.
On 21 November we will launch the brand fragrances ”Eau de
Coctail” :) for men and women in 100 stores throughout Norway.
The fragrance will later be available in international duty-free
shops.
We have hired 25 new employees in both design and
administration. Double up!

36.
Our profits came to
100 million NOK in 2009.
In 2010, profits were
200 million NOK.

37.
So double up !! ;)
The Moods of Norway universe is rapidly expanding. :)

39. … And Dorte, we have
had twice as much fun
as we had before :)
Have a wonderful day in the sun.
Simen sala bim

40. Dorte Krogh
Account Director at Sylvester Hvid Design, Copenhagen
dk@shc.dk
shc.dk
krogh.dk
moodsofnorway.com