Ledûb, part of Family Business of Winkel Fashion, is expanding its wholesale strategy in addition to a focus on more informal styles with a well-considered shop-in-shop concept. With this, the brand not only responds to better brand visibility on the shop floor, but also on changing consumer behavior. “We want to make the quality of our products tangible in the store. That only works if you adjust the presentation to the offer,” says director Anja van den Bersselaar during a conversation with FashionUnited.
From stacked to visual experience
Traditionally, shirts in stores are often packaged and stacked. For a brand like Ledûb, which considers quality and finish high, that is no longer sufficient. “If you leave the shirts in the plastic, you don’t see the quality of the shirt,” Anja explains. “That is why we have opted for more articles on hangers, so that customers can feel the substances and immediately get an idea of the fit.” The shop-in-shop presentation consists of three elements: a wall presentation with shirts on hangers with a horizontal presentation and vertical presentation, a corresponding table to show combinations with, for example, pants or knitwear and a separate shop furniture with stock items. There is also room for visual merchandising, such as seasonal images and a television screen. “That way we really bring the product to the consumer”.
More room for informal styles
The presentation approach is closely intertwined with a broader development within Ledûb: the expansion of the range with more informal items of clothing. In addition to the familiar formal shirt, more and more items such as overshirts, polos and shirts with Easy Care or Stretch qualities are appearing in the collection. “We want to show that Ledûb is not only white non-Iron,” says Anja. “There is also an informal side, with, for example, overshirts that are worn separately or combined with a chino.” The quality remains high, it is about products that you choose to look good for an informal look. ”
It is these informal styles that require a different presentation. “If you hang an overshirt on a pendant, next to a polo or knitwear, the customer can immediately imagine how it is worn. That helps enormously in the sales process.”
Retail presentation as a sales accelerator
According to Anja, presentation plays a role in the Sell-through of products. “It is easier for consumers to choose if there is a combination of a chino with a shirt, or an overshirt,” she says. “In stores where those combinations are presented by color, we see that sales are rising.”
The shop-in-shop therefore not only supports brand identity, but also acts as a practical sales instrument for the shopkeeper. ” As a shirt specialist we offer high quality with good fit, in addition to Total Looks or other product specialists, such as pants and jeans. ”
Reinforced cooperation with the retailer
The shop-in-shop elements are separate modules, and can be fitted into a broader collaboration with retail partners. For example, Van Winkel supports the brand presentation with marketing material, visuals and practical combination suggestions. “We believe in collaboration,” says Anja. “The store is our extension. If a retailer presents the Ledûb collection well, the sale is optimally supported, which benefits the results.”
