Since its founding in 1998, the Amsterdam fashion brand Summum has been known for its special approach to women’s fashion. With a combination of timeless Dutch design and versatile international charm, the label has also achieved success on the DACH market (Germany, Austria and Switzerland). But how does Summum meet the challenges of this demanding market, known for its cultural idiosyncrasies and strong competition? Lars Gelling, Commercial Director Wholesale at Summum, shares insights in an interview with FashionUnited and explains how the brand supports German retailers in expanding and enriching their range.
Working together to maintain identity and vision
In the DACH region, Summum works with six agents in Germany and one each in Austria and Switzerland. These collaborations ensure that the brand is optimally positioned in every showroom, supported by targeted marketing materials that clearly and consistently convey the brand identity. “Summum speaks for itself,” Gelling explains. “We clearly show what we stand for with magazines, lookbooks, videos and our ‘Brandbook’.” It is the combination of Dutch roots and international flair that shapes the character of the brand and is increasingly resonated with customers in the German-speaking region.
Market introduction strategies in the DACH region
When expanding to new points of sale, Summum’s focus is on independent boutiques and large specialty stores. Gelling emphasizes that the versatility of the designs appeals to a wide range of customer groups and works in different retail concepts. No major adjustments need to be made to the collections for the German market, as customers there are increasingly open to brands with an innovative approach. This is also evident from the successes that Summum has achieved with the targeted presentation of its collections. According to Gelling, the key to success lies in the correct presentation of the brand: “The way in which the collection is presented is particularly important – sorted by color and in capsules. In addition, there are show cards, magazines and the sales team who act as brand ambassadors.”
Opportunities for retailers
Summum offers retailers in the DACH region an excellent opportunity to diversify and strengthen their range in a targeted manner. With a clear focus on quality and design, the brand focuses mainly on the blouses and trousers categories – two product groups that are particularly popular with customers. “We see a lot of potential to further expand these successes,” Gelling explains. “We are also working hard to expand our range of dresses to better meet the preferences of German customers.” The label succeeds in serving the different facets of modern women’s fashion while taking into account regional peculiarities.
Summum convinces mainly through strong brand presentations and confidence in the products. An example of the brand’s success is its collaboration with a German boutique owner, who discovered Summum after a visit to one of its own stores in Bergen. Impressed by the presentation and the collection, she decided to include the brand in her own store. Today she is one of Summum’s most successful partners in Germany. “This shows how important a compelling brand presentation and confidence in the product are for business success,” said Gelling.
The right partners
According to Gelling, the ideal partners for Summum are the so-called ‘Local Heroes’ – retailers with a strong brand portfolio who share Summum’s vision. “If Summum is sold as intended – different and innovative – convincing sales figures will follow,” Gelling explains. With the right presentation and a clear brand strategy, Summum has the potential to further establish itself as a leading brand in the DACH region. “The German market offers enormous potential if you follow the right strategy,” Gelling adds. In the coming years, Summum plans to increase the number of boutiques and fashion stores in the region and further strengthen brand awareness through targeted PR and influencer campaigns.
Source: fashionunited.nl
