The strengths inherent in these two approaches will provide a coherent basis for both the merchants and the consumers.
Most of all we want to offer our sales partners a clear advantage by presenting a single unambiguous brand statement that underscores our basic expertise: The one English word "scarf" expresses this more succinctly than the German which has no single word encompassing both mufflers and shawls.
This has the most important significance for Jammers & Leufgen, the wholly owned sales subsidiary of V. FRAAS. Jammers & Leufgen which is ideally established in the market will form the unit within the company that will further develop the domestic and international sales of the brand under the unified brand image "FRAAS-The Scarf Company".
With this move V. FRAAS declares its basic expertise and simplifies the brand philosophy for customers and consumers by focusing the company on what it does best and in 130 years of company history has successfully proven: the development and production of fashionable mufflers and shawls.
This company anchored in tradition which evolves and moves with the times by incorporating new impulses and vision, commits itself to sustainability and exploits an opportunity: The market for scarves has not been consistently satisfied. The vision for the brand FRAAS can be simply defined: FRAAS should become the non plus ultra of Scarf.
Investments targeted towards communication will support this effort. Passion has always been the motivation for the V.FRAAS employees. This passion is best expressed by the motto "Scarves are our world" and reflects the special spirit of enterprise.
By joining the two brands, a comprehensible and inimitable image is created with a high value of recognizability and thereby a new market position focused on the product. As the brand expert, FRAAS can cover a broad product and price spectrum without compromising its image.
The business with private labels remains an important pillar in the company. For the future, the focus on one brand will permit a clear separation of the modes "private label" and "brand" from each other. A clear distinction between the two will make sales by the merchants more efficient and promote better understanding for the ultimate consumer.
The product is also the focus of the new communication strategy with its unique and surprising visual language which the motto "Scarves are our World" underscores.
The new brand strategy will be put into action beginning January 2010 with PR, advertising, POS activities, exciting guerilla campaigns and promotions and will appear in the shops from July 2010. FRAAS will be present with a new exhibition appearance at the trade shows Premium Berlin, PURE London, CPM Moscow, Accessories New York and Magic Las Vegas.
Of course our company executives would be more than glad to stand for interviews and statements concerning this innovative restructuring!
FRAAS – THE SCARF COMPANY
For further information see
www.fraas.comphone +49 (0) 211/53 0 92-24
fax +49 (0) 211/53 0 92-36
gierlichs@coplan-pr.de