Annual Report 2012 - Investor Relations

24Digital ImagingA scarf as individualas its ownerThe Wegmüller family is spending the Easter holidays inHamburg. Quite the opposite of what was forecast, there isan unpleasantly frosty wind blowing. As the family of four setout to buy some warm coats in a sports shop, they discoverthat modern printing processes are helping to createsurprisingly individual products.In Hamburg, at just after 8 o’clock, Tim Wegmüller wakesup in his hotel room and opens his eyes. The previousevening, he had arrived by train with his sister Anna,father Florian and mother Gloria. The week’s holiday innorthern Germany is a reward for passing his probationaryperiod at the grammar school. Tim jumps out of bedwith excitement and pulls the curtains open. Instead ofseeing the blue skies and warm rays of springtime sunshinethat he had hoped for, he scowls in disappointmentat the dreary clouds. After a glance around at the swayingbirch trees in the hotel courtyard, his suspicions are confirmed:it’s still rather gusty outside. “If only I’d packedmy warm jacket,” he thinks.Half an hour later, he meets his family in the breakfastroom. “I’ve got a bad feeling that the weather forecastfor pleasantly warm weather was merely a ploy by thetourist board,” says Gloria Wegmüller. “I’ve just been fora walk around the hotel, and it’s extremely cold.” FlorianWegmüller takes a sip of his coffee. “We don’t have theright clothes for this kind of weather. I think we’ll have tosort out something a bit more appropriate.” “Fortunately,having to go clothes shopping isn’t the worst thing in theworld,” Gloria jokes, winking at her daughter. And so, theWegmüllers set off for the shops.Scarves of all coloursA short walk later, the family comes across a large sportsshop. But before they get to the warm jackets, Tim turnshis attention to a shelf stocked with multi-functional,tube-shaped scarves. “These are so in right now,” heshouts. “All my friends at school have a scarf like this,even the English teacher.” “Mine too!” says Anna. “Youcan wear these scarves in lots of different ways, like ascarf or a bandana. My friend Martina wears hers as ahairband. We could all do with a scarf with this wind.”Gloria and Florian briefly look at each other in agreement.“You can both pick one out of them,” says Gloria, adding“but if everyone’s wearing one, doesn’t it get boring?”“Not at all. Look, Mum. There are so many colours anddesigns – no two are the same,” explains Tim. Suddenly,Florian starts to take an interest. As a Purchasing Manager,he knows how important production output is tothe price of a product. “How can the manufacturer offersuch diversity but sell them at an attractive price?” hewonders.