IC Companys – Annual Report 2008/09 0 - IC Companys A/S

BRANDS
IC Companys operates a portfolio of strong, very distinctive
brands, which all draw on the competences
and resources made available by the Group’s joint
functions – an organisation that unites the commercial
focus of each individual brand with the benefits
of the cost and quality benefits of the corporate affinity.
The multi brand strategy creates
value by means of systematic
utilisation of brand competences
across brands
and the utilisation of
economies of scale for
a number of relevant
shared functions.
Each brand has a
market-oriented
management that
handles market
positioning, product
development and
marketing – the
activities that are
essential to development
of each brand
identity and are the
decisive factor for the customer’s
decision to buy.
In addition to this, each brand is supported
by a shared platform, which
handles activities of no significance to the brand
identity and gives each brand substantial advantages
in terms of cost savings and quality. The
Group’s shared platform covers a number of central
functions such as sales infrastructure, sourcing, logistics,
HR, IT, finance and administration. The
IC Companys – Annual Report 2008/09
Group’s corporate brand – IC Companys – acts overall
as a guarantee of continuity, ability to deliver and
creditworthiness.
A natural risk diversification in several dimensions is
an inherent element of the Group’s brand portfolio.
The overall business risk is reduced by
means of each brand pursuing an
individually adapted positioning
and market strategy. In addition,
the portfolio approach
reduces the creative risk
by reducing the overall
collection and fashion
risk. Furthermore,
this risk reduction
allows each brand
to have a more pronounced
design
expression and
thus stronger brand
identification.
All Group brands act
within apparel
characterised by
fashion awareness and
are distributed through
wholesale, franchise, retail
and outlet sales and have as
such a similar business risk and
operate under uniform, long-term
profitability demands.
The brand portfolio allows IC Companys to meet
demands from international customers by virtue of a
broad positioning spectrum, wide-ranging dress
moments and a wide pricing structure. The Group
brand portfolio is presented on the following pages.
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