Big brand heads for Poland
Olsen is hoping to triple its zł.20 million turnover in Poland over the next 5 years.
The company recently launched its new strategy with the opening of a satellite office and three own-brand stores in Warsaw. Olsen hopes that by 2007 the number of half-franchised shops and branded stores will reach 40. Previously the firm had only sold through representatives.
"In three years there will be an Olsen store in every large and medium-sized city in the country," reveals director of Olsen Fashion in Poland, Andrzej Czyż. He says Olsen will invest e500,000 next year to achieve this aim.
Czyż believes that the company's presence in Poland will allow tighter control over representatives and ensure high marketing standards are maintained. He says these factors are vital for his company, which places itself above the so-called 'cheap-chic' brands and targets more demanding customers.
Until recently, international clothing giants had underestimated the Polish market's potential for clothes and footwear, which is valued at zł.16 billion a year. The Benetton Group was forced to withdraw its men's collection due to lower than expected sales. Because of economic stagnation, consumers turned to cheaper products.
Now though, the trend is forecasted to reverse, claims Czyż. Clothes and footwear currently amount to just 2.4 percent of consumer goods expenses. But Poles are expected to follow the general Western trend and increase household spending on fashion at the expense of food.
The company recently launched its new strategy with the opening of a satellite office and three own-brand stores in Warsaw. Olsen hopes that by 2007 the number of half-franchised shops and branded stores will reach 40. Previously the firm had only sold through representatives.
"In three years there will be an Olsen store in every large and medium-sized city in the country," reveals director of Olsen Fashion in Poland, Andrzej Czyż. He says Olsen will invest e500,000 next year to achieve this aim.
Czyż believes that the company's presence in Poland will allow tighter control over representatives and ensure high marketing standards are maintained. He says these factors are vital for his company, which places itself above the so-called 'cheap-chic' brands and targets more demanding customers.
Until recently, international clothing giants had underestimated the Polish market's potential for clothes and footwear, which is valued at zł.16 billion a year. The Benetton Group was forced to withdraw its men's collection due to lower than expected sales. Because of economic stagnation, consumers turned to cheaper products.
Now though, the trend is forecasted to reverse, claims Czyż. Clothes and footwear currently amount to just 2.4 percent of consumer goods expenses. But Poles are expected to follow the general Western trend and increase household spending on fashion at the expense of food.
