The Danish jeans brand is experiencing significant growth across Europe and is now aiming for increased interaction with end-users
Momentum is on the increase at Blend, a jeans brand that is part of DK Company. Blend, which is sold to men all over Europe, had previously lost ground in the market as a result of the financial crisis and problems maintaining focus on its target audience.
“Four or five years ago we realised that we had lost close touch with both the market and end-users, and that naturally affected our business. We therefore initiated a targeted recovery process for Blend, and in three years we have doubled our turnover. Blend is back as one of the industry’s strongest jeans brands,” says Kasper Philipsen, owner and CEO of DK Company in Vejle.
Blend is working intensively and strategically on its internal understanding of the brand, moving on to focus on external branding on the European market.
“We have created a new, sharp position by developing our brand in a direction that makes it relevant to end-users. And it has paid off in the form of momentum in the market and increased sales both in retail and online,” says Philipsen.
Digital initiative and multi-channel sales to strengthen awareness in Europe
Blend certainly doesn’t intend to wind down and rest on its excellent sales figures. The aim is to further strengthen awareness and brand position throughout Europe by focusing on multi-channel sales and marketing. One element is a new digital marketing strategy, where the next step is to increase interaction with end-users on social media.
“This spring will see the launch of a major international campaign called ‘The Real Blend Xperience’, which be primarily digital but will also run in stores and in the print media. The focal point is a competition on social media, with the winners earning a three-day trip to a major European city along with two friends. The idea of this Blend Worldwide campaign is to market the brand as urban fashion for our target audience, which is composed of men aged 18-35 years,” says Jesper Skov, who is Sales Director at Blend.
The Blend Worldwide campaign runs from April to August and is being promoted throughout Europe. There will be four draws, so a total of 12 European men can look forward to an intense urban experience in Copenhagen or Berlin. Their base will be a totally rebuilt Blend Urban Bus customised for partying with a bar, DJ systems, stylish interiors and plenty of space to get in the mood before going out on the town. As part of the grand prize, the bus will be well stocked with clothes from Blend so the winners will also be well dressed. After the campaign, the event bus will be used across Europe for local Blend events in shops.
“We invest heavily in Blend. But we do it in close dialogue with our customers and the market. The good energy at Blend comes from our high ambition and competitive spirit. Unpredictability and co-creation are key words for us at Blend. The market – and consumers – demand constant development,” says Skov.
Blend is currently sold in more than 2,500 stores in over 35 countries. In 2016 Blend opened its first three Brand Stores in Denmark, followed by several more in Denmark and Norway in 2017. The Blend brand was established in 1993 and is headquartered in Vejle, Denmark. Today Blend is part of DK Company, which is one of the largest fashion houses in Europe.