Slobodna Dalmacija
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Ditte Reffstrup nekoć je uspješno radila kao stilistica u Kopenhagenu, ali je primjećivala da postoje dva stila za koje se žene u Skandinaviji odlučuju. Jedan je jako naglašeni minimalizam, a drugi je to isto s primjesama boho-a kao ženstvenija inačica, a ona se nije mogla poistovjetiti ni s jednim od njih.

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Njeno društvo preferiralo je zabavnu odjeću, punu boja i s manjkom pravila pa je 2009. sa suprugom Nicolasom kupila robnu marku Ganni koja je do tada bila mali danski proizvođač odjeće od kašmira i pretvorila je u ono što znamo danas. Kompanije je u prošle tri godine narasla za 50% pa je zanimljivo proučiti kako su u tome uspjeli, što je ispričala u razgovoru sa Standard magazinom.

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Vlasnica brenda kaže da je najvažnije biti autentičan i imati hrabrosti. To je ono što je ona učinila s Gannijem i nastao je stil Scandi 2.0 kako ga ona u šali naziva, zabavniji i izazovniji sjevernjački stil po uzoru na stil njoj bliskih ljudi.

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Veliku pomoć od samog početka imala je među svojim prijateljima koji su za brend značili više nego li kao puka stilska inspiracija. Društvene mreže koje su jako važne u pokretanju posla posljednjih godina također su odlično prihvatile Ganni bez obzira na to što nisu imali stratega za njihovim upravljanjem ni zapravo nekog marketinškog stručnjaka. 

Influencerice kao što su Camille Charriere i Pernille Teisbaek prijateljice su obitelji Reffstrup pa je njihova promocija imala svoj učinak.

-Zapravo, naš #GANNIGirls hashtag nastao je vrlo rano - zapravo su ga Kate Bosworth i Helena Christensen slučajno smislile 2015. godine – dogovorile su se na piću i pojavile u istoj Ganni jakni - objema smo dužni piće za to!, našalila se Ditte.

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Čini se da se neke stvari ne mogu planirati i da ovise o sreći i slučaju više nego li o strategiji, ali za Dankinju opuštenost i jest dio strategije. U njihovim trgovinama oduvijek su željeli da se kupci osjećaju kao da ulaze u dom i da nemaju dojam da su obavezni nešto kupiti niti da su napadnuti od strane prodavačica. 

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-Mi smo obiteljska tvrtka i volimo ugostiti i zabavljati. Željeli smo da naše trgovine ljudima budu privlačne kao mjesta za druženje i upoznavanje. I ljudi međusobno i pojedinaca sa zajednicom, objašnjava vlasnica za Standard.

Ona ne zaboravlja pohvaliti svog supruga Nicolasa zbog važnosti koju on sa svojim tehnološkim znanjem ima za posao i u razvoju metoda proizvodnje. Njihov brand se recimo ne naziva samoodrživim iako imaju takav način proizvodnje puno više nego neki druge modne marke koje to čine. Za Ganni održivost nije stvar marketinga nego morala i odgovornosti.

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Ditte Reffstrup nekoć je uspješno radila kao stilistica u Kopenhagenu, ali je primjećivala da postoje dva stila za koje se žene u Skandinaviji odlučuju. Jedan je jako naglašeni minimalizam, a drugi je to isto s primjesama boho-a kao ženstvenija inačica, a ona se nije mogla poistovjetiti ni s jednim od njih.

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Njeno društvo preferiralo je zabavnu odjeću, punu boja i s manjkom pravila pa je 2009. sa suprugom Nicolasom kupila robnu marku Ganni koja je do tada bila mali danski proizvođač odjeće od kašmira i pretvorila je u ono što znamo danas. Kompanije je u prošle tri godine narasla za 50% pa je zanimljivo proučiti kako su u tome uspjeli, što je ispričala u razgovoru sa Standard magazinom.

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Vlasnica brenda kaže da je najvažnije biti autentičan i imati hrabrosti. To je ono što je ona učinila s Gannijem i nastao je stil Scandi 2.0 kako ga ona u šali naziva, zabavniji i izazovniji sjevernjački stil po uzoru na stil njoj bliskih ljudi.

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Veliku pomoć od samog početka imala je među svojim prijateljima koji su za brend značili više nego li kao puka stilska inspiracija. Društvene mreže koje su jako važne u pokretanju posla posljednjih godina također su odlično prihvatile Ganni bez obzira na to što nisu imali stratega za njihovim upravljanjem ni zapravo nekog marketinškog stručnjaka. 

Influencerice kao što su Camille Charriere i Pernille Teisbaek prijateljice su obitelji Reffstrup pa je njihova promocija imala svoj učinak.

-Zapravo, naš #GANNIGirls hashtag nastao je vrlo rano - zapravo su ga Kate Bosworth i Helena Christensen slučajno smislile 2015. godine – dogovorile su se na piću i pojavile u istoj Ganni jakni - objema smo dužni piće za to!, našalila se Ditte.

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Čini se da se neke stvari ne mogu planirati i da ovise o sreći i slučaju više nego li o strategiji, ali za Dankinju opuštenost i jest dio strategije. U njihovim trgovinama oduvijek su željeli da se kupci osjećaju kao da ulaze u dom i da nemaju dojam da su obavezni nešto kupiti niti da su napadnuti od strane prodavačica. 

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-Mi smo obiteljska tvrtka i volimo ugostiti i zabavljati. Željeli smo da naše trgovine ljudima budu privlačne kao mjesta za druženje i upoznavanje. I ljudi međusobno i pojedinaca sa zajednicom, objašnjava vlasnica za Standard.

Ona ne zaboravlja pohvaliti svog supruga Nicolasa zbog važnosti koju on sa svojim tehnološkim znanjem ima za posao i u razvoju metoda proizvodnje. Njihov brand se recimo ne naziva samoodrživim iako imaju takav način proizvodnje puno više nego neki druge modne marke koje to čine. Za Ganni održivost nije stvar marketinga nego morala i odgovornosti.

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Fashionpps/Zuma Press/Profimedia
Fashionpps/Zuma Press/Profimedia
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June 30, 2020, Paris, FRANCE: Julien Fournie. Model On Catwalk, Paris Haute Couture Fashion Week 2020 HC Ready To Wear For Fall Winter, Defile, Fashion Show Runway Collection, Pret A Porter, Modelwear, Modeschau Laufsteg France,.PARHCW20,Image: 541386065, License: Rights-managed, Restrictions: * Austria and France Rights Out *, Model Release: no, Credit line: FashionPPS/Zuma Press/Profimedia
svi vole ganni

Osnivačica skandinavskog brenda za kojim lude influencerice otkriva što je potrebno da bi se iz temelja stvorilo modnu marku

Piše Stil
Foto Fashionpps/Zuma Press/Profimedia
16. rujna 2020. - 11:47

Ditte Reffstrup nekoć je uspješno radila kao stilistica u Kopenhagenu, ali je primjećivala da postoje dva stila za koje se žene u Skandinaviji odlučuju. Jedan je jako naglašeni minimalizam, a drugi je to isto s primjesama boho-a kao ženstvenija inačica, a ona se nije mogla poistovjetiti ni s jednim od njih.

Njeno društvo preferiralo je zabavnu odjeću, punu boja i s manjkom pravila pa je 2009. sa suprugom Nicolasom kupila robnu marku Ganni koja je do tada bila mali danski proizvođač odjeće od kašmira i pretvorila je u ono što znamo danas. Kompanije je u prošle tri godine narasla za 50% pa je zanimljivo proučiti kako su u tome uspjeli, što je ispričala u razgovoru sa Standard magazinom.

Vlasnica brenda kaže da je najvažnije biti autentičan i imati hrabrosti. To je ono što je ona učinila s Gannijem i nastao je stil Scandi 2.0 kako ga ona u šali naziva, zabavniji i izazovniji sjevernjački stil po uzoru na stil njoj bliskih ljudi.

Veliku pomoć od samog početka imala je među svojim prijateljima koji su za brend značili više nego li kao puka stilska inspiracija. Društvene mreže koje su jako važne u pokretanju posla posljednjih godina također su odlično prihvatile Ganni bez obzira na to što nisu imali stratega za njihovim upravljanjem ni zapravo nekog marketinškog stručnjaka. 

Influencerice kao što su Camille Charriere i Pernille Teisbaek prijateljice su obitelji Reffstrup pa je njihova promocija imala svoj učinak.

-Zapravo, naš #GANNIGirls hashtag nastao je vrlo rano - zapravo su ga Kate Bosworth i Helena Christensen slučajno smislile 2015. godine – dogovorile su se na piću i pojavile u istoj Ganni jakni - objema smo dužni piće za to!, našalila se Ditte.

Čini se da se neke stvari ne mogu planirati i da ovise o sreći i slučaju više nego li o strategiji, ali za Dankinju opuštenost i jest dio strategije. U njihovim trgovinama oduvijek su željeli da se kupci osjećaju kao da ulaze u dom i da nemaju dojam da su obavezni nešto kupiti niti da su napadnuti od strane prodavačica. 

-Mi smo obiteljska tvrtka i volimo ugostiti i zabavljati. Željeli smo da naše trgovine ljudima budu privlačne kao mjesta za druženje i upoznavanje. I ljudi međusobno i pojedinaca sa zajednicom, objašnjava vlasnica za Standard.

Ona ne zaboravlja pohvaliti svog supruga Nicolasa zbog važnosti koju on sa svojim tehnološkim znanjem ima za posao i u razvoju metoda proizvodnje. Njihov brand se recimo ne naziva samoodrživim iako imaju takav način proizvodnje puno više nego neki druge modne marke koje to čine. Za Ganni održivost nije stvar marketinga nego morala i odgovornosti.

#GANNI
20. svibanj 2024 00:22