CASE STUDY: BIRGER CHRISTENSEN

SPANDET AND PARTNERS PROVIDED A DETAILED ANALYSIS OF THE CHINESE MARKET POTENTIAL FOR LUXURY FUR BRAND BIRGER CHRISTENSEN. BIRGER CHRISTENSEN WAS ESTABLISHED IN 1869 AND IS TODAY A LEADING FUR RETAILER WITH A TURNOVER EXCEEDING DKK 100 MIO.

BIRGER CHRISTENSEN WAS ESTABLISHED IN 1869 AS A SMALL FUR REPAIR SHOP.  TODAY BIRGER CHRISTENSEN, RUN BY JENS BIRGER CHRISTENSEN, IS A 700 SQUARE METRES LUXURY FLAGSHIP, WITH TWO FLOORS OF INTERNATIONAL FASHION BRANDS ALONGSIDE BIRGER CHRISTENSEN OWN COLLECTIONS OF FUR, BAGS AND ACCESSORIES.

KEY TASK AREAS

INTERNATIONAL MARKET ENTRY
STRATEGIC MAPPING
POSITIONING/SEGMENTATION
MARKETING AND PR DIRECTIONS
REGIONAL PRICING, PRODUCT AND CATEGORIES
STRUCTURE/ASSORTMENT PROFITABILITY
MERCHANDISE PLANNING
STOCK TURN
SPACE MANAGEMENT

CHALLENGE

EXPLOITING THE BRAND POTENTIAL AND HERITAGE INTERNATIONALLY
BIRGER CHRISTENSEN WISHED TO DEVELOP A STRATEGY AND ACTION-PLAN TO BETTER EXPLOIT THE BRAND POTENTIAL OF BIRGER CHRISTENSEN FUR IN A NEW MARKET; CHINA. IN THIS PROCESS, BIRGER CHRISTENSEN FOCUSED ON FULLY LEVERAGING THE BRAND HERITAGE AND DNA.

SOLUTION

FIRST TARGET CHINA, THEN THE WORLD. SPANDET AND PARTNERS PROVIDED A DETAILED ANALYSIS OF THE MARKET POTENTIAL OF BIRGER CHRISTENSEN’S TRUE LUXURY FUR BRAND IN CHINA, WHICH EVENTUALLY WOULD BENEFIT OTHER MARKETS FOR BIRGER CHRISTENSEN AS WELL. THE DELIVERABLES INCLUDED A DETAILED REPORT WITH ALTERNATIVE SALES AND DISTRIBUTION CHANNELS, POSITIONING AND SEGMENTATION, MARKETING AND PR DIRECTIONS AS WELL AS PRICE AND PRODUCT SEGMENTATION.

“GENERALLY, WE DO NOT MAKE USE OF CONSULTANT EXPERTISE DUE TO OUR PAST EXPERIENCE WITH A PROVEN LACK OF COMMITMENT AND ENGAGEMENT. HOWEVER, WITH SPANDET AND PARTNERS IT HAS BEEN A PLEASURE AND A VALUABLE EXPERIENCE. ALL TASKS FROM SPANDET AND PARTNERS WERE COMPLETED AND DELIVERED TO OUR FULL SATISFACTION WITHIN THE AGREED TIME AND BUDGET FRAME.“
JENS BIRGER CHRISTENSEN, MANAGING DIRECTOR