BRAC UNIVERSITY

POST GRADUATION DIPLOMA IN KNIKWEAR INDUSTRY MANAGEMENT

(PGD-KIM)

COURSE TITLE

PRODUCTION MANAGEMENT AND MARCHENDISING

Group work on
Brand Analysis of

Section : B
SUBMITTED TO
Bushra Nuzhat Ika

SUBMITTED BY
Name ID
Dibosh Podder 19381060
Arif Al Mahmud 19381055
Mamunur Rahman 19381043
A.S.M. Quayum 19381038

Submission Date: November 29, 2019

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 Table of Content

Subject Pages
1. Company History 2-3
2. Company Values 3-4
3. Company Commitments 4-5
4. Fact & Figure 5
5. Brand Overview of s.Oliver 6-12
6. Some Achievements 13
7. Conclusion 14
8. References 15

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Company History
1969 Bernd Freier opens the first “Sir Oliver” retail outlet on Herrnstrasse in Würzburg (25 m)
1973 In Dusseldorf, comma is established as a premium brand focusing on modern business
styles
1975 Sir Oliver introduces a women's line

1978 The Sir Oliver brand is renamed s.Oliver (casual men and women)
1994 s.Oliver launches the brand QS
1995 s.Oliver launches the s.Oliver MEN brand
1996 s.Oliver launches the s.Oliver WOMEN brand
1997 s.Oliver changes to twelve collections a year and introduce fast fashion concept to the
world.
1999 s.Oliver starts the retail expansion
2001 Bernd Freier acquires the comma brand rights
2002 The LIEBESKIND BERLIN brand is established as a retailer with a multi-brand portfolio
2003 s.Oliver acquires the foreign markets Austria, Switzerland and Benelux as its own
subsidiaries
2004 s.Oliver starts the online shop www.soliver.de
2006 s.Oliver enters the markets in Italy, Kazakhstan and Poland
2007 s.Oliver enters the markets in France and India
2009 Poland, the Czech Republic and Slovakia join Austria, Switzerland and Benelux as core
markets with their own sales organizations
2010 comma launches the “comma casual identity” brand and opens a flagship store in Würzburg

Hungary becomes s.Oliver’s eighth core market with its own sales company

s.Oliver establishes joint-ventures in Slovenia and Croatia

2011 s.Oliver Group joins the LIEBESKIND BERLIN brand

s.Oliver enters the market in Indonesia, Finland and Sweden

The first comma stores open in Slovenia

2011 The first comma stores open in Benelux and Croatia

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2013 s.Oliver enters the market in Canada

2015 The brand TRIANGLE becomes independent

2016 Launch of Q / S designed by with the international brand ambassador Robin Schulz. The
s.Oliver Group will be converted into a multi-brand group with holding structure. s.Oliver and
s.Oliver BLACK LABEL will be combined in a complementary brand - Q/S designed by,
TRIANGLE, comma, comma casual identity and LIEBESKIND BERLIN complete the strategic
brand portfolio.

2018 The s.Oliver Group becomes a partner of the Retailtech Hub

2019 50 YEARS WORN BY GENERATIONS

That is why we always give our best at work and in dealing with our colleagues and customers.
We want to inspire our customers every day with new and great products, passion for trends,
attention to detail and a convincing price-performance ratio

Company Values
I Love my Company... I Love having Courage... I Love the Love for the detail

That three values are the ideals for cooperation within our company.

They contribute to both: a well work climate and success! That´s how we are able to make the
difference in our company.

WE CARE.

People | Planet | Future

„As a family business, the s.Oliver Group is particularly aware of its social and environmental
responsibilities. At the same time, caring for people and the planet is a prerequisite for our
continued business success. Sustainability is therefore an important driver on our path towards
the next fifty years.”

Bernd Freier, Owner and CEO

Our Mission

WE CARE. We are a family business.

WE CARE. Social responsibility is an integral part of our corporate philosophy.

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WE CARE. Our interest is in people: Our customers, the people who work with us and those
who work for us, and the generations who follow us.

WE CARE. Entrepreneurial due diligence, responsible production, and the preservation of

natural resources are our aspiration.

WE CARE. We want to create more sustainability, more innovation, and thus more value – in
our fashion and across our entire value chain.

Our Commitments

WE CARE is based on a strategic approach. Nine fields of action have been defined:

Social Compliance

Ethical production is our highest duty and the primary prerequisite for the procurement of our
fashion. By stipulating social standards in our contracts and carrying out regular on-site
inspections at our suppliers, we do our part to ensure fair working conditions worldwide.

Safe Workplaces

We want safe production conditions and care about the health and well-being of the people who
work for us.

Community Engagement

Special Olympics, vocational training project ‘Work2Learn Advanced’ or Bernd Freier Fonds -
For many years, the s.Oliver Group has been committed to helping people in need and socially
disadvantaged groups. Helping people to help themselves is our motto.

Sustainable Products

Do you know Cotton made in Africa? And what about Better Cotton? – In order to promote
environmentally friendly cultivation methods and improve the living conditions of farmers, we
rely on the procurement of sustainable cotton. In the future, we want to further expand this
commitment and increase the proportion of sustainable fibers step by step.

Animal Welfare

The s.Oliver Group has not used real fur or real fur trimmings since 2006. We have also banned
exotic skins, angora, mohair and live-plucked down.

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Safe Chemicals

Do you know what RS stands for? And what means ZDHC?

Products free of hazardous substances, a safe working environment, and the protection of local
ecosystems are an imperative for us, wherever chemicals are used. We impose strict
requirements on our suppliers and carry out regular checks for all collections.

Recycling

Closed-loop cycles and recycling are important principles of our waste management, in
production as well as in the handling of packaging and textile waste. At the same time, we are
increasingly using recycled materials in our procurement and product design.

Resource Efficiency

The s.Oliver Group aims to use energy and natural resources sparingly and efficiently. This
efficiency principle protects the environment – and benefits us and our business partners as well.
Eco-Finishing in the denim production is only one application supporting this target.

Climate Protection

Our energy- and resource-intensive industry has a major impact on the environment, and as a
fashion company we bear a special responsibility for this. We fulfil this responsibility by
establishing a systematic climate management system.

For all areas of action, we define strategic approaches, develop measures and successively
mobilize resources – within the s.Oliver Group as well as with our suppliers and external partners.

Fact & Figures

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Brand Overview of s.Oliver

The s.Oliver Group inspires people around the globe with its international fashion. As a large
family of companies, the group brings together different lifestyles, which are expressed in the
s.Oliver, s.Oliver BLACK LABEL, Q/S designed by, TRIANGLE, comma, comma casual identity
and LIEBESKIND BERLIN brand.

s.Oliver

A brand that you can always rely on: in terms of style, quality, fit and price, s.Oliver always
delivers the right solution. An honest and fashion-conscious friend and style consultant with the
right ideas for every occasion — s.Oliver fulfils your wishes with verve and presents fashion for
the entire family, always with a focus on wearability. Fashion that meets the demands of everyday
life while always keeping an eye on the latest trends. The brand is informal, authentic and versatile.
It looks modern, colourful and casual. s.Oliver relies on natural materials and with a love of detail
constantly offers lovely surprising moments in terms of product finish.

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S.OLIVER BLACK LABEL

Are you still looking for the perfect outfit for the next family celebration or the upcoming business
meeting at which you want to leave a perfect impression? With s.Oliver BLACK LABEL you will
find your ideal look — the brand encompasses a wide range of fashions for business or special
occasions. s.Oliver BLACK LABEL elegantly combines luxurious fabrics and classic, stylish lines
with the comfort that you would expect from s.Oliver. The focus is particularly on a strong colour
statement where neutral shades are tastefully combined with accent colours. s.Oliver BLACK
LABEL offers high-quality, modern fashion, but always stays approachable and uncomplicated,
too.

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TRIANGLE

TRIANGLE is emotion and stands for an atmospheric interpretation of fashion. Feel-good styles
that give and show confidence at the same time. TRIANGLE offers ideal fits that match individual
lifestyle and personal taste. The look is always effortlessly easy and carries a unique signature with
passion for detail. The signature pieces of the collection can be styled into various signature looks
that suit all situations and emphasise the wearer´s individual personality. The collections are
complemented by special theme and colour capsules as well as matching accessories such as bags,
costume jewelry, scarves and belts.

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Q/S DESIGNED BY

hi friends. hi lovers.
We are Q/S designed by – the new urban brand. Fashion lovers, rebels at heart, friends of
adventures and seekers of iconic styles. We are young. We are bold. We are fashion. We are the
new urban brand. Let’s keep each other company.

For people who live the moment, communicate style and know how to make a statement. Style is
important to us every day, every week. We love changes of direction and like individual looks.
Progressive & bold. Casual, urban fashion with unusual cuts and innovative looks for women &
men. Q/S designed by is fashion for the here and now.
Always on trend, always connected, always authentic. Our story is one of cooperation with
changing international brand ambassadors and brands: we love partnerships! The new brand
direction's first major highlight is the cooperation with the internationally successful DJ Robin
Schulz.

It doesn’t matter who you are - we like you.

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COMMA

Paris, London, New York – comma stands for looks that are inspired by the great fashion
metropolises. Whether business look, casual style or glamour event – the versatile range of the
main line comma always features feminine cuts and outstanding fabrics. Besides the usual blazers
and blouses, the collection also offers leather jackets and coats in fresh colours. comma convinces
with more than just classic basics. Cleverly used accents and combination options create a stylish
look. Twelve collections a year provide sophisticated and confident women interested in fashion
with non-stop inspiration.

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COMMA CASUAL IDENTITY

The new second line comma casual identity is defined by special washes and prints. The looks not
only impress thanks to a mix of cuts and fabrics; the individual pieces surprise with unusual
material combinations. Whether smart business or casual style: the looks are "ready-to-wear" and
always feature special and feminine details.

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LIEBESKIND BERLIN

Whilst it started with one leather handbag and a vision, we grew into an international fashion house
focused on our knowledge of leather craftsmanship and devotion to detail. Creativity keeps us in
motion and our look embodies elegance with ease. Just like our city. Liebeskind Berlin – spreading
the spirit of Berlin to the world.

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German Customer Award 2019: s.Oliver and comma are among the industry champions

Which brands have the most satisfied customers? With which brands do Germans have the most
positive experiences? These questions are answered annually by the study "Deutscher Kunden-
Award 2019" of the German Society for Consumer Studies.

More than 370,000 customer opinions on a total of 2,396 companies from 239 sectors were
collected in the areas of customer satisfaction, customer service and value for money. The ratings
were on a scale from 1 (catastrophic) to 10 (outstanding).

Three times 2nd place for s.Oliver

In the Shopping, Fashion & Lifestyle category, s.Oliver was able to secure second place among
the brand stores (chain stores) in all three areas examined and can call itself the industry champion!
In the areas of customer satisfaction and customer service, we only just had to admit defeat to
Tommy Hilfiger with 7.75 points, but placed us in front of Tom Tailor (7.49) and Esprit (7.48)
with a score of 7.61 each! With a score of 7.28, we are only 0.01 points behind Tom Tailor (7.29)
in the price-performance ratio area. In addition, s.Oliver was awarded "Outstanding" in the
"Customer Service" category across all industries!

3rd and 5th place for comma

comma also scored well in the survey and can also call itself the industry champion. In terms of
value for money, the brand took third place in the women's fashion segment (chain stores) with
7.07 points and only had to admit defeat to Only with 7.35 and Zero with 7.12 points. In the area
of customer satisfaction, comma took 5th place with 7.28 points, with Hallhuber, Only, Betty
Barclay and Gerry Weber leading the table.

s.Oliver is the Superbrand 2019

Independent business experts of the Superbrands organisation nominate - with the help of previous
market research studies - outstanding product and corporate brands of a country. Afterwards a
high-ranking, competent and independent jury evaluates each individual brand. The ranking is then
calculated from points in different categories according to the same criteria worldwide.

Together we have earned ourselves a place among the 100 best out of 1350 nominated brands! We
were able to fully convince the jury of experts, especially in the areas of customer loyalty and
brand acceptance, as well as brand dominance.

The award-winning brands will be honoured individually on stage at a gala event on 12.06. in
Berlin. With the award as Superbrand 2019 we can use the Superbrand seal on the s.Oliver Group
website, in the online shop, in job advertisements and in our company presentation to further
increase our trustworthiness. We can also look forward to a double page in the book "Superbrands
2018/19"(see below) and a lot of attention in the press and media!

We did that together, so raise your coffee cups and toast to us, Superbrand 2019.

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Conclusion

There are currently many lifestyle segments under the s.Oliver brand, all targeting different buyer
types. s.Oliver Casual is the company's largest segment, it focuses on ladies and gents leisure
fashion. Trendy and fashionable, QS by s.Oliver is aimed at teenagers and young adults, whereas
s.Oliver Selection addresses a more sophisticated audience with a generally understated style.
Besides these major elements, s.Oliver also offers additional product lines like 's.Oliver Bodywear'
(lingerie, nightwear, beachwear and homewear for ladies and gentlemen), 's.Oliver Junior'
(clothing for newborns, toddlers and children), 'Triangle by s.Oliver' (new segment for sizes from
36 to 54) as well as 's.Oliver Accessories' (bags, belts and leather goods). Through a range of
licensed partners, the company also sells 12 licensed lines, including 's.Oliver Shoes', 's.Oliver
Eyewear', 's.Oliver Time', 's.Oliver Jewel', 's.Oliver Home', 's.Oliver Fragrances', 's.Oliver
Umbrellas', 's.Oliver Garden' and 's.Oliver Baby'.

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References

1. https://soliver-group.com/en/
2. https://soliver-group.com/en/soliver-group/company-history/
3. https://soliver-group.com/en/brands/soliver/
4. Intranet-Values-Internal Journal
5. Intranet-We care- Internal Journal
6. Wikipedia

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