Rob Schalker, founder of Dutch fashion brand A fish named Fred, announced via LinkedIn this morning that the brand is planning two new stores abroad. These are in addition to the new concept store at Stokstraat 38 in Maastricht.
Foreign expansion to Germany and Sweden
Next month, new branches will open in Potsdam near Berlin and in Trelleborg, Sweden. The fashion brand is entering its fourth and fifth international market, as reported by Retailtrends. In addition to locations in the Netherlands, such as in Groningen and the Westfield Mall of the Netherlands, A fish named Fred also has international stores. These are located in Sofia, Bulgaria, and London, England. The number of stores currently stands at eight.
Reverse heritage marketing as a new brand strategy
At the same time, the brand continues to invest in creative brand building. With ‘The Lost Tapes’, A fish named Fred introduces a so-called reverse heritage marketing concept. A fictional but believable story is built around a fictional band from Los Angeles. Through short films, music and interactive surveys, a form of ‘fashiontainment’ is created in which fashion, culture and storytelling come together. The project interweaves fiction with real historical events, such as a tribute to the Challenger disaster. It shows how the brand combines commercial integration and creative content in an innovative way.
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