The air is burning at some German fashion companies. The consequences of the pandemic as well as inflation and the lower purchasing power of customers are developing into a major hurdle for companies like Ahlers and Gerry Weber, which entails insolvency. Sportswear doesn’t seem to be that badly affected, at least not yet, and Bogner is optimistic.
Instead of mourning, the fashion company is in a party mood because it is celebrating its 90th anniversary. To celebrate, Bogner has already organized a spectacular fashion show in Munich’s Hofbräuhaus. Bogner is not only at home in Bavaria, but also on the ski slopes all over the world. That is why the skiwear and ready-to-wear supplier is also pushing ahead with its expansion in markets such as China and the USA.
The company told FashionUnited that there was no discernible reluctance, especially in the “Active Sports” segment, which includes sports such as skiing and golf. Customers are happy that skiing is possible without restrictions and Bogner sees a need to catch up, especially when it comes to fashion for the slopes. However, it should also be noted that customers are much more aware of the overall economic situation when shopping.
Bogner wants to continue on the road to success
That’s why Willy Bogner GmbH also places a clear focus on the products that “actually accompany” its customers, according to a Munich-based company. This applies to the areas of sport and leisure as well as to everyday clothing.
“In general, our Bogner Active Sports and Ready-to-Wear divisions are moving closer together,” said Barbara Holzer, Director Product and Design at Bogner.
With a “clear statement” of the collections, high quality and innovations in new products, the skiwear professional wants to continue creating the “unexpected” and remain successful.
“Bogner will continue on the road to success in the coming years,” said Bogner CEO Gerrit Schneider. “We remain true to our DNA: Then as now, Bogner stands for its own lifestyle, which is defined by enthusiasm for sports, fashion and the pursuit of the highest quality and innovation.”
There is a rocky road behind this road to success. After the company missed the previous year’s level of sales in the 2016/17 financial year, things should start to pick up again. Arndt Geiwitz was also involved. After Willy Bogner’s departure at the end of 2019, the auditor managed a trust company that took on the role of shareholder. Only with the “successful conclusion” of the performance program that he and the Bogner family had set themselves did he hand the company back into the hands of the family, just in time for the anniversary. In the 2021/22 financial year, Bogner managed to surpass the pre-pandemic level earlier than planned with sales of EUR 166.3 million. However, part of the process also included the elimination of 150 jobs and the sale of the company headquarters for 55 million euros.
Expansion in China and USA
This also applies to international expansion. Since Bogner entered the Chinese market in December 2021, four of its own stores, three pop-ups and three stores with partners have been opened. Business in China is to be promoted in the current financial year. For this, Bogner also relies on various Chinese influencers and other celebrities.
In the USA, Bogner has gained new “image and prestige customers”, but is also focusing on “more urban point-of-sales” and ski resorts when expanding. In order for the clothing supplier to become more visible on the US market, he also looked for local cooperation partners such as the New York brand LoveShackFancy and the Californian fashion retailer Fred Segal, where Bogner’s collaboration with the Harden Cashmere label was exclusively available.
In addition to these expansion markets, which continue to be interesting due to the “dynamic growth of the luxury market in Asia and the USA”, the domestic market should not be neglected, according to the company.
“In the future, Bogner will strengthen its presence in the home market and promote internationalization in growth markets,” says Schneider.
The continuation of collaborations such as between the younger Bogner line ‘Fire + Ice’ and LoveShackFancy as well as with the James Bond brand ‘007’ should contribute to the success of the fashion company.