MADE IN GERMANY
Shamin Vogel ONCE REGARDED AS A KEY PRODUCER OF TOP QUALITY TECHNOLOGY, THE COUNTRY HAS LATELY ESTABLISHED ITSELF AS A FASHION EXPORTER
REPORT
‘Made in Germany’ stands for sublime engineering. It instantly calls to mind cars, trains and other technologies. But German values are increasingly prized in the sartorial world too. The German fashion industry not only offers diverse, independent retail, but boasts several mid-level brands that have been enjoying international success for many years, generates roughly 32 billion EUR in annual revenue and – excluding retail – comprises over 1,400 businesses.
Thimo Schwenzfeier, Show Director of Messe Frankfurt’s Neonyt show says, “On the global stage, Germany is still synonymous with economic prowess, innovation and high product quality.” Marco Lanowy, GM at German pant specialist Alberto, explains: “Our export clients have explicitly told us that they order from us because we’re German.”
So what are German values? According to Christian Bieniek, Brand Director at midlevel men’s label Fynch-Hatton, “Being German means being reliable.” Micaela Sabatier, CEO of high-end brand Strenesse adds, “Obviously, we make it our mission to ensure flawless finishing, on-time delivery and reliability across all our operations. This isn’t just down to our German roots; it’s also our company’s overall philosophy. This generates a high level of trust that both customers and partners place in us and in German companies in general.”
For over a century, German footwear label Kennel & Schmenger has benefited from having its manufacturing base in the German town of Pirmasens, as emphasized by CEO Andreas Klautzsch: “All our development, production and administration takes place ‘under one roof’. […] The quality of our footwear will never change, and this is not least thanks to our company’s location. Now more than ever customers care where items come from and who is ‘behind the brand’. Our customers want to have trust in our organization, continuous high quality and predictability when it comes to our looks.”
Reliability is thus key to success and this is reinforced by centralized production. In our digital age, it translates into communication and transparency. Reviews can win or lose a business customers; many fashion brands are aware of this and work to ensure end consumers leave positive feedback. But sadly the retailer is often ignored: there still isn’t an appropriate platform to review wholesale service. Some international companies don’t have direct lines to their head offices and in-house teams often don’t devote enough time to monitoring and replying to emails. “At Alberto, we invest in service-orientated people. They keep in touch with customers; look for solutions. You can always reach us, even in August. And, of course, our focus is international,” explains Lanowy.
Each of these brands has trained personnel who are fluent in multiple languages. Perfect for catering to Italian, Russian or French customers. For Lieblingsstück, a label that creates lovingly detailed womenswear, being based in such a central European location is crucial, as is the availability of qualified staff. Others should look to follow Germany’s example when it comes to reliability and communication. But as Lieblingsstück CEO Thomas Bungardt warns, “Ultimately, the customer will only be won over by the perfect mix of design and quality.”