OUR BRAND JOURNEY 2019Published 2019 •1•
contentsWe’re Hunkemöller and our journey continuesPart 1 – Our journey so farWe’re Hunkemöller 7Meet our Team 10Meet our Shero 14Shero Fact File 16Diversity 18Designing for our Shero 20CSR (working title) 22Meet our Sub-Brands 27Our Collaborations 32 Meet Doutzen 33 Meet our Bloggers and Vloggers 34Designing a Lifestyle Destination for our HKMX Customers 36Designing the Perfect Stores for our Shero 38Europe and Beyond 40Designing the Perfect Omni-Channel Journey 42Creating the Perfect Customer Journey 44Designing our Marketing to Make her Fall in Love with us 47Our People 50World-Class Merchandising 53Annual Fashion Show 54Part 2 – Our journey continuesWhat the Future looks like at Hunkemöller 58CSR (working title) 60Designing Products that Continue to Inspire Her 63A Brand for Every Woman 65How We’ll Grow and Create Exciting New Stores 66Creating Awareness, Engaging with our Shero and Building Loyalty 68An Ever-Changing Omni-Channel Business 70The Future for our People 72What’s in Place to Support our Growth 74Contacts for Further Information 76 •3•
part 1 our journey so far•4•
we’rehunkemöllerand our journey continuesHunkemöller’s growth strategy continues with channel customer journey, but also integratingits key focus on providing its Shero with inspiring our Member app, and Member Card into all of ourenvironments, exceptional World Class Service, and transactions. This data allows us to build a strongerall of this driven by design-led product strategy. relationship with our Sheroes and stimulate them inWe now have over 900 stores in 19 countries, we a way that is relevant to their needs and desires.opened 110 new stores in 2018 and our vision for Building a brand that is truly social is a key part ofthe next five years is to operate in more than 1150, our current and future strategy. We fully embracespread across the globe. social media when engaging with our Shero andThis year we became market leader in Germany, have created an internal culture that encourages allthe Netherlands, Belgium and Luxembourg, and in of our employees to become really active across theAustria, Denmark, Sweden, Spain and France we digital landscape.are getting bigger and bigger. We have entered In order for all of this to happen, we need toNorway, Poland and Russia in 2018 and we continue our strategy of hiring for attitude andentered China in 2019. training for skill in order for us to deliver exceptionalHunkemöller is a much-loved global and social product, services and environment. In terms ofbrand, and this has been rewarded by being voted developing our teams, we are also best in class withby our Sheroes as No 1 lingerie brand in Germany, training, development, succession planning andthe Netherlands, Belgium, France and Spain. new technology, which is atIn addition, we also won Europe’s Best Omni- the forefront of recruitmentChannel Retailer and Multi-Channel Retailer. Our and retention strategy.management team won Best Retail Management Great people power greatTeam for the Netherlands and two of our directors brands.have won Best in Class awards. We’ve also wonDutch marketing company of the year.Our vision is to make Hunkemöller the first choicefor women in Europe with our whole focus being ondesigning our vision and strategy around our Shero.This strategy is focused on providing products thatinspires her and fulfills all of her lingerie needsand desires.Technology is now a key driver to delivering our Philip Mountfordvision, not only in terms of creating the best omni- C.E.O. •7•
we’re We’re Europe’s fastest-growing lingerie brand with over 900 stores in 19 countries. Our customers are attracted by our distinct brand handwriting, coupled with our broad fashion appeal. hunkemöller We’re growing rapidly and always evolving to ensure we excite and entice our customers every time. Our vision is to make Hunkemöller the first choice for women across Europe by offering a combination of market-leading, design-led products; an inspiring customer journey; passionate staff delivering world class service; and clever use of new technology, inspiring marketing and social media to build lifetime loyalty.•8•
key milestones in our history 1886 Founded We open our 1986 100th store. We open our 1st store in 1987 Germany. We open our first stores 2001 in Denmark and France. Online operations 2003 launched in the Netherlands. Began opening 2005 international franchise stores. We open our first store in 2007 Spain. Philip Mountford joins as C.E.O. 2009 Online operations introduced in Germany.Our Vision Launched our BowWe always stay in touch with our customers, offering 2010 Concept stores.passionate service and sexy products in an inspiring andfun environment! 2011 500th Store opens.Our Values 2012 We open our first store in Sweden. In touch We opened our 700th store. 2015 Digital employee training Fun launched. We open our 800th store. Inspiring 2016 We started our collaboration with Doutzen Kroes. Sexy 2017 Opened our first store in Switzerland Passionate Reached over 900 stores. 2018 We opened our first stores in Norway, Poland own stores in Russia Opened our first stores 2019 in China •9•
executive board Great people power great Philip Mountford - CEO Vi Patel - COO brands • Started with Hunkemöller in April 2009 • Started with Hunkemöller in November 2009 • Former CEO of Moss Bros, MD at Versace, MD • Former Managing Director at Own Label at Simpson, Sales and Marketing Director at London, G. Fox & Co, and Controller at Mulberry Nautica • Holds a BA degree in Chemical Engineering • Non-Executive Director at Riviera Maison, Chasin-Score meet our team • Holds a diploma in Directorship (IOD) “I am extremely proud of our management team who have helped substantially grow the business over the last few years, both in terms of profit, reach, turnover and expansions in to new territories” Philip Mountford CEO Michael Hitchco*ck - CFO • Previously CFO at LK Bennett • Worked as CFO and latterly as CEO for Beales plc, CFO for Moss Bros plc, and CFO for Ottakars plc • Qualified Chartered Accountant who started in accountancy with Arthur Andersen in 1987 • Holds a BA in Accountancy, Finance and Ecnomics• 10 •
trading board Alexandra Legro Gijs van Engelen Charlotte Davies Global Marketing and Omni-Channel Director Global Buying Director Communications Director • Started with Hunkemöller in October 2013 • Started with Hunkemöller in March 2015• Started with Hunkemöller in January 2014 • Former EMEA E-commerce Manager at Dell • Former Trading Director at Zulily, Product• Held senior positions in marketing and • Holds a BA degree in E-commerce Director for Irisa Group and Head of Buying of communications at Mars, Mattel and Sara Lee, Girlswear at Marks and Spencer and is a former Marketing Director at Pearle • Holds a BA degree in Business Studies Benelux• Holds a BA degree in Business Administration and Marketing Nick Bailey Anne Jaakke Andrew Lane Global Merchandising, Planning and Global HR Director Global Design Director Distribution Director • Started with Hunkemöller in August 2014 • Started with Huhnkemoller in May 2019• Started with Hunkemöller in June 2016 • Former HR Director at Fitness First Australia • Former Head of Creative Deisgn for Triumph Japan• Former Director of Merchandising, Supply, & Fitness First Europe and Global Head of International and Sourcing at George@Asda, Learning & Development at Whitbread plc. • Holds a BA in Fashion Design from the Fasion Institue of Technology in NYC Director of Merchandising and Business • Holds an International Coaching Federation Transformation at Gap Inc. and Head of accreditation in Executive and Organisational Merchandising at Marks and Spencer Coaching• Holds a BA degree in Retail Marketing • Holds a BA degree in Business Administration • 11 •
directors heads Ronald Koenecke - Director of Finance Marcel Guldemond - Head of Logistics • Started with Hunkemöller in July 2012 • Started with Hunkemöller in 2012 • Former Group Manager of Accounting at • Former Global Logistics Director at Mexx, Booking.com and Group Manager of Reporting & European Distribution Centre Manager at Accounting Policies at Heineken International Oakley Inc. • Certified Public Auditor, with an MA degree & post- • Holds a BA degree in Chemistry Masters accountancy qualifications Marc van Maris - Director of Strategy, Karen Hobson - Head of Buying Business Development & Expansion • Started with Hunkemöller April 2016 • Started with Hunkemöller in July 2005 • Former Senior Buyer at Dunnes Stores, Primark & • Former Business Consultant at Ordina Marks and Spencer. • Holds an MA degree in Accountancy and a BA • Holds a B.A Degree of Arts and a Graduate degree in Economics Diploma in Business Studies Gordon Smit- Director of IT Marco van der Hulst - Head of Omni-Channel • Started in Hunkemoller in July 2019 • Re-started with Hunkemöller in June 2016 • Former IT Manager at Maxeda DIY group • Former Online Director at McGregor Fashion • Holds a degree in Retail Leadership at Vlerick Group, internal career steps within Hunkemöller Business School E-commerce Department • Holds a BA degree in Industrial Engineering Manja Wermelskirchen - Managing Director Nick Rankine - Merchandise Manager DACH & Poland • Joined Hunkemoller in October 2019. • Started with Hunkemöller in March 2001 • Former Head of Merchandising for WE Fashion BV. • Former Regional Store Manager at Stephen Kelian • Holds a BSc Degree in Economics • Holds an MA degree in History of Art, Archaeology & German Language• 12 •
heads expansionPeter Au - General Manager China Michaela Liegel - Head of Real Estate &• Started with Hunkemöller in October 2018 Expansion DACH-P• Former CEO of King Baby Jewellery Greater China • Started with Hunkemöller in August 2014 and Regional Head of G-Star Raw Asia • Former employers German highstreet broker• Holds a BA degree in Commerce Lührmann, Cushman & Wakefield and Kemper’s • Holds a BA degree in Real Estate (Diplom-Betriebswirtin)Mónica Cantor - Head of Retail Spain Olivier Waaijer - Manager International Expan-• Started with Hunkemöller in November 2008 as sion & Real Estate Regional Manager • Started with Hunkemöller in October 2016• Former Store Manager at MUSGO • Former Leasing Manager Unibail-Rodamco• Holds a Masters degree in Marketing, Distribution • Holds a Master degree in Finance & Investments and RetailEric den Dulk - Head of International BusinessManagement• Started with Hunkemöller in 2006• Internal career steps within Hunkemöller’s sales department• Pre-university secondary educationKatja Kupke - Head of Retail Germany• Started with Hunkemöller in 1997. Took several career steps within Hunkemöller: Shopmanager, Visual Merchandiser, Regional Manager, Head of Retail• Head of Retail since March 2016• Management training within HunkemöllerRosmarie Rotter - Head of RetailAustria & Switzerland• Started with Hunkemöller in October 2011• Former Regional Manager at Esprit• Holds an MA degree in Business and Economics Mikhail Landyshev - Head of Retail Russia • Started with Hunkemöller in October 2011 • Former Regional Manager at Esprit • Holds an MA degree in Business and Economics • 13 •
Our Shero is at the heart of everything we do. She helps us focus on delivering the right communication and services to our customers. She keeps us consistent, so we always make sure we take the time to regularly check in with what our customers need. So, who is she? In short, she’s our muse. A character we created out of everything we know about our target market. Here’s what we know about her: ‘Be your most beautiful self’This is the mantra for our Shero. She’s 100% in touch with herself, she’s fun and positive and lives her lifeto the fullest. She’s health conscious and enjoys her social life but equally values her ‘me time’. She’s a real‘Millenial’ and ‘Generation Z’ and is always online, waking up with her smartphone in her hand. She’s alwaysup to date with what’s happening on Facebook, Instagram, Pinterest, WhatsApp, YouTube, Snapchat andTwitter. She shops in the city but also online and loves fashion. She values quality over quantity and is loyalto the brands that give her a great shopping experience both in terms of product and service. She respondsbetter to messages from real people rather than real companies, and social media is a key way for her to findinformation. • 15 •
SHERO fact file career woman She’s in her late twenties and is in a relationship She lives with her boyfriend in a building a solid career. metropolitan city. loves her smartphone active on social media online shopping 50% of Sheros shop on a mobile She spends on average 1.5 hours She loves online shopping and phone. The average number of apps a day on social media. She has an often checks online before visiting a on her phone is 30. average of 400 Facebook friends. Hunkemöller store.• 16 •
loves summer and the beach health and beauty conscious follower of fashionShe loves to travel. Preferably beach The Shero’s favourite sports and She loves fashion and keeps an eyeholidays. activities are yoga, fitness, running, out for the latest trends. dancing, tennis and hockey. She owns on average 5 sport bras.loves lingerie active social life seeks inspirationShe owns on average 16 bras, four of She loves spending time with her She looks for inspiration on thewhich she wears regularly. boyfriend and friends, but also internet, regularly visiting blogs, appreciates time to herself. magazines and Instagram. • 17 •
Diversity Products for different skin tones Gender equality is one of the fundamental human rights and for Hunkemöller female empowerment is a must to ensure global development and economic growth. The majority of our employees, customers and the textile workers who produce our garments are female, and it therefore comes naturally as a focus area. As an international lingerie company in a global market, we see diversity as one of our important competitive advantages. By using our employees’ unique competencies and experiences, we can increase creativity and deliver growth and desirable results.• 18 •
designing for our shero• 20 •
A design-led business Leading the design process fromOur team of international designers the very beginning, our designersare passionate about creating the play a key role in developing strong,perfect products for our Shero. They commercial yet fashionable productstravel the world to understand what for our Shero. From sub-brands tothe big trends are in fashion, lingerie, designer collaborations, our designcolour, fabric and innovation. The team have a clear goal in mind: tointernational fashion shows are a establish us as the leading fashionstarting point for inspiration, but our lingerie brand and first choice fordesign team understand that trends women across Europe.can come from so many differentaspects of life. That’s why they keepa close eye on what’s happeningin the world of music, celebrities,festivals, social media, magazines, Every aspect of ourbut also on the street.Every aspect of our products products is carefullyis carefully considered andreconsidered, from the initial considered anddesign right through to the fabrics,components and of course the reconsidered.all-important details that reallymake the difference to the finishedgarment. • 21 •
Our MembershipsWe are proud to be members or and / or work with:The Bangladesh ACCORD - Fire and building safetyBSCI / Amfori - Trade with purposeIRBC - Agreements on sustainable materialsUNICEF - Child labour projectUN - Working with United Nations sustainability goalsNewlife - The charity for disabled childrenPink Ribbon - Womens breast cancer charityGovernments, unions and NGOsCode of conductWe are proud of our Company values and the trust we have built with our suppliers, employeesand partners. Our employees and relations should always comply with the legislation and regula-tions of the countries in which we are active and also comply with the values and standards thatapply within Hunkemöller and which have been laid down in the Code of Conduct. This EthicalCode of Conduct sets out the minimum standards Hunkemöller requires from all supplierswho manufacture or procure goods or perform service for Hunkemöller.Hunkemöller is committed to strictly comply with all applicable law, conventions and regulations.Hunkemöller have based the requirements in this code on the following conventions:• ILO Conventions• OECD Guidelines for Multinational Enterprises• United Nations’ Universal Declaration of Human Rights• United Nations Guiding Principles on Business and Human Rights• United Nations Global Compact• UN’s Conventions on children’s rights and the elimination of all forms of discrimination againstwomenThe Hunkemöller Ethical Code of Conduct aim to attain compliance with all mentioned and otherrelevant social and environmental standards • 23 •
supplier collaboration We design, produce and sell all our own collections. The whole process from design to delivery to our stores is managed with love from our head office in Hilversum, The Netherlands. We offer a variety of looks and therefore we work with different suppliers across the world, each with their own skills and talents. Our supply chain is complex and entails different stages from farming, ginning, spinning and weaving to sewing and transportation to our distribution centre. In some cases the suppliers own the factories directly, in other cases they act as an agent. We aim to build long-term relationships that benefit both sides. All our suppliers all over the world, follow the same social and environ- mental guidelines to makesure our products are up to the standards set out in our Ethical Code of Conduct. We maintain a flexible supplier base across countries, with a total of 52 suppliers in the year end- ing 31st January 2019. Our top 10 suppliers represented approximately 70% of our total buying requirements in the year ending 31st January 2018. Our top supplier accounted for 24% of costs of goods sold. We have long standing relationships with most of our main suppliers. This has enabled us to build strong partnerships, leverage scale, achieve consistent quality and strengthen our negotiating power. working with others to achieve more We believe that collaborating with others will help us achieve better, faster CSR progress. Whether that’s working with NGOs (Non governmental organisations), suppliers, industry ex- perts or other retailers, we’re happy to share knowledge, learn and collaborate. This mindset is driving our approach in 2020, where the thought of ‘together we can make change’ is always top of mind. This partnership approach will extend to involving all staff and our customers to help reduce our environmental impact. Together we can make change.• 24 •
pink ribbonIn 2016 Hunkemöller entered intoa partnership with Pink Ribbon bysupporting the organisation financiallyto help their cause of research in thefield of treatment, aftercare andlong-term effects of breast cancer.We sell Pink Ribbon customisedproducts such as bracelets andnightgowns in our physical and onlinestores. The profit for each product’ssales is donated to the Pink Ribbonorganisation.We aim to actively encourage ouremployees to support the PinkRibbon organisation, by offeringnew employees the opportunity todonate a small percentage of theirmonthly salary to the cause and byencouraging employees to participatein Pink Ribbon events to raise funds in our name, such as sponsored sports events.In collaboration with Pink Ribbon, Hunkemöller designs and sells a special bracelet thatlaunched for breast cancer day. Also from 2017, we have sold a Christmas bauble in our topstores in The Netherlands, Belgium and Germany for customers to hang on their Christmastrees. As with the bracelet, the profit will financially support Pink Ribbon. • 25 •
Sustainable materials We are committed to improving standards in the apparel industry and through our obligation to the Dutch Agreement of Sustainable Garments and Textiles (AGT) Our process is varified on a yearly basis. We are committed to working with our suppliers to solve sustainability challenges that are present within our sustainability context and countries they produce in. Business partners are expected to share Hunkemöller’s commitment to source materials in an ethical, transparent and responsible manner. Materials used in goods produced for Hunkemöller must not be derived from practices or origins which violate our principles as defined in the Hunkemöller Material Policy, the Hunkemöller Animal Welfare Policy or from regions with serious human right violations. Hunkemöller’s policy for materials must be respected by our business partners and implemented throughout their supply-chain.• 26 •
meet oursub-brandsStrictly for grown-ups, our ultra-sexy collectionof seductive lingerie pieces is made to exciteand empower our Shero. Beautiful bras andcoordinating briefs are complemented byglamorous, super-sheer hosiery and jaw-dropping accessories that are almost too hot tohandle. • 27 •
Our premium collection of exquisite items across lingerie, nightwear and swimwear. These beautifully crafted lingerie pieces combine luxury fabrics and trims. Wearing these items makes every occasion special.• 28 •
We want to offer our Shero the besteveryday collection, with a focus on greatfit, perfect shape, comfortable materialsand competitive prices. Always Sexy is awardrobe staple that is available in corecolours and sizes all year round. • 29 •
sub-brand segmentation GBB/Fashionability designer collaborations fashionable blogger Core collectionsFashionability basic good better best price level • 31 •
our Collaborations Our designer collaborations consist collaborate with influencers such of the most fashionable trend- as bloggers and vloggers on key driven collections. The collections trend collections, as well as having are designed in close partnership designer ‘capsule’ collections created with the Brand Ambassador and by our own in-house designers Hunkemöller design team. Our to showcase the talent we have collaborations use premium and internally through product, aimed at exclusive fabrics, details and colours. our flagship stores. As a social brand, we also• 32 •
Meet Doutzen – our perfect brand ambassadorWe announced our exciting Her personality and her passionscollaboration with Doutzen Kroes in inspire a whole new direction for ourAugust 2016. Doutzen is a perfect products, our marketing and createfit for us, she’s a true Shero and some truly unique campaigns. Thecaptures the essence of our brand collections we’ve designed with hervalues. With an army of loyal fans are called “Doutzen’s Stories” andon social media, she’s followed by each collection tells us a little bitover 8 million people across the about her whether through lingerie,world and is a top model on an swimwear or her dedicated sportsinternational scale. Her credibility in collection, DK 1985.the fashion world is helping to growour brand. • 33 •
Charlotte Meet our Bloggers and Vloggers Our Shero loves fashion and social media and is likely to follow key influencers across her social channels. These social media It-girls have real credibility with our Shero and she trusts and respects their opinion. They’re real people rather than big companies and she relates to this, seeing them as a real source for fashion inspiration and direction. We’ve teamed up with some big players in the world of social media and collaborate with them on collections that really capture the here and now. From our first and oneof our most notable collaborations with Dutch Instagram sensation, vlogger, TV host and author, Anna Nooshin, our Anna lingerie collaboration launched in June 2016 and in February 2017 we followed up with an exciting new swimwear range. In 2017 we started our collaborations with German bloggers, Caro-e and Pamela Reif. In 2019 we welcomed Ann-Kathrin Götze; model and wife of soccer player Mario Götze. The result was a romantic flowery lingerie collection our Shero can’t miss! Also in 2019 we welcomed Sem Wensveen, tennis player and model and fashion lifestyle blogger Charlotte De Lange to our collaborators! Look out for their work with us during 2020. Sem We’ve teamed up with some big players in the world of social media and collaborate with them on collections that really capture the here and now.• 34 •
Designing a lifestyle destination for our HKMX customers to shop Being fit and healthy is important to As well as specially designed areas our Shero. Having the right outfits within our existing stores, we’ve to exercise in, whatever she chooses opened our first standalone stores to do, allows her to look fashionable in Germany and The Netherlands while she’s doing it. Working out is and will be opening more this year. a huge part of our Shero’s lifestyle, To capture the essence of our sports and with our HKMX collection we brand, the design of these stores offer her a complete wardrobe to do is urban, cool, fashionable and fun this. A great-fitting sports bra is key, whilst tailoring the digital and social and our bra expertise allows us to aspects of the Hunkemöller brand, give her the function she needs with (that are already so successful), to great fashionability too. This fashion- the HKMX lifestyle. forward collection is designed so To further strengthen the HKMX that our Shero can create complete brand, we’re planning to build a real outfits with the unique feminine yet community of followers by having sexy handwriting that she expects specific sports ambassadors and from us and that sets us apart in a hosting in-store sports classes and very function-led market. events. Staff within these stores will Our HKMX collection gives our Shero not only have bra expertise (that more opportunities to shop with us comes as standard at Hunkemöller) both in-store and online and also but will be trained to be true sports attracts new customers to the brand experts, able to offer advice on the as a whole. Having a strong HKMX perfect workout wardrobe. collection shows our versatility as a brand and strengthens overall brand image.• 36 •
Our First HKMX StoreWe opened four HKMX stores in January 2018. We’ll target the HKMX brand DNA towardsthe athleisure fashionista whilst introducing a technical capsule collections to appeal to themost professional sports women. • 37 •
Designing the perfect stores for our Shero to shop We now have over 900 stores in 19 updated fixtures and furniture. locations. countries and in 2018 we opened On average our stores are around Growing the size of our stores over 100 new stores. Quite an 70-180m², but where there’s a doesn’t stop with our ambition to achievement when you consider it potential to take over €1 million expand or relocate to larger spaces. took us 100 years to open our first per year on high footfall locations, We’re also aiming to have a Flagship 100 stores. we’re able to open stores store on every major high street in Our stores are evolving too. To between 200-250m². We look for our current markets. These stores bring our customers a world-class locations where we already have sit on around 300-500m² and not shopping experience, we aim to an established and successful only offer our full collection, but deliver a multi-sensory, fun and store, and have the opportunity also the latest technology and most inspiring environment. We bring to either refurbish or relocate to exciting shopping experience for our our brand values to life in our stores a larger space. In doing this, we customer. Flagship stores offer the by using the most up-to-date and offer our Shero a greater share ultimate in concept, design, service relevant technology. We enhance of our collection to shop from, and innovation, strengthening our our shopping environment with while increasing our sales. This brand as a whole and creating an scent and music and by offering our has already proved successful in aspirational benchmark for the rest products in the most appealing way Oberhausen, Rotterdam and Gent of our store portfolio. possible through creative VM and and we’ve identified more suitable• 38 •
Designer and Factory OutletsAs we grow our stores both in number and size, weincreasingly need to clear old stock in the most efficientway possible. Designer outlets offer the perfect solutionto control how our old merchandise is sold in an ‘on-brand’ environment. We currently have 35 designeroutlets, including 3 hybrid model stores. For the futurewe’re planning one outlet store for every 25 regularstores, using a mix of designer and factory outlets inhighly residential areas and hybrid concepts. Designer outlets offer the perfect solution to control how our old merchandise is sold in an ‘on-brand’ environment. • 39 •
europe and beyond In 2018, we opened 110 new stores and in 2017 opened over 100 more. We grew our presence in Germany with 57 new stores and also strengthened our footprint in Spain, Sweden, Denmark and Austria. In 2018, we opened our first stores in Norway, Poland and Russia. In China we opened our first store in 2019. In 2017, we also opened our first two stores in Switzerland. We operate a combination of own-operated stores and also franchise n units in The Netherlands. In the past few years, we’ve acquired 62 former franchise stores in The Netherlands and converted them into own stores. international franchises belgium We’ve had an active international franchise business now for over 10 years and last year opened more than 11 stores with our partners. Our presence, 107 from a franchising point of view, spans 6 different countries. We’ve also broadened the range of products our partners offer to now include sub- brands such as Noir, HKMX and Private. Franchising helps to build our brand globally and makes it easier to expand into a wider range of countries. At this moment, our focus is on further expansion into Asia. We’re open to opportunities in other countries where we don’t currently have company- france owned stores. 17 s Our partnerships in international franchising are built on mutual co- operation. We offer a depth of product knowledge but also the tools to help maximise visual merchandising, online presence, omni-channel and staff training. Our partners bring their local expertise in finding the right locations and people, as well as experience in running and growing a fashion business. spain AS OF 31ST JANUARY 2019 (FY18) 42 OWN STORES (inc Dutch migration to own stores) 782 total own stores 874 national franchise 3 International Franchise 37 Total Franchise 40 total stores 914• 40 •
sweden 29 denmark 43netherlands • (+3 Franchises) 175 germany 395 luxembourg 9switzerland austria 6 39 • 41 •
Designing the perfectOmni-channel journey• 42 •
In an omni-channel world, it’s Order in Store (OiS) is a great tool At a glance (2018)increasingly important that we’re for our store teams, allowing them • 60 million website visits per yearable to interact with our Shero to share the entire Hunkemöller • 3.1 million dowlaods of our appacross all her favourite channels. collection with their customer. In • 68% browse online and buy offlineWhilst we know that she likes to 2018, OiS generated a total of • 41% of orders are returned toshop online via her laptop, computer €12.5 million in sales. This year we store with 44% upsellor tablet, mobile shopping is fast expect further growth. Knowingbecoming her preferred way of how our Shero loves her smartphone • OIS 21% of online orders andbuying her favourite products. too, staff in stores are also trained 2.5% of store salesThe sales generated by our online to introduce her to our app and • 42% of all online orders are Click &business are growing fast, and we’re encourage her to download it. Collect with 36% upsellingcommitted to adapting and growing We’ve come a long way since 2003, • My Hunkemöller has over 4.5as this evolution continues. when our first website launched million active members with 82.2%These days, it’s not simply about in the Netherlands. We now have registrationchannels. It’s about using them to websites and apps up and runningbuild relationships with customers all over Europe, while our shop-in-across all of our touch points and shop online partnerships with ASOS,then deliver relevant, personalised Zalando, Amazon, Wehkamp andmessaging so that they can enjoy a Nelly bring us even more reach inseamless experience that’s tailored every market.to their needs. We believe thatmaking it easy for her to shop acrossall of our channels not only improvesher experience but also allows us tomaximise sales opportunities.By offering easy to use Click &Collect, Check & Reserve and returnto stores options, we encourageher not to limit her experience toonline but to continue her journeyin one of our stores. At this point,our passionate staff are able toimpress her with World ClassService and offer their expertiseto find the products she reallywants. Click & Collect and Check& Reserve give our store staff aninsight into what our customer mightlike and help them to recommendalternatives or additional productsthat will complete her outfit. Whencustomers are returning an itemto a store, our team have a real Mobile shopping is fast becomingopportunity to turn this back into asale. her preferred way of buying her favourite products. • 43 •
Our aim is to offer a level of service that always exceeds our customer’s expectations. We want to inspire our Shero to buy, return frequently and recommend us to Creating her family and friends. For this to happen, we need to offer the perfect customer journey. World Class Service is at the heart of delivering this perfect journey and we use the principles and 4 key steps to make sure our the Perfect Shero is shown all the products that are relevant to her lifestyle. From welcoming her at the door to inspiring her on the sales floor and in the fitting room to the final kiss goodbye, we’re focused on offering a service that’s Customer tailored to her. At the same time, we’re focused on delivering our KPI’s and making sure we leverage these at each step of her journey. Journey Our Shero makes no distinction between our stores and our online business, and she switches between them depending on what she needs. As she shops across channels, we make it as easy as possible for her to continue to experience the perfect customer journey. By encouraging our Shero to use our app and OIS (Order in Store), we’re able to offer her the entire Hunkemöller collection wherever and however she’s shopping with us.• 44 •
buy online brand journey continues collect in store we have created a 360°collect in store customer check & reserve journey order in store return to store upsell • 45 •
Designing our We’re committed to becoming the most personal, inspiring and social lingerie brand. We want to capture the hearts and minds of our Shero in the most relevant, impactful and memorable way, as this marketing drives traffic, engagement and ultimately loyalty. We use 360 marketing campaigns supported by on-brand and inspiring imagery across our TV, print, to make her CRM, PR, social and online marketing to create a real connection with our Shero, creating true brand loyalty and driving traffic. We know that by creating an emotional connection fall in love with our Shero we can really engage with her, and this ultimately leads to brand loyalty. By understanding her needs, we create a more personal experience in our communications, either via the with us app, email or on our social channels. We inspire her using a mix of media, including TV, print and out of home campaigns, as well as our own social content, and that of the influencers we work with. Our Shero is addicted to social media and prefers to follow real people. We know that influencers grow their fan bases much quicker than companies and organisations. Working with these influencers helps us to tell our story in a way that our Shero can really relate to from a source she trusts. Our brand ambassador programme uses internal and external ambassadors to help us share content across social media. We now have over 80 ambassadors with over 1.5 million followers between them. They co-create with us and in return attend special events and get to try new products. Our internal ambassadors are real advocates of our brand values and share the latest news on our behalf across social media, reaching our customers, their colleagues and the wider internet audience. Whilst our Shero loves her smartphone and social media, we recognise that the younger generation are keen to shop in stores. However they’re looking for more than just a store. The key to this is creating a multi-sensorial experience and with our newest flagships and brand new HKMX stores, we focus on bringing her the latest technology. The introduction of our social wall, selfie wall and body scanner is exactly the kind of experience that our Shero will respond to and will then share with her friends and followers.Social wall in Kalverstraat store • 47 •
My Hunkemöller Our Market Share Since 2007 we’ve been giving our customers the chance Our main markets are currently Germany, The to get even closer to Hunkemöller by joining our loyalty Netherlands, and Belgium. In all three of these we program and getting exclusive access to a world of treats have been consistently gaining market share. In the such as discount offers, exclusive reward vouchers, Netherlands and Belgium, we’ve retained our position memberdays, shopping events and free gifts. as market leader, and for the first time have secured this Not surprisingly, our customers love it. My Hunkemöller spot in Germany too. now has nearly 4.8 million active members and is one of the largest and most active membercard club MARKET SHARE GfK programmes in Europe. Customers can join by registering 2012 2013 2014 2015 2016 2017 in store, online or via the app. Our loyalty programme lives in our stores, on our website and as ‘always on’ on NL 13.4% 14.0% 14.9% 15.1% 15.8% 16.1% our app. It offers the following benefits: BE 8.8% 9.5% 10.2% 11.7% 11.6% 12.1% DE 2.6% 3.4% 4.1% 5.7% 6.8% 7.4% • Earning of Passion Points by a purchase (every Euro spent is worth 10 Passion Points), registering profile data, liking Hunkemoller on Facebook, referring a friend, celebrating the birthday or participating in or MARKET POSITION contests such as the wheel of passion. 2012 2013 2014 2015 2016 2017 • Burning Passion Points by swapping them for exclusive reward vouchers or save them up for shop NL 1 1 1 1 1 1 credit. 500 Passion Points = €5 shop credit BE 1 1 1 1 1 1 • Student members get 10% extra discount on top of DE 6 6 6 2 1 1 everything! *Only available in selected countries We are working more and more with brand partnerships to extend and scale the amount of benefits we can offer to our members. We co-create promotions and content to not only serve our existing members but also attract new members. We communicate with our members on our website, via personalised emails, push and in-app messaging and we’re exploring other channels as well like social media channels and Google. The world we live in is about seeing the world as our Shero sees it, through multiple points of contact, channels and always on. By using AI tools, we aim to personalise our communication and make it more relevant to the individual Shero. Our aim is to create a ultimate experience throughout the customer journey. Data Protection & Security We take Data Protection very seriously and are fully compliant with the recent GDPR changes. The data we collect is used to provide better and more targeted offers and this allows us to better understand our customers.• 48 •
Our Social Responsibilities We’ve put together a code of conduct (see corporateWe love making beautiful products for our customers, website) that reflects these beliefs and is in line withbut we take our responsibilities as a global retailer local laws in the countries we source from, Internationalseriously too. We’re passionate about the supply chain Labour Organisation (ILO) conventions and the UNwe work with, our impact on the environment and how Declaration on Human Rights, including:we get involved in the community. • protection against discrimination, child labour andWe design, produce and sell all our own collections. bonded labourThe whole process from design to delivery in stores is • fair pay and decent working hoursmanaged with love from our Head Office. We offer such • safe environment to work ina variety of products and collections that we work with • the freedom of association and collective bargaininglots of different suppliers across the world, each with • protection of the environmenttheir own skills and talents. • ethical business behaviour.We don’t own the factories that make our products, soit’s crucial we work in partnership with our suppliers to To demonstrate our commitment to our socialbring you high-quality products you can trust. We build responsibilities, on the 4th of July, 2016, we signed along-term relationships that benefit both sides. All our binding agreement for sustainable fashion and textiles.suppliers, all over the world, follow the same social and This is the first of its kind and is a Dutch covenant thatenvironmental guidelines to make sure our products are follows on from the original Dutch National Action Plan,up to our standards (See our corporate website). first presented in 2013. The aim is to bring positive andWe care about the people who make our products and sustainable change to the textile and garment industrybelieve that everyone has the right to work in a safe and all over the world. It’s supported by trade unions,healthy environment. industry organisations, civil-society organisations and the Dutch government. We’re committed to working with our suppliers to solve sustainability challenges within the countries they produce in. We’re also conscious that the materials we use in our products and stores need to have the least impact on the environment and nature as possible. As part of this we: • are on the fur-free list of Fur Free Retailers. • don’t use real leather. • only use feathers with careful consideration. • charge for plastic bags in the Netherlands and Germany to reduce their usage. • replaced some plastic bags with paper bags. • introduced a ‘Restricted Substances List’ to help our suppliers understand which chemicals they are not allowed to use. • boxes from recycled cardboard for all our home delivery packages. • 49 •
Our People Great people power great brands• 50 •
Video recruitment Social media recruitmentOur people are what make mobile job site (hunkemoller.com/ date and push themselves to be theHunkemöller special. Attracting and jobs) shares information on our best they can be.retaining the best people is crucial brand, values and current vacancies. We’re passionate about supportingto our continued success – we It also explains how we nurture and our staff in their learning andwant enthusiastic staff who are as develop talent at Hunkemöller, is development and continue to makepassionate about our products as supported by testimonies from staff significant investment in this area.we are. We hire for attitude and who’ve grown with our success, fun We want all our new employees totrain for skill. team pictures and our ‘feel our vibe’ get off to a great start and launched page. our ‘Welcome app’ to help staffHire for Attitude prepare for their first day, right fromWe are proud of our brand and we Train for Skill the moment they sign their contract.only want to hire those who fit our When it comes to service, we ‘Live It Up’ is our newest innovationbrand and our brand values. This want to exceed our customer’s in learning and development andmeans we look beyond experience expectations every time. We start is a global, social and interactiveand are really interested in what with a passionate welcome, making introduction programme thatdrives our people and makes them genuine contact with our Shero. We transforms our staff into brandtick. As we hire for attitude, we start offer inspiring and expert advice on ambassadors in just 10 days. Inby selecting on attitude and to bring the sales floor and in the fitting room our view, training should be funthis to life, we’ve introduced video and finish with a ‘unique kiss come and accessible, so we use learningrecruitment to our selection process. back’. We encourage our staff to tablets in stores to bring our video-Our state-of-the-art global and keep their skill and knowledge up to based training to life. • 51 •
The Hunkemöller Academy is the Our employee app is available on Hunkemöller with the launch of heart and soul of our learning and all mobile devices and learning Workday, an innovative Global development activities. It’s our global tablets in store. It’s become a social HR system which has become the online training tool – available in addiction amongst our teams and hub for all our people data and seven languages- and we use it is totally interactive, giving our processes. Workday will bring to transform staff who are already employees a voice. We’re in touch efficiency globally and give us a engaged into true certified experts. 24/7 and are able to share fun and greater depth of information. It It’s important that, alongside being inspiring content quickly and directly brings us the opportunity to share true bra experts, our staff are also up with our staff. accurate, individual sales results, to date with fashion trends so they 2017 saw another huge step for which will help to further inspire and can really inspire our customers and motivate our people. give them great advice on how to achieve the latest looks. The eight product videos we release every year, really help with this, and are a great way to share selling tips. All these initiatives enable us to develop the confident, passionate and knowledgeable staff that Hunkemöller is famous for. Our USP is World-Class Service and the unrivalled lingerie expertise that our staff deliver. A great place to work We want our employees to walk the talk and live the values. We want them to feel fit, energised, happy, and to have fun at work. We strive to be a truly social business, both internally and externally, and believe that being fully In Touch with our employees makes all the difference. We want our employees to walk the talk and live the values. Employee app. Inset: ‘Live it Up!’ programme• 52 •
World Class Merchandising we achieve on our core products, we aim to consistetly achieve above 95% availability for FY18. What’s our secret? We make full use of the Oracle planning tool, which is used by leading retailers in the UK and throughout Europe. It allows us to deliver market- leading margins through good stock control and careful markdowns. It also means that we can bring an assortment of products, in all sizes, to stores in all the countries we serve − from flagships to shop-in- shops, from Sweden to Spain. As part of our customer-first approach, we also plan and buy country-specific and web-only products to take into account the need for special products, different sizing offers / ratio packs and varying climates across our store and customer base. Our allocation and replenishment programme ensures that stock reaches the best performing stores and therefore optimizes full price sell through. Utilising the retail optimisation tool ‘logility’, we are able to manage the allocation and replenishment of our country specific assortments includingOne-third of every Euro we spend is customers need. the handling of different size ratioon product – and we always make packs by country and are able With more than 4000 styles insure that the money is well spent. to manage stock adjustments in production each year and lead timesOur merchandising skills have season at size level by store. At of up to 51 weeks, careful planningmade us market leaders in mainland end of season, our network of and detailed analysis are essentialEurope and industry best practice factory outlets manages and turns to get the right stock to the rightsupports our buying process – so our old stock into cash, helping place – and at the right price too.we always deliver the products our to fund further expansion of the We’re really proud of the availability business in the process. • 53 •
Annual Fashion show Our annual fashion show is held early March and is part our yearly employee Brand Event - a time when all our store managers and many other teams get together to celebrate success and look forward to the year ahead. The fashion show is also live-streamed allowing customers and stakeholders to see our new collections and experience the ex- citement of an arena full of 800 lingerie store managers! The show also represents an opportunity for us to show our brand values and express our mission. Never has this been more important as both customers and commentators rightly demand we present images that are positive, inclusive and empower women. The show is part of our wider work to help redefine sexy for the 2020s: female first, empowering and inclusive. Follow our Facebook and Instagram accounts to so you don’t miss our 2020 show.• 54 •
part 2 our journey continues• 56 •
We’ve got ambitious plans in place to take us up to 2022. The over- arching message of our strategy is that everything we do is designed for our Shero, to continue our journey to becoming a much-loved global and social brand. As our Shero changes in the next five years, we’ll adapt with her, ensuring that we completely understand her by analysing all of the information we have at our fingertips. This will allow us to offer products, stores, services and an online and in-store customer journey Our business is set to grow both physically and digitally. that caters for all her needs. We have a wealth of data available to us from social media, our loyalty programme and our own app. Using this, we’ll be able to offer a more personal approach to our Shero, What the tailoring the products and services to those that we know she is or may be interested in. Our business is set to grow both future looks like physically and digitally. To fulfil our growth ambitions, we’ll build brand awareness by establishing flagship stores in all of our key markets and at Hunkemöller we’ll offer a market-leading online customer experience. Our strategy is to be the No 1 lingerie brand in Europe, with a significant presence in all the other countries we trade in.• 58 •
sustainability StrategyWe are building a socially responsible and environmentally friendly brand, by proactivelyintegrating sustainability in every part of the process - from production to sales in stores. Takingresponsibility for the environment and the people that are affected by our business is of greatimportance to Hunkemoller and we aim for constant improvement.Our vision is to create a business with the right balance of people, planet and profit.Our board of directors are responsible for integrating and prioritising our Sustainability in ourcorporate strategy and objectives. Our functional leads then integrate our corporate strategy intointo their departmental objectives goals and processes. Since 2014, we have a dedicated CSR teambased in Hilversum. The CSR team report directly to a member of our trading board.The CSR team is responsible for the development of the sustainability strategy and and also toimplement activities and driving performance, managing process against targets and engagingwith internal and external stakeholders Responsibilities to carry out the strategy set by the CSRManager are also within severak departments such as buying, marketing, technical and marketingand operations. • 61 •
Main initiatives for 2020 • We continue with our renewed mission of being a much loved, social and inclusive brand. • Both CSR (Corporate Social Responsibility) and being inclusive are now key pillars of our strategy. • During 2020 we’ll launch a new CSR web-site where we’ll encourage all stakeholders, including customers, to ‘join in’ to help make better decisions to protect the environment and all those we work with. • Our design-first approach will strengthen with a further emphasis on collections for every woman and their many needs and wants. • We’ll review and strengthen our sub-brand strategy with significant developments for HKMX, Swimwear and an evaluation of a sub-brand targeted at Generation Z. • Our understanding of the China and Asia markets, via our new openings, will provide valuable insights for our future global growth plans. • Designer collaborations and ambassador / influencer programmes will develop to reflect our wide customer base and building genuine relationships with our brand. • Our physical store estate will be further optimised with a focus on existing store customer experience and refurbishment. • We’ll open a new flagship store in Berlin which will test new customer experience initiatives ahead of rolling out those that can cost-effectively scale. • Our commitment to World Class Service will continue with our new 360 in-house customer care capability providing WCS whatever the channel. • Our store teams will continue to benefit from the best training and also be encouraged to be active brand advocates. • Brand Marketing will understand our Sheroes changing wants and needs and develop an inclusive reach and engagement strategy. • Our highly successful Membercard programme will be refreshed with a renewed segmentation, communication and engagement strategy.• 62 •
Designing productsthat continue to inspire herBy 2022 we want to reinforce our position as the leading Delivering Perfect Productlingerie brand in Europe and continue to grow our market Having the perfect product across our collectionsshare, wherever we have a presence. We’re passionate is what our Shero has come to expect from us. Toabout creating and delivering products that will excite continually meet and exceed these expectations, we’reand inspire our Shero. We’ll lead the way in terms of focused on bringing her the best fabrics possible andlingerie fashion by delivering faster to market on trend delivering well-designed high-quality products. As ancollections and renew our products using our unique example, our core collections represent 82% of our totalfashionable yet feminine brand handwriting. sales and are at the heart of our business. Our focus here is on bringing our Shero a wide range of colours,Leading with design including the latest fashion shade, as well as havingWe’re a design-led business and aspire to become full size availability. We’ll update this collection withthe leading fashion lingerie brand in Europe. Our new fabrics and offer a wider range of products online.international team of designers will continue to lead Across our collections, from Always Sexy to Designerthe design and development of strong, fashionable Collaborations, our Shero will see upgraded fabrics, truecollections and commercial sub-brands. We’re choice in colour and shape and inspiring fashion looks.passionate about creating the perfect products forour Shero and will strengthen our resources in fabricdevelopment and technical design whilst supporting ourteam with a brand new in-house creative room. • 63 •
