Collabs are hot and happening in the modern retail landscape, but it remains an art to find a click that takes both brands to the next level. Menswear brand Dutch Dandies and Modestad Bastiaansen in Bavel have succeeded. Both parties are enthusiastic and raise a glass to a successful collaboration. “In this new, dynamic world, we want to tell positive stories through partnerships with fine retailers – including Bastiaansen,” says Menno Dings, Head of Marketing Dutch Dandies.
New fashionable man
Dutch Dandies is dress-casual menswear for a new generation of fashionable men. The brand stands for craftsmanship, the authentic and traditional, versus the innovative mentality of today. “By sanding new and old in the right way, we stand out as a brand,” says Dings. Brand representative Marcel Jansma responds to this: “We are really a trendsetter in our segment. Formal brands often focus very much on security, but you need a USP. Dutch Dandies mixes the Italian feeling with Dutch commercialism. That stands out.”
The aim is to market Dutch Dandies more broadly through intensive partnerships with leading retailers, including Bastiaansen. According to Jansma, they are a good example of how a real family business can set the tone. “I am very proud of this collaboration,” says Jansma, “you know exactly what these people can do for you.”
Bastiaansen has now become a household name for ladies and gentlemen: 135 thousand visitors come in every year and due to its success there is just such a meadow store under construction just a few meters away, especially for men. The match with Dutch Dandies is obvious: beautiful fabrics, a luxurious appearance, the focus on the sartorial. Geert Bastiaansen adds that Dutch Dandies “has a unique face and colors just outside the lines”. This appeals to the customer of the Fashion City (“well-cared-for guests”) and makes it attractive for other Bastiaansen brands. Conversely, Bastiaansen also takes great care of the customer. The fashionable, the management who walks around between the customers, trained staff who advise on combinations and the history of the brands. This creates a kind of cross-over effect between brand and store.
Besides the fact that the label is on the shelves at Bastiaansen, the parties are connected in a different way. For example, there was a Gin-bar event recently, to toast life together. Bastiaansen also became part of the fresh Palm Springs-inspired summer campaign, taking care of women’s fashion during the SS22 peak summer photo shoot. “Because next to the Dutch Dandy man,” says Dings, “there is also a strong woman.”
Sharing together Dutch Dandies is part of Atrium – House of Brands, the wholesale branch of fashion retailer Only for Men. The brand is also sold in Only for Men’s 17 physical stores – direct competitors of Bastiaansen, yet there is a clear win-win mentality. Only for Men is far in the field of data and works with advanced technology such as RFID. All experiences from the stores can be shared with retailers, including Bastiaansen “and we would like that too,” emphasizes Jansma. “Traditionally you would think: this is a competitor of mine. Forget that story, you have to think out of the box and work together on the playing fields out there. There is a lot of experience and knowledge there, so why not take advantage of it? Many retailers have not gone that far yet, so we will take the lead there.” Dutch Dandies has agreed with Bastiaans that they can literally look at each other in the cash register. Items that do not work are quickly exchanged for fast-movers. “We are on top of that and it is a big part of our successful partnership,” explains Jansma.
According to Bastiaansen, Dutch Dandies has found the Italian fashion hand that is doing well in the commercial Dutch trade,” but there was a lot of work behind that. Jansma: “First Geert said that I might not pass this year, but the recent story is that we are by far the number one.” According to both parties, there is room to look critically at each other. Open and honest communication and learning from each other helps to build and strengthen a brand. “As a result, we now have the results that we have both longed for,” says Bastiaansen.
It’s a moment
Jansma predicts a huge catch-up as a trendsetter for Dutch Dandies. “For the next winter collection, we really went dandy lifestyle 2.0. The label has the guts to create such a collection after a pandemic.” And more and more people are seeing that. The market is buzzing. People want to see new things and are open to it. Now is a fantastic time to market Dutch Dandies.
Source: fashionunited.nl by fashionunited.nl.
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