FASHION&FRIENDS-MULTIBRAND LEADER

Imagine a place where our visionars, decision makers, implementers and the whole project team are brought together to focus and form the one thing: THE BEST FASHION MULTIBRAND CONCEPT STORE IN THE REGION.

Becoming a Brand- Service-Interior oriented retail concept we hold great promise to our customers. We make it personal, keeping conversations and communication because it’s not about us- it’s about them. We challenge them to share their story by asking open-ended quastions, so we can tailore our concept to their needs.

Fashion and Friends is credible and entuisiastic project we create for more than 10 years. Our customers develop relationship with us because they like us and they believe in us. They believe in our portfolio and service. Diesel, Replay, Tommy Hilfiger, CK, Guess, Timberland, Superdry, Levi’s, Scotch&Soda, Liu Jo and many others are the initial reason to identify their lifestyle all in one special place. But creating the initial desire is also about developing the service and human element. Our personal and business intergrity go long way in helping build desire, and we in Fashion&Friends demonstrate how we reliably solve any concerns or objections in a high efficient and proffesional way.

DEVELOPMENT IN 2018

Fashion&Friends future is dinamic and succesful as we adapt to the needs of our customers.

We look to the businesses need and data and use those insights to determine the best course of action. For example, evolving might mean exploring new store formats or revamping their selection, location or brand mix. It could also mean using new technologies or retraining our staff. In all cases, we are trying to put the customer first, and creating a more personal in-store experience. In 2018 we will have in total of 23 Fashion&Friends stores in Serbia, Montenegro, Macedonia and Croatia.

FLAGSHIP STORE FASHION&FRIENDS

FASHION & FRIENDS RAJIĆEVA is the latest generation of interior design. The brands in the portfolio belong to the class of world-famous modern urban brands such as Replay, Guess, Diesel, Hilfiger Denim, Liu Jo, Calvin Klein jeans, Timberland, Camper, Cesare Paciotti, Superdry, Paciotti 4US, Scotch & Soda, Maison Scotch, Guess, Desigual , UGG, Premiata, Mou, Colors of California, Saucony originals, Converse, Yellowcab, Voile Blanche, Steve Madden et al. With this concept, this chain of multibrand concept undoubtedly becomes a recognizable style of the urban population of sophisticated fashion flavor, which required an adequate response in the interior design of the space itself.

Fashion & Friends store occupies 700 m² within the Rajiceva shopping center in Knez Mihailova Street.

The interior is designed as a modern urban industrial design, a sophisticated style that combines and contrasts with a range of authentic materials with sophisticated craftsmanship techniques. The whole room is exquisite with luxury and great love for fashion.

The professional challenge was to create a composition of different fashion brands, that is to provide space for each of them, which would correspond adequately with each other within a single space. Such a project task came from a clearly defined concept of open space dedicated to the largest regional multi-brand sales chain that represents the most famous fashion brands of clothing, footwear and accessories.

CONCEPT AND FORMAT

The authorial idea of ​​the new interior of the Fashion & Friends concept creates an excellent relationship with visitors. Responding to the basic functional and design task, the author team created semi-open “corners” intended for brands with appropriate wall processing and a mandatory branding that clearly positioned it. In this way, without compromising the clear idea of ​​leading the unique space, responded to the specific requirements of each of the world’s famous brands that required the creation of a dedicated ambience. The walls, as elements that were segmented by this treatment in the most visible way, were treated with various finishing techniques, as well as wood, metal plates and exclusive wallpapers. Special attention is devoted to natural “green” motifs, such as details on walls and floors, as well as plants that bring special freshness into this luxurious space.

In the era of energy efficiency, a careful selection of low-consumption lighting products in the spirit of industrial style with hand-made steel chandeliers was made. Focusing and focusing lighting emphasizes the dramatic nature of the selected goods, the harmony of each other, the warmth of the colors and the pleasantness in the achieved glamor.

The new Fashion & Friends concept has been exhibited at the 40th Salon of Architecture in Belgrade in April 2018.

FASHION & FRIENDS BRAND PORTFOLIO

Fashion&Friends concept brings together the world’s biggest name brands of urban apparel, footwear and accessories such as:

FASHION&FRIENDS CAMPAIGNS

Seasonal campaigns boldly bring together brands’ authenticity and diversity of brand portfolio. Communicating to a very wide and heterogeneous target audience, each campaign builds stronger emotional connection and urban fashion image.

SUMMER DREAMING

En route to the “Summer Dreaming” campaign, most renowed multibrand store in the region Fashion&Friends, imagined a trip to the cult American summer destination, the Hamptons. It is all but random, as nothing beats a “wow effect” of hyper elegant mix consisting of icy pastels, off white color palate and perfectly worn in denims.

 #IMPERFECT

Fashion&Friends spring/summer 2018 campaign uses #IMPERFECT as a symbol of individuality. Eight models are true representatives of the spontaneous and free millennials generation.

Brands such as Replay, Diesel, Tommy Jeans, Guess, Liu Jo, Levi’s, Manila Grace, Steve Madden, Scotch&Soda, Calvin Klein jeans, SuperDry and others are showed in the campaign.

THE GRASS IS ALWAYS GREEN

The fall / winter campaign 2017. Is titled “The grass is always green”. Romantic getaway from the city hustle and bustle, adventurous spirit, dreamy outfits with the double dose of rebel attitude contrasted with the nature surroundings are the perfect intro into autumn season.

DREAMERS

The fall / winter season 2015 is inspired by the atmosphere of Bernard Bertolucci’s 2003 film “Dreamers”, as well as the charm of the Hamptons featuring pieces for the transitional period between summer and autumn. Focus is on fantastic four young friends, enthusiasts whose spirit and youth are defying a retro ambiance that further accentuates the colors of the season.

FASHION SHOWS

Being part of events such as fashion weeks and organizing independent fashion shows are important activities for being recognized on the local fashion map.

SPECIAL PROJECTS

In cooperation with media partners, Fashion&Friends dedicates attention to special projects, intended for building deeper connection with the audiences and including them in brands’ creative campaigns.

Recent projects – YouTube reality shows:

”Svuci me obuci me”

”Wannabe Blogger”

”Fashion Twins”

MARKETING

Fashion&Friends has a strong impact on the market using all relevant marketing chanells.

Comunicating both Fashion&Friends concept as well as individual brands multiplies the effects and results.

OUR CHANNELS

Media mix is in accordance to the market and allows Fashion&Friends an integrated communications platform.

Being the market leader and representing not only Fashion&Friends, but many monobrands, Fashion Company has a premium status when it comes to media relations and business terms.

MEDIA RESULTS

In 2017, Fashion&Friends alone appeared over 1200 times in print, TV, electronic and online media. Together with the separate brands’ analytics combined, it goes up to 4.500 individual brands’ mentions per year.

ESTIMATED MEDIA VALUE IN SERBIA – 1.996.238 EUR per season

PRINT BRAND ADS

Brands within the Fashion&Friends portoflio get additional individual brand exposure through all media channels.

OUT OF HOME ADVERTISING

Thanks to the long-term fruitful cooperation with the best local agencies, we have the opportunity to provide our partners with ultimate positions and the highest quality production in this segment. Brands from the company portfolio each year receive extremely strong support in the form of OOH campaigns at premium locations in all the cities of the region where we are present. There are always the most frequent directions near the locations where our mono and multi brand stores are located.

FASHIONANDFRIENDS.RS

E-commerce platform, current Fashion&Friends website is the local home for global brands. It’s the biggest online shopping platform with over 1,000 unique items from current collections that are part of the company’s portfolio. We offer clothes, footwear and accessories for the most famous urban brands such as GUESS, TOMMY HILFIGER, CAMPER, DESIGUAL, LEVI’S, LIU JO, REPLAY, SUPERDRY, SCOTCH & SODA, 4US PACIOTTI, CALVIN KLEIN JEANS and UNDERWEAR, STEVE MADDEN and others. Delivery for all orders is free.

STRONG COMMUNITY

Direct communication with the consumers, offering a better understanding of the brands and their values is being done through digital media: Facebook, Instagram, Twitter, Pinterest, YouTube and others.

FACEBOOK ICON – 50.000 FANS

INSTAGRAM ICON – 30.000 FANS

OUR PARTNERS

It goes without saying that everybody who is anybody in fashion in Serbia and the region wants to collaborate with Fashion Company on Fashion&Friends concept. Our partners are here to stay, which is why we provide our partners with the best crew for every aspect of brand promotion, whether it is in creative field, organisation and production or management. Our company cooperates with a large media pull in the region of the former Yugoslavia. It’s about media outlets of Adria media, Ringier Axel Springer, Attica media, Color press, Alma quattro, RTV Pink, RTS, PRVA TV, HAPPY TV, Wannabe magazine and others. Our brands are a regular part of Harper’s Bazaar, Elle, Grazia, Men’s Health, Esquire, Cosmopolitan, Gloosy, Story, Hello, Gloria and others.

FF COOPERATION BENEFITS

MARKET ASSESMENT

BRAND POSITIONING

PROFITABLE GROWTH

FREEDOM WITHIN A FRAMEWORK

RELIABLE PARTNER

TARGET GROUP REACH

SPECIAL PROJECTS FOR BRAND PROMOTION

LOYALTY PROGRAM

Fashion Company has solid fundamentals which enable us to approach 2018 and beyond with conviction. We are now a coherent, regional group of powerful apparel, footwear and accessories brands in the Urban Fashion & Lifestyle segments. The brands we distribute are well established and positioned in a distinctive and complementary manner and, based on long-term structural changes of population and 21th century consumer trends, they are full of organic growth potential.

We remain faithful to our mode of management which combines strictness and flexibility, shared decision making and centralized implementation, financial discipline and creative imagination.

One of our main priorities for 2018 is to stimulate regional presence of our brands and to support their organic growth, notably for those new which recently joined the company portfolio as well as our mono-brand stores and multi-brand concept FASHION&FRIENDS.