Started in the year 1987, VERO MODA is today one of the top most choices for all the independent young women who are fashion-conscious. The brand is one among the many product brands marketed by BESTSELLER family. A brainchild of Troels Holch Povlsen, the brand has grown over time to become one of the most affordable, yet trendy and good quality clothing destination in Europe. The headquarters of the mother company is in Brande, Jutland, Denmark.
About VERO MODA
- Type: Fashion brand
- Industry: Fashion
- Founded: 1987
- Founder: Troels Holch Povlsen
- Headquarters: Brande, Denmark
- Area served: Worldwide
- Key people: Anders Holch Povlsen (Chairman) and Adam Schulman (CEO)
- Number of employees: 13,000
Product in the Marketing Mix of VERO MODA :
VERO MODA is a chic, or rather young lady fashion label which is credited for its constant efforts to always get to where its customers are as well as where the customers would want to be. VERO MODA is a fashion-oriented brand that offers women with good quality, trendy and affordable clothes. In the product listings, you will find anything you want.
Be it a sexy dress or the mature fashion brand that makes you feel confident, all these are within their stores. You will get products that are rich in style and colour blending. Their philosophy is to provide the market with good looks through their philosophy of “with its worn look better”
The brand well suits career women who are aged between 25 and 35 years. There are also a lot of casual fashions for those who aren’t in the formal sector, or just something to make you feel relaxed during the weekends. In other words, at VERO MODA, the definition is: Simple & Elegant.
Price in the Marketing Mix of VERO MODA :
The VERO MODA brand core values push the brand to provide the customers with the core styles in dressing designs that interest them while keeping the prices at a reasonable amount. As a result, the brand analyses the value of the product and marks the price at the lowest possible rate. This is one of the reasons why the brand has been able to dominate most of the European and Asian countries even at such times when the economies are on the ground level.
Place in the Marketing Mix of VERO MODA :
VERO MODA is featured in all the high street locations throughout Europe’s major cities. The brand has created a seamless journey between the online and offline buying. Today, it is most dominant in Europe, China, Middle East, Canada, and India.
In total, BESTSELLER has about 5,700 retail stores together with about 12,000 wholesale stores all over the places it has covered. In Europe, the VERO MODA brand is all over Milan, Paris, Copenhagen and London etc, with the brand being at the forefront of popularity especially within the fashion conscious population.
Promotions in the Marketing Mix of VERO MODA :
The best way of promoting a clothing brand is by letting fashion conscious people do the marketing for you. VERO MODA has for a long time associated itself with models as a way of marketing the brand. Some of these models include Christy Turlington, Gisele Bundchen, Claudia Schiffer, Kate Moss and Helena Christensen. These celebrities largely contributed to the branding of the VERO MODA fashion world.
VERO MODA coordinates a total of six promotion campaigns each year thereby getting even deeper into the market and driving more sales. The campaigns include the social media promotions, pay-per-click advertisements, and email promotions, SMS marketing, Newsletters, brand’s website promotion, in-store materials and print media advertisements.
Videos are used to promote the brand as well as to showcase the specific styles that are linked to the online store products. In the videos, catwalks are included as well as new seasonal collections, “trend takeaways” together with the how-to videos. In other words, VERO MODA makes good use of digital marketing as a promotional strategy.
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