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OLYMP once again takes 'Pole Position' in shirt market
Mar '10
The current performance rankings for the men's shirt sector in 2009, published by Europe's largest sector information service "markt intern", based in Düsseldorf/Germany, is a reliable indicator for determining the acceptance and popularity of the relevant shirt brands in the German specialist retail trade.

The latest study supplements the earlier "best-sellers/worst-sellers" lists, in which manufacturers were purely assessed according to their sales performance, with the addition of six further assessment criteria for the sector-specific classifications in the shirt industry.

In no less that five out of seven subcategories, and up against 18 of the most important shirt brands in the German clothing market, OLYMP has once again attained No. 1 position in the overall study for 2009. This relates specifically to the key categories of "sales, product quality/fit, the ability to deliver, retailer-friendly approach and marketing support". In addition, the company also achieved second place in the further category of "achievable trade margin”.

OLYMP Owner and CEO Mark Bezner comments as follows: "In particular, the reliable product performance of our high-quality shirts provides the fundamental basis for our market success. As an ambitious product specialist we are constantly striving to improve the exceptional properties of our OLYMP shirts even further. This is an on-going process in our pursuit of perfection."

Furthermore, OLYMP's continuous ability to deliver was met with major approval from the specialist retail partners. This is particularly down to the company's optimum stockholding system based on the extensive Never-Out-of-Stock (NOS) programme, which keeps at least 400,000 shirts, as well as ties and polo shirts, available at the central logistics warehouse in Bietigheim-Bissingen in order to be able to make subsequent deliveries immediately.

Other factors such as competence, punctuality and completeness of supply are also important in meeting the needs of the specialist retail trade.

From the very beginning, OLYMP has also always considered itself to be a reliable friend of the specialist retail trade. "I therefore still believe that it is my unconditional and personal obligation to fulfil the requirements of our partners and to tailor the entire sales policy of OLYMP to this,” comments Mark Bezner.

The area of "marketing support" also received particular praise as a result of the company's effective marketing offensive which reached the desired target groups to the maximum possible extent and took the form of 8-page inserts featuring the shirt collections and placed in national news, financial and lifestyle magazines bearing the slogan "Men in OLYMP". This enabled brand awareness and popularity ratings to be increased to a very significant extent.


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