Retailer of the Week
Klaus Diekhöfer, Manager of Jeans Projekt, Hamburg, Germany
08 May. 2013
Klaus Diekhöfer, Manager of Jeans Projekt, Hamburg, GermanyJeans Projekt, based in Hamburg, is a true jeans specialist. Inaugurated in 1994, Jeans Projekt is now deeply embedded in the jeans culture of Hamburg. Klaus Diekhöfer wants to defend this niche with an impressive line of products, excellent service and free alterations of jeans within 45 minutes. Interview by Samira Mikhail
When did the store open?
The Jeans Projekt opened in April, 1994. The idea was to create a specialist jeans shop where the customer is impressed by the line of products as soon as they enter the store.
What are some of your current bestsellers brandwise and itemwise? And why?
We do not have a typical money-spinner at the moment in trade, but a good success with the brand Lee and its man's jeans style “Darron”, which has a narrow silhouette.
Where do you order from? How do you inform yourself about trends?
We write our orders with the representatives on site. We find out about new trends in the market through shows such as Bread&Butter and Panorama, and various technical periodicals.
Did you add any new labels to your assortment in Autumn/Winter 2013?
Up to now we have not taken up any new suppliers in our programme for Autumn/Winter, 2013. However, we are currently considering working with two new suppliers for menswear.
Diekhöfer is always looking for 'eye-catching and tropical fashion subjects'.
How important is the communication with regular customers? How do you communicate with them?
We are working on a few new ideas as regards improving communication with our customers, but I would not like to comment on them here, yet.
Describe your customer.
Our main clientele is on an average between 20 and 60 years old, have their own income and thinks highly of branded clothing in the jeans area.
What special service does Jeans Projekt offer its customers? In which way is your store different to other stores?
Our staff are all denim specialists who provide excellent customer service. Besides this we offer a free alterations service where we alter the jeans within 45 minutes. We also offer this service on Saturdays. We also have a small drinks bar where our clientele can relax after their purchase.
What has been the biggest challenge for the store thus far?
Over the past ten years, the biggest challenge for Jeans Projekt has been over and over again creating a stronger and stronger niche in Hamburg.
Biggest challenge: 'creating a stronger and stronger niche in Hamburg'.
How important is atmosphere, design etc. for the store?
To offer a special atmosphere to our customers, we are constantly talking to our brand suppliers in the area of merchandising in order to secure eye-catching and topical fashion subjects to display in store.
What is your favourite memory of the store thus far?
My favourite recollections are the positive statements our clientele have told me, over and over again, regarding the kindness and sound service they received from our employees.
Anything exciting for Fall 2013?
On account of the very heavy start in 2013 I predict that nothing thrilling will happen for Autumn/Winter, 2013.
+40 33 00 43
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