The international fashion and lifestyle company s.Oliver celebrates its 50th anniversary. In 1969, the company was launched with a team of three. Today, the group employs around 6,400 people.

This jubilee is celebrated big. At the end of September, the large-scale brand campaign around the s.Oliver The Anniversary Collection was launched. The campaign was shot in Tallinn and tells the story of a family meeting for the golden wedding of their grandparents. Until 27 October, the content will be played out in all distribution countries on television, on social media channels, at the POS, in print and online ads, digital out of home and in cooperation with 50 influencers under the #50years50stories. Today, the s.Oliver Group is one of the leading European fashion companies. The group employs around 6,400 people internationally. In addition to the s.Oliver, s.Oliver Black Label, s.Oliver Active, Q/S designed by and Traingle brands, the company’s portfolio also includes comma, comma casual identity and Liebeskind Berlin. The s.Oliver Group has a total of 350 own stores, 423 stores with partners and 5,281 shops. The company revealed Insights from its company history to the Luna Journal.

The first store measured 25 square meters

In 1969 Bernd Freier founded the fashion brand s.Oliver. At the beginning he set up a team of three. The first small shop in a shopping arcade in Würzburg measured just 25 square metres. In the mid-1970s, s.Oliver, which was a flourishing wholesale business at the time, laid the foundation stone for s.Oliver’s success story. Company founder Bernd Freier imported thousands of shirts in the colourful Madras style directly from India, which were completely sold out within a very short time. s.Oliver was thus producer and wholesaler in one. The Madras shirts were followed by other products, entire collections and finally the differentiation of various brands. The conclusion of company founder and CEO Bernd Freier: “I had no master plan. I used opportunities and I was lucky to have the right people at the right time”.

Own marketing measures for s.Oliver Junior

According to the company, children’s clothing plays a central role in the brand portfolio alongside numerous brands for adults. s.Oliver Junior is therefore one of the leading brands in German children’s clothing. From babies (Gr. 50-92) to kids (Gr. 92-140) to teens (Gr. 128-176), numerous new collections are created every year to match the designs of adults. This creates a family look. The company reveals which marketing measures are used to address buyers of junior clothing: “In addition to special s.Oliver junior newsletters for our online shop and s.Oliver Card customers, we also address our s.Oliver junior target group through our annual Back To
School Actions. Especially cute are our Mini-Me collections and campaigns, in which great family looks are styled - as in our current anniversary campaign. The next one comes in spring, an occasion capsule collection.”

Onlinebusiness is supported by its own incubator

Online business is being strongly promoted within the Group. This is how s.Oliver launched its online shop in 2004. Even today, digitalisation is an important driver that has penetrated almost all areas of the company. With s.O.EXCITED!, the s.Oliver Group has founded a corporate incubator that identifies customer-relevant measures as a start-up in the company, quickly tests them and implements them successfully. The goal is to emotionally charge the shopping experience on all channels and to inspire the customers for the brands. The fields include the use of artificial intelligence as well as Omnichannel offers or digital signage. In order to reach new target groups - especially young, fashion-savvy consumers and potential new customers - the company also relies on cooperation with influencers. For the anniversary campaign, s.Oliver is working with family influencers The.Stefans, Franziska - Nohi.Loves.Eli, Romyandtheboys, Cathy Hummels and Dani Herold.


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Link: The company s.Oliver celebrates its 50th anniversary with its own collection, which also includes children’s clothing.

Image: s.Oliver