The fashion label Beate Heymann Streetcouture operates successfully since 1993 on the international fashion market. Beate Hofmann, whose unmarried name is Heymann, was born in 1968 in Rostock. The designer started her custom tailor apprenticeship on the GDR television in Berlin- Adlershof. Due to her involvement in live broadcasts such as "Glück muss man haben” by Wolfgang Lippert, she had the opportunity to creatively deal with specific fabrics already at that time.
In 1988, her design studies at the Art Academy in Berlin Weissensee followed, which encouraged her to take the path of self-employment afterwards. The initial one-man enterprise finally developed to a company that employs 16 people and supplies over 600 retailers worldwide.
In the small family business, which has its headquarter in Warnemünde on the Baltic Sea, Ms. Hofmann and her team develop cuts and still use the traditional method, the doll. Each year, two collections are created, which are presented in showrooms among others in Berlin, Amsterdam, Paris, London, New York, Sydney and Toronto.
High quality and excellent service are of a great importance for the fashion label Beate Heymann. With permanently new and fancy cuts and imaginative fabric compositions, the label relies on creativity and appeals to self-confident and stylish female customers who love special fashion.
Carefully finished details and appropriate trendy accessories underline the individual look of the outfits. In addition to the visual effects, the customer’s well-being is the top priority. Therefore, the customer should not only see the designer’s service, but also feel it on the skin. Hence, each collection contains something magical and desirable that people like to have on them and around them.
Positioning / Strategy
The brand Beate Heymann has positioned itself as an international top fashion label for women and is sold by exclusively selected retailers only. Among the company’s customers are not only many international and prestigious clients, but also smaller dealers who love the designer’s special mark. The label is pursuing a differentiation strategy, characterized by extremely high quality and remarkably extensive service.
With two collections per year, the designer creates sophisticated fashion for confident women, whereby she also demonstrates her sense of special fabrics and unusual cuts. Due to the consistent creation of collections and an elaborate production strategy, large parts of the collection are individually combinable.