VISION, BUSINESS CONCEPT AND STRATEGY
We are a sports brand with a fashion edge. We offer products that are perceived as having theunique combination of sport, fashion and fabulous fit. We target consumers that wish to stay active without having to compromise on being attractive. No matter if it comes to design, fit, performance or touching minds and hearts our aim is always to be No 1.
WHAT WE DO
To build a sports brand with a fashion edge, and leverage the consumers’ willingness to buy clothes from our brand. Offer products that are perceived as having a combination of sport, fashion and high quality to capture the strong sports industry development. Use our strong brand awareness to further commercialize our cotton base underwear offer and invest in sport fashion apparel.
HOW WE DO IT
With a daring attitude, winning comes easy. That is why we passionately throw ourselves towards bold new goals, and never ever give up. No matter the challenge. Swedish by birth, we trust individual strength, but are always driven by our collective mission: To spread more love in the world.
WHY WE DO IT
WE TAKE AN ACTIVE STAND FOR MORE LOVE IN THE WORLD
Performance makes the world go round, but love makes the ride worthwile. That is why all of us at Björn Borg stand up for love in all its beautiful forms. That is why all our products, from design and function down to the smallest stitch, encourage people to feel active and attractive. That is why we are passionate about taking an active stand for more love in the world.
THE BJÖRN BORG BRAND
The Björn Borg trademark was registered in the late 1980s and established in the Swedish fashion market in the first half of the 1990s. Since then operations have grown strongly, including through new product areas and geographical markets.
The brand increasingly stands on its own merits, distinct from Björn Borg the person, and a growing share of consumers associate the name with the brand’s products rather than Björn Borg himself. At the same time Björn Borg’s legacy as a tennis player and his celebrity status off the court still provide a strong platform for international expansion.
Today the brand has a distinctive identity and strong position in established markets in its dominant product area, underwear, while newer markets are in a start-up phase. In its business plan Björn Borg has an explicit goal to be a leader in sports fashion and has therefore decided to focus on design and production of sports apparel.
With five product areas and sales in around 30 markets – mature as well as new and with different conditions and preferences – consistent, long-term branding is essential.
A new brand and communication platform with a new tagline was developed and introduced in November 2014. They reflect the brand’s sporty identity and products that make customers feel active and attractive. In its communi- cation, Björn Borg takes an active stand for more love and everyone’s equal value.
Björn Borg tries to provide the best possible service to its distributors and licensees, which in turn commit to a specific level of marketing investment in their markets. The aim is to create opportunities to build sales and brand awareness, while at the same time ensuring consistent branding.
Support for distributors and licensees includes branding guidelines and marketing support for ad campaigns, PR activities, media buying and store displays – packaged for each market’s needs depending on its stage of development and budget.