90 years of Mey – this family business puts its employees first. Matthias Mey outlines the extensive anniversary campaign: impressive retail plans which will be sure to grab the attention.
You are celebrating your 90th anniversary under a very special motto. How did that happen?
As a family business founded 90 years ago we have naturally a certain responsibility which can almost be described as a tradition. To celebrate our anniversary in an authentic and honest way, we have launched the campaign ‘Fair made. Fair paid’ and the associated special collection will be launched with selected retailers in April 2018.
The special collection is concentrated on the essentials of our core competencies in the development of high quality products. They include specially designed T-shirts for men and women – in the collection our employees make statements and give the brand a face. By providing accompanying communication we look behind the scenes – the people and stories behind Mey products are transmitted towards the consumer. Because nothing touches people as much as other peoples` stories.
What does the campaign include?
The campaign ‘Fair made. Fair paid’ conveys a visible and authentic message with strong imagery and emotional film. In it, we show Mey employees, and a look behind the scenes. Employees from different areas – design, knitting and sewing or quality control, each one has an important contribution to the emergence of a high quality product. We show in a personal way what it means to be a member of the Mey ‘family’. The location for the shoot is in our main location in Albstadt-Lautlingen (Germany).
The cross channel campaign places focus on authentic content. In addition to the product features, POS and window design in bricks & mortar retail and a German wide print campaign, there will be online and social media communications including co-operation with selected influencers having an important role in the integrated communication mix to consumer at all relevant touchpoints. The multi-levelled campaign can be tracked across the next months on www.fairmade-fairpaid.com
Are there are special activities planned during the campaign? In which retailers can participate?
The special 90th anniversary collection does not just have a special value but also a very special price. Mey’s german retail partners including Ludwig Beck in Munich, in the online shop as well as our own Mey stores we offer the plan of ‘Pay what you want’ – the end consumers themselves decide how much they are willing to pay for one special woman and man T-shirt of the celebration collection. We will donate the entire proceeds to charitable projects that are close to our hearts: The ‘Freunde der Kinderklinik’ (the unique special outpatient clinic for child dementia at the Hamburger Children’s Hospital of the Eppendorf University Hospital), the ‘Straßenkinder e.V.,’ taking care of children and young people in Berlin who work on the streets but also do important preventive work for those who are at threat of material and social poverty. The participating retailers alternatively have the option from the achieved margin to donate to a project of their own choice.
Are the end users for ‘sustainable textiles’ already sufficiently sensitised? And are they ready to spend money on these products?
Sustainability and more responsible consumption correspond to the zeitgeist and are far more than just a short-term trend. Today value learns a new appreciation; enlightened consumers are always looking for high quality produced garments made under fair conditions. The development from the areas of mobility and nutrition has long been part of the fashion industry and in this context plays an important role for both companies and consumers.
And whilst there is nothing that comes so close to the skin as lingerie, the awareness in lingerie is less pronounced than, for example, outerwear. The role of underwear in the classical sense cannot be seen as a status symbol viewed from the outside. However, this awareness and appreciation for sustainably produced lingerie especially for younger end consumers is becoming increasingly important – successful growth of clothes labels with sustainable production is moving away from the niche. Also the general fashion trend of ‘underwear as outerwear’ has a positive effect: camisole tops with lace detailing combined with knitwear or a blazer means that lingerie will have a more exposed position.
You have posed the theme of sustainable production for a long time in your communication – what are your experiences with both retailers and end consumers?
As a responsible family business with full production, sustainability is a very important issue and today more than ever a USP from Mey. We get feedback again and again from our retailers and specialist shops that the end user demand for information regarding production rises significantly.
In addition are Mey’s responsible projects on human and environmental issues that make us almost unique in our industry. Our retail partners value this appreciation of quality and reliability.
How can trade items that are fair or even produced in Germany, be more in focus at POS?
Through our diverse marketing trade support for the point-of-sale – in our eyes the communication of this topic is really important and in the future will play a vital role at POS. The spirit, attention-grabbing and really good activities together with the right brands, give over all channels (on and offline) a communication to target groups. This holds great opportunity for retailers because ‘Content is King!’. It is important of course to find the right measure and relevance to catch and retain attention.
