{"id":11989,"date":"2016-02-01T16:28:23","date_gmt":"2016-02-01T16:28:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/big-plans-scotch-soda\/"},"modified":"2016-02-01T16:28:23","modified_gmt":"2016-02-01T16:28:23","slug":"big-plans-scotch-soda","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/big-plans-scotch-soda\/","title":{"rendered":"Scotch &amp; Soda heeft grote plannen"},"content":{"rendered":"<p>Het Nederlandse modemerk <strong>Scotch &amp; Soda<\/strong> wil dankzij een optreden tijdens de New York Fashion Week flink uitbreiden. Zo wil het de omzet en de winst binnen drie jaar tijd weten te verdubbelen.<\/p>\n<p>\u00a0<\/p>\n<p><!--break--><\/p>\n<h2>Eerste grote reclamecampagne<\/h2>\n<p>Ook de opening van meer eigen winkels moet ervoor zorgen dat de omzet van Scotch &amp; Soda binnen drie jaar op 750 miljoen euro uitkomt, terwijl het bedrijfsresultaat moet groeien naar 100 miljoen euro. De voorstelling van de collectie op New York Fashion Week moet mee helpen om de definitieve doorbraak te forceren.<\/p>\n<p>\u00a0<\/p>\n<p>De belangrijkste markt in die expansie zal Duitsland worden. Daar wil Scotch &amp; Soda de komende drie jaar elke maand minstens \u00e9\u00e9n winkel openen. Momenteel heeft het al 20 eigen winkels en nog eens 1.000 verkooppunten in Duitsland.<\/p>\n<p>\u00a0<\/p>\n<p>In juni start er ook een grote reclamecampagne, wat een wijziging van strategie betekent voor het merk. \u201cWe hadden een low-profile-traditie. <a href=\"http:\/\/www.telegraaf.nl\/premium\/dft\/dftavond\/25110756\/___Te_weinig_mensen_kennen_ons___.html?lightbox=false\" target=\"_blank\" rel=\"noopener\">Dat is een stukje van de identiteit van Scotch<\/a>. We maken prachtige spullen, maar hadden nooit een pr- of marketingafdeling. Het idee was jaren: een fluisterend bestaan, mond-tot-mondreclame\u201d, zegt topman Dirk-Jan Stoppelenburg aan De Financi\u00eble Telegraaf. Daar komt nu dus verandering in. Het is tevens de eerste keer dat Scotch &amp; Soda een samenwerking met een reclamebureau aangaat.<\/p>\n<p>\u00a0<\/p>\n<p>De groeiplannen zijn ook goedgekeurd door eigenaar Sun Capital, dat momenteel veel kritiek te slikken krijgt in Nederland vanwege het faillissement van <strong>V&amp;D<\/strong>, maar dat bij Scotch &amp; Soda niet te veel inspraak zal krijgen, meent Dirk-Jan Stoppelenburg. \u201cAls je te groot wordt, kunnen rekenmeesters in de verleiding komen om oude succesnummers te herhalen, omdat dat financieel aantrekkelijk lijkt. Als je te groot wordt, krijg je een balanceer-act, zoals je nu ziet bij <strong>Ralph Lauren<\/strong>. Dat punt bereiken wij pas over jaren.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het Nederlandse modemerk Scotch &amp; Soda wil dankzij een optreden tijdens de New York Fashion Week flink uitbreiden. Zo wil het de omzet en de winst binnen drie jaar tijd weten te verdubbelen. \u00a0 Eerste grote reclamecampagne Ook de opening van meer eigen winkels moet ervoor zorgen dat de omzet van Scotch &amp; Soda binnen [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-11989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Scotch &amp; Soda heeft grote plannen - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/big-plans-scotch-soda\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scotch &amp; Soda heeft grote plannen - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Het Nederlandse modemerk Scotch &amp; Soda wil dankzij een optreden tijdens de New York Fashion Week flink uitbreiden. 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