A FirstStep.me feature,
"We want to be perceived as the champion of fashion underwear."
The success of Björn Borg has drawn both attention to the brand and raised a few eyebrows. However their approach to designing a fashion label has been internationally sound and at the same time risqué. Providing a groundbreaking and a modern design mix which is making them become one of the trendiest fashion statements around!
We found out more from Pernilla Johansson of the Björn Borg group about how this Swedish company has challenged and shaped the fashion market.
What are the methods that are used by Björn Borg to assess and track trends? Our design department keeps track of trends and tendencies. They then do a fantastic job out of interpreting them and the surrounding world in our Björn Borg way.
What career roles are seen as critical to the success of the company? We look for open, responsible, business smart, innovative and passionate people. All employees at Björn Borg are essential to make the business work in a healthy way!
Design, style, business and an overall brand take time to create. How has Björn Borg managed to build a successful fashion label? We have always taken our own route. Focused on what we believe in and made sure we stand out from the crowd. We try to be a counterpart to other underwear brands that breathe 'serious sexy'. We feel that people should be themselves and don't want to add to the pressure.
How should young individuals prepare themselves for a career in the Fashion industry? Like in most businesses, you have to start from the bottom and work your way up. You need to understand that just because you work in a business that is considered glamorous, your actual working days may not be that glamorous after all. You will definitely have to be prepared to work hard and be professional.
What are the future goals of the Björn Borg setup? We will try to continue to grow with innovative products, consistent marketing and communications along with an efficient distribution of our products. We want to be perceived as the champion of fashion underwear.
How has the fashion industry as a whole coped with the global financial and economic instability that has challenged all business sectors? The fashion industry, much like other industries, has been affected by the weak market during the past few years. We have managed to grow despite these tough times, but we have to be cautious by focussing on being innovative and cost efficient when developing our business.
Is there a challenge in maintaining the hype that Björn Borg himself built up during his tennis career? The link to Björn Borg the legend was very important around the birth of the brand, when Björn Borg started it in the mid 80's. Nowadays, the Björn Borg brand is mainly associated with underwear so maintaining a hype around Björn Borg as a person is not something we mainly focus on. A large percentage of young people today have no idea who Björn Borg is.
Find out more about the Björn Borg brand and connect @bjornborg
(Editors note: for those of you who don’t know of the the legendary tennis player named Björn Borg - find out more on Wikipedia!)