Success Story
Popken Fashion Group: Managing fashion brands across channels
Popken Fashion Group supplies the catalogs, online stores and marketplaces of its four own brands with product information from a single system: Online Media Net (OMN).
At a glance
Company
Popken Fashion Group
Industry
Fashion – own brands Ulla Popken, JP 1880, GINA LAURA and STUDIO UNTOLD
Solution
OMN – holistic, integrated system for product data, assets and publications
Modules
PIM, DAM, Channel Management with Patch+Brief and layout automation, workflows
Channels
Catalogs, online stores, marketplaces
Scope
4 own brands, multiple clients and languages
“With Online Media Net, our omnichannel marketing has reached a new level. The system noticeably increases the flexibility of our marketing campaigns on all channels and also supports us through secure processes – also when expanding our business activities in new markets.”
Dr. Hans-Joachim Schöffel, Managing Director of the GINA LAURA sub-brand
Initial situation
Four brands, many channels.
More than 40 years of experience in the fashion business have made Popken Fashion Group an established name in its industry. The company operates more than 600 stores worldwide and employs more than 4,000 people.
In addition to online stores for its four own brands Ulla Popken, JP 1880, GINA LAURA and STUDIO UNTOLD, the collections are sold through numerous franchise and shop-in-shop partnerships. To supply its many catalog productions, online stores and marketplaces with product information efficiently, Popken Fashion Group relies on the holistic, integrated Online Media Net (OMN) system.
Project objectives
Project goals.
01
Optimization
Sustainably optimize the entire chain of business processes across clients, languages and sales channels.
02
A future-proof tool
A central tool that controls all business processes and automatically supplies all stores and print productions.
03
Target-group specific
Present products in the online stores for specific target groups – with the option of assigning items to multiple categories.
The solution
One system for brands, languages and channels.
At Popken Fashion Group, OMN manages marketing processes across clients, languages and output channels – from data import and image processing to delivery in print, stores and marketplaces.
Central product data
OMN is the central source for all product data including language variants. Data from upstream systems and CSV files enters the system via imports and hot folders.
Images for every channel
An image hot folder automatically distributes new images to e-commerce, print and the model studio. AI-based clipping complements image editing.
Catalog production
In Channel Management, teams plan catalogs with the Patch+Brief briefing module, use glossaries and terminology, and have pages paginated through layout automation.
Stores and marketplaces
Exports supply online stores and marketplaces with product data and images. New marketplaces and export languages can be added per client.
Continuous development
When switching to a new OMN version, the data model, interfaces and print workflows were revised – with the aim of making sales-relevant item data available to all sales lines, making print workflows more reliable and leaner, and further automating text generation and translation.
In figures
4
own brands supplied from one system
600+
stores worldwide
4,000+
employees
Results
What Popken Fashion Group achieved.
Holistic management
Marketing processes are managed holistically across clients, languages and output channels.
Single point of truth
OMN is the central source for all product data including language variants and the hub for quality-assured assets.
Speed
All stores and print productions are controlled and supplied reliably and automatically.
Success Story
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