Eterna
"We don't want to be anything other than who we are."
As a shirt and blouse specialist, Eterna is sharpening its brand profile with a modern twist. The strategy? Product innovations with recyclable qualities and smart marketing that appeals to young professionals. A conversation about the product as the hero, international markets, and opportunities in retail.
Text: Nicoletta Schaper. Photos: Eterna
How do you move a brand with strong DNA forward without trying to reinvent it too much?
Dirk B. Heper, Chief Sales Officer at Eterna: We have an extremely strong focus on products and quality. Eterna introduced the non-iron shirt to the market. Building on this, we continue to develop new product innovations that represent our brand. One example is Dynamic Cotton™: 100 percent cotton, mechanically refined natural stretch, with greater freedom of movement and recyclable because we do not use any foreign fibers. Essentially, we have two successful performance qualities: a cotton-poly-elastane fabric with four-way stretch and no ironing required. And at the other end of the spectrum is Coolflex 360° – temperature-regulating, elastic, ideal for travel shirts or blouses, which are very popular with modern businesswomen and businessmen.
How do you convey modernity to the outside world?
Ekaterina Maximova, Head of Marketing at Eterna: With contemporary, authentic imagery. At the same time, we are entering new bubbles through collaborations with Forbes and the women's network The Her Klub. There, we are promoting our products through the topic of entrepreneurship. In principle, we see ourselves more in the business press than in lifestyle media. We want to reach people who are making a big difference in their careers.
Eterna and 1863 – how do you differentiate between the two lines?
Dirk B. Heper: Eterna is our mid-range mainstream brand with focus prices of $59 and $69/retail. 1863 is our premium line with focus prices of around $89 and $99/retail. In the formalwear segment, we exclusively use two-ply yarns, 100% full-twist yarns – this quality is not otherwise available at these prices on the German market. Under 1863, we offer innovations such as Japanese Knitted or a woven shirt made of pure merino wool, which is temperature-regulating, high-quality, and can be sold for €149 if someone explains the product on the sales floor.
How does the brand perform internationally, and where does it currently stand?
Ekaterina Maximova: We launched in the US a year ago with 1863, deliberately choosing independent men's shops over the big players. Today, we have over 200 POS there. Our strongest export market is Denmark. It's interesting that everyone looks to Scandinavia for fashion, and we don't sell a single shirt less there. This shows that the problem isn't the shirt, but how consistently it is developed. We would like to see this perception in the retail market in our home country as well. We need retailers who bring innovation to the floor, not just rely on NOS. Fashionable items must be pre-ordered six months in advance. To showcase them fashionably on the floor, we offer slipovers and cardigans. We want to give retailers everything they need to inspire Eterna's customers.
