Modeagentur Klaus
"Change is our opportunity"
Christian Klaus is an agency owner with a passion for his business. He always focuses on change and works closely with his clients. Forward-thinking and strategic, he explains his view of the industry in an interview—and why he is optimistic about the future.
How do you see the current situation in the agency scene?
Christian Klaus, agency owner: A significant change is noticeable. The current trade fair theme is playing into our hands. We are offering retailers increasing guidance and inspiration, showrooms are gaining in importance, and we are seeing better utilization.
So you are the most important interface between the brand and retailers?
Time is a crucial factor, and everyone is focused on efficiency. Retailers are increasingly gathering information directly in the showroom, as well as via social media and online channels. We score points with our many years of expertise and regular research in the fashion capitals. I will maintain this focus in order to identify trends early on and initiate changes, even if this is sometimes painful or means short-term losses in sales. But: those who take risks will be rewarded in the end.
Which topics will be particularly important in the future?
In addition to a strong brand selection, internal processes will increasingly be supported by AI. Whether it's goods control or limit planning, AI offers efficiency advantages. AI also saves time on social media and helps to define target groups more precisely. Retailers should charge their spaces with emotion and invest in store design. Superficiality is a thing of the past; today, it's the positive feeling when shopping that counts. Concept stores are clearly in vogue: they inspire, create atmosphere, and combine emotion with experience.
So the atmosphere on the pitch is becoming increasingly important?
Absolutely. Atmosphere and the quality of communication are crucial factors for success. People who feel comfortable not only make purchases, they also come back.
