“Thoughtfully designed in Copenhagen, inspired by women”
Jeroen is Head of Sales Benelux at Masai Copenhagen. Masai is a Danish label founded in 1992 by a brother and sister. The brand is known for its inclusive and positive approach to fashion and creativity. It was therefore no surprise that Jeroen, after 21 years in fashion — including three years as Sales Manager at Diesel — made the move to this role at Masai last August.
Jeroen was immediately put to work with an important mission: conquering the Benelux market. Last January, he started several projects aimed at creating greater brand awareness. The goal is to make Masai more visually present and recognizable. In a saturated market and during the COVID period, this is a challenging task. Together with a PR agency and influencers, they have been actively promoting the brand ever since. However, professionalizing a brand across different platforms does not happen overnight. Sometimes it requires renewal, refreshing the brand, and appealing to a different consumer group.
Staying in conversation
As a brand, you need to engage and inspire the consumer, while at the same time listening and coordinating with retailers about deliveries. That’s a lot to juggle for Jeroen:
**“We really try to think along with retailers. Especially now, it’s crucial to keep the connection intact and provide customized solutions where possible. Acting from emotion is incredibly important. Sometimes, a listening ear is all a retailer needs. It’s not always about sales, but about staying in conversation with each other.
The retailer is the link to the consumer, so you have to make sure the circle remains complete. That’s why we also try to be present as much as possible on social media and in magazines. Ultimately, you hope that a consumer walks into the store holding a magazine because she saw a certain blouse.”**
You reap what you sow
Through a positive mindset and by not letting himself be discouraged easily, Jeroen has come a long way. Just before starting at Masai, he worked for five months as a landscaper after being declared redundant by his previous employer.
“I even gave an internal presentation about this period at Masai. To stay in gardening terms: first you have to sow a lot before you can harvest. And that’s what I wanted to pass on to my colleagues,” Jeroen explains enthusiastically.
“At the moment, the season is quite dry, but the rain will come. After that, the sun will shine, we’ll be able to enjoy fully open stores again, and a new normal will blow in. We’ll be able to catch up on parties and important occasions, for which we’ll also buy new clothes. At the same time, we’re becoming more conscious when buying clothing. What does the label say, and where does it come from? I see a lot of opportunities for Masai in that, because sustainability is an important pillar for us.”
About Masai Copenhagen
Masai designs clothing for women who prefer a feminine and personal style, with a unique look and a wardrobe that is both high-quality and versatile. Masai combines classic styles with prints and abstract patterns inspired by nature, art, and architecture. That’s why the collections, fits, colors, and patterns are inspired by women from all over the world.
