You don't just become and stay the only company in the Netherlands whose accessories are sold by Apple worldwide. In addition, our guest this week, Kristel van Dalen, started Atelier Vesper, which stands for Eau de Parfums with fair prices.
Kristel van Dalen, top entrepreneur and the woman behind brands such as DECODED and Atelier Vesper. For the opening of the Apple shop in Amsterdam, she created an exclusive collection. They are now one of the five accessory brands that are sold in the Apple shops worldwide.
Marketing Machine
Kristel and her team could not ignore the trend of sustainability. Together with Nike, the team did a project. "A kind of pulp material was made from old shoe soles. We used that for our sleeves. If you can attract partners such as Nike in combination with a sustainable product and pitch that to Apple..."
It is actually about finding the right partners, developing the right product and looking at the trends. And also mapping out: 'what is our target group, who do we want to be as a brand and what do we want to radiate'. That is the best marketing machine. We have very clearly chosen Apple accessories".
A bold man has half the world
To get to where Kristel is today, she has had to take the plunge on a regular basis. According to the entrepreneur, you have to try everything. It might go wrong ten times, but if you never shoot, you will never hit anything.
"My brother and I were brought up in a way that you have to try everything and go for everything. A bold person has half the world. We both have that in us. I do think that in some ways my brother is even stronger than I am. He is better at vision and strategy and I am better at organisation and operations. We complement each other nicely in that respect".
In this episode of the Werkprofessor, Kristel shares her experiences and we test the scientific knowledge from previous Werkprofessor podcasts. Curious? Listen to the new episode.
Links
Podcast: Five steps for a successful growth company
Podcast: Prepare now for the next crisis
Podcast: How to build a basis of trust with your customers
Podcast: Binge marketing turn your target audience into enthusiastic audiences
More about the Working Professor
Do you have questions or input? Please contact Wendy van Ierschot at wendy@viepeople.com.
Curious about the next guest in the Werkprofessor or want to be the first to hear the teaser of the next episode? Follow the Werkprofessor on https://www.linkedin.com/company/viepeople/.
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