In 2018, Vingino decided to enter the German market. This is "a really fun challenge," said Krista Dirksen, Vingino's marketing manager. "The challenge is to introduce the German market to a (for them) new brand. After all, we find that the German customer is very brand-loyal. You really have to entice the German consumer to make the first purchase with us. The advantage of this is that once the German customer is a customer, they also order frequently again." And that is increasingly happening at Vingino. The company experienced tremendous growth in Germany in recent years.
From the beginning, Dexport has been involved in the expansion into Germany. In coordination with Vingino, the Dutch marketing strategy was initially used as a starting point. The emphasis here was mainly on creating a good foundation through the use of Google Ads, search engine optimization and connecting the communication to the German target group. Meanwhile, an entire German marketing team is working on the challenge of growing Vingino substantially.
Meanwhile, Vingino is in the process of more targeted marketing to German consumers, such as adding the Klarna payment option and more emphasis on the durability of the clothing. The design of the German website was also recently changed, focusing on model photography rather than campaign images. Vingino also collaborates with German influencers who provide authentic exposure for the brand.
Buying habits of German consumers
Despite limited differences in strategy, Germany is doing well. In 2021, sales grew by 45% compared to 2020. But it doesn't stop there for Krista. She talks enthusiastically about the opportunities for Vingino: "There are a lot of growth opportunities for us in Germany, compared to the Dutch market. In the Netherlands we are already a big player, in Germany we have much more growth potential."
The biggest challenge lies with the buying behavior of German consumers. Germans are very brand loyal and reluctant to switch to a new brand. This is right away a great opportunity, because once they are convinced, they buy a lot from a brand. "The average order value of Germans is a lot higher than that of the Dutch," Krista confirms. Vingino is increasingly gaining a foothold in Germany. In 2021, in cooperation with Dexport, Vingino realized a 45% growth in sales compared to 2020. Read the case study here
Focus on brand awareness
Therefore, the main focus is currently on increasing Vingino's brand awareness in Germany. They are doing this by generating a lot of awareness through influencers and being visible at major players such as Amazon, Zalando and About You. This inspires confidence among Germans. "We are growing hard on all those marketplaces," Krista says.
Germans and the Dutch, a world of difference? According to Krista, that's not so bad, as long as you know what to anticipate. What did surprise her is that the products Germans buy do not differ greatly from their Dutch neighbors. Krista: "Germans may buy slightly more neutral clothing, but the floral prints are also doing very well!" So Vingino's diverse offerings certainly won't be lacking.
