Key Differentiating Elements
High quality fabrics
100% natural products, soft cotton poplins, jerseys and toweling
Good selection and combination of colours Main colours are (mid) blue-ish tones and pink in combination with white and each season some
accent colours are added. The colours become a primary element of the clothes and are highly
distinctive and signature to the brand. Generally the patterns of fabrics vary from classic stripes to
checks for boys and small flower prints for girls
Intricate tailoring Clothes are all very well made with the workmanship standards of adult clothing
Contemporary style Very stylish designs for something quite practical
Good detailing Little details and touches give the clothes a soft, whimsical feel
Key garments in the collection For boys: a 'Hawaiian shirt' and loose fitted long or short pants. For girls: a long slightly A-shaped
nightdress with 3 crochet flowers on the front under neckline in either short or long sleeves
Competitive Positioning
Marleen Molenaar offers a competitive price point for a luxurious children's lounge and sleep wear brand,
offering superior quality and impeccable style and tailoring, while giving a good value proposition to its
customers. Customers of the brand will find the same level of detail and quality execution expected of
children's outerwear and adult clothing. The versatility in design, high quality fabric, good tailoring, and
wearability of the clothes allow Marleen Molenaar children to wear them in-home, and still look presentable
if their parents may decide to take them out of home.
The brand can be relevant in various retail environments -- at the childrenswear section or home and
bedroom sections of upscale department stores and specialty stores.
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