A Passion for Fashion How RTL Nederland Targets Fashion Lovers

22 March 2012 week 12 A passion for fashion How RTL Nederland targets fashion lovers France North America M6 and Paris Première cover Press Your Luck makes presidential elections comeback on Facebook Belgium Hungary RTL Belgium Csillag Születik off in mourning to a great start week 12 the RTL Group intranet Cover: Montage showing motifs of Miinto’s advertising campaign 2 week 12 the RTL Group intranet “By entrepreneurs for entrepreneurs” After Couverts.nl, Sizz and Pepper, RTL Nederland now launches its fourth RTL Ventures project: Miinto.nl. Backstage spoke with Nicolas Eglau about the new e-commerce project. Nicolas Eglau The Netherlands - 15 March 2012 Fashion is a big deal in the Netherlands, on the Dutch market, the Scandinavian company a fact that is refl ected in several ways at set up a separate joint venture with the Dutch RTL Nederland: there are shows on RTL 5, internet entrepreneur Laurens Groenendijk and RTL 8 and RTL Lounge devoted to the fashion RTL Ventures. “At fi rst, the most important thing world. Even the mobile brand Sizz is big on is to win over shops in the Netherlands for our fashion, they partnered with the Amsterdam concept,” says Nicolas Eglau. “The feedback Fashion Week this year. Now RTL Ventures is to date has been very positive, though. This devoting itself to the topic from another angle, summer, we hope to persuade about 100 shops, and is partnering with Scandinavian fashion each with around 100 products, to join, so that company Miinto and the Dutch internet pioneer the shop will be able to offer consumers some Laurens Groenendijk to launch the online shop 10,000 products when it opens for business Miinto.nl. in autumn 2012.” In the medium term the new company aims to have a product range of around “A study carried out by the Dutch bank ING 50,000 products as soon as possible. revealed that about fi ve per cent of all fashion purchases are now made online,” Here’s how it works: as on other shopping portals, says Nicolas Eglau, Director Ventures at customers can browse Miinto.nl and have a look RTL Nederland. “By 2020, this share is expected at the products on offer. Once they’ve specifi ed to grow to a good 40 per cent.” However, at something they want, various shops that carry this point the online fashion sector is mostly this product are listed, along with the price at dominated by large players. If this doesn’t which the product can be had. Either the customer change, smaller boutiques or stores will be can pick one of the shops – for example the practically helpless in the face of the enormous boutique in their neighbourhood – or they can power of the big companies. The idea behind place their order independently of the vendor. Miinto is to give these small shops a platform on The fi rst shop to respond processes the order which they can also offer their products online, and ships it to the customer. “The advantage for in addition to their regular bricks-and-mortar the small shops is that they hardly need to take business, and without a whole lot of extra cost care of anything at all,” explains Eglau. “They or effort. send us their products, we produce professional product photos, handle the Web presentation, The idea originally comes from Scandinavia, the shopping platform and all the technology where the concept is already a success. behind the sale. Once the shop has shipped Entering the Dutch online fashion market is part the merchandise, they receive the money from of the international roll-out of the Miinto concept, Miinto.” which was launched in April 2009 in Denmark. Internationally more than 1,000 shops are Eglau continues: “Of course, in every new already part of Miinto; they offer more than 90,000 venture we think about how we can add value products by over 9,000 brands. For the launch to the project. Here, not only do our channels 3 week 12 the RTL Group intranet Miinto.nl give us the kind of marketing power that small Miinto has its own offi ces in Amsterdam and companies often can’t afford, we also offer operates fully independent from RTL Nederland’s credibility thanks to popular fashion formats like premises in Hilversum. “It’s the fi rst time that we Benelux’ Next Topmodel and Project Catwalk. operate in an offi ce in Amsterdam,” says Eglau. Combine the two successfully and we hope to “But as a fashion vendor you have to be where offer the Dutch market a new and exciting online fashion thrives – and Amsterdam is the Dutch shopping concept.” The mentioned marketing Fashion capital.” power will be further enhanced in the near future with celebrity testimonials. For example, The joint venture is fi nanced in two ways: fi rst, RTL Nederland stars will put together favourite the participating shops pay an annual fee to outfi ts that can then be ordered from Miinto.nl. Miinto, and second, Miinto gets a commission Also, each shop can request their own microsite for every product sold. This covers by far the exclusively featuring their products. The project costs of administration, photography and the is backed by the Dutch Association of Fashion web shop. But even the basic package includes Retailers, CBW-Mitex, which unites some 4,700 the fi rst 250 products. fashion members and 12,000 shops. “It truly is a concept by entrepreneurs for Morten Larsen, Global CEO of Miinto, says: entrepreneurs,” says Eglau. “That’s why RTL is “We give independent fashion entrepreneurs a partnering with Miinto. We are contributing not chance to compete in the digital world by offering only our media power but even more so our support for all activities involved. The fact that business knowledge and entrepreneurship. In trade association CBW-Mitex underlines the return, the shops bring in their fashion expertise: need for our concept in the Dutch market, only they know what’s hot at the moment.” strengthens our belief that the Netherlands is Miinto’s seven international platforms hold ready for us. Together with RTL Ventures and regular conferences to discuss the latest: what’s Laurens Groenendijk, we have created the in fashion, what campaigns are well-liked, and perfect mix of experience and power to make what celebrities are popular with customers. Miinto.nl a success and to enrich the online “It’s a classic win-win situation where all parties fashion market with a distinctive offering.” benefi t,” says Eglau. Thanks to the new platform, smaller fashion stores can now stand their ground against the competition online – with minimal fi nancial outlay and time commitment, and no previous online experience. Miinto.nl handles the marketing for all affi liated shops, and the professional photographs produced by Miinto ensure a consistently high quality of presentation. 4 week 12 the RTL Group intranet Keeping step with the presidential election Nicolas Sarkozy was the guest on Capital, thus ending the series of presidential special editions in which Thomas Sotto interviewed the presidential candidates. Thomas Sotto France - 19 March 2012 With the looming French presidential elections, the number one economic magazine on the French audiovisual landscape kept in step, offering candidates a unique platform of expression and an opportunity to defend their respective programmes. These were not, however, classic political programmes. Candidates had to react to reports made by Capital on 5 February and then each week from 4 to 18 March. The candidates were thus confronted live to real cases, testimonies and to specifi c questions from voters that were François Bayrou (right) with Thomas Sotto asked to them on the social networks. €1 million, explaining that this decision was not an attack against the most privileged, but a way National Front candidate Marine Le Pen started to help top up the country’s accounts. things off on 5 February, giving her point of view on immigration and the increased presence Finally, on 18 March President Nicolas Sarkozy of Qatari capital in France, while on 4 March, came to conclude the series of special election Democratic Movement candidate François programmes, expressing his views on buying Bayrou gave his views on the “Made in France” power, employment and living conditions and the topic and the preservation of national and fi ght against defi cits. He also defended his “work regional know-how. Questioned about the more, earn more” project for teachers, who on a French automobile industry, which is not voluntary basis would work 25 hours instead of experiencing the same success as its 18. These additional hours would then be used competitors, he explained it as a problem of poor to accompany students with diffi culties. image French products have in general, which he is committed to changing if he is elected. The special presidential editions of Capital attracted about three million viewers on On 11 March it was Socialist Party candidate average each Sunday in prime time, with an François Hollande’s turn to be invited on audience peak registered on 5 February for the set of Capital. He was questioned about guest politician Marine Le Pen with 3.7 million employment, salaries, the quality of life and tax- viewers and a total audience share es. He brought up his proposal to introduce an of 14.7 per cent. income tax rate of 75 per cent for salaries above 5 week 12 the RTL Group intranet Experiencing a different way Paris Première offers viewers a television news programme of a different genre: The Noise, featuring news from the social networks. France - 20 March 2012 Jérôme de Verdière All politicians are now very active on social This new daily 5-minute news programme networks.

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