International Marketing in Germany – From a cultural perspective

5.4.3
 
Promotion 
Nudie hardly makes any 
advertisement
at all in all its markets. The company has had a few 
ads in Sweden, but in Germany it has had no advertisement at all. However, Nudie applies 
adapted 
personal selling
having German sellers traveling around. Reasons for this are that 
Nudie finds it important that the sellers are fluent in German and have full comprehension. 
Having German sellers also creates higher confidence
. Sales promotion
is standardized, 
giving the same offers to all customers, since it is the most convenient.
Recently, Nudie has started to make use of 
public relations
working with press releases that 
get adapted with regard to language, but the message is standardized. However, Nudie 
standardizes its 
direct marketing,
such as Christmas greetings, even sending all greetings 
written in English.
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5.4.4
 
Place 
Nudie adapts its 
distribution channels
to the German market structure
.
The company is 
represented in 121 stores, consisting of some chains and many independent stores, in a similar 
way as it is in other countries, but it is difficult to completely standardize the distribution 
channels. Nudie finds the Swedish and German markets to be generally similar having about 
the same products and stores, giving similar opportunities to place the products with similar 
products.
227
Nudie Jeans Marketing AB 
228
Ibid 
229
Ibid 

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62 
The 
coverage
of the market is also adapted to German structure; geographically Nudie is 
represented almost everywhere and with regard to the type of store the company is 
represented in well-sorted chains and independent stores.
Nudie makes use of standardized 
assortment
, since it wants the image to be consistent all over 
the world. Nudie has no own stores, which means that the company has no 
inventories
. 
Nudie’s way of 
transporting
and 
delivering 
the products is standardized. It has free delivery 
as standard, sending everything with UPS. Additionally, the European Union makes it easy to 
standardize with regard to transport since the laws are similar and the infrastructure is similar 
as well.
230