Chapter 1 The Industry

Oger is a company who is inspired by Italian clothes wear and has the
vision to bring that to the Dutch men. It has actually seven stores called,
Oger Amsterdam, Oger the Hague, Oger Rotterdam, Oger Antwerp,
Cornelia Boutique, Oger Donna, Oger outlet Store Haarlem.
Oger Amsterdam; , is the largest of all these stores. It was also Oger
Lusinks the founder of Oger, first store, which he opened in August 1989
in the P.C.Hoofdstraat Amsterdam. The store provides ready-to-wear suits,
jackets, tuxedos, shoes and shirt. They offer their own Italian style-line in
combination with multiple international well established fashion brands .
The store itself is decorated in an old-fashion English gentlemen style.
Furthermore Oger provides multiply brands from affordable to really
expensive and also a special corporate branch called Corporate Fashion
Statements, where suit are made to fit employees of a particular Business
Units for instance, Holland Casino, Coster Diamonds , Yarden Ajax and so
on.
The company is a member of the Foundation Altagamma. Fondazione
Altagamma. It is a foundation who gather since 1992 high-end Italian
companies that are at international level. Its drive is to keep promoting the
Italys image in the world though field of design, fashion, food, jewelry,
speed and/or hospitably.

Meso-environment of Oger.
The components of the meso-environment of a company that I will
elaborate further consist of five parts called: Demand, supplier distribution
channels, strategic partners, competitor stores and proposition.
Demand,
There is a significant demand from male customer - rich to average - for
dedicated Italian style fashion in especially the western part of the
Netherlands . The fact that Oger has eight stores located in this area
clearly indicates their aims. Although there is no public information
available of their business turnover, the location of their store alone
indicate that they business is running well. The known fact that they are
cooperating with Altagamma Foundation which stands high-end Italian

Fashion promotion clearly reveals their vision towards the Dutch fashion
open minded men.

Suppliers Distribution channels,

Many of their brands that they are selling seem to indicate that this
product are coming from Italy. However, their marketing statements are
not really clear where the suits are finally made. In 2009 the following
Dutch article was published:
(Keers, 2009)
Produceren jullie buiten Europa? "The Red Suit wordt geproduceerd in Portugal
en Duitsland. We hebben diverse testcases gedaan bij de ontwikkeling van deze
lijn waarvan we de pakken verkochten in de outletstore in Haarlem. Tot nu toe
zijn we nog niet tevreden over de kwaliteit van producenten buiten Europa maar
we hebben geen oogkleppen op. Mocht er zich in China een goede kans voordoen
dan zullen we dat zeker proberen." - See more at:
http://www.marketingonline.nl/bericht/Oger-lekkergoedkoop/#sthash.umYPTlnn.dpuf

Summarized: it says that the Red Suit one of their brands is produced in
Portugal and Germany, which was available in the outlet store in Haarlem.
But they were not satisfied at that time with the quality and were looking
for supplier outside Europe. They indicate if they would be a supplier in
China they would for sure evaluate the quality. This would suggest that
quality is their main priority regardless from which country and produced
under which circumstances.
Strategic partners
One is the Foundation Altagamma. Its mission is to promote top-quality
Italian industry and the culture that supports it . This cooperation is the
base of a large international network that support the members. The
known member list covers a large number of international operating
fashion company, for instance high-fashion retailers who provide major
brands like, Gucci.
Competitor stores
Stores who are selling similar brands or the same style of fashion. These
are mostly boutiques, supermarket who also sells blazers and shirts for a
more less expensive price. The company Suitsupply is one of big
competitors of Oger. Suitsupply is specialized in suits, shirts and ties. They
are not using specific brands but they are typically direct retailer for
affordable prices, Suitsupply has many store locations around the world.

Proposition
They choose to have a very close customer relationship and like letting
them to feel at home in their stores. They have started a Oger Acedemy
which educated employees to become an advisors and tailoring specialist.
This supports their goal to offer superior customer services by providing
passion for the product, detailed product knowledge, expertise, creative
personal advice and hospitality. In summary: for Oger the customer is
king.

Bibliografie
Foundation, T. A. (n.d.). Profile. Retrieved from www.altagamma.it:
http://www.altagamma.it/sezione2.php?Id=1&Lingua=ing
Keers, L. (2009, Augustus 31). www.marketingonline.nl. Retrieved from
Oger: Lekker goedkoop: http://www.marketingonline.nl/bericht/Ogerlekker-goedkoop/
Redactie. (2003, september 1). marketingonline.nl. Retrieved from Rechter
oordeelt: grapje Suitspupply moet kunnen:
http://www.marketingonline.nl/nieuws/bericht/rechter-oordeeltgrapje-suitsupply-moet-kunnen
STEEP. (n.d.). foresightcards.com. Retrieved from Macro, Meso and Micro
environment: http://foresightcards.com/backgroundinformation/macro-meso-and-micro-environment/

Meso-environment chart: Oger

Demand
Supplier

Oger

Markterin
g
strategic
Competit
ors
Propositio
n

Woman
and men
Italianbrands
Altgamm
a
foundatio
n
Free suits
Suitsuppl
y
Quality
Hospitalit
y

Figure(?); A.Kuperus, Meso-enviroment Oger, 2015.