The five-pocket style denim leggings by OTTO’s ‘hero’ brand Laura Scott cuts a good figure in the casual scene. With decorative zippers, fashionable distressed effects and seams in contrasting colours, it is one of the best sellers in the current OTTO jeans range. Our knowledge of customers’ tastes, combined with the latest trends in shapes, colours and cuts, drives the success of brands such as Laura Scott. Our entertainment and living worlds offer similar success stories, such as our ‘Privileg’ brand with an oasis of household appliances.
Our product managers guarantee that they are successful and in good taste - they are important for predicting consumers' tastes as well as possible and letting this knowledge influence the compilation of new product ranges. They travel the world’s big cities finding inspiration in the latest styles in the shops and on the streets of New York, London, Berlin, Copenhagen, Milan, Paris or Barcelona.
They work with agencies, to systematically evaluate fashion shows, art fairs, lifestyle magazines, films and TV shows, music, art and celebrity appearances for new fashion, lifestyle and technology trends. They also use this knowledge to compile future product lines. In this way, OTTO ensures that customers get an up-to-the-minute range of products.
"This trend monitoring results in a huge range of fashion labels for our clients. When browsing otto.de and our catalogues it soon becomes clear that OTTO is a veritable Mecca for fashion shopping. Whether small or large sizes, male or female, sports or business, low-budget or premium brands, we have an inspiring and comprehensive product range for every type, every occasion and every budget," says Oliver Klinck, Director of Fashion Purchasing at OTTO.
OTTO recently launched a Premium Brand Shop for customers who want to zero in on exquisite designer fashions at otto.de. This beautifully designed web shop section with a black background contains all the collections, matching shoes and accessories that are currently all the rage in the fashion capitals of the world. The biggest brands, including Drykorn, Liebeskind and Lacoste, have their own shops where customers can browse from the convenience of their living-room sofas.
The hard goods range, i.e. entertainment/multimedia, large and small electronics, furniture/home, and home and household textiles is put together and regularly updated by specialist teams based on current trends. Fashion trends are also reflected in OTTO’s diverse lifestyle range, for instance: refreshingly bright colours meet modern white furniture, and light-coloured woods are given warm colourful accents. Floral patterns lend an extra dose of cosy lifestyle sophistication. The result is a lively, fresh and warm living environment – thanks to our experts’ research at international trade fairs; talks with suppliers and at industry meetings; trend books and surveys and, of course, creativity.
All trends aside, one thing is constant: goods that don’t meet the high standards of quality, environmental protection and fair production conditions in the supplier countries have no chance of being including in the OTTO range. No matter how ‘hot’ real fur, tropical wood and disposable products may be in certain cities.