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The Shop:
Incentino
fashion-house for men was registered
at
March 2001.
The aim was
then to be one of the alternative shops
to cheap and
mass production giants by serving the
Norwegian the
latest design and trends with good
material.
What makes
Incentino different than the
big chains?
Design:
Our clothes
are brought from small and medium sized
French,
Danish, Italian and British clothing firms with
designers who
respect their work and products. In
addition, we
design and make some of our products
ourselves.
Material
quality:
Most of the
materials we use are different from the
materials
found in Norway. These are in addition of
better
quality.
Sewing
quality:
Incentino`s
products are sewn by professionals with
big
precision, which is noticed also by others who
look at the
products worn by our customers.
Child labour:
Our products
come from companies that do not use
child and/or
underpaid labour.
The working
force of the companies we deal with,
are
presiate
at their working place. The result is
that they do
a better job, which reflects in quality of
our products.
This is one
of the reasons why we can not compete
with the big
chains on price.
Our
customers are
aware of that
and therefore pay for good quality.
Quantity:
We know that
our customers pesiate that the
amount of
each product are limited, so that they can
be “alone”
with it instead of seeing “everyone”
wearing the
same shirt or pants.
By knowing
that there are f. example 2 or 3 of each
size in
Norway, they feel good to buy and wear that
product.
Personal service
Our customers
and others, who just stop by to have
a look, are
always met with a smiling face when
they enter.
We do not put
pressure on anyone to buy. Out aim
is to see our
customers smiling and happy when
they leave
our shop with bought product(s). Their
satisfaction
is our success.
We are always
ready to give advice on clothing and
matching of
colours and /or answer questions.
Customers:
Our customers
are primarily men who has more then
once
travelled abroad, are open-minded, have taste
for good and
latest products, see the trends, pay for
quality, fear
problems with products and who wants
to
differentiate their selves.
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The founder |
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The
person behind Incentino is Farsad Nael. He was
born
in an upper middleclass family with 6 children,
where
he was the third child.
His
father, an engineer in construction of buildings,
roads
and bridges, was most of his time working
abroad with different projects, while his mother was
a
hard working teacher/lecturer and designing clothes.
Farsad became interested in clothes and design
when
he was around 15 – 16 years old, when he one
day
sat beside his mother, who showed him old,
mostly black & white pictures of family members.
As
Farsad once said: ”I can clearly remember two
pictures, where one was of myself and one of my
mom’s, where I thought that the clothes worn in
them was looked very good. The common thing
between the pictures` clothes was that they both
were designed and sewed by her. These were
clothes that a teenager with specific clothing taste
thought looked good, although they were pictures
from 11 – 12 years back in time”.
After
that, he has had an eye on fashion industry.
Since
Farsad also developed a passion for marketing,
he
studied just that. He went to Norges
MarkedsHøyskole (NMH), where he was graduated
bachelor of marketing with his specialization in
Internet marketing. While studying, he was a lonely
wolf,
who wanted to create something and stand on
his
feet, while almost all of his fellow students
wanted to begin working for a company after
graduating.
After
graduation, Farsad wanted to mix his two
interests, which he thought he could do by having
a
shop.
He
found a suiting shop, but he lacked the money
to
buy it. He had saved some money working part
time
beside school. He tried to borrow money from
banks,
friends and others, but not many believed in
him.
A
good friend and the friend’s mother borrowed him
some
money, but it was not enough. (Thanks to
them
both)
Meeting almost every door closed to him,
Noticing his desperation for money, a person cut him
a
deal by investing 50% of the capital needed to buy
and
start the shop. This also made each of them
50%
owner of the shop, while he had to work for
free
the first year and be the only one working in
the
shop and for the shop. Eager and desperate
that
he was, he accepted this offer.
Farsad has since the start traveled abroad to
choose all products by seeing and trying them
himself. His philosophy in choosing products has
always been: “If it’s not good enough for me, it’s not
good
enough for my customers”
He
does some design himself too, but due to high
production costs in Norway, he has outsourced the
production abroad, mainly in Denmark.
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