The Helly Hansen heritage
From our home in Norway, Helly Hansen has been making professional grade gear to help people stay and feel alive for almost 140 years. It all started in 1877 when sea captain Helly Juell Hansen found a better way to stay protected from the harsh Norwegian elements. Soon thereafter, Captain Hansen and his wife Margrethe launched a business producing waterproof oilskin jackets, trousers, sou’westers and tarpaulins made from coarse linen soaked in linseed oil – and the legend was born!
Helly Hansen gear is worn and trusted by professionals on oceans, mountains and worksites. As the #1 apparel brand for Ski Professionals, you’ll find HH at more than 200 ski resort and guiding operations around the world, and worn by more than 55,000 ski professionals. Our sailing gear is worn by world-class sailors across all five oceans, and we’re proud to partner with and participate in some of the sport’s most iconic regattas and sailing associations. As a leading Scandinavian workwear brand, you’ll see us at work-sites where performance, protection and safety matter most. We continue to support Captain Hansen’s legacy through a long list of first-to-market innovations developed through insights from those working and recreating in the world’s harshest environments.
It is crucial for us that digital assets are stored in one central location, allowing us to manage usage rights and perform maintenance, ensuring that we always have the correct and most up to date assets available to our sales representatives, resellers and customers. Rebecca Sjölander
Challenges and needs for Helly Hansen
As a worldwide clothing provider continuously working with new collections, it is extremely important for Helly Hansen to have a solution which can provide total control of updated and outdated assets at all times. The fact that assets have to be distributed to stores and vendor homepages worldwide, access management for different roles in the company demands a high level of control and structure.
Helly Hansen launches four collections yearly, two for Sportswear and two for Workwear. Altogether, this applies to over 4500 products and at least two images per product. With such large amounts of files and data, their solution has to ensure smooth transitions and efficiency for asset handling, secure upload, construction of the site, sharing and downloading/publishing assets locally.
In addition, Helly Hansen as a world known brand need a platform for their marketing communication, ensuring brand consistency and total control of their brand image.
- Manage and maintain a large number of digital assets
- Secure and control assets with management of usage rights and password security
- Ensuring consistent marketing- and branding communication
- Control of their marketing activities
- Digital assets placed in different image banks, lightboxes and with different design agencies making it difficult to have the complete overview of ownership, availability and most importantly invalid vs. valid assets
- Need a one-stop-shop and single platform for design agencies uploading assets and stores/employees downloading assets.
Helly Hansen uses a combination of the Brand Centre with the Media Bank (DAM) and WYSIWYG Template Technology with single sign-on integration with their employee database. With digital assets being critical for their business, their main focus is on the DAM archive with images, videos and documents.
Images of all their products are important and a “must-have”. Helly Hansen uses professional photographers and design agencies to handle the large amount of digital assets continuously during the year. The key to success is always to be ahead of the seasonal campaigns which run four times a year. Simultaneously, digital assets that have expired or are no longer relevant need to be made unavailable as there is no room for mistakes. This is handled with ease using the BrandMaster Media Bank.
In addition, Helly Hansen has an online Brand Book for marketing communication and distribution of their brand guidelines. The online Brand Book is always updated with the latest and provides easy access to both the Media Bank, as well as modifiable marketing material through the Template Technology.
Helly Hansen uses their Brand Centre as their marketing portal. Their portal collects all their images, documents, videos and many more assets as well as brand guidelines and campaign material. Their marketing portal is their one-stop-shop for all marketing needs throughout their organization.
Regardless of position or location, Helly Hansen employees and partners should be able to accomplish their needs in the marketing portal and can easily download their assets locally.
And most importantly, with the Brand Centre, Helly Hansen are able to communicate their brand identity and voice to all their employees, stores and offices around the world without risking brand dilution or distribution of outdated material.
Previously, Helly Hansen had several image banks in use, depending on the type of asset, making it difficult to find assets in one place. By combining these all in the Media Bank, they now have a one-stop-shop for everything.
Digital assets are important to Helly Hansen. Making images, documents and videos available worldwide is core for their business, as well as assuring that expired clothing lines and associated marketing material no longer is available. In that sense, their Media Bank consists of archives for images, videos and documents. Helly Hansen manages usage rights on all their archives, ensuring that their users only have access to a restricted part of the Media Bank. Their Media Bank consists of a large number of files and this secures ease of use for the various users around the world.
Helly Hansen has also divided their Media Bank into Workwear, Sportswear, Videos, Documents and a Historical archive and these sections are also restricted through usage rights, ensuring a smooth structure and accurate use of the material.
Helly Hansen, like most brands, has several marketing campaigns in their stores during the year such as sale offers, new arrivals and more. To distribute their material and enable the possibility of localized modifications of campaign material, they use our Template Technology (WYSIWYG) which allows Helly Hansen to launch their templates with certain content. For localization of campaign material, fields are defined accordingly with what is allowed to be changed and what is not. The users will see the exact result before print or web files are created.
As employees and partners all have different skills and competences, the Template Technology will guide each user through the process without needing any Indesign skills. Helly Hansen can also rest assure that their material looks the same anywhere in the world.
Going forward with BrandMaster
The goal for Helly Hansen is to be a leader in digital provision of assets to all of their users and is expecting an increase in the use of both images and videos. Image and video handling is time consuming and occupies resources both in time and costs. As a result Helly Hansen see the need to become seamless and more efficient in all their processes in regards to digital asset handling. This means that images and videos have to be processed based on the final media and pre-defined pre-sets in BrandMaster. For instance, when an image is going to be published to their website, the Media Bank will process the image automatically.
Helly Hansen is also planning to include the Campaign Manager as a marketing calendar tool with the purpose of easier distribution of all their marketing activities such as seasonal launches, events and more. In the first phase their usage will be focused towards their marketing and retail teams.