Shirt to go

Seidensticker and Telefónica Germany bring M2M innovation to textile sales

MUNICH. Quickly grabbing a fresh shirt from the vending machine before boarding the train, or buying a new outfit in the middle of the night: what was previously only possible in our wildest dreams is now becoming reality thanks to textile manufacturer Seidensticker and Telefónica Germany with the help of modern machine-to-machine (M2M) communication.
Seidensticker has now installed its first shirt vending machines in the Munich office of O2's parent company. This new sales method guarantees the traditional, Bielefeld-based company a pioneering role across Europe. In the future, the Seidensticker brand "Shirt to go" vending machines will take a prominent place in several large office buildings, hotels, conference centres, airports and stations, offering customers their very unique service. "The shirt vending machine is a major step forward in our verticalisation strategy," explains Gerd Oliver, Managing Director at Seidensticker. "We want to come really close to the customer through our brand, and we achieve this brilliantly with that innovation. We are primarily addressing young people and the business community with this."
So anyone who needs a shirt quickly after a long meeting, following a night in the airport or between trade fair appointments can now get it conveniently, regardless of shop opening hours, from a vending machine and pay by credit card. The vending machines are fitted with a special O2 solution for M2M communication that transmits the data for the purchasing process and ensures the completeness of the range at all times. The special "O2 Data M2M" mobile phone tariff increases the efficiency of the solution. "Automated data communication between machines is developing into an essential component of telecommunication," says Johannes Pruchnow, Managing Director Business at Telefónica Germany. "We are investing in this growth area in order to develop new commercial advantages with the customer."
The parent company of O2 has expanded its M2M business massively over the last few years. A single unit within the Group - the Telefónica M2M Global Unit - drives new developments and applications worldwide with an international team. Germany is also an important centre for M2M innovation. Here, the experts from Telefónica Germany develop market-oriented solutions for companies throughout the country. There is a long tradition of innovation at Seidensticker. The cyclic production line, the first hanger-free shirt and the famous "London collar" which, unlike previous cut-away collars, appears larger and tidier, are just three innovations with which the family-run firm from eastern Westphalia has helped to shape the international fashion industry.
The Seidensticker Group now ranks in the top three of the world's largest shirt-makers. Founded in Bielefeld in 1919, it employs 1,800 people worldwide and has production facilities in 13 countries in Eastern Europe and Asia. In addition to its own Seidensticker, Schwarze Rose, Jacques Britt, Dornbusch, Lorenzo Calvino and Redford brands, the company also holds the master licence for Camel Active as well as licences for Joop!, Strellson, Bugatti, Bogner, Baldessarini and Michalsky. It closed the 2010/2011 fiscal year with sales of over 200 million euros and a profit. Exports accounted for 40 percent of sales. The Group produces around 16 million articles a year and is 100 percent family-owned. Managing partners Gerd Oliver and Frank-Walter Seidensticker run the Group together with Detlef Adler. Telefónica Germany GmbH & Co. OHG and its brands O2 and Alice belong to Telefónica Europe and are part of the Spanish telecommunication group Telefónica S.A. The Company offers its German private and business customers postpaid and prepaid mobile telecom products as well as innovative mobile data services based on the GPRS and UMTS technologies. In addition, the integrated communications provider also offers DSL fixed network telephony and high-speed internet. According to a network test by "connect" magazine (edition 12/10), the O2 network is top of the list when it comes to reliable file downloads and champion in the telephony category. In the overall result the company is on second position. "Kundenmonitor Deutschland 2011" honoured Telefónica Germany as the network operator with the most satisfied mobile phone customers in the German market for the fifth time in a row. Telefónica Europe has more than 57 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany.