Partnership with multimillion-dollar campaign
When the shoes are delivered to shoe retailers in early 2025, a major campaign in the brand’s core markets will accompany the launch. According to Tischer and Schmitz, Astormueller is providing a multi-million dollar budget for this. The campaign includes online TV, social media channels and influencer marketing, among other things. To ensure that retailers get the maximum benefit from the planned campaigns, they can purchase special packages, but should then also choose certain models that play a central role in the planned campaign.
When producing Salamander shoes, Astormueller relies on existing structures, including production facilities in India and the Far East. In the long term, the question of how production can be brought closer to the sales markets is being considered, says Achim Tischer. At the moment, however, the best price/performance ratio can undoubtedly only be achieved in Asia.
The company is currently working hard to create the structures for the independent development of the Salamander brand. This includes product development as well as sales and marketing. There should be a clear distinction from Bugatti and TT Bagatt and no overlap. A separate D2C approach is also to be developed. “The brand needs its own presence, a shop window. This also includes its own web shop. But our focus will not be on this channel,” emphasizes Frank Schmitz. On the contrary: cooperation with retailers, especially with brick-and-mortar stores, should be intensive and on an equal footing. Customers also include the Wuppertal-based chain store Salamander/Klauser, which operates in the market with around 65 locations, half of which are Salamander stores. The company is a licensee of the brand and is also a customer like other shoe stores in the country.
CSO Frank Schmitz is delighted with Salamander’s first serve. “It’s an exciting journey that we’ve embarked on,” says the sales expert. And with the coming spring/summer season, this should become a success story for everyone who works with the traditional brand.
Sneakers and open goods characterize Salamander’s women’s shoe collection. (Photo: Editor)
Men’s shoes from the new Salamander collection: City sneakers with an athletic look (Photo: Editor)