“We will continue to invest” – schuhkurier
In fashion, it seems, there are no real trends anymore. Everything seems possible. How does a brand that also wants to be a trendsetter position itself in this situation?
This is becoming increasingly difficult. Especially because every manufacturer has the same information. We are all equally smart and work on the same things. We try to work out the differences with lots of small changes. But that is a challenge and is gradually becoming more difficult since there are no longer any real trends. This has been the case for several seasons. We see variants of variants. With our product we are a fashion precursor, still commercial, but we have to recognize things earlier than others.
Who do you see as your competitors?
There are very few. I would include some Italian and some Spanish brands. But I see them less as competitors and more as comrades-in-arms. I’m glad they exist. And I wish there were more brands in our price range. I would prefer retailers to have a good selection of high-performing partners in our segment.
The topic of trade fairs is currently being discussed in the shoe industry. What type of trade fair would you like?
We are well positioned in Germany through our showrooms. We are scheduled there during the order round. We can also work well at the Supreme in Munich. What concerns us is the question of where we can win new customers. This was recently the case on the Premium. But that is over and now there is no alternative. A new trade fair in Germany would be interesting for us if it also reflected our price ranges. However, there are only a few competitors in this segment in Germany. That’s why we rely on export trade fairs like Micam. We work very intensively there. We also attend the Première Classe in Paris and serve our international customers there.
How do you see the EU Green Deal and the supply chain directive that will now be launched?
The directive and also the German Supply Chain Due Diligence Act pose challenges for all companies. But our goal is to show that we produce in Germany; This is also an important aspect when it comes to sustainability. At some point we will have to report our CO2 emissions at the push of a button; we are preparing for that. We are in the process of having our production certified with ISO 9001 and ISO 14001. This gives us advantages in all directions. My motto is not to leave anything to chance, but to be prepared for changes. One question we’re thinking about a lot is: who do we use to make our shoes? Continuing to convey over 100 years of shoemaking know-how is a major task. If we let up once, it will never come back. So much knowledge about shoe manufacturing has already disappeared from Germany. Our industry has so much to offer. Anyone who is committed and takes part may have better opportunities here than in the IT industry – even internationally. We as a company have to be incredibly active. We have a location disadvantage in Pirmasens. But on the other hand, we have a pleasant culture in our company. And it is my job to inspire everyone in the team and to introduce them to the Kennel & Schmenger DNA.