The new A/W collection for women, men and children, developed by the Supremo team, is very extensive. “We are currently launching with 750 SKUs. However, this number will reduce over time.” Weichhart sees the large model range as an offer to retailers to determine where they want to focus their attention. “We haven’t left the Mustang DNA. However, it was important to us to do bestseller management on the one hand and to offer exciting new developments on the other. We left a lot of things as they are and at the same time added new things,” explains Weichhart. This is intended to serve the brand’s long-standing customers, but also to appeal to new ones. Around 60% of Mustang’s offering is women’s shoes, supplemented by 30% men’s shoes and 10% shoes for older kids. In addition to sporty models, many boots, some in rough styles, will also characterize the collection. The “typical Mustang handwriting” can be seen, rounded off by new accents. “At Mustang you can be creative,” explains Weichhart. Among other things, folklore accents were included in some designs. Some of the upper materials have striking finishes. Branding and rustic visual elements are often played with. For men, the range includes sturdy boots, primarily in brown and black. Sporty low shoes with the typical wild horse as an emblem are also part of the collection.
Distinctive styles
Some of the models have distinctive quilted seams and eye-catching brand lettering. For women, the focus is also on boots with an overall robust look. The shoes have different bottom designs such as profile soles and block heels. Fake fur trimmings, material mix, zippers and straps underline the “bold” look of the models. The range also includes sneakers for women. In the children’s shoe area, the shoes are based on adult styles and are enhanced by functionality, such as Tex membranes. The comfort factor also plays a role in the new Mustang collection – especially when it comes to sizes. Some shoes are deliberately offered in oversizes; With this, Supremo wants to take into account the demand in this area. Men’s shoes are sometimes offered up to size 50, women’s shoes up to size 45. The children’s shoes cover the size range 31 to 35 for girls and 36 to 40 for boys.
“We have invested enormously in development,” emphasizes Weichhart. “We are not pick-up collectors, we developed everything independently.” It would be “a big benefit” if over 90% of the developments could take place in-house. “It pays off when it comes to really bringing something new onto the market.” Supremo has invested in this – both in the team and in the necessary technology. We have strengthened our operations, particularly at the location in Asia.
