In Germany, Red Wing works with around 100 trading partners, whereby it is important to the company to keep close contact with all dealers. “For us, the most important thing is that the dealer has the staff to sell frame -sewn shoes,” explains Högger. The shops would have to employ a lot and well -trained staff to sell the shoes with prices from 280 to 460 euros. An appealing shopping and the right brand environment are other factors that form a basis for successful cooperation. Germany is the most important market in Europe across all channels. The sales in Germany make up a third of the European market. In the wholesale, it is mainly fashion shops and men’s boutiques that Red Wing lead in Germany. With the clear target group you are regardless of trends. One addresses those who like the style or appreciate the brand for their durability. As a result, the brand can grow constant relatively independently of the general market development, says Dominik Högger: “With the exception of the pandemic period, the brand has grown in the high level for over ten years annually. We are very happy that we have a lot of timeless and iconic products and that we do not depend on trends. There are slight fluctuations, but a large part of the people is not so trend -driven, but they are interested in long -lived and timeless styles. “
Seven inpatient shops from four partners are added to the Wholesale in Germany, all of whom also operate their own online shops. This had grown historically because the shop operators had dealt with e-commerce before Red Wing developed a D2C strategy. So someone who is looking for Red Wing Online finds several official shops. Ultimately, the stationary business is more important anyway: the online share is less than 20% and there are no discounts in the online shops. The Wholesale also does not have to reduce the shoes, explains Dominik Högger: “If the dealer does not sell the shoe this month, he can sell it next month. That is why we can also keep stable prices online. “
The right staff will be even more decisive
70% of the shoes are bought in the autumn/winter season, with Red Wing also offering models for the warmer seasons with sneakers and moccasins. The gender ratio is 90:10 in favor of the men. Högger explains the women’s passport forms only since 2016 and observes different consumer behavior: “A background noise has now become established. There is more fluctuation there and we are more dependent on trends. ” The current growth is also not stopped by the current consumption retention. However, the brand representative also points out: “As a dealer and as a brand, the brand representative also points out more for the same result. You have to explain more so that people are willing to spend money. That is why it is important to us that our partners have good staff. ” This ensures that customers keep the shoe in mind, even if they don’t buy it immediately, and maybe come again later. “You go pregnant with such an investment, but then you save the positive experiences with the employees in our shops and among the partners and hopefully decide for us,” emphasizes Dominik Högger that good advice is not necessarily through a direct Purchase defined.
