The brake pulled at the collection
Before that, the collection grown continuously without it really noticed. The international manufacturer has reacted to more and more different demands in the individual markets. In Asia, people have different demands on outdoor shoes than in Europe or North America. With the aim of operating all of these target groups, the collection has become inefficient and arbitrary. To counteract this, Merrell has tightened the range and summarized in three pillars. The first pillar is called modern hiking internally and includes hiking shoes that are supposed to radiate fashion and lightness. Heavy hiking boots and hiking boots for multi-day tours were removed from the program. Other brands would already occupy this segment and there is not much growth, according to the US company.
With the strategy, Merrell wants to achieve all those who are sometimes put off by the sometimes perfectionist and competitive nature of the outdoor scene. Instead, the brand wants to make it lower that it doesn’t need much to enjoy nature:
Actually only good shoes. Freer explains: “Above all, many women are interested, but do not dare to get out of outdoor because they feel it as a specialist topic where you need a lot of previous knowledge. We want to pick up people with that everyone can have a good time in nature. No matter how fit or how performance-oriented you are.” In keeping with this, marketing is young, lifestyle-oriented and urban: a young woman goes through the city and has a coffee in her hand. Maybe she’s on the way to work.
