With three pillars, the Classic collection, the NOW offer and the outdoor line, the manufacturer wants to address a wider customer range. The strategy should also be an answer to the challenging situation in the trade. Managing Director Günther Bauer is satisfied with the course of the first half of the year, “but you also notice that something is wrong. It is not a spirit of optimism,” said the entrepreneur. Overall, trade is reserved. In addition, many companies said goodbye to the market. Nevertheless, at the company’s headquarters in Schwanheim/Lug, one perceives that the forest runner brand performs well. With a shift towards significantly fashionable models, the company had managed to open up new target groups in the past few years. The company wants to continue to take this path and also address younger consumers- such as the age group of 30 or 40 year olds.
The Palatures are aware that they have a lot to put in the balance: well-thought-out products for women and gentlemen who take up contemporary trends and have many comfort features. According to the Bauer, it now depends on this message: “We can make shoes. In design, we are full professionals. But it often does not matter in society that there are still people who are bothering to make shoes.” This often has to do with the fact that trade and buyer often only order certain styles from the collections, Sina Eder speculates, responsible for product management. “Many models that we find super -fashionable do not make it into the market at all. The trade needs more courage every now and then.” Often you find many standards and basics of your own brand in the shops. “Of course, we reach the customers who feel good with our brand,” said Bauer. “We want to work to address other people too.” It was quite clear to him that there is a strong competition in the fashionable segment, against which you compete with rangers. When step out of the comfort drawer, new advertising material should help. Vivian Klingler, who is responsible for marketing for forest runners, relies on young, fresh motifs, “to show the dealers that we can do it differently.” For the shooting of the F/S 2026 collection, the marketing team traveled to Lake Lugano, which was the name of the Lugina Schuhfabrik 60 years ago. The new campaign is intended to refer to the anniversary and the tradition of the company, but at the same time show how to interpret comfort shoes fashionably in LUG. Different promotions such as a raffle, carry samples for the sales staff and large POS packages including a float-burned floor mat for the shop are planned in retail. And of course a versatile collection with new features and a fashionable look.
“It is clear to us that we need staying power for our shift. But we are fully behind it and we are convinced: the courage in the trade will come too.” For this purpose, Waldläfer invests in visibility for the season F/S 2026. Addressees are consumers and trade. The brand is often under the radar, “and that should change,” says Vivian Klingler. The trade has been supported in a targeted manner for three seasons with POS materials such as posters and displays in order to focus more on the brand.
