In this Schuhkurier edition, our editorial team again talked to the people that this business is actually about: the customers who find, buy, buy and wear shoes. The tenor is clear: Even if the shoes must be convenient or suitable for deposits, the customers we surveyed also want to look good and buy fresh styles. After all, they already have the black sandals with cross straps.
The fashionable claim increases in the comfort shoe target group, people don’t want to feel like patients who are prescribed one shoe that fits. And they want to wear brands with which they do not feel fashionable.
This means another challenge for the comfort shoe manufacturers. You can manufacture shoes with good fit, some for decades. Now you also have to work on your brand and your external presentation. With forest runners and relife, two brands in the segment are currently thinking of branding.
For this, forest runners relies on young motifs and a campaign on Lake Lugan, together with the home town of Lug, namesake from the manufacturer Lugina. The brand combines its tradition with a lifestyle appearance. And thus also wants to inspire the trade to buy not only the standard models, but also the fashionable styles from forest runners.
With relife, it has been fully on wellness since the takeover by Isa Traesko. Elaborate pictures and videos show less which technical details are integrated in the shoe, but illustrate the soft feeling with every appearance.
Read in the current Schuh Kurier edition what it is all about with the three-pillar model and how a man with Red Bull experience can help with the brand.
