marKET - superbrands.s3.amazonaws.comsuperbrands.s3.amazonaws.com/AAA MASTER 2 PAGE PDF Case...
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MARKET In 1927, Naturalizer had the revolutionary idea of creating stylish and comfortable shoes made just for women. The brand became known as “the shoe with the beautiful fit.” For more than 85 years, Naturalizer has understood how truly comfortable shoes can help women move energetically through their day and live life to the fullest. Naturalizer remains committed to designing beautiful shoes that feel as good at the end of the day as they do at the beginning. And because of this commitment, Naturalizer shoes feature their exclusive N5 comfort system— five essential features that are proven to provide all day comfort:- • extra cushioning, • breathable linings, • balance with every step, • flexible soles • lightweight material. Naturalizer is still one of the few brands in the marketplace that women can turn to for hard-to-find sizes and widths, and wide shaft boots, because Naturalizer believe that shoes can only be comfortable when they are a perfect fit. Naturalizer shoes are designed with the best of each season’s trend- right looks, details and materials that women will love for social, work, play and every day. Today, Naturalizer inspires women to live their lives and love their shoes in 60 countries around the world. ACHIEVEMENTS Naturalizer was the first brand to create a last designed for a woman’s foot; previously men’s lasts were used and just made smaller. Naturalizer has increased business year on year at a tremendous rate:- Sales % increase over previous year 2007 158% 2008 134% 2009 128% 2010 127% 2011 146% 2012 123% 2013 120% HISTORY In 1927, during a decade of tremendous cultural shifts and progressive thinking, Brown Shoe Company launched a women’s footwear line with the radical idea of combining current fashion with comfort features. Naturalizer became one of the first shoe brands that women could turn to for the feminine style they coveted, and comfort they thought was impossible to attain. The recent suffrage movement had provided women with new- found freedoms and, as hemlines became shorter and shoes became the focus of fashion, Naturalizer symbolised what modern women had achieved. Naturalizer honours the brand’s original promise to deliver feminine, stylish, comfortable shoes in a manner that is relevant to the busy lifestyle of today’s woman. With rich leathers, soft suedes and unique details, Naturalizer footwear captures the essence of modern femininity…whether that means taking a leisurely walk in velvet ballet flats, or running a board meeting in black leather pumps. Backed by research from their “Style & Trend” experts, the Naturalizer line interprets the latest trends in ways their customers want to wear them. Women will see the influence of current fashion, blended with the enduring style they’ve come to expect from Naturalizer. Naturalizer was dubbed “the shoe with the beautiful fit” by advertising guru Leo Burnett in the 1940s. Today’s Naturalizer shoes still have a beautiful fit, and are comfortable enough to wear throughout the day. Naturalizer’s fresh, unpretentious designs are a smooth fit with your wardrobe, your life and your own unique style. Naturalizer promise style that makes you look good and feel good – always. Brown Shoe Company is a $2.6 billion, global footwear company whose shoes are worn by people of all ages, from all walks of life. The products are available virtually everywhere in the nearly 1,300 Famous Footwear and Naturalizer retail stores, in hundreds of major department and specialty stores, on fourteen branded ecommerce sites, and on many additional third-party retail websites. Through theyr broad range of products, they serve three key market segments. Brown Shoe Company Family brands Famous Footwear, Famous. com, and shoes.com are one- stop-shopping destinations for high quality, affordable styles for a families every occasion. Active people who want comfort, style and performance can look to their Healthy Living brands Naturalizer, Dr Scholl’s Shoes, LifeStride and Ryka. Their Contemporary Fashion brands Via Spiga, Vince, Sam Edelman, Franco Sarto, Carlos Santana and Fergie Footwear keep fashionistas in step with the latest trends. Brown Shoe Company inspire people to feel good and live better... feet first! PRODUCT Naturalizer delivers styles that are the perfect intersection of style, comfort and fit. They are women’s go to shoes that provide comfort from day to night. Naturalizer believes in: • Giving her shoes that reflect her personal style and work in her life every day. • Delivering a strong value proposition for the consumer with comfort, style and quality. • Upholding their comfort and fit heritage, always. • Designing shoes that are trend-relevant without being overstated. • Making shoes that help her look and feel beautiful. 32 Superbrands - Saudi Arabia Vol 1 - Book.indb 32 28/05/2014 07:58
Transcript of marKET - superbrands.s3.amazonaws.comsuperbrands.s3.amazonaws.com/AAA MASTER 2 PAGE PDF Case...
marKET In 1927, Naturalizer had the revolutionary idea of creating stylish and comfortable shoes made just for women. The brand became known as “the shoe with the beautiful fit.” For more than 85 years, Naturalizer has understood how truly comfortable shoes can help women move energetically through their day and live life to the fullest.
Naturalizer remains committed to designing beautiful shoes that feel as good at the end of the day as they do at the beginning. And because of this commitment, Naturalizer shoes feature their exclusive N5 comfort system—five essential features that are proven to provide all day comfort:-• extra cushioning, • breathable linings, • balance with every step, • flexible soles• lightweight material.
Naturalizer is still one of the few brands in the marketplace that women can turn to for hard-to-find sizes and widths, and wide shaft boots, because Naturalizer believe that shoes can only be comfortable when they are a perfect fit.
Naturalizer shoes are designed with the best of each season’s trend-right looks, details and materials that women will love for social, work, play and every day.
Today, Naturalizer inspires women to live their lives and love their shoes in 60 countries around the world.
achiEvEmEnTSNaturalizer was the first brand to create a last designed for a woman’s foot; previously men’s lasts were used and just made smaller.
Naturalizer has increased business year on year at a tremendous rate:-Sales % increase over previous year
2007 158%2008 134%2009 128%2010 127%2011 146%2012 123%2013 120%
hiSToryIn 1927, during a decade of tremendous cultural shifts and progressive thinking, Brown Shoe Company launched a women’s footwear line with the radical idea of combining current fashion with comfort features. Naturalizer
became one of the first shoe brands that women could turn to for the feminine style they coveted, and comfort they thought was impossible to attain. The recent suffrage movement had provided women with new-found freedoms and, as hemlines became shorter and shoes became the focus of fashion, Naturalizer symbolised what modern women had achieved. Naturalizer honours the brand’s
original promise to deliver feminine, stylish, comfortable shoes in a manner that is relevant to the busy lifestyle of today’s woman.
With rich leathers, soft suedes and unique details, Naturalizer footwear captures the essence of modern femininity…whether that means taking a leisurely walk in velvet ballet flats, or running a board meeting in black leather pumps.
Backed by research from their “Style & Trend” experts, the Naturalizer line interprets the latest trends in ways their customers want to wear them. Women will see the influence of current fashion, blended with the enduring style they’ve come to expect from Naturalizer.
Naturalizer was dubbed “the shoe with the beautiful fit” by advertising guru Leo Burnett in the 1940s. Today’s Naturalizer shoes still have a beautiful fit, and are comfortable enough to wear throughout the day.
Naturalizer’s fresh, unpretentious designs are a smooth fit with your wardrobe, your life and your own unique style. Naturalizer promise style that makes you look good and feel good –
always.Brown Shoe Company is a $2.6
billion, global footwear company whose shoes are worn by people of all ages, from all walks of life.
The products are available vir tually everywhere in the nearly 1,300 Famous Footwear and Naturalizer retail stores, in hundreds of major department and specialty stores, on fourteen branded ecommerce sites, and on many additional third-party retail websites. Through theyr broad range of products, they serve three key market segments.
Brown Shoe Company Family brands Famous Footwear, Famous.com, and shoes.com are one-stop-shopping destinations for high quality, affordable styles for a families every occasion. Active people who want comfort, style and performance can look to their Healthy Living brands Naturalizer, Dr Scholl’s Shoes, LifeStride and Ryka.
Their Contemporary Fashion brands Via Spiga, Vince, Sam Edelman, Franco Sarto, Carlos Santana and Fergie Footwear keep fashionistas in step with the latest trends. Brown Shoe Company inspire people to feel good and live better... feet first!
ProducTNaturalizer delivers styles that are the perfect intersection of style, comfort and fit. They are women’s go to shoes that provide comfort from day to night.
Naturalizer believes in:•Giving her shoes that reflect her personal
style and work in her life every day.•Delivering a strong value proposition for the
consumer with comfort, style and quality.• Upholding their comfort and fit heritage,
always.•Designing shoes that are trend-relevant
without being overstated.•Making shoes that help her look and feel
beautiful.
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Product Range – Foot Wear and Hand Bags •Dress• Flats• Casual• Sandals• Sports•Handbags
rEcEnT dEvEloPmEnTSNaturalizer shoes feature their exclusive N5 Comfort system – five essential features that are proven to provide all-day comfort – delivering flexibility, lightness, balance, cushioning and breathability in every step.
Recently Apparel Group have opened Naturalizer branches inSahara Centre (UAE), Al Ruwais Mall (UAE), Salaam Mall (UAE) and Ezdan Mall (Qatar).
PromoTionMarketing lies at the heart of the business. Naturalizer make sure that the brand gets a 360 degree exposure in the brand and no stone is left unturned. In mall media, Outdoor, Radio, Social media, Digital media and events are just a few to name.
The brand’s focus is to maintain the equity by having the right position in the market. This is achieved through integrated marketing communications.
Since the tie up with Apparel Group, Naturalizer has not missed an opportunity to communicate. The brand is communicated through all platforms of media, Magazines, newspapers, radio, outdoor, in-mall, events, etc.
Every season, the brand follows both ATL and BTL marketing methods to communicate the right message and appropriate media vehicles are used.
Naturalizer believe in rewarding their customer through various promotions and Sales Periods. The promotions carried out by the brand were – DSS, DSF, Mid Season Sale (2), Gift Voucher Scheme, Special offer – Flat 25 %
The Brand organises two ‘Members Events’ every year. It is a member’s only event when they invite the members to be part of the season launch. The media is invited to be a part of the event which creates good PR for the brand.
Naturalizer, being a part of Apparel Group, strongly believes that as a large organisation they can make a difference in several ways, such as donating financially to needy causes; helping protect the environment and make the society we live in a better place for their stakeholders through various activities and campaigns.
Naturalizer wish to set an example to other companies/brands by demonstrating that these contributions to society will actually create awareness to save
our planet, where they can take great pride. Naturalizer believe that their corporate actions will make the world a better place for future generations.Sponsored Emirates Arthritis - Naturalizer supports the Emirates Arthritis Foundation which is the first Musculoskeletal charity foundation to be established in the Middle East. Based in the United Arab Emirates, the foundation has grown from its establishment in 2006, to a charity that supports more than 1,000 patients today in the UAE.
brand valuES FeminineStylishConfidentComfortableTrusted
Naturalizer helps you do more of what you want to do in the styles you love to wear.
Delivering stylish, comfortable shoes that feel as good at the end of the day as they do at the beginning.
Naturalizer’s tagline is “Shoes Fit For You”. The word fit is used as a metaphor, which does not mean only fit for the feet. It means fit for the personality, attitude, and comfort,
The aim of the brand is to deliver high quality products, and with an authentic quality control system in place, the brand aims to produce a first class product. There are two main stages where the quality is controlled –
During production and before sending to the stores from the warehouse.Brand Mission - Naturalizer is dedicated to helping you look good and feel good all day long.Brand Positioning - Naturalizer is the brand of women’s footwear designed to move you effortlessly and confidently throughout life.Brand Synonyms - Effortless, Timeless, Comfort, Authentic, Vivacious.Brand Personality - Lively, Loyal, Smart, Effortless, Friendly.
www.naturalizer.com
Things you didn’t know aboutnaturalizer
Naturalizer is available is 1,300 plus stores around the world.
Naturalizer is present in 60 countries around the world.
The brand originated about 85 years ago.
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