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Naturalizer: shopping for naturalists
13.11.2010 6085

Naturalizer: shopping for naturalists

In August, the Monarch Shoes chain of stores will complement its sign with one more word - Naturalizer. What is behind it? The idea of ​​femininity and comfort, embodied in the American brand Naturalizer.

In 2010 the brand will appear in 30 out of 93 stores of the chain. Sales will start in the country's main cities - Moscow and St. Petersburg, as well as in regional centers - Yekaterinburg, Chelyabinsk, Khabarovsk, Vladivostok and Rostov-on-Don. The brand will be sold in the shop-in-shop format, and the stores where it appears will be equipped with an additional sign with the brand name. Depending on the results of the test sales "Obuv Monarch" plans the possibility of creating a branded retail mono-brand network Naturalizer.

The American brand offers a very wide assortment, so the buyers of Obuv Monarch have agreed on a special selection for Russia, that is, the first collection that will appear in the chain's stores will be adapted to the requirements of Russian customers.

For Monarch Shoes, this partnership can become a milestone for the transition to another level of development, since the Naturalizer brand belongs to one of the global players in the footwear market - Brown Shoe, one of the ten world leaders. The firm sells over 100 million pairs of men's, women's and children's shoes annually through department stores, national retail chains, independent retailers, the Federal Reserve, catalogs and Internet sites. Brown Shoe's areas of interest are Canada, China and Italy.

The company includes the Famous Footwear sales network, website shoes.com and the St. Louis Trends and Style Research Center. Famous Footwear has 1100 stores selling casual footwear for a wide variety of customers. On the site shoes.com represented by 450 brands men's, women's, children's shoes, from fashion brands, for example Via Spiga and Vera Wang Lavender Label, to comfortable brands Naturalizer and Franco Sarto.

The history of the company began in the 1878 year when George Warren Brown invested all his savings in the opening of a shoe factory in St. Louis. Brown was confident that he could change the face of the industry, and the city would become one of the world's centers for the production of shoes. He was not mistaken: today Brown Shoe leads in different regions of the world, having a turnover of $ 2,4 billion.

In 1904 at the World's Fair in St. Louis, J. Brown bought the rights to the name of Buster Brown's character (moron Brown) from animator Richard F. Outcult. This character was an idol for children of all ages and was subsequently used in Brown Shoe's brand advertising campaign.

In 1927, the company began producing women's shoes under the Naturalizer brand, in which it decided to combine fashion and comfort. For that time it was a radical idea.

And although in the 20's there were already models of women's shoes with heels, for the most part the shoes for women were only slightly different from the men's shoes (the block was the same, only the upper of the shoes was decorated differently). Naturalizer's innovative solution was to make women fashionable and comfortable shoes that take into account the structure of the foot.

All this happened against the background of the active development of the suffragist movement. Women got used to their newfound freedom: skirts became shorter, shoes more fashionable. Naturalizer has become a symbol of the modern woman, focused on success and achievement.

Naturalizer's slogan - The Shoe with the Beautiful Fit - was coined by advertising guru Leo Barnett in the 1940s. And today, a beautiful fit remains a trademark of the brand.

The brand development department has developed a formula of five comfort elements that are characteristic of the brand: flexibility, lightness, softness, balance, breathability.

According to the General Director of Obuv Monarch Evgeny Kalinin and Marketing Director Elena Petrova, the company is not going to stop working with the only brand from the large portfolio of Brown Shoe. It is planned to start working with the Naya brand next season. At the moment, the strategic priority is to bring Naturalizer to the markets of Russia and Ukraine, ensure brand awareness and build loyal customer relations.

In August, the Obuv Monarch»Will add one more word to his sign - Naturalizer. What is behind it? The idea of ​​femininity and comfort, embodied in  american brand Naturalizer

 

In 2010, the brand will appear in 30 out of 93 stores of the chain. Sales start in the country's main metropolitan areas - Moscow and St. Petersburg, as well as in regional centers -  Yekaterinburg, Chelyabinsk, Khabarovsk, Vladivostok and Rostov-on-Don. The brand will be sold in the format shop-in-shop, and stores where it appears will be equipped with an additional sign mentioning the brand. Depending on the results of test sales "Obuv Monarch»Plans the possibility of creating a branded retail mono-brand network Naturalizer.

The American brand offers a very wide assortment, so buyers of Obuv Monarch»Agreed on a special selection for Russia, that is, the first collection that will appear in the chain's stores will be adapted to the requirements of Russian customers.

For Shoes Monarch»This partnership can become a milestone for the transition to another level of development, since the brand Naturalizer belongs to one of the global players in the footwear market - the company Brown shoe, incoming в the top ten world leaders. Every year, through department stores, national retail chains, independent retailers, the Fed, catalogs and Internet sites, the company sells over 100 million pairs of men's, women's and children's shoes. Area of ​​interest Brown Shoe - Canada, China and Italy.

The company includes a distribution network Famous Footwear, site shoes.com and a center for trend and style research in St. Louis. Famous Footwear Is 1100 stores selling casual shoes for a wide variety of customers. On the site shoes.com represented by 450 brands men's, women's, children's shoes, from -brands, for example The town of Ear и Edge Wang Lavender Labelto comfortable brands Naturalizer и franc Tailor.

The history of the company began in the 1878 year when George Warren Brown invested all his savings in the opening of a shoe factory in St. Louis. Brown was confident that he could change the face of the industry, and the city would become one of the world's centers for the production of shoes. He was not mistaken: today Brown Shoe leads in different regions of the world, having a turnover of $ 2,4 billion

In 1904, at the World's Fair in St. Louis, J. Brown bought the rights to the character’s name Buster Brown's (moron Brown) animator Richard F. Outcult. This character was an idol for children of all ages and was subsequently used in the brand’s advertising campaign. Brown Shoe.

In 1927, the company began the production of women's shoes under the brand name Naturalizer, in which she decided to combine fashion and comfort. For that time it was a radical idea.

And although in the 20's there were already models of women's shoes with heels, for the most part the shoes for women were only slightly different from the men's shoes (the block was the same, only the upper of the shoes was decorated differently). Innovative solution Naturalizer consisted  to make fashionable and comfortable shoes for women that take into account the structure of the foot.

All this happened against the background of the active development of the suffragist movement. Women got used to their newfound freedom: skirts became shorter, shoes more fashionable. Naturalizer has become a symbol of the modern woman, focused on success and achievement.

 

Tagline Naturalizer - The Shoe With the Beautiful Fit (“Shoes That Fit Perfectly”) was proposed by advertising guru Leo Barnett in the 1940s. And today, a beautiful fit remains a trademark of the brand.

The brand development department has developed a formula from five comfort elements characteristic of the brand: flexibility, lightness, softness, balance, breathability.

According to the General Director of Obuv Monarch»Evgenia Kalinina and Marketing Director Elena Petrova, the company is not going to stop working with a single brand from a large portfolio Brown Shoe. Next season, it is planned to begin work with the brand Naya. And at the moment, the strategic priority is to eliminate Naturalizer to the markets Russia and Ukraine, ensuring brand recognition and the formation of customer loyalty.

In August, the Obuv Monarch chain of stores will add another word to its signboard - Naturalizer. What's behind it? The idea of ​​femininity and comfort, embodied in the American brand ...
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