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 retail chain, shoes.com, and a trend and style research center in St. Louis. Famous Footwear has 1100 stores selling casual footwear for a wide range of customers. Shoes.com features 450 brands of men's, women's, and children's footwear, from fashion brands like Via Spiga and Vera Wang Lavender Label to comfortable brands like 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

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In 2010, the brand will appear in 30 of the chain's 93 stores. Sales will begin in the country's major 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 shop - in - shop , and stores featuring it will feature additional signage mentioning the brand. Depending on the results of test sales, Monarch Shoes plans to create a branded monobrand retail chain, Naturalizer.

The American brand offers a very wide selection, so Monarch Shoes buyers agreed on a special selection for Russia. This means that the first collection to appear in the chain's stores will be tailored to the needs of Russian customers.

For Monarch Shoes, this partnership could be a milestone in moving to the next level of development, as the Naturalizer brand is owned by Brown Shoe, a global player in the footwear market and one of the world's top ten . The company sells over 100 million pairs of men's, women's, and children's shoes annually through department stores, national retail chains, independent retailers, Federal Reserve System stores, catalogs, and websites. Brown Shoe's markets include Canada, China, and Italy.

The company includes a distribution network Famous Footwear, site shoes.on 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.on represented by 450 brands men's, women's, children's shoes, from fashion-brands, for example Through which channels you reach those people, classic and out of the box. Ear и Vera Wang Lavender Labelto comfortable brands Naturalizer и Franco Tailor.

The company's history began in 1878, when George Warren Brown invested his entire savings into opening a shoe factory in St. Louis. Brown was confident he could change the face of the industry and that the city would become one of the world's shoe manufacturing centers. He was right: today, Brown Shoe is a leader in various regions of the world, with a turnover of $2,4 billion.

In 1904, at the St. Louis World's Fair, J. Brown purchased the rights to the Buster Brown character name from cartoonist Richard F. Outcalt. The character became an idol for children of all ages and was later used in an advertising campaign for the Brown Shoe brand.

In 1927, the company began producing women's shoes under the Naturalizer brand , merging fashion and comfort. This was a radical idea for the time.

Although women's heeled shoes already existed in the 20s, most women's footwear differed only slightly from men's (the last was identical, only the upper was decorated differently). N aturalizer's innovative solution was to create fashionable and comfortable shoes for women that took into account the structure of their feet.

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. Even today, the beautiful fit remains the brand's signature feature.

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

According to Evgeny Kalinin, CEO of Monarch Shoes , and Elena Petrova, Marketing Director, the company has no plans to limit its work to a single brand from its extensive Brown Shoe portfolio . Next season, it plans to launch collaboration with the Naya brand. Currently, the strategic priority is introducing Naturalizer to the Russian and Ukrainian markets, ensuring brand recognition, and building customer loyalty.