Rieker
Wortmann Group headed for natural
31.08.2016 3619

Wortmann Group headed for natural

At the Euro Shoes Premiere Collection, the second collection of the new Wortmann Group brand, Be Natural, was presented. According to representatives of the group of companies, the withdrawal of the Be Natural brand is a long-term strategy for changing the image of one of the main brands of the Wortmann Group - Jana. In the course of a survey of consumer preferences in shoes, which was conducted by the Wortmann Group last year, a trend was revealed - towards naturalness and ecology. As a result, it was decided to bring to the market a new brand of footwear, Be Natural, which was based on the idea of ​​naturalness. So far, this is expressed in the fact that only natural materials and natural dyes are used when creating Be Natural shoes. But in the future, according to Jana Sales Director Gulina Mulikhova, as part of its new brand, the Wortmann Group also plans to launch a separate line of footwear for vegans, which will be created using only natural materials, but of non-animal origin. 

The orientation of shoe consumers, including young ones, towards naturalness is one of the trends that researchers have identified. Another is the desire for convenience and comfort. “The population is aging, and older people primarily choose comfort and naturalness, but do not want to give up fashion,” said the Wortmann Group. This is exactly the request Be Natural meets - it's fashionable comfort and ecology.

The price category of the new brand is an average plus (in retail about 7 thousand rubles per pair of shoes). In stores, a fashion brand is presented in a shop in shop format, the company provides its customers with a separate brand stand for the presentation of a new brand. In addition to Russia, Be Natural is currently represented in Europe, South America. Last week, the brand presented at an exhibition in Canada.

At the Euro Shoes Premiere Collection exhibition, the second collection of the new Wortmann Group brand, Be Natural, was presented. According to representatives of the group of companies, the withdrawal of the Be ...
3.3
5
1
4
Rating

Latest News

Paco Rabann dies at 88 in France

A Spanish-born designer whose style has become synonymous with space age aesthetics, Paco Raban has passed away at the age of 88 during…
04.02.2023 333

One of the founders of the National Shoe Union Sergey Prytkov passed away

Sergei Prytkov, one of the founders of the National Shoe Union (NOBS), an industry organization that brings together manufacturers, suppliers and sellers of footwear, passed away at the age of 66 ...
03.02.2023 180

Tiffany and Nike Unveil Joint Air Force Capsule

The result of the Tiffany-Nike collaboration was briefly kept under wraps with the Nike Air Force 1 in black suede with Nike's signature comma in Tiffany Blue. From the jewelry brand of shoes also got placed on the heel of sneakers ...
03.02.2023 443

Architectural shoe brand Nicholas Kirkwood is shutting down

British designer Nicholas Kirkwood has taken the decision to shut down his eponymous shoe brand after 18 years of development. Founded in 2005, Nicholas Kirkwood is a luxury brand known for its innovative and architectural…
02.02.2023 333

Ferragamo reports revenue growth in 2022

Italian luxury group Salvatore Ferragamo reports sales growth in 2022 in all regions except Asia-Pacific, where growth slowed due to quarantine measures related to the spread of…
01.02.2023 317
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning