Wortmann Group headed for natural
31.08.2016 3285

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 ...
Euro Shoes Exhibition

Latest News

Giuseppe Zanotti presented the current models of women's shoes for the winter

Comfort and warmth combined with elegance - these shoes are presented in the current collection of the Italian luxury brand Giuseppe Zanotti.
02.12.2021 168

Wildberries entered the Turkish market

The Russian online retailer Wildberries launched sales in Turkey, expanding its geography of presence to 18 countries. Wildberries presented to new customers about 5,6 million items of goods from 163 thousand international brands. The assortment includes clothes and ...
02.12.2021 177

M&G Italia will place a test batch of shoe blanks at factories in Dagestan

The Italian footwear manufacturer M&G Italia and the Ministry of Industry and Trade of Dagestan have agreed to place a test batch for the production of blanks for Italian footwear at factories in the Republic of Dagestan, TASS writes with reference to the press service ...
02.12.2021 233

Detsky Mir places 1,5 million orders on Black Friday

Black Friday was held in the Detsky Mir online store from November 22 to 28. It was also possible to place an order through the retail mobile application. As a result of the action, more than 1,5 million orders were issued for a total of 3 billion ...
02.12.2021 154

The fifth adidas x IVY PARK collaboration released

The new bright collection of adidas and the brand of American singer and actress Beyoncé IVY PARK is released on December 9 and includes, in addition to items of clothing - a patchwork down jacket, overalls and rompers, knitted trousers and faux leather skirts - three ...
02.12.2021 204
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning