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.