p12,13 Outdoor HANWAG:SGBGolf_NEW_template 26/02/2009 12:56 Page 13
SGB Outdoor
product I don’t think we’ll have any issue. Then what uppers are looked after and stay intact. The ethos, the emphasis, is on
we’re looking to do is highlight individual retailers quality.
who I know from experience, offer a very
good boot fitting service and to pick SGB: What sort of form is your marketing campaign going to be taking?
one in each county, or a couple What are you putting the money into, how are people going to see it?
depending on the size of the AH: We’ve got a number of adverts spread across, I suppose, the usual
county, so they get some suspects – Trail, Country Walking – we’ve got a couple going in Soldier
exclusivity with the Hanwag Magazine, so we’ve got an advertising campaign booked for the
range. It’s a case of forthcoming year. Thanks to the PR campaign, we’ve had lots and lots of
identifying the good reviews, last year we sent out 46 pairs of boots to be reviewed in various
prospects of good boot different magazines and press marketing material, press releases are
fitters and then also being distributed on a regular basis to keep publications up to
approaching them and date with key models. We have a clear plan and it's
then presenting the constantly evolving and developing.
Hanwag proposition.
The selling features SGB: It's a very competitive market now,
beyond the product is but outdoors folk are still buying –
that they are going to though they're being more considered in
be part of a limited what and how they buy. How will you
group of people that break into that and find new customers?
will be retailing Hanwag Your boots are more expensive than many rival
in the UK and hopefully Hanwag Banks GTX brands.
they’ll have people flooding through the doors following the adverts! One AH: There’s a lot less money
of the key selling points, when I go and see a retailer with a Hanwag swishing around out there, but
presentation, is that they’re not going to be in competition and have interestingly a lot of reports are
perhaps an hour of their time wasted for somebody who's then going to saying that people are taking a great
walk around three other stores within 30 minutes drive and compare deal of care in spending their money
prices. but when they do they’re actually –
for the first time in a number of
SGB: What is Hanwag's brand ethos? years – buying more expensive
AH: The ethos is still very much that of a family-based company, it’s a very items. They’re buying the products
close-knit team concentrating, not on producing large quantities of that they know will last longer,
footwear, but producing very, very good enthusiast-targeted, exceptionally because they care a lot more
comfortable, well-made and lasting footwear. now than they did about their
One of the benefits of the Hanwag range is the extensive range, even money, whether it be from
the low cut trail shoes are all pinch lasted so they can all be resoled; we a financial point of
recently found a recommended repair agent for Hanwag in the UK, and view, on a certain
they will carry a range of all the bits and pieces – including all the
original soles – for Hanwag, so if you buy a pair of Hanwag shoes or
boots and eventually the sole unit wears through, which they do, you
can get it re-soled with not just the nearest thing but exactly what it
came out of the factory with. You can keep doing that as long as the
Mountain Light GTX
degree it can be from an ecological point of view, therefore they don’t
want to fill landfill sites with stuff they’re throwing away all the time. I
think people are actually still spending the money, it’s just taking them
a lot longer to make that buying decision.
One of the keys to improving the sales of Hanwag next
year for Rosker is establishing good consistency of
stock available in the UK on a core range of boots that
are already proven sellers in existing Hanwag
retailers, and then establishing and discussing the
range with more retailers in the areas that aren’t
currently covered.
Approach GTX
FEBRUARY 2009 SGBOUTDOOR 13
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