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Teva
Performance sandals are becoming big business, with Teva among those
companies leading the way with their innovative designs and forward thinking.
Brand Manager for Europe Giles Cundell talks us through what makes them
special and highlights things to look out for in 2010
SGB: What’s the core of the Teva brand? successful brand in any market you’ve got to have appropriate product for
Giles Cundell: Teva is traditionally a performance brand - we were the first that consumer
performance brand to design a universal strapping system sandal, about 26
years ago. The core of our business is outdoor and performance sandals, at SGB: So the fit of the sandals are different?
the top end of quality. GC: We’ve found with open footwear that the shoe needs to be slightly
wider, so that you have a little extra space as the foot moves round a bit
SGB: The strapping system, the way that you do the sandals up – is that more than in a closed shoe. We’re now moving to a more European fit as
unique to you? we have a separate women’s and a men’s shape – the womans shoe is
GC: That has been unique to us and patented. Other brands use similar narrower as they prefer a sleeker, more fashion forward shoe.
technology but we're pretty confident that they don't do it as well.
SGB: How is the Teva brand marketed, how do you get word out?
SGB: So Teva is an American brand originally? How long has it been in GC: Traditionally we’ve had print adverts, billboard advertising and we’ve
Europe for? had a limited website but we’re looking to aim at new markets at the
GC: It’s been in Europe for over twenty years now – we started off with the moment. We’ve just employed a new Marketing Director in the US who’s
Benelux countries, which was our first distribution in Europe, and we’ve working very closely with the European team – he'll be producing a viral
now spread throughout Europe selling in 24 countries online campaign in 2010.
We will continue to do print advertising but on a much smaller scale than
SGB: So are Teva an American product distributed in Europe or are there we have done historically but it is our distributor’s responsibility to market
exclusive European product designs? the product in Europe as they’re the experts in their own field – they take
GC: If you come into Europe with a purely American line of product then it the lead from the brand but it is down to them to implement the marketing
just doesn’t work - Deckers, which is our parent company, understands that, campaign.
embraces it and has deliberately set up a European team specifically to deal
with that issue. The UK range has much more colour and style and more SGB: Teva shoes are very identifiable visually – is that a conscious thing?
“fast” product. Each market across Europe, as there are differing tastes and GC: Yes, there is a specific look which is Teva and we work very hard to
sizings with in Europe, is getting exactly what they need. If you want to be a keep it but we also innovate annually. We have a very loyal customer who
8 SGBOUTDOOR JUNE 2009
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