p8-9 Outdoor Teva:SGBGolf_NEW_template 19/06/2009 09:06 Page 9
Teva
tends to follow their retailer in of those products which were
the outdoor industry, which is traditionally strong for us, but
good for us because it means moving into a younger, faster
that we can get a vision of market. Look out for some
the brand across every year as very exciting new women’s
we work with the retailers product which is sleeker,
very closely. more stylish, more colourful,
some new kids’ products,
SGB: How do retailers carry which are stunning, some
the Teva message out? really exciting new sandals for
GC: We encourage our boys and girls. We also have
distributors to constantly trekking boots. Teva has
work with their key retailers traditionally been a
and avoid budget retailers etc. spring/summer brand. We
so we work with the best recognise the importance of
partners who are going to having an autumn/winter
take our message to the business as well. We’ve
consumer. Teva as a brand brought on board one of the
moving forward is focussing best product designers in the
the marketing spend into the business to work on a range
retail environment, so that we of walking boots, hiking
concentrate on communicating an unblemished message to the consumer. boots, what we call light hiking in America, which is your
We don’t have a huge amount of marketing budget so we have to be spring/summer/autumn walking boots. We’ve developed a fantastic range
focussed, for example we are developing a of product, really, really outstanding, which will be available from around
small range of product at the moment for the September this year and it will continue for many seasons to come. It’s
fashion industry; it’s not high fashion, but it’s been well received, good initial sell-in, and moving forward over the
designed to attract a new consumer, a next two or three years you’ll see a lot of development in that area.
younger consumer in some other distribution
channels, whether it be shoe stores, trend
stores, whatever. This gives the opportunity
for distributors to go to the outdoor buyers
and say, ‘Not only is this product practical,
functional, high quality but also trendy.'
There is an opportunity there as well.To be
honest we’ve been requested that from many
of the retailers, they said don’t be afraid to make your
brand trendy as it’ll help us in the long run.
SGB: Do you think Teva is a brand that’s benefited from that broader
acceptance of outdoor gear as being good for everyday use?
GC: Yeah, I think so. Teva is a brand that is a performance product but you
will see people wear Teva going travelling, hanging out at festivals, scuba
diving, trekking in hot climates. The reality is Teva gets used for all sorts of
other things as well, and we’re embracing that as the reality is that many of
our consumers are using these as a shoe for lifestyle and travel and all sorts
of softer activities.
SGB: What are the cornerstones of the Teva range in Europe?
GC: The biggest selling product we have in the range, and always have had,
is the Terra-Fi, which is our walking sandal, trekking sandal. It’s a
sandal which has always been high price point,
top quality, best selling product by quite a
long way.
SGB: What should we be looking
out for from 2010 from Teva?
GC: In 2010, Teva is
keeping its
authentic roots
and it’s moving
forward at the
same time, so
we’re keeping many
JUNE 2009 SGBOUTDOOR 9
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