Cover Story: Teva ce for Teva wear. How will this impact upon UK retailers?
waterproof version with an eVent membrane, but we’ve also started to offer an extremely breathable version with Ion-Mask. Sometimes, quick drying with no sweaty feet is better than a waterproof but damp shoe.”
The brand is also hoping to capitalise on its new products with a more integrated marketing approach for 2012. As UK consumers are barraged with ever increasing amounts of promotional activity, isolated and one-off campaigns don’t seem to have the impact they once may have created.
“We’ve gone to full retail campaigns with our key partners. For instance, we ran our first outdoor advertising campaign last winter. The key was activating this campaign at retailers and making sure that staff were on board and fully up to speed. We saw double-digit increases in all the promoted styles and received great feedback from the retail floor staff.”
Recently, Teva have penned a deal with the UK road cycling team, Endura Racing, to promote its super-lightweight Mush Frio model. While this might not be the most likely partner for an outdoor footwear producer, the team’s travel schedule keeps them on the road almost 300 days a year.
“Once again, we had to look outside our box to find the perfect partners for travel shoes. As hardcore travellers and professional athletes, I think their product feedback will be invaluable to us as a brand.”
When asking what the future holds for this fledging UK brand, besides snow boots, Cavanagh is quick to mention the growing outdoor fitness trend in the UK. “British Military Fitness and similar programs have been growing in popularity for some time now. I think we’ll continue to see a trend of people leaving the gym for the park. We plan on being part of that movement.”
With Teva looking at exploring this fitness trend, retailers should pay close attention to products exploiting this phenomenon. With consumers still gripped by the economic downturn, costly gym memberships may be one luxury too many. Alternative fitness products could become increasingly important so retailers are advised to keep an eye on the outdoor fitness trend.
www.sgboutdoor.co.uk
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