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JANA SHOES BE NAT URAL BE NATURAL – Be yourself and wear what suits you!


BE NATURAL tells the story of confident women who have an individual but conscientious attitude towards life. Our shoes have as much as attention to detail as the multifaceted wishes of our female customers. We are convinced that sustainability and fashion must complement each other. Inspired by nature, passion and urban nonchalance, we create shoes to underline each woman’s individuality and emphasise her natural style. Therefore we combine innovation with the highest demands in design, quality and fit.


Our mission is the desire to work according to sustainable development. Sustainable working methods in production as well as responsibility towards our customers and employees are of the highest priority in our daily endeavours.


What was the feedback from the launch of the brand BE NATURAL in the specialist trade? Feedback on BE NATURAL was positive throughout and encourages us to continue on our path to establish the brand sustainably in the specialist trade. Retail is open to fresh and new products, which standout from the “crowd”. We were able to win over 500 customers for BE NATURAL in the first season – that is a huge success in the current difficult times!


What will the BE NATURAL collection focus on in the coming spring/summer season of 2017? Like no other season, summer represents freedom, relaxation and pure joie de vivre, enjoying spontaneous moments and living in the here and now. The new collection revolves around a fashionable journey through time and appears in stylish classics ranging from brogues, slip-ons and sneakers to sophisticated pumps. Metallic effects ensure glittery looks and shoes in pastel tones give outfits a fresh, elegant touch. Attention to detail with a certain “something” signifies the new spring/summer collection.


What role does the sense of comfort play in the BE NATURAL collection? 100% wear comfort forms the basis for the development of our designs. Each model follows the demand of providing a harmonious balance in terms of design and wear comfort. For this, we use high-grade materials, always testing the fit when developing a product and developing technologies, which increase the sense of comfort in our products. Today’s fashion must simply feel good too.


What role does the fashion factor play in the BE NATURAL collection? The fashion factor plays a decisive role in the development of the collection. Fashion shows, fashion exhibitions and trend forecasts are taken into consideration in the collection and are individually transferred to the BE NATURAL collection. Nevertheless, it is also important to include original ideas to differentiate it from other collections. Creativity is the key to success!


What role does the subject of sustainability play in the BE NATURAL collection? Obviously a very important one, as we firmly believe in the unity of fashion and sustainability. Therefore, all our endeavours concentrate on acting in accordance with sustainable development. This applies to production, shipping as well as responsible involvement with suppliers, customers and employees.


What differences are there to conventional manufacturers? Our products meet the fashion spirit of the time and demonstrate that sustainability is not an empty phrase any more, but a trend, which is increasingly asserting itself in society. We exclusively use vegetable tanned lining leather for our models and also offer shoe enthusiasts flexible soles and removable insoles for the perfect fit.


Which challenges are presented in the production of the BE NATURAL collection? Our sound experience of shoe manufacture and many years of contact with our production sites allow us close collaboration in the development of the collection. The materials are selected centrally under strict criteria and are sent worldwide to factories for production. Furthermore, separate quality controls for BE NATURAL production have been installed that underline the high expectations of the product.


How are you preparing for the market launch of the BE NATURAL brand for the end consumer? Together with a renowned PR agency, we are in contact with large publishing houses and will increasingly be seen in magazines related to target groups in the form of clippings and fashion features. Moreover, we are currently developing a BE NATURAL website and will bring the brand to life on Facebook and Instagram. In future, the expansion of the Customer Journey will be an important part of our market strategy.


What support do you give to the specialist trade to stage the new BE NATURAL brand at the POS? Stationary trade will be furnished with individualised and free of charge POS packages to ensure uniform presentation at the POS and to support our retailers as important brand ambassadors.


What kind of plans are you pursuing with the BE NATURAL brand? Where will the journey take you? It is our endeavour to establish the BE NATURAL brand strongly in specialist retail by 2020 and to give every woman the opportunity to experience fashion and sustainability. The subject of sustainability will therefore be further developed season by season to meet the demands of the end consumer.


Which kind of benefits does the BE NATURAL brand offer? BE NATURAL gives the retailer the opportunity to tell a tale relating to the shoe and to bring this to life for himself and the customer. Today the customer does not just want to merely find a product on the shelf and buy it quickly, but wants to address subjects such as quality, finishing, fit, sustainability and the story behind the product. BE NATURAL offers the whole package and is fashion’s answer to current social developments.


Andy Smith - andy.smith@benatural-shoes.com - Tel: +44 7969 139948 Les Edwards - les.edwards@benatural-shoes.com - Tel: +44 7823 380223


10 • FOOTWEAR TODAY • AUGUST 2016


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