INTERVIEW
this is through the digital space through website development and social media adoption. The Lorenz group is forward-thinking and it is constantly developing and enhancing its design and manufacture processes in order to speed up the development of new concepts; this allows samples to be created more quickly and altered more efficiently, making the route to market for new designs more effective.
In addition, we have seen the adaptation of new materials and processes. We had a new sneaker sole that was launched last season; it’s extremely light and we are looking forward to seeing this sole being used across more of the Högl sneaker range.
There are also future improvements in the waterproof material sciences. So, while the company is over 100 years old, it never becomes latent, instead constantly looking forward and striving to develop and improve.
Q: What about the topic of sustainability – how does that feed into your brands and your aspirations moving forward? J&M: Sustainability is definitely at the forefront now. Ganter has always had a focus on the natural side of shoe manufacturing with sustainably-sourced cork for its insoles and merino wool options. But these developments are progressing into the other brands as well and there are more sustainable materials and processes in-house, including product sourcing, packaging and distribution. Everything is open for changing to a much more sustainable approach; it’s really amazing to see and it shows that the company is responsible and ethical and
that it really cares about its impact on the wider world. We will definitely build on this going forward.
Q: Tell us about your plans for the brands moving forward. J&M: With Högl, the key things we are looking forward to developing this year is a more connected and integrated approach to the brand. As is usually the case things naturally develop over time. For example, our Internet presence in the UK and Ireland is separate from the rest of Europe and this leads to differences in how the brand is presented. There is also an uncoordinated approach to the social media space between the European side, the UK and Ireland side, our retailers and then the customers, so a more integrated and aligned approach would be good. And we’ll be working with the wider team to achieve that.
It’s going to be a challenge and we will need input and support from our customers to help develop the approach that is suitable for them, bearing in mind they will not all share the same desires – but creating, developing and then delivering a whole strategy for moving the brand forward will be key.
With Hassia we feel we can look at ways to improve the messages about the features and benefits of the articles. The premium comfort message is at the core of everything that Hassia stands. One of the benefits of us being from outside the industry is that you have to look at everything with new eyes, and there are no assumptions or shortcuts to knowledge. In the early days we struggled to really categorise the Hassia brand and what it stood for. But after speaking to our customers and understanding how Hassia shoes were the answer for a gap in the market where premium comfort and style marry together, it all became much clearer. This is down to messaging and we hope to see improvements in the messaging around what is an excellent concept!
Lastly, Ganter is a unique and special case. It is a niche brand and so the approach is obviously going to be different than that taken to those with a wider appeal. One thing we would say though is that both of us wear the Merino Wool shoes and we both love them! As outdoor people we appreciate how useful they are for all conditions and they have certainly become a staple for when walking the dogs!
22 • FOOTWEAR TODAY • FEBRUARY 2024
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