BRANDS
footprint of every step, transportation, raw material emission in the factory, emissions in transportation, or inefficiency related to them. Not forgetting travel to Asia for factory visits, monitoring production. First you have to measure, then you have to plan, and only then you have to act.
With saddles and apparel, there is lots of high-end capability to manufacture specialist quality products in volume in Europe. For footwear, actually, at the moment it is possible only in certain cases (eg. high-end shoes, limited pieces, specific materials).
But, if you need specific volume (large scale production) of shoes, at a high quality, different materials, across price points - at the moment, that’s a much bigger challenge. At the moment, with our business model, we cannot simply
say ‘okay guys, we want to switch everything to Italy, and you have to pay X Euros more on everything’. Having people thinking about sustainability more and more in business is a good thing. We have to make sure that we also set and achieve the right measures, because switching the production, for everybody, not just for the cycling industry, is not a simple task. To switch the production from far to near, you have different costs, and I think this also plays into the sustainability conversation in the context – we want the product to last longer.
QC is a sustainability conversation. Product lifespan is a sustainability conversation.
Can you share some insights into how Fizik approaches omnichannel retail? Today, our customer journeys may start in one place and end in another. Winning will look different for different parts of that journey - it’s critical that it is an integrated approach. As a brand, having the right partners, in brick-and-mortar retail, and online retail, is key. We want our message, our values, our ideas, our projects, delivered as a seamless message, to the people that are buying our product. To achieve this you have to work with the people that are committed to a project.
When sharing the value or the philosophy of the brand it will be more and more important to work in the right way. It’s very important for us to find the right partners to talk about our stories, and also to properly share the values, and the brand itself. We’re working with both online and brick-and-mortar retailers to deliver a seamless communication, a seamless customer experience. We aim to align the online and offline partners to serve different needs, whilst supporting also different business models. We have to find a way to meet together, to coexist, to best serve our existing customers and welcome new customers. Taking product examples, and mapping these to the omnichannel retail landscape, it could simply be that a limited-edition colourway, or brand collaboration, is offered exclusively to brick-and-mortar retailers, or that a specific saddle – which requires saddle pressure mapping technology to be used – is sold through retailers with high capability bike fitting services. We then see other, selected product, and SKUs, sold exclusively through online partners.
An example of this approach is the collaboration with Pas
Normal Studios. But this spring you will see further projects in cooperation with retail and online partners. Stay tuned.
UK retailers can access the entire range of Fizik product via Extra UK
52 | April 2024
www.bikebiz.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
