Macinform UK September 2015

3
Macinform
EDITION SEPTEMBER 2015
REDESIGNED SHOP CONCEPT FOR BRANTANO BELUX:
A STROKE OF GENIUS
9
Successful restyling at Manfield
gives new dynamics
New image for Dolcis
14
13
Brantano Belux launches reliable
shoes for adolescents
Young Fashion Stores attract increasing
numbers of customers
16
14
Scapino boosts Facebook and
Instagram activities
The new Brantano Belux shop concept was launched in the SintJoris-Winge shop in the spring of this year. A complete facelift
allows the whole experience of shopping in a physical store to
come into its own, and also brings many advantages. There is
plenty of space for presenting the collections, a separate shop for
accessories and a brand new children’s corner. The new concept
was enthusiastically received and the Brantano shop in Aalst has
since also undergone a complete restyle.
Discover
The shop’s new look leaves customers with the feeling that they
are getting more value for their money. This was achieved by
modernising the appearance and internal organisation of the
shop, the presentation of the product range, and, last but not
least, the customer-oriented approach of the employees.
A prominent place has also been reserved for all cross-channel
services in the new shop concept so the added value from combining online and offline channels at Brantano is palpably
present.
More than 200,000 Belgian families
already have foot passports
1
Continued on page 2
4
Specialist
Stefaan Van Weyenbergh, Managing Director of Macintosh Fashion BeLux, talks about the new concept: “With these redesigned
shops, we give even more substance to the positioning of Brantano
- we are, and we will continue
to be, the family shop par
excellence. With this spectacular make-over we lay down a
much more modern shop concept. We have been the shoe
specialist for years, but now we
are also - once again - the shop
specialist.”
The brand new children’s corner
Brantano’s range can be
favourably presented due to
the shop facelift. In addition,
there is a separate shop for
fashionable accessories, and
young children can romp
around to their heart’s content
in the brand new children’s
corner.
Brantano’s special service, the
3D Foot Scan, can also be sure
of a prominent position within
the concept.
Space for the 3D Foot Scan
Local roots
“Not only do we promote the
‘shopping experience’ but we
also offer space for local concerns in a so-called ‘local
anchoring area’. In this part of
the shop people can share local
news and advertisements, and there is also space for local initiatives, such as a waffle sale by the local youth association. As a
family shop we want to contribute something extra at the local
level.”
Cross-channel
There is plenty of room for cross-channel activities in the new
concept. For example, customers can look-up items in the web
shop on giant screens. And there is free WiFi. Stefaan Van Weyenbergh adds, “After all is said and done, we are the number two
online shoe retailer in Belgium and this is reflected
in the shop.”
2
Success
Customers were invited via
Facebook, email and house-tohouse leaflets to join in the
many celebratory activities and
attractive offers. The initial results are very
promising.
SCAPINO WITH SPECIAL
‘COMFORT CORNER’ AT THE 50+ SHOW
SCAPINO,
A WELCOME GUEST
The 50PlusBeurs (50+ Show) at the Jaarbeurs exhibition centre in
Utrecht is the world’s biggest event for active 50+ men and women. It
offers the 100,000+ visitors an abundance of information, entertainment and discounts. The exhibitors - including Scapino - supply visitors with information and inspiration
spread over themed zones such as
holiday, living, free-time, society,
beauty & fitness, and well-being.
There are presentations, workshops,
exhibits, and, of course, special offers!
This year Scapino presented a wide
range of comfort shoes to the visitors.
Online
In Scapino’s special ‘Comfort Corner’ the focus was on fashionable
comfort shoes from Ecco, Hush Puppies, Caravelle, Pediforma and
Orchard. The special diabetes collection from Orchard was also
represented. Visitors could try on models and they were encouraged
to visit a Scapino shop of their choice after the show through attractive discount vouchers. There was also the option of buying shoes
online there and then. It was possible to arrange everything online
using iPads and a media tower, and customers were to receive their
chosen shoes at home within three working days.
Advice, discounts and convenience, all courtesy of Scapino. That is
rewarding!
Taste
In the Netherlands, Scapino is the market leader
for comfort shoes for the 45+ age group. In the
past, these shoes were often old-fashioned, heavy,
and dark coloured, but with the so-called rejuvenation
of the ageing population - 50 is the new 30 - comfort shoes are
becoming increasingly colourful and fashionable. However, at the
same time, features such as a stable sole, a good foot bed and
breathable materials are still valued. Scapino is a hit in this segment. That is good for the active 50+ group who want to
enjoy a full life, and a fitting reason for Scapino to have a presence at the 50PlusBeurs.
Popular
Scapino was at the 50PlusBeurs for the
first time this year and attracted many members of the public. According to the 2014
exhibition figures nearly three-quarters of
all visitors bought a product - a good reason for Scapino to offer suitable and enticing offers at its stand.
3
NEW
DYNAMICS
SUCCESSFUL RESTYLING AT
MANFIELD
GIVES
So far 12 Manfield shops have undergone a complete metamorphosis;
a restyling where craft, innovation, service and customer experience
predominate, and one where the quality of Manfield shoes comes even
more into its own. The stockroom is gone and the floor space has been
added to the shop, expanding it considerably.
Manfield.com
Everything revolves around the shopping experience and customer
service. All shoes in stock are on display allowing shop staff to
remain in the shop at all times, available for customers. First for the
complete metamorphosis were the shops in Amsterdam, Rotterdam
and Eindhoven, and these were followed by shops in Arnhem,
Amersfoort, Hilversum, Haarlem, Utrecht and Maastricht. And the
restyling was not confined to the interior alone, Manfield’s shop
fronts, shoe boxes and graphics were also totally redesigned.
Customer journey
The positive reactions of customers, employees and suppliers to the
redesigned shops confirm Manfield’s successful positioning and
prompted them to include the manfield.com website in the redesign.
The launch of the redesigned website brings Manfield’s online experience, quality and craftsmanship
in line with the redesigned shops.
There is extra emphasis on a good
‘customer journey’ on the redesigned and modern website.
The customer journey is the path
a customer takes before making a
purchase.
Once you know the path
customers take, you
gain an insight into how
customers
familiarise
themselves,
which
information they look
through, and which criteria they use to make
their final choice. The
more you know, the
better you can respond
to and serve customers.
The redesigned website
has a clear Manfield
‘footprint’. It is a logical step in the new
positioning of Manfield and an enhancement of the crosschannel activities on
the shop floor. If the
shoes a customer requires happen to be out of stock in
the shop, shop staff can help the client order them from
the Manfield web shop via a digital screen in the shop.
This order can either be collected from the same shop or
from one of the 450 Intreza Shoepoints collection points, or it can be delivered
to the customer’s home.
4
KURT STAELENS, MACINTOSH CEO:
“OUR CUSTOMER
APPROACH WORKS”
“The underlying trends up to and including July confirm that our
cross-channel customer approach, coupled with good product ranges
and good customer service, resonates with customers. Following the
significant gains in market share in H1 2014, we again increased market share at Fashion NL in the first half of 2015, in both the “like-forlike” shops and online. In the meantime more than 30% of crosschannel buyers buy at Fashion NL shoe formulas. This growing group
of consumers represents nearly 30% of the market spending and they
spend more than twice as much as online-only buyers. In Belgium, we
have also seen our cross-channel strategy result in faster online growth
than the market.”
Underlying operating result up by €0.4 million due to second quarter
“In the first half of 2015 there was pressure on margins due to the
clearance of stock from the poor 2014 winter season and the need
for price reductions. Because of this the underlying EBIT was negative. This is actually something that commonly occurs in shoe retail
because of the pattern of the seasons. I refer to the half-year key
figures below on this page.”
New shopping concepts a huge success
Kurt Staelens is delighted that the Manfield and Brantano’s new
shopping concepts have proved a success. “The ten Manfield shops
which were re-opened with the new concept in the first half of this
year showed an increase in sales of 14 percentage points for Q2 2015
in comparison to the year-on-year sales growth for the old-style
shops in this period. In fact, the two pilot shops opened in September 2014 showed an increase in sales of 49 percentage points for the
first half of 2015 in comparison to the year-on-year sales growth for
the old-style shops for this period.
In April the new Brantano concept, which integrates all crosschannel functionalities, was launched in the St Joris Tielt-Winge
shop. The results were promising. For the May/June 2015 period,
sales increased by 14 percentage points and the margin by 23 percentage points in comparison to other shops for this period. A second shop was opened in August in Aalst.
We have started initiatives at all our retail formulas to raise the
service level in our shops by enhancing the skills of the shop personnel and by improving performance on the shop floor.”
3D Perfect Fit foot scan maps feet
3D Perfect Fit foot scanning, which provides a detailed map of customer’s feet, is now offered as an extra service at all Brantano shops
in Belgium. According to Kurt Staelens it is now possible to find a
perfect match between foot and shoe because all shoes in the range
have also been scanned: “So far more than 210,000 personal foot
passports have been given out to customers. Foot passport holders
spend approximately 25% more than ‘regular’ customers and the
return percentage of online-ordered shoes is just 15%, 10 percentage
points lower than for Brantano online customers without foot passports, and more than 30 percentage points lower than for other onlineonly retailers.”
New organisation structure
In July a flatter and more performance-focused organisation structure, like the one already in place at Fashion BeLux, was introduced
at Fashion NL. Kurt Staelens: “In the new structure, format managers, who determine the DNA of a formula and who are closest to
the customer, have gained more responsibility and more decisionmaking power. The format managers now report directly to the
CEO and the four director functions that were in between at Fashion NL have gone. Now the formulas can react better and, more
importantly, faster to the needs of their target customers, and there
is increased decisiveness.”
Customer focus remains central
Kurt Staelens does not wish to make any explicit statements for the
second half of 2015. “The second half of the year, and the end
months especially, are the most important time of the year for Fashion Benelux; sales are than normally higher and operating EBIT is
normally substantially better than in the first six months. Our transformation programmes are on schedule and a number of economic
indicators, along with consumer confidence, show an upward movement. However, conditions in the shoe retail market remain difficult.
We will continue to remain focused on formula development, crosschannel innovation, and a customer service that is beyond excellent.
I have faith that all our employees, at all levels in the organisation,
will actively contribute to this.”
• Sales Fashion Benelux down € 5.5 million in H1 2015 due to 57
(- 9%) stores less. Q1 was weak due to the clearance of winter
stocks; sales in Q2 were up € 1.0 million.
• Operating result € 7.5 million better versus H1 2014.
• Underlying EBIT in Q2 up with € 2.0 million as against
decrease in Q1 with € 1.6 million.
• Net result up € 26.8 million versus H1 2014, partly thanks to
transaction gain on sale of Nea International (€ 16 million).
KEY FIGURES
Sales Fashion Benelux1 Operating result continuing operations2 Underlying EBIT continuing operations3 Net result continuing operations Net result discontinued operations4 Total net result H1 2015 H1 2014
203.7 209.2
- 11.9 - 19.4
- 13.1 - 13.5
- 16.7 - 22.0
12.3
- 9.1
- 4.4 - 31.2
1. 2015: 557 stores (2014: 614).
2. Fashion NL, Fashion BeLux and holding company.
3. Excluding non-recurring gains/losses.
4. Transaction gain of € 16 million on the divestment of Nea International that was sold on 13 May 2015
(including exploitation result of Nea up to and including 26 April 2015) as well as exploitation results of
Kwantum and Fashion UK that are held for disposal.
5
BRANTANO UK GO THE
EXTRA MILE
SUPPORTING BRAKE, THE ROAD SAFETY CHARITY
I
NE
ICES
42
CT
SUS
BUS
This year Brantano have teamed up with Brake, the Road Safety
charity, to raise awareness and donations for the worthwhile cause.
Brake are committed to tackling road safety issues head on; focusing
both on reducing speed in drivers particularly near schools and supporting those affected by road accidents.
INABLE
TA
SS PRA
Lead sponsor
Since the beginning of the partnership in 2015, Brantano has been
supporting Brake in a variety of different ways. In June 2015, Brake
held their annual Giant Walk, where over 105,000 children from
506 schools across the country, took to the streets – walking to
school to raise awareness. As lead sponsor Brantano was printed on
all event collateral, which was seen across over 50 national and local
media outlets. Store staff were also encouraged to volunteer to support schools on the walk, handing out certificates to the finishers.
messages about the dangers
of roads and the importance
of safe road use to both children and parents, as well as
promoting the health and
environmental benefits of
walking and cycling to
school.“
Lifesaving work
In addition, Brantano have launched a range of shoes in partnership with Brake for boys and girls, which are available in stores
nationwide. For every pair of Brake shoes purchased, Brantano are
donating 25p to Brake to help fund the lifesaving work it does in
preventing road deaths and injuries, and supporting people bereaved
by traffic accidents. What’s more, the children get important road
safety information, stickers and bracelets to help them be more
visible to traffic on their walks to school.
Keep safe and healthy
Back To School is a key time Hollie Ferguson from Brantano skydiving.
for Brantano to help support
Brake so they are giving kids the opportunity to take a ‘pledge card’
in which kids can commit to how many days they’d like to walk to
school. For every pledge, 10p will be donated to Brake. There is
also a ‘walk to school’ drawing competition, which will inspire kids
to keep safe and healthy by walking to school every day. 4 winners
will win an annual theme park pass for their family.
Brantano stores and
Head Office employees
are joining in the fun,
with ongoing fundraising events such as cake
sales, tombola stalls and
even a skydive. Karen
Staton, Retail Operations
Director, at Brantano “The
collaboration with Brake allows us to
not only raise awareness of the importance of correctly fitting shoes for children’s foot health but also to reinforce
You can find out more information about Brake, the road safety
charity on their website; http://www.brake.org.uk/
6
HANDY LACES FOR YOUNG AND OLD
U-LACES ARE A
MASSIVE HIT!
Dolcis has already been selling them for a while
and now the popular U-Laces are also available at
Scapino. U-Laces are a craze from the USA and
they are proving to be a mega hit at Scapino and
Dolcis!
Slip-on
U-Laces are elasticated laces available in a
wide range of colours. Customers can easily
give their shoes or sneakers their own individual touch by using different coloured laces or
combination of colours.
U-Laces are not only useful for personalising
sneakers, they also offer a solution to anyone
who has difficulty tying laces. The elastic ULaces offer a handy solution for young children who
cannot yet tie their laces, and offer an alternative for adults who
have difficulty bending their fingers or who have little strength in
their fingers due to medical conditions such as rheumatism in their
hands.
With the help of U-Lace any laced shoe can be turned into a quick
slip-on. The shoes fit tightly and there is no need to tie laces.
Interested?
U-Laces are available at Scapino and Dolcis shops and online at
www.scapino.nl.
BRANTANO BELUX POPULAR WITH MEMBERS
MEMBERS OF THE GEZINSBOND ARE A STEP AHEAD!
The Flemish expression ‘een voetje voor hebben’ (literally ’to have a
foot in front’ meaning ‘to be a step ahead’) applies almost literally to
members of the Gezinsbond (a local society) in Belgium. The Gezinsbond campaigns for all families in Flanders and Brussels on a daily
basis and has around 171,000 member families. As members of the Gezinsbond, families enjoy many benefits
including discounts on purchases, days out, energy,
telephone and local activities.
Brantano is one of these partners and Gezinsbond members receive
a 10% savings discount on their total net purchase amount. This
saving is not deducted immediately from the amount due,
instead it is placed in the customer’s online wallet. Once
€10 has been saved, the customer can use that money to
pay at Brantano.
Brantano gives colour to your life and your wallet.
For more information: www.gezinsbond.be/sparen
Online wallet
Every member of the Gezinsbond has an
electronic member card with an associated
savings scheme - the ‘online
wallet’. Each €10 saved
on this card can be
used by Gezinsbond members to
receive an additional discount at
participating partners.
7
ALL MACINTOSH FASHION NL WEBCARE OPERATIONS IN ONE PLACE
EVEN BETTER CUSTOMER
SATISFACTION
@josé
Do you know when I
can expect to receive
my order?
ng
er
@Vera
I’m looking for
article number
12684400513800
size 36.
@scapino
Hello José, your order
is being delivered
today.
@dolcis
Expecting new stock at the end of
the month. Take a look at article
number 268440251 as an
alternative.
erar
Customer service for all Macintosh Fashion NL stores has been centralised
in Assen and they are open for customers from 8.30a.m. to 8p.m. on
workdays and from 9.30a.m. to 1p.m. on Saturdays.
As well as answering mails and telephone calls, the cus@Nicole
tomer service employees also take care of all the so-called
Hurray, Invito
webcare operations. This involves active, if not real-time,
resolved my comlistening and responding to comments, questions and
plaint perfectly!
Totally happy with
complaints coming in via social media channels such as
my boots!!!!
Facebook and Twitter. Clustering all these activities will
lead to faster customer service. The customer
service team has access to all systems from
@Johan
the various stores and can therefore reply
What a beautifully
redesigned shop
quickly to submitted questions and try to
in Hilversum.
solve problems promptly.
My compliments!
@kim
@jan
Hi, will this black bag with
My wife went to
2 compartments and a zip
Customers are also increasingly using social media
Scapino today
be coming back to
to share experiences. By carefully following these mesand bought gym
the web shop?
sages and replying as needed, Macintosh
shoes for 4 kids
for 12 euros all told.
Fashion NL can further improve its customer
@invito
Dad’s happy with that!
service provision.
Yes, it will. It was
temporarily sold out.
Back in stock next
week.
@scapino
Ja hoor, was tijdelijk
uitverkocht.
Volgende week weer
verkrijgbaar.
@manfield
Thank you for
the compliment.
BRANTANO BELUX KEEPS
CUSTOMERS
NIGHT SALE ONCE AGAIN SUCCESSFUL
AWAKE
Jarenlang was Scapino met zo’n 30 winkels in België vertegenwoordigd. Afgelopen jaar zijn die winkels in andere handen overgegaan. De Nederlandse Scapinowinkels in de grensstreek met België krijgen inmiddels steeds meer Belgische
klanten over de vloer. De winkeltrouw van de vele Belgische klanten is voor
Scapino reden om de volledige collectie sinds kort weer via www.scapino.be aan
te bieden. De artikelen worden dan in België afgeleverd. Ook is de klantenservice bereikbaar voor de Belgische klanten. Inmiddels benadert Scapino haar
voormalige klanten in België ook actief via online advertenties. Per slot van
rekening is de
klant koning
For the seventh time in a row Brantano Belux organised a Night Sale
en lonen zich
for its loyal customers. The Night Sale ran from one minute past midook alle inspannight until midday, and offered an additional 10% discount on top of
ningen aan de andere kant
the sale prices. This Brantano Belux promotion once again kept many
van de grens.
Belgians awake.
Approximately 720,000 registered customers were invited to the Night
Sale via a Facebook post, email and an online banner campaign. There
was also plenty of focus on this promotional discount in many shop
windows. And it was not in vain - internet orders reached a peak
between midnight and 1 a.m. and in total there was an increase in
turnover of no less than 50% in comparison to the previous Night Sale.
It’s clearly no problem to wake up Brantano’s customers for this promotion …
8
@Gerard
Good afternoon, do
you have these shoes
in stock in Arnhem
and/or Nijmegen?
@Dirk
So it can be d
way too! No w
help when bu
Great!
LOGO AND COMMUNICATIONS
RESTYLING
NEW
IMAGE
FOR
DOLCIS
Times change and with them target audiences. A survey has revealed that inspiring
ideas and a modern look are very important to Dolcis customers. As a business it is
important to meet these desires and expecdone thistations as closely as possible. Dolcis is
waiting for
therefore coordinating a comprehensive
uying shoes.
response. The first step is already in place
- a restyled logo and a new look for communications.
Dolcis new style is already evident in its
logo and communications, and also in the
presentation of its collections. In addition,
the photography better reflects both the
collections and the customers in the year
2015. The next step - the introduction of a
new and distinctive shop concept - is
already in the preparatory stages. The first
shop is scheduled for restyling this year.
9
Ladies
Ladies
Ladies
Ladies
Ladies
Ladies
10
SHOP AUTUMN/WINTER TRENDS AT:
Men
For more models see:
www.brantano.co.uk
Men
Men
Men
For more models see:
www.jonesbootmaker.com
DOLCIS JOINT PROMOTIONS A SUCCESS
TOGETHER
YOU ACHIEVE
MORE
Dolcis often joins
with other partners
for various promotional activities.
Collaborations allow
a brand to expand its
horizons and offer
the consumer extra
benefits. In other
words, they are good
for Dolcis and good
for the consumer.
Hand-in-hand
Over the summer months, Dolcis set up no less than three partnerships. The first successful collaboration was with amusement park
Plopsa. Dolcis customers were treated to significant discounts on
entry tickets to Plopsa Indoor Coevorden (NL), Plopsaland De
Panne, Plopsaqua De Panne, Plopsa Indoor Hasselt, Plopsa Coo
(BE) and Holiday Park (DE). Dolcis also partnered with women’s
magazine Libelle treating new subscribers to a tempting Dolcis
voucher.
And the success of that promotion left them wanting more, so Dolcis also teamed up with the ‘Ouders van Nu’ discount card scheme
to give subscribers a 15% discount on the Dolcis shoe collection.
And those subscribers are still enjoying this discount every day.
Added value
Dolcis continually creates added value for its customers, not only
in terms of promotions to treat customers to unexpected extras, but
also in terms of its service and communications with shop and website customers every day.
Men
Men
11
BRANTANO BELUX CELEBRATES ITS 35 YEAR ANNIVERSARY WITH DISCOUNTS FOR CUSTOMERS
IT’S OUR BIRTHDAY SO IT’S OUR
TREAT!
GRATIS* GOODIEBAG!
35
J A A R
Bedankt voor
35 jaar vertrouwen AINABLE
Geniet van €12,5 korting**T
For more information, please go
to blog.intreza.nl or take a look
at our Facebook page (Ingrid Backstage).
12
Hoe heet een 35 jaar jubileum?
(Vul telkens de eerste letter in!)
…
€ 58 95
Maat 24-31
…
…
43
NE
I
You can see one of the finest
shoe factories, find out what
goes on at a photo shoot, and
discover how shoes are made.
There are also answers to
questions such as “Can you
wash leather?”, “How is
leather made?” and “Who
is Dr. Visser?”.
BUS
‘Backstage’ gives you a behind-the-scenes glimpse into
our shops, products and innovations. So many wonderful
and interesting things happen behind the scenes and we
want to share these with you. At the beginning of this year
the accounts were compiled into our first book - Macintosh Retail Group’s Sustainability Report 2014. You can
follow Backstage on Intreza and Facebook. This glimpse
behind the scenes ties in with Macintosh Retail Group’s
goal of increasing the transparency and relevance of its
sustainability communications.
SUS
HOW ARE SHOES MADE?
BEHIND THE SCENES AT MACINTOSH RETAIL GROUP
…
…
€ 89 95
KORTINGBON
€12,50
*Geldig per
aankoopsch
*
ijf van € 50.
ICES
Because … birthdays need to be celebrated with everyone.
SPECIAAL VOOR MAMA!
CT
Raising a toast
The 35 year anniversary is called the ‘coral’ anniversary so we placed
a bouquet of coral flowers at each till to draw people’s attention to
this. During the special promotional period, customers were treated to
an extra €12.50 discount on purchases of €50 or more over the entire
product range. This anniversary discount was also available online. In
addition each shop received a bottle of Champagne so that the
employees could raise a toast to Brantano’s anniversary together.
*Bij aankoop van één of meerdere damesartikelen. Actie geldig van 08/05/2015 t.e.m.10/05/2015 (voor winkels open op zondag) en/of zolang de voorraad strekt. 1 Goodiebag per klant. **Geldig per aankoopschijf van € 50 in alle Brantano winkels in België en Groothertogdom Luxemburg en online van 01/05/2015 tot en met 10/05/2015
(voor winkels open op zondag en online). Geldig op de volledige collectie: schoenen en accessoires. Deze bon wordt niet terugbetaald in contanten of cadeaubon en is niet geldig bij aankoop van cadeaubonnen. Deze korting is niet cumuleerbaar met dezelfde of andere voordelen, met uitzondering van de Plopsa actie. 1 bon per klant.
The first Brantano shop was established in Lede in 1980. André Brantegem, the
son of a shoemaker, created a completely new shopping concept centred around
low prices, huge choice, plenty of parking, and … self service. The Lede shop
quickly expanded to cover an area of 1,000 m² and the foundation for Brantano
as we know it today had been laid. Now, 35 years later, Brantano is the
place for shoes, bags and accessories for the price-conscious consumer.
So as not to let the anniversary pass by unnoticed, we arranged some
treats for our customers and employees.
SS PRA
…
€ 59 95
Maat 19-26
Maat 35,5-43
www.brantano.be
www.brantano.be
STUDENTS DESIGN SPORT AND LEISURE SHOES
BRANTANO BELUX LAUNCHES
RELIABLE SHOES FOR
ADOLESCENTS
It’s a dream come true for three students from Mechelen - the sport
and leisure shoes they created are now stocked by Brantano. Their
final-year project at the COLOMAplus school has come to a quite
exceptional conclusion.
Inspired by the DETO design, Iraïs Voets created a gym shoe perfectly suited for sports. Karina Vanlangendonck and Septian HariePryatna designed a trendy, lightweight leisure shoe.
Following on from the DETO gym shoe - which
whipped up a storm at primary schools - the DETO
2DARY can already be hailed a success at secondary schools.
Follow-on
Iraïs, Karina and Septian tread in the
footsteps of Tom Daems and Dennis
Duchesne. Two years ago the two gym
teachers responded to complaints from young
children and their parents by creating a gym shoe
with more support than the classic white model.
Over the past year Tom and Dennis have often been asked why
DETO is only aimed at children in primary schools when older
children and adolescents also often wear poor quality shoes for
sports. It was this that inspired them to organise a special assignment for Publicity and Design students at the COLOMAplus
school in Mechelen.
Sports shoe
The initial response to DETO 2DARY, a technical sports shoe, are overwhelming and it seems as
though they are going to be just as successful as
the DETO gym shoe. Podologists advise the use of
shoes with more ankle support for gymnastics les-
sons and school
gym lessons. The
podologist Olivier Keryhuel recently elaborated further on
RTLTVi.
The DETO 2DARY sports shoe has a strong
heel counter for extra stability, a special sole
for improved grip, improved comfort and extra shock
absorption, and a strengthened toe box. These, together
with its ventilation properties, make the DETO 2DARY
the perfect sports shoe for secondary school students.
Leisure shoe
Karina Vanlangendonck and Septian HariePryatna have developed a fantastic leisure
shoe for women and men. They have
designed a hip, lightweight shoe with a
modern, characteristic print.
Annelore Bruynseraede, Graphic
Design teacher: “The students
wanted a sneaker that would
attract attention internationally and they have
succeeded exceptionally well. The jury of
experts was unanimous about that.”
Popular
The DETO gym shoe has won over
no less than 73,000 parents and children
since its launch in Belgium in 2013 and it has also
become extremely popular in the Netherlands.
The new DETO shoes are expected to quickly
take over the market with their favourable price
tag.
DETO 2DARY and DETO Leisure shoes are available from all
Brantano shops and via the web shop http://detoturnpantoffel.be/.
13
COMBINATION OF PRO AND INVITO A SUCCESS
YOUNG FASHION
STORES ATTRACT
INCREASING
NUMBERS OF
CUSTOMERS
Alongside the successful start to the restyling of Manfield and Brantano Belux shops, is the increasing appeal of the new Young Fashion
Concept Stores.
One-stop shopping
Although Invito and PRO share premises in the Young Fashion
Concept Stores in Amsterdam, Assen and Deventer, they are still
clearly separate in terms of
appearance and products.
In these concept stores the
collections from Invito,
PRO and Steve Madden
are displayed in an orderly
arrangement,
enhancing
one another, and strengthening the appeal of the
Young Fashion Concept
Stores as a whole. The
name ‘Young Fashion’
reflects the target segment.
Each formula will continue to focus on its own target group but, by
combining them into one store, customers are presented with a
much wider range, and this in turn facilitates ‘one-stop shopping’
for the young fashion segment.
From the results, it is evident that more and more customers appreciate this approach.
SCAPINO BOOSTS FACEBOOK AND INSTAGRAM ACTIVITIES
FINDING, KEEPING AND ENGAGING
CUSTOMERS
14
Facebook and Instagram are a great
way of communicating directly with
customers and they also offer a
dynamic and interactive means for
focusing customers’ attention on your
collection and positioning. Facebook has
over 6 million users in the Netherlands and it
therefore provides an interesting and free channel, allowing you to
stay in contact with your customers. In addition, Facebook and
Instagram activities contribute to the number of hits for Scapino
in Google. All good reasons for Scapino to give an extra boost to
its Facebook and Instagram activities and to integrate them even
further into the communications mix. From the beginning of
August, fans will receive weekly updates on new promotions,
alternated with news snippets, new collection items or fun competitions.
Scapino mainly targets young families and they will also
shortly be able to view our key promotional leaflets - the children’s leaflet and the football leaflet – via Facebook. They will
also get inspiration from photos on Instagram.
PREVIEW FOR JOURNALISTS FROM KEY UK PUBLICATIONS
THE SEASON FOR
JONES BOOTMAKER
Autumn/Winter 2015 with Jones Bootmaker is a collection that won’t
leave you out in the cold. Staying true to their heritage the brand continues to be the destination for superior quality and investment buys.
To showcase the new season range of boots and shoes, on Wednesday
13th May 2015, Jones Bootmaker invited journalists from key UK
publications to the AW15 preview at the St Christopher’s store in London. Titles in attendance included Red, Esquire, Elle and many more.
Tweet
A stunning autumnal theme was created throughout the venue, with
log plinths to display hero product, a 2m tree inside and a breakfast
bar in which guests were treated to a selection of granola and invited
to choose their seasonal topping accompaniment.
Carrying on the tone of the Spring/Summer campaign of #meetmyjones, guests were encouraged to tweet their favourite pair of boots,
which they were then gifted. This created a reach of over 135,000
online.
“Really impressed with the Jones Bootmaker AW15 collection!
Love the way Jones Bootmaker have displayed the gorgeous boots
- very Autumnal. Perfect way to spend the morning perusing gorgeous accessories with a pot of delicious granola.” Charlotte Foorde,
Grazia.
60% increase
The event secured over 100 attendees, an increase of over 60% from
the spring/Summer15 press day in January, from target print,
broadcast and online media including influential editors and fashion directors. Press were really impressed with the new season collection, commenting on the quality of design and premium materials, the cohesive trends and creative displays.
National and regional coverage
Since the press day in May, Jones Bootmaker have had over 50
pieces of national and regional coverage, including Grazia, Look
and The Daily Mail. The initial response to the AW15 collection
has been extremely positive. A/W is THE Season for Jones Bootmaker. The clue is in the name.
15
3D FOOT
SCANNING
ON THE RISE
MORE THAN 200,000 BELGIAN FAMILIES ALREADY HAVE FOOT PASSPORTS
Customers are becoming more and more impressed with Brantano’s
extra service, the 3D Foot Scan, a revolutionary system which measures not only the length and width of the foot, but also the height of the
instep. This information is then saved and stored in a foot passport, the
Brantano card. A 3D foot scan can also identify a difference in the
length between the left and right feet, something that is useful to know
when trying on shoes. But mapping the measurements of the feet is
only half the story...
Information is power
Not all sizes are the same. Sometimes there is a difference between
sizes from different shoe brands - one brand’s size 37 could be
another brand’s size 36. You therefore need to accurately map the
various shoes in the product range in order to recommend shoes
which will fit well. That is why Brantano scans all its shoes and
records the interior measurements. Once a client has chosen a particular model, the details in the foot passport can be used to find a
perfect match. A tablet shows which size in the chosen model will
best fit the customer’s foot. For children’s feet we can even use average figures for child growth to see the month-to-month growth
development for the corresponding shoe match (see image on the
right).
Anytime, anywhere
Increasing numbers of customers are becoming convinced by the
potential of the 3D
foot scan and therefore highly value
this extra service
offered by Brantano. And parents
definitely set great
store by Brantano’s
recommendations
and are able to find
a perfect match
from the children’s
shoe collection at
Brantano. 8 out of
10 children whose
feet are scanned ultimately go on to buy
shoes from Brantano. And for 7 out of
10 children the shoes
bought are the recommended model. Customers have a lot of confidence in the system. But
the benefits of Brantano’s foot passport are not confined to the shops
themselves, customers can also be assured of the right choice when
ordering online. This means that customers can buy the shoes most
suited to their feet 24/7 from Brantano. Yet another reason to visit the
Brantano website.
16
Specialist
Brantano does not just want to be Belgium’s shoe
specialist, but also Belgium’s FOOT specialist.
Brantano’s customers know by now that Brantano
has their interests at heart. Whichever shoe they
choose, Brantano will advise whether or not the
model is suitable for their feet and they will clearly
stipulate which size is best for their feet. There is no
one else in Belgium who can do this 24/7.
COLOFON:
Editor: Mr. P.T.A. Hünen
Postal address: Macintosh Retail Group
Postbus 110, 6190 AC Maastricht-Airport
The Netherlands
www.macintosh.nl
Production: Caris & Sak | Heerlen | www.carissak.nl
Deze Macinform is printed
on FSC certified paper.