Macinform_UK_May_2015 - Macintosh Retail Group

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Macinform
EDITION MAY 2015
SUCCESSFUL OPENING IN GHENT
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Scapino’s Mountain Peak collection
is best
Last year was a successful one for PRO0031, the sneaker formula
of Macintosh Fashion Nederland. Sales rose, it was busier than
ever in the shops and the online shop saw sales double. But the
cool range of sneakers is not only in great demand in the Netherlands. This was a good reason for PRO0031 to spread its wings
and venture beyond the border to open a first store in the Belgian
city of Ghent (PRO0032).
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PRO009
From the start of April, Belgian sneaker fans have been able to
visit PRO009 in Ghent. The number in the name stands for the
location of the PRO store. This location is central to the sneaker
concept. The creative team of Leyp and Lucky Dubz will ensure
that this local relevance will also be visible in the store’s custom
design.
Over the last few years PRO has worked hard on close cooperation with the sneaker brands that currently dominate the
street scene. Thanks to a collection in tune with the market and
a fantastic offer, PRO customers are reaping the benefits. In
Belgium as well, great attention is being paid to what young
consumers want, so that the Belgian sneaker fan’s every wish
can be fulfilled.
Dolcis protects shoes
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Brantano BELUX launches app and
online version of magazine
Scapino remains popular in Belgium
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12
There’s a lot of value in old shoes!
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New from Nea International:
gel pads for greater comfort
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continued on page 2
FIRST PRO BRANCH
IN BELGIUM
Online
This first move to Belgium
promises to be a success as it
offers a comprehensive and
extremely fashionable range
of sneakers in a market with
growing demand. This spring
sees the launch of the website
Pro-shoes.be, which will allow
Belgian lovers of sneakers to
cash in online, too. PRO0031
is also seeking more growth
opportunities in Belgium.
KEY FIGURES FROM ANNUAL REPORT
2014 MACINTOSH RETAIL GROUP
To see the complete annual report, go to the
Macintosh Retail Group website:
www.macintosh.nl.
There you can view the 2014 Annual Report
or download it.
KEY FIGURES
(In € millions)
2014
2013
Net sales Fashion
678.7
640.3
Net sales Living
191.9
181.8
4.9
7.4
- 12.1
- 6.1
3.5
- 0.1
Total underlying EBIT
- 15.4
- 13.7
EBIT
- 91.0
- 5.5
- 101.6
- 12.1
Underlying EBITDA
Underlying EBIT Fashion
Underlying EBIT Living
Net result
Equity
117.4
(28.5%)
194.4
(39.4%)
Fashion
Living
Fashion
Living
Number of stores at year-end
8801
1072
9041
1092
Number of FTEs3 at year-end
4,663
1,005
4,682
995
1. Of which 786 core and 94 non-core (2013: 759 core and 145 non-core).
2. Of which 97 core and 10 non-core (2013: 96 core and 13 non-core).
3. Exclusive of holding, Macintosh Hong Kong and Macintosh Intragroup Services.
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SPECIALLY FOR OUTDOOR TYPES
BEST
SCAPINO’S MOUNTAIN PEAK COLLECTION IS THE
For many years, Scapino has been
known for its extensive Mountain
Peak winter collection. Mountain
Peak is a renowned shoe and clothing
brand for winter sports and now also
for the lover of the outdoors, who likes
to head out in the spring, summer and autumn.
Functional qualities
Anyone who plans a long hike must make sure that he is
well-prepared. Good hiking boots are a must! Mountain
Peak hiking boots are wind and weather resistant, thanks to the addition of a J-Tex membrane. This keeps the feet dry, even during a
Dutch rainstorm or while wading through
an Austrian mountain stream. For sunny,
warm days, Scapino advises sturdy walking
sandals with a comfortable arch support.
Mountain Peak outdoor clothing
In addition to hiking boots, Scapino now also has a large collection
of outdoor clothing from Mountain Peak. Zip-off trousers, short
trousers, hiking T-shirts and socks - everything you need for an
enjoyable hike. The collection is ideally suited to a varied walk, a
long hike along a trail or a sporty day out.
Everything for camping
For fans of camping, Scapino not only offers functional clothing and shoes, but also rucksacks,
sleeping bags and air mattresses of high quality.
It pays to shop at Scapino!
The outstanding price-to-quality ratio of
Scapino’s Mountain Peak brand ensures
that both the clothing and footwear are
very popular with active people of all
ages and adventure-loving families. They
know best of all that it pays to shop at
Scapino…
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DOLCIS PROTECTS SHOES
PROFESSIONAL IMPREGNATION SYSTEM IN ALL SHOPS
Most shoes are made of leather, textile or synthetic materials. These
materials must be well cared for in order to protect against moisture,
rain and perspiration – in short, so that the wearer can enjoy the shoes
for longer. At Dolcis customers can now have their new shoes
professionally impregnated. Customers
value this extra service and a great many
of them take advantage of it.
Better for the environment
An additional benefit is that no hazardous
substances are released during treatment in the
iMBOX. It is therefore a method that does no
harm to the customer, Dolcis employees or the
environment. Everything takes place in a
closed system with the iMBOX, so that no
spray or fumes can escape.
The product is 100% carbon neutral and is
applied without propellants, by means of
pressure generated by a pump. Any excess
impregnation product is collected.
The system complies with all European
health and safety standards.
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Within 1 minute
Every Dolcis shop has a professional
impregnation system, the iMBOX. This
system fully impregnates shoes within 1
minute for just €3.99 a pair. The new
shoes are placed in the machine’s box. A
program is then selected, which depends
on the type of shoes. Within 1 minute the
shoes are not only made water repellent,
but they are also dried. After this
treatment, the customer can immediately
put the shoes on and walk out of the
shop with them. The treatment remains
effective for between 2 and 10 weeks,
depending on how heavily the shoes are
used.
After treatment, the shoes:
• are dirt and water repellent;
• are resistant against stains and smudges;
• are UV-resistant, which means they do not fade;
• have better protection against foot perspiration;
• have longer resistance against moisture and dirt.
SS PRA
VISIBLY MORE COST-EFFECTIVE
IT PAYS TO SHOP AT
SCAPINO!
Factory
Material
Product quality
Large numbers
No hot air (expensive
advertising)
Low price
Hot air (expensive
advertising)
High price
The best quality for the lowest price – that’s
Scapino. How Scapino achieves this is a question
that regularly concerns customers, which is a good
reason for Scapino to give a clear explanation.
Professional & safe
Scapino works exclusively with safe and
professional factories where the employees are
well-trained and use high-quality materials. These
are also the factories where many well-known top
brands have their products manufactured. This
means that Scapino can supply products of the
same quality as that of the leading brands.
Strength of the chain
Scapino has more than 200 shops. This means that
the factory does large production runs for Scapino,
which keeps the costs low. Scapino pays only for
things that improve the quality of the product.
Clever
Clever distribution and communication complete
the process and as a result, Scapino’s quality
products are affordable for everyone…. And it’s
worth it!
BRANTANOM@G ONLINE
BRANTANO BELUX LAUNCHES
APP AND ONLINE VERSION OF
MAGAZINE
To complement the existing trend magazine,
ShoeMag, which is distributed free in all shops,
Brantano has launched a digital version entitled ‘BrantanoM@g’. This spring, following
a test phase, the first issue of the online
magazine was launched as an app for IOS and
Android, and also in an online version.
BrantanoM@g presents visitors with the key
trends for spring. A simple click takes them to
the Brantano online shop where all articles are
available for sale. During the introductory stage, customers have the chance to win
a romantic city break to Paris and they can give their opinion through a survey
form.
Initial figures from BrantanoM@g are already very promising. Within one month
more than 4500 individual visitors had found their way to the online magazine.
Many of them say they find BrantanoM@g inspiring, are keen to share their
opinions and recommend the online magazine to family and friends.
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SUSTAINABILITY REPORT 2014
SS PRA
SPOTLIGHT ON THINKING AND
ACTING RESPONSIBLY
Under the name ‘Backstage’, Macintosh has presented the Sustainability report for 2014. As the
title suggests, this report is partly about what goes
on behind the scenes at Macintosh. Thousands of
people work here day in, day out, on tasks ranging
from product development to marketing the products in the range that Macintosh’s shop formulas
offer to consumers. Inventing, designing, producing, purchasing, transporting, launching,
selling and completing the financial transactions are all activities that are linked to
‘sustainable business practices’ at Macintosh.
The most important efforts and the company’s vision are included in ‘Backstage - Sustainable Business Practices at Macintosh’.
People
In ‘Backstage’, employees tell their personal stories and explain where their
work overlaps with sustainable business
practices. One example is Baukje (trend
watcher and brand designer), who
thinks it would be great to put an end
to the ‘short-term-disposable’ fashion
trends. This would combine the ethical and the aesthetic. Mark shares
his vision of the job of buyer as it is
today, working for the biggest
shoe chain in the Netherlands.
There is a lot more involved
than putting together a wellbalanced collection, setting the
right prices and cooperating
with suppliers. The factory
that manufactures the
products plays a more
important role than
before and, by extension, the people who
work there. There is
also Antoine (Mr.
Osaga), who designs
and
buys
cool,
affordable
sports
shoes, because, in the
final analysis, sport is for
everyone and not just for
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those with plenty of
money.
Sophie
(Cross-channel marketer), Coen (Marketing & Communications
Manager)
and Henk (Facilities
Manager) also talk
about their experiences.
Impact
‘Backstage’ makes it
clear how Macintosh
does business and
what it values, apart
from continuity and
economic interests.
Coen
It places great value
on good and safe
working conditions within and outside Europe, products without
real fur and shoes with the lowest possible impact on the environment,
for example.
All our activities have an impact on society and the environment at
some point in the chain. Especially with this in mind, a central sustainability programme was established for all Macintosh’s formulas
in 2009, which, up to and including 2011, emphasised research and
making inventories, as well as seeking connections with existing initiatives. Since 2012 the focus has been on improvement and Macintosh has concentrated on developing and strengthening initiatives
where steps have already been taken. It is logical that not all social
issues can be tackled at the same time.
Moreover, the wishes of stakeholders, shareholders and consumers vary greatly.
As a result of research and
discussions, the following areas have been determined:
• Further improving work-
ing conditions through out the chain.
• Producing safe products that contain no hazar dous substances.
• Making the whole
chain transparent.
PREMIUM PARTNER IN ‘GLOBAL EVENT’
CONVERSE
CHOOSES PRO
Converse, the world-renowned trainer brand from the USA, launched one of its biggest
campaigns ever at the start of the year: ‘Made by you’. Central to this campaign is the
best-selling trainer of all time and Converse icon, the Chuck Taylor All Star. The
campaign shows pictures from around the world of Chuck Taylor All Stars, worn and/or
customised by famous icons from the present day and the past. To roll out this campaign
in the Netherlands, Converse chose PRO as its premium marketing partner.
Galery
For weeks the PRO stores on Amsterdam’s Kalverstraat, Nieuwedijk and Leidsestraat
were transformed into real Converse galleries with display cases, portraits in the shop
windows and shelves full of Chuck Taylor All Stars. In order to draw customers into
the campaign, Converse developed ‘Mark the beginning’ and ‘The Chuck booth’.
With ‘Mark the beginning’, a buyer’s name, signature and date of purchase are written
on the inside of the Chuck Taylor All Star: the beginning of an adventure with the
Chuck… ‘The Chuck booth’ is a special photo booth where customers can take
pictures of themselves with their own Chuck Taylor All Stars.
You can find more information on:
http://www.macintosh.nl/en/sustainable_business/sustainable_business_report/
For more information about sustainable
business practices, please contact Ingrid
Weijer, manager Corporate Responsibility &
Innovation: [email protected]
Rumour around the brand
This global event by Converse put an extra spotlight
on Amsterdam’s PRO stores for a time, giving
many new customers the chance to get to know
PRO’s trendy and up-to-the-minute range of
trainers.
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SNAPPY TV CAMPAIGN
BRANTANO BELUX STRESSES
ADVANTAGES OF ONLINE
SHOPPING
In the shop the customer can
have a 3D foot scan made, in
order to know the correct shoe
size immediately. When you
order shoes online, you can use
the saved foot scan to select
the right size. Shoes that are
ordered online can be delivered
free to your home address if
desired. To underline these
advantages even more strongly, Brantano ran an effective TV
advertising campaign in Flanders in March. This online
advertising spot is an extension of an earlier one about the
3D foot scan. During the period when the spot was being
shown, the advantages of online shopping at Brantano
were given extra exposure with the help of large banners
on the shop fronts.
ONLINE
SHOPPING
Reserve your shoes,
then come and try
them on in the shop!
No payment in advance,
no obligation to buy
FREE home delivery
Always the right size
thanks to the 3D foot
scan
SCAPINO REMAINS POPULAR
IN BELGIUM
WWW.SCAPINO.BE ONLINE AGAIN
For years Scapino was represented in Belgium by some 30 shops. Last year
these shops passed into other hands, but Dutch Scapino shops near the Belgian border are seeing increasing numbers of Belgian customers. This loyalty shown by its many Belgian customers has prompted Scapino to offer
the complete collection once again through www.scapino.be. The articles
are then delivered in Belgium. Belgian customers can also access customer
service. In addition, Scapino is actively approaching its former customers
in Belgium through online advertising. After all, the customer is king and
all these efforts on the other side
of the border are
well worth it.
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COMFORT SHOES FOR THE ELDERLY
BRANTANO UK VISITS LESS MOBILE
ELDERLY AT HOME
Brantano UK stock a great range of “comfort fit” shoes for men
and women across a range of sizes and width fittings. However,
unfortunately, some of the customers that this product is best suited to
- can’t actually get to the stores. Hence the birth of Brantano in the
Community.
Stepping out
Brantano in the Community sees the store teams stepping out, with
their best foot forward, to showcase the comfort range to customers
in retirement properties, care homes and day centres across the
country. We know that within this demographic there is an
increasing uplift in online use, but it seems that there just isn’t a
substitute to trying on shoes in the comfort of your own environment.
Brantano’s service allows customers to select and try on from a
range of footwear that is brought directly to them, making it fun
and stress-free. It’s a great opportunity for everyone to get together
and have a bit of fun trying on the shoes and enjoying the odd
biscuit!
Expert fitters
With research showing that less than one in five adults have had
their feet measured in the last five years*, it isn’t all about shopping.
The Brantano team of Expert Fitters also include a measure and fit
service to the residents, essential as feet change shape throughout
our lives.
Nikki, the support manager for AGEUK, recently had the Brantano
Thanet team visit her day centre. “We all very much enjoyed the
visit from Brantano. It’s lovely to see our clients with new shoes on
their feet, as quite a few of them are home bound and don’t get
many opportunities to choose their own shoes, try them on & buy
them. I also found some lovely new shoes that I purchased for
myself! “
In 2014, Brantano visited over 7,000 care homes and achieved
impressive sales. For 2015, the bar has risen and the stores are
completing their care home visits in earnest.
Featured in publications such as Caring Times and Care Talk
(industry titles that are circulated to 90,000 homes and health care
professionals) the unique shopping experience Brantano provide for
residents is becoming well known throughout the UK.
* Brantano Survey 2014.
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LAUNCH OF NATIONWIDE CAMPAIGN
HAVE YOU MET THE JONES?
With the launch of their Spring/Summer 2015 range, Jones Bootmaker had an
opportunity to build desirability of the brand amongst it’s core demographic,
whilst introducing the brand to potential customers. Through extensive
media analysis two core magazine titles were selected – Red for ladies, and
Esquire for men. With a combined circulation of 240,000, and both
targeting the professional middle youth, it seemed like a great fit for the
style conscious core Jones Bootmaker customer.
“#meetmyjones”
The partnership is set to span a full year, with magazine adverts
appearing once a month. This is supported by key digital activity
to coincide with London fashion week in September and regular
e-mails out to their stylish database. “It’s a great opportunity to
build the credibility of the brand with a wealthy and stylish target
audience. A committed partnership to one group of magazine titles
gets us far more than the traditional paid for media options, and the
potential for plenty of added value editorial coverage is really exciting.”
Harriette Luscombe Head of Marketing. The tone of the campaign, that is
set to be extended for A/W as well, sets a bold invitation for past and
future Jones Bootmaker customers. The all important “#meetmyjones”
encourages purchasers to show off their new shoes and helps show that
M
AL
SPRING CO
#me
J01615004 Jones_SprSumm15_Showcards_A4_ESQUIRE.indd 3
FROM IDEA TO IMPLEMENTATION
DOLCIS ENCOURAGES
ENTREPRENEURSHIP
Dolcis strives for success with its customers by encouraging greater
involvement from employees. The better to achieve this objective, store
managers are encouraged to come up with ideas which - following a
careful selection process - are actually introduced successfully on the
shop floor. With this approach, Dolcis appeals to the entrepreneurial
spirit of its store managers. After all, they are the ones who, together
with their staff, have daily contact with customers on the shop floor
and the success of new ideas is at least partly in their hands!
Out of the box
To come up with an idea that is just that little bit different and that
can be more successful than others, you need not only commercial
expertise, but also some daring and the ability to think out of the
box. Store managers also have to be able to deliver a short pitch that
will inspire a room full of expert fellow managers and a critical jury,
and win them over to the idea they propose.
Making the pitch
The Dolcis managers were divided into various groups in which
they could exchange their ideas. After several sessions, round two
saw the selection of the 21 best ideas. The third round was a real
‘battle’ to reduce the number of ideas ultimately from 21 down to
the top seven. In the subsequent finale, the seven selected ideas were
‘pitched’ by their inventors to a room full of colleagues and an
enthusiastic jury. There was excitement and uncertainty to the last
as to which ideas would win.
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The three winners
It was not an easy choice for the jury, which consisted of format
manager Caroline Berendes, operations manager Hans Cleef and
four retail managers.
The ultimate winners in the three chosen categories were, first of all,
Jan Kock of the Arnhem central branch for the best commercial
idea. He worked out a new bonus system that was more effective
than the existing one. This new bonus system has now been
introduced at all Dolcis branches.
Annefloor Wolters of the Assen branch took the honours for the
best-substantiated idea. She investigated the wishes and needs of
staff and customers, and found a solution for making electronic
refunds. The feasibility of this solution is currently being looked
into.
Vincent Demesmaeker of the branch in The Hague won in the
category ‘best presentation’. He promoted digital screens in shop
windows in a sparkling presentation with a humorous touch. The
digital shop window screens will also have a place in the new Dolcis
concept.
Photo from left to right: Operations manager Hans Cleef, store
managers Vincent Demesmaeker, Annefloor Wolters and Jan Kock,
and format manager Caroline Berendes
A
ss
ee
n
in
Jones Bootmaker is a brand for the future as
well as being firmly grounded in it’s 150 year
heritage.
Grow
To date the hashtag has helped grow the
Jones Bootmaker Instagram by 41%. “The
key has been taking the value from the
partnership right through into store level.
The #meetmyjones has really helped to get
the store staff involved and behind the
campaign, whilst the featured shoes and
product have been pulled out with in store
POS highlighting the connection to Red and
Esquire.” Dan Shaw, Retail Operations
Director. The initial results to the campaign
have been extremely positive with more
orders being placed on the men’s shoes and
the ladies product being best seller for the
first few weeks of the launch of the Meet My
Jones campaign.
MEET
LFIE
OLLECTION 2015
eetmyjones
As seen in
MEET
CILLA, IDA
& PETER
SPRING COLLECTION 2015
#meetmyjones
13/02/2015 10:44
COMPANIES, SCHOOLS AND CLUBS ALL BENEFIT
SCAPINO IS ALSO ATTRACTIVE
FOR LARGE QUANTITIES
In addition to its extensive and ultraaffordable range of shoes and clothing for
the individual consumer, Scapino is also
able to supply large numbers of the same
article. Societies or sports clubs, for
example, order their club shirts, schools
buy their PE clothing, clubs for walking
the mud flats get special walking shoes
and companies their work shoes. Even
homes for the elderly, social services
and companies from Surinam and
Bonaire approach Scapino for large
orders. For such orders, Scapino has
now made it possible on its website
www.scapino.nl to order several of
the same product at the same time.
Special arrangements are possible
in consultation with customer
service. An extra service
from Scapino which
is well worth it…
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SUCCESSFUL OLD SHOE CAMPAIGNS IN THE NETHERLANDS AND BELGIUM
THERE’S A LOT OF VALUE IN OLD SHOES!
Over recent weeks, thousands of people have visited the participating
outlets to swap their old shoes for discounts on shoes from the current
collection. In the Netherlands the campaign had the motto ‘Do a Good
Deed with Your Old Shoes’ and in Belgium it was ‘Give your old shoes
something new to do’. The campaign was again a success in both
countries.
2,672 pairs donated
The Dutch campaign ‘Do a Good Deed with Your Old Shoes’
resulted in more than 130,000 pairs of shoes being handed in. This
meant not only that the customer benefited – it was also good news
for the Clothes Bank in the Netherlands. For every 50
pairs of old shoes, one pair of new shoes was donated to
the Clothes Bank. In the end, over 2,400 pairs of new
shoes were handed over to the Clothes Bank, to be
given to families living below the poverty line. The
old shoes are collected and sorted. Usable shoes are
given a new purpose, while those that are unusable
(broken, too worn or too dirty) are destroyed.
800,000 pairs
During the old shoe campaign in Belgium, no
fewer than 800,000 pairs of old shoes were
handed in. There too, customers benefit-
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Geef je oude schoen
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t.e.m.
08/03
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*Geldig per aankoopschijf van € 50 in alle Brantano winkels en op www.brantano.be
Surprising response
Every year, staff are amazed by the large number and the types of
old shoes that are handed in. From vintage retro pumps to wornout gym shoes – every kind of shoe found its way to the campaign
collection points. The most striking old
shoes handed over in the Netherlands were a pair of Yankee
Doodle shoes from 1987
which were still in the original
box. The brand is no longer
sold by Scapino, but after 28
years the shoes still found their
way back to the shop in
exchange for a discount voucher!
However, the majority of the
Yankee Doodle shoes from 1987
shoes were so well-worn that they
were almost falling apart. This was proof of how much pleasure a
good shoe can give the wearer. The shop staff hope that they will
see the newly purchased shoes again during a future old shoe
campaign.
ed from an attractive discount. In Belgium the
donated shoes were also collected and sorted into types of footwear,
and then sold to various countries. Boots went to Hungary, Romania and Ukraine,
sandals to West Africa, Cameroon and Congo,
*
korting
and slippers to Pakistan. Work shoes and other shoes went to West
Africa and East Africa, high heels to Congo and winter shoes to
Pakistan. Brantano also donated €0.10 to good causes for each pair
ingeleverd
paar
ofpershoes
handed
in. This donation, together with the money raised
oude schoenen
from the sale of old shoes was divided between: Stichting tegen
kanker (Foundation Against Cancer), Kinderkankerfonds (Children’s Cancer Foundation), School zonder pesten (‘Bully-Free
School’ project), SVS (Flemish School Sport
Foundation), and the Brantano Schoenenfonds (Brantano Shoe Fund). The Brantano
Schoenenfonds is a fund set up specially to
help provide children from underprivileged families in Belgium with suitable
footwear. The good causes received a
total of more than €230,000.00.
Word onze fan op
®
facebook.com/brantano.schoenen
Word fan op
®
€ 12,50
facebook.com/brantano.schoenen
US SHOE DESIGNER CREATES TOGETHER WITH AUSTRALIAN RAPPER
IGGY AZALEA CAPSULE EXCLUSIVE
COLLECTION BY STEVE MADDEN
US shoe designer Steve Madden has created a strikingly trendy shoe
collection in close collaboration with the popular Australian rapper, Iggy
Azalea. Iggy Azalea became known around the world with her singles ‘Fancy’
and ‘Black Widow’. The Steve Madden x Iggy Azalea collection looks to
‘The New Classics’ in 2015. In this collection, which gets its inspiration from
the 1990s, we can see white platform soles, sporty neon sandals and peep-toe
pumps. The Iggy Azalea collection is now available in a limited edition in
Steve Madden shops in the Netherlands and Belgium, and on stevemadden.eu
and intreza.nl
Loud & Fun
Iggy Azalea: “The bright colours and tight contours which characterise the
collection reflect me totally: ‘unapologetic, loud, and fun’.” The hip-hop
sensation gave a ‘sneak peek’ of the long-awaited collection on Instagram
with the comment: “There aren’t many places where you can buy perfect
heels without exceeding your budget. For me, just as for many women,
Steve Madden is and will remain the favourite address. With Steve Madden
you are always in the picture.”
The coolest
Inspired by music, Steve Madden launched his first designs in 1990 and
right up to today music continues to be one of his most important muses.
The collaboration with Iggy Azalea is a natural development of this
inspiration. Steve Madden on this collaboration: “I create the coolest shoes
with the coolest people I know.”
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PRIMITIVE
BALANCE
14
“THE NEW NORMAL”
SHOP PRIMITIVE BALANCE AT:
Women
Men
THREE IN
A ROW
HUISHOUDBEURS IS TESTING GROUND FOR SCAPINO
For more than 10 years now, Scapino has been a big attraction at the
Huishoudbeurs (Household Fair), which drew nearly a quarter of a
million visitors this year. The majority of the visitors fit perfectly into
Scapino’s target group. Its presence at the fair is therefore a great
opportunity to use attractive offers in tempting visitors to make
purchases, but also to gauge reactions to the new summer collection.
This makes Scapino even better able to take account of its customers’
wishes in the period after the fair. The Huishoudbeurs thus allows
Scapino to achieve three aims in a row: letting visitors get to know
Scapino’s product range, testing the new summer collection, and of
course selling as many products as possible.
You will find more models on:
www.brantano.co.uk
Women
Men
Prominent position
Scapino is a welcome guest at the Huishoudbeurs and has therefore
occupied a prominent position there for years. During the fair,
thousands of shoes flew over Scapino’s temporary counter. As well
as the special offers at the fair, customers received a free shopping
bag and vouchers they could use later in the shops. In order to
familiarise customers with the digital shop, www.scapino.nl, Scapino
made it clearly visible with four screens and various iPads. Customers
could immediately order products which were not available on the
stand in the right size or which were already sold out.
Pimp your gym shoes
For children there was a ‘tinkering’ workshop where they could buy
a canvas shoe for €5.00 and then go to a special ‘pimp your gym
shoes’ area to decorate the shoes with colours, beads and other fun
things. This initiative was such a hit that people queued up to wait
their turn. Children could then put their pimped shoes on Facebook,
which gave them the chance to win an extra prize.
It pays!
Every year the Scapino team puts
a lot of time into preparing this
event, in the knowledge that it
pays - both for the consumer
and for Scapino...
The photo left shows
Bas Marcelissen, Linda
Kersbergen and Tessa
Hofman;
The photo with the man
behind the till shows Johannes
Liemburg: The HHB Scapino
organisation team.
You will find more models on:
www.jonesbootmaker.com
15
NEW FROM NEA INTERNATIONAL: GEL PADS FOR GREATER COMFORT
NO MORE SUFFERING
FOR BEAUTY
HighHeel Comfort
Wearing high-heeled shoes
is uncomfortable for a large
number of people. Even if the
shoe size is right, painful areas can
develop, particularly under the
ball of the foot, as a result of
pressure and rubbing. PSB Shoe
Insoles Cushioning prevents or
reduces pain caused by the wearing
of high-heeled shoes and thus
ensures greater comfort.
The gel in the comfortable pads is
made of polyurethane. The pads
themselves are easy to remove and
washable, so that they can be used
over and over again. In addition,
the underside is self-adhesive,
which means that they do not slip
and they maintain their position in
the shoe. Although the pads are designed to give greater comfort to
wearers of high heels, they can also be used in ‘normal’ footwear.
PSB Shoe Insoles Cushioning is available in the shops of Dolcis,
Invito, PRO, Manfield, Scapino and Brantano Belux.
COLOFON:
Editor: Postal address: Production: Mr. P.T.A. Hünen
Macintosh Retail Group
PO box 110, 6190 AC Maastricht-Airport
The Netherlands | www.macintosh.nl
Caris & Sak | Heerlen | www.carissak.nl
This Macinform is printed
on FSC© certified paper.
16
Should different interpretations arise between the Dutch and
the English language version, the Dutch language version prevails.
Nea International has been known for years for its innovative product
development in the field of orthopaedic braces and insoles. Following
the latest successful introduction of a variety of comfortable insoles,
Nea International is launching PSB Shoe Insoles Cushioning. Using
these gel pads helps prevent pain in the ball of the foot and provides
agreeable shock absorption both in open and closed shoes, giving the
wearer extra comfort.