Reebok 2010 Annual Report Download - page 106

102 Group Management Report – Our Group Other Businesses Strategy Rockport Strategy
Rockport Strategy
Rockport is a US-based manufacturer
of leather footwear. Founded in 1971,
Rockport has a long history of selling
walking and comfort leather shoes for
men and women. Rockport’s mission
is to become one of the world’s leading
leather footwear brands through the
combination of contemporary style
and engineered comfort. The leather
footwear market is a large, highly attrac-
tive market where few players have
been able to achieve significant market
share. Rockport’s brand position in select
markets and its heritage provide a strong
foundation for growth.
Leather footwear market offers
significant opportunity
The leather footwear industry is highly
attractive in terms of size, growth and
profit potential. The market is estimated
at over US $ 70 billion. It is currently
a highly fragmented global market.
Rockport has a strong brand heritage
and recognition in the leather footwear
industry, particularly in its home market,
the United States. Rockport has the
opportunity to be one of the winners in
this industry by achieving sustainable,
profitable growth in the years to come.
Global brand positioning relevant to
Rockport’s target consumer
Rockport’s brand positioning is “Walk-
ability” – which comes to life by using
performance technology to make style
comfortable. This positioning builds
on Rockport’s existing brand equity in
comfort and technological innovation
while also focusing on developing
a stylish and contemporary brand.
Rockport’s world-class and international
design resources appeal to a large
consumer base.
The combination of these brand elements
is designed to attract Rockport’s globally
relevant main target consumer, the
metropolitan professional. The brand is
currently focused almost exclusively on
the footwear category.
Rockport
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International expansion
In 2010, Rockport continued to expand
its international distribution. The brand
today does business in more than 54
markets worldwide. Sales outside of the
United States now account for nearly half
of Rockport’s total business.
Its key priorities include:
– Strengthening its position in the USA as
a foundation for a global roll-out
– Establishing regional organisations to
drive growth in Europe and Asia.
Rockport at a glance
About Rockport Building on four decades of
engineering expertise and a
commitment to innovation, Rockport
designs and markets dress, casual
and outdoor footwear that uses
performance technology to make
style comfortable for the metropolitan
consumer.
Brand mission To become a leading leather
footwear brand in the world through
the innovative combination of
contemporary style and engineered
comfort.
Brand attitude Sexy, savvy, modern, American,
metropolitan
Key markets United States, Russia, United Kingdom,
Canada, Japan, South Korea
Focus areas Dress, Dress Casual, Relaxed Casual,
Active Casual
Key strategic pillars Globalise, Women’s, Retail, Operational
Capabilities
Net sales in 2010 € 252 million
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