Reebok 2011 Annual Report Download - page 90

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
86
2011
02.4 Other Businesses Strategy Rockport Strategy
02.4
Rockport Strategy
Rockport, based in Canton/Massachusetts, USA, is a manufacturer
of leather footwear. Founded in 1971, Rockport has a long history of
selling walking and comfort leather shoes for both 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 attractive market where few players have been able to achieve
signifi cant market share. Rockport’s brand position in select markets
and its heritage provide a strong foundation for growth.
07 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 leather
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 USA, Russia, 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 2011 € 261 million
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.
Brand positioning relevant to target consumer
Rockport’s brand positioning is “Walkability” – 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.
Build dual-gender business
Following on Rockport’s commitment to offer women both fashion
and comfort, the brand has introduced comfortable and stylish high-
heeled shoes, which will enable metropolitan professionals to look
good longer. The progress in the women’s business further accel-
erated in 2011.
The Janae women’s footwear collection launched globally in 2011,
setting new industry benchmarks in style and comfort, particularly
with the Janae Boat Pump PICTURE 08 .
08 Rockport
Janae Boat Pump