SAK 99.indd - Umdasch - Shop Concept

man klaren Spielregeln. „Bei Humanic ist der
Ladenbau des Jahres 2010 zu sehen“ war an der
Eröffnungspressekonferenz in Köln zu hören.
Das hört man auch bei Umdasch Shop-Concept
New dimensions in the shoe trade
Humanic arouses the senses
The Graz-based Leder & Schuh AG has set new standards in the shoe
trade within Europe with the opening in May 2005 of two “Humanic Show
World” stores, each approx. 3,000 m² in size, at top addresses in Cologne
and Vienna. One of the secrets of the success of the long-established
company, which has an annual turnover of some 338 m Euros, is its avantgarde
shop design, which arouses the senses with its uncompromisingly
well-ordered shoe presentation. Author: Reinhard Peneder
Nowadays, even a well-run and efficent shoe
shop needs plenty of space. But 3,000 m²
seem amazing, even to experts. “Thanks to the
vast selection on display in Humanic shops the
customer need no longer traipse round a succession
of other shoe shops”, points out the Chairman
of the Board Dr. Thomas P. Ridder when
explaining the advantage for the customer of
such a large display area. There is more to it than
that, however: the concept behind all that space
is clearly defined. To put it in a nutshell: in order
to become the market leader in any given field, it
is essential to have a certain number of designs
on display. The number of designs on display
multiplied by the presentation philosophy gives
the sales area required. Alternatively, you can
Immer wieder gibt es auch großzügige Flächen zum Verweilen
und Anprobieren. There are always generous spaces where
customers can wait and try on the shoes.
gerne, denn das Unternehmen ist langjähriger
Partner der Leder & Schuh-Gruppe und hat
auch die Humanic-Projekte in Wien und Köln
eingerichtet.
begin your calculation with the size of the sales
area available for the display. The result is a competence
centre in shoe sales… However, the Humanic
managers did not reveal to us exactly how
they “cook and season” this particular recipe for
success. What is clear, of course, is that only a
small number of locations will be suitable for
such large sales spaces which thereby acquire
something of a flagship character.
The shoe business thrives on competition
Both new shoe stores are located in the vicinity
of shops run by their direct competitors,
but also in the neighbourhood of the top fashion
addresses which actively encourage additional
HUMANIC
Das Markenportfolio von Leder
& Schuh ist identisch mit den
Tochtergesellschaften bzw.
Geschäftsfeldern und umfasst
Corti, Dominici, Humanic,
Jello, Shoe 4 You und Top Schuh.
Damit besteht von der Einstiegspreislage
(Jello), über das
klassische Schuhgeschäft (mit
der Kernmarke Humanic) bis zum
Luxussegment (Dominici) volle
Marktabdeckung.
Internetadressen:
www.leder-schuh-ag.com
www.shoemanic.com
In der Kölner Schildergasse residiert Humanic an erster Adresse im illustren
Umfeld von Mitbewerbern und führenden Modeanbietern. Humanic’s
store in the Schildergasse in Cologne enjoys a first-class address surrounded
by the prestigious shops of competitors and leading fashion names.
UMDASCH SHOP-CONCEPT 25