brand presentation - youbuyfrance.com distribution ... the brand boots its lifestyle positioning...
TRANSCRIPT
BRAND PRESENTATION
MARCH 2015
CONTENTS
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MARCH 2015
A LEGENDARY BRAND SINCE 1853
A UNIQUE BRAND
OVER A160 YEARS OF HISTORY
IDENTITY ADVERTS
VISIBILITY IN THE PRESS
A UNIQUE KNOW-HOW
OUR EXPERTISE : TO PROTECT
THE BOOT, OUR ICONIC PRODUCT
AIGLE, A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
INTERNATIONAL DEVELOPMENT
MAUS, A SUPPORTIVE SHAREHOLDER
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MARCH 2015
A LEGENDARY BRAND
SINCE1853
A UNIQUE BRAND
OVER 160 YEARS OF HISTORY
IDENTITY ADERTS
VISIBILITY IN THE PRESS
A LEGENDARY BRAND SINCE 1853
A UNIQUE BRAND
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MARCH 2015
AIGLE
Rubber craftsmanship since 1853
A FRENCH BRAND
Outdoor lifestyle
NATURE
As a source of inspiration
A LEGENDARY BRAND SINCE 1853
A UNIQUE BRAND
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MARCH 2015
OUR EXPERTISE
To build products that protect
OUR ROOTS
The countryside, the sea, the mountains
OUR MISSION
To reconnect man with nature
A LEGENDARY BRAND SINCE 1853
A UNIQUE BRAND
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MARCH 2015
OUR RANGE
3 product ranges: boots, shoes and clothing
A TRANSGENERATIONAL
BRAND
Which appeals to adults (core target 35-45 years old) and their children
OUR COMMITMENT
A socially responsible company that produces and creates jobs in France
A LEGENDARY BRAND SINCE 1853
OVER 160 YEARS OF HISTORY
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MARCH 2015
The Aigle Langlée Factory at the beginning of the century
A LEGENDARY BRAND SINCE 1853
OVER 160 YEARS OF HISTORY
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MARCH 2015
A LEGENDARY BRAND SINCE 1853
OVER 160 YEARS OF HISTORY
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MARCH 2015
1853
Hiram Hutchinson buys to Charles Goodyear the patent for the vulcanisation* of rubber** and creates the brand of protective boots « A l’Aigle » as a tribute to the American eagle (Aigle means “Eagle” in French). *Vulcanisation : process by which rubber is made more elastic and waterproof. **Caa ou tchou : literally means “crying tree” in Native American dialect
1920s AND 1930s
The creation of rubber and fabric shoes for sports and leisure.
1950s
2 000 people involved in the manufacturing process and 30 000 pairs of boots and shoes manufactured per day.
1967
The brand moves to Châtellerault, into a former American military base and opens the most modern shoe factory in Europe.
A LEGENDARY BRAND SINCE 1853
OVER 160 YEARS OF HISTORY
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MARCH 2015
1972
Launch of the now famous blue sailing boots, developed in collaboration with Marc Pajot for the Olympic Games in Munich.
1973
Launch of the riding boots, the Ecuyer, made using Slush® technology.
1988
A natural move into the world of the great outdoors. The brand goes back to its roots: the sea, the countryside, the mountains, and develops clothing and footwear lines with a focus on the idea of protection in nature.
1989
The first Aigle store opens, on the Boulevard Saint-Germain in the center of Paris.
A LEGENDARY BRAND SINCE 1853
OVER 160 YEARS OF HISTORY
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MARCH 2015
1993
The first Asian store opens in Tokyo.
1996
Launch of the “Copeland”, the famous sailor’s jacket, branded 1.8.5.3. The style enjoys sales well into the hundreds of thousands.
2003
The brand celebrates its 150th anniversary and joins forces with the Swiss group, Maus Frères.
2009
The brand boots its lifestyle positioning strategy.
2010
Launch of the international travelling exhibition « Savoir-faire - Savoir vivre à Paris ».
A LEGENDARY BRAND SINCE 1853
OVER 160 YEARS OF HISTORY
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MARCH 2015
2011
Opening of the first Pop-up stores in London and Hong Kong.
2013
Aigle celebrates its 160th anniversary. Its flagships stores in Boulevard Saint-Germain in Paris and in Tokyo at Shibuya become “Family Home”.
2014
Aigle opens its “Family Home” 2.0 and intensifies its presence on social networks.
A LEGENDARY BRAND SINCE 1853
IDENTITY ADVERTS
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MARCH 2015
2015: IT’S WILD OUT THERE
A LEGENDARY BRAND SINCE 1853
IDENTITY ADVERTS
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MARCH 2015
2014 : IT’S WILD OUT THERE
A LEGENDARY BRAND SINCE 1853
IDENTITY ADVERTS
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MARCH 2015
2009 – CHANTEBELLE 2011 – AIGLENTINE
THE BOOTS
Adverts that play with trends and that highlight our iconic product: the boot.
2014 – MISS JULIETTE
A LEGENDARY BRAND SINCE 1853
IDENTITY ADVERTS
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MARCH 2015
2012 / 2013 : THE FAMILY PORTRAIT
2007 / 2011 : FOR THE REINTRODUCTION OF MAN INTO NATURE
A LEGENDARY BRAND SINCE 1853
IDENTITY ADVERTS
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MARCH 2015
A campaign that was awarded the Grand Prix de la Presse Magazine and the Prix de l’Affichage (billboard campaign) in France.
A LEGENDARY BRAND SINCE 1853
VISIBILITY IN THE PRESS
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MARCH 2015
A permanent presence in the French press
A LEGENDARY BRAND SINCE 1853
VISIBILITY IN THE PRESS
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MARCH 2015
Consistent presence in the international press
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MARCH 2015
A UNIQUE KNOW-HOW
OUR EXPERTISE: TO PROTECT
THE BOOT, OUR ICONIC PRODUCT
A UNIQUE KNOW-HOW
OUR EXPERTISE: TO PROTECT
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MARCH 2015
3 product ranges:
BOOTS SHOES CLOTHING
A demand for quality and attention to detail are at the heart of all our collections. Our boots, shoes and clothing Aigle combine authenticity, style and function to guarantee a high quality, durable product.
A UNIQUE KNOW-HOW
OUR EXPERTISE: TO PROTECT
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MARCH 2015
The boot and the parka are our emblematic products
The « Héritage » collection, launched to celebrate the 160th anniversary of the brand, illustrates our exceptional know-how in protection.
A UNIQUE KNOW-HOW
OUR EXPERTISE: TO PROTECT
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MARCH 2015
Products that inspire, and draw their inspiration from a powerful brand imaginary.
Noble raw materials, an authentic and sophisticated style.
An authentic, chic and casual style
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
Master rubber craftsmanship since 1853, Aigle makes its famous boots by hand, a unique know-how in France.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
French expertise based on traditional craftsmanship, the magic of the human touch.
1 200 000
pairs sold every year.
4 000
pairs of boots produced by hand every day.
1 PRODUCTION
SITE
in France, based in Châtellerault.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
160 YEARS OF
EXPERTISE
in rubber.
60 STEPS
in the production process required to put together a boot.
100%
of the boots checked by hand.
1,2 KG
of rubber to produce one pair of boots.
French expertise based on traditional craftsmanship, the magic of the human touch.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
27
MARCH 2015
VENISE
1960
The varnished rubber boot, worn with the very first mini-skirts.
CHANTEBELLE
1967
Release of the hunting boot, with its shaped, elegant look, now a must-have fashion accessory.
BISON
1968
Perfect for the garden, its signature leather tab makes it instantly recognisable.
REGATE
1972
Developed with the help of the skipper Marc Pajot for the Olympic Games in Munich, it features a slip-proof sole. Recognisable thanks to its two white stripes.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
ECUYER
1973
The master boot makers from the Ecole Militaire gave this boot its shape. It looks just like leather. A revolution for the horse riding world.
LOLLY POP
1977
Worn by generations of children, easily recognisable and perfect for sloshing and splashing through puddles.
PARCOURS
1996
This boot has revolutionised hunting. It is the first to combine the comfort of a walking shoe with the protection of a wellington.
MISS JULIETTE
2009
Inspired by a piece from the 60s, Miss Juliette, with its original little heel, is decorated with CRYSTALLIZEDTM Swarovski elements, for a limited edition.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
AIGLENTINE 2011
The Aigle boyfriend boot, stolen from men to give to women.
PARCOURS 2 2012
New Parcours, the first anti-fatigue boot.
MISS JULIETTE ANKLE BOOTS 2013
The Miss Juliette offers a more fashionable version: the ankle boots.
MISS MARION 2015
Be ready for spring showers with the stylish and feminine Miss Marion packable boot.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
TRADITIONAL BOOTS
suitable for specific uses (agriculture, gardening, fishing, sailing).
Aigle, a benchmark for innovation and style
A unique understanding of rubber with an integrated laboratory and research & development department. Every model complies with the strictest quality standards in the market:
tests for waterproofness, abrasion, grip and wear-and-tear.
FASHION BOOTS
Two collections per year available in a wide range of shades, colour blocks or prints.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
Fashion collaboration around the boot for every season:
Aigle x le slip français, 2015. Aigle x Paul & Joe, 2015.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
Fashion collaboration around the boot for every season:
The festival kit: Aigle x Kitsuné, 2013
Aigle x Nigel Cabourn, 2014
Harris Tweed 2012
Kitsuné 2013
Nigel Cabourn 2014
Héritage 2013
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
LIBERTY MERCI AGNÈS B
CRYSTALLIZEDTM Swarovski 2009
Liberty 2010
Merci 2010
Agnès b. 2012
Régate 72 2012
The symbol of our limited editions :
Paul & Joe 2015
Our know-how is showcased in an international travelling exhibition and the Boot Bar now emblematic, a real brand signature.
A UNIQUE KNOW-HOW
THE BOOT, OUR ICONIC PRODUCT
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MARCH 2015
MERCI à Paris 2010
IFC Hong Kong 2012
Saint-Germain-des-Prés, Paris Merci Paris 2010
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MARCH 2015
A FRENCH COMPANY WITH
AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
INTERNATIONAL DEVELOPMENT
MAUS, A SUPPORTIVE SHAREHOLDER
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
36
MARCH 2015
RETAIL
Two complementary networks:
Multi-brand stores
Aigle shops and pop-up stores
WHOLESALE
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
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MARCH 2015
Saint-Germain-des-Prés, Paris
Shibuya, Japan IAPM Shanghai, China
France: 77 Europe: 6 Asia: 316 (China: 115, Japan: 76, Korea: 94, Hong Kong: 13, Taiwan: 18)
*19/02/2015
400 Aigle stores in the world*
Allemagne
Capucines, Paris
Festival Walk, Hong Kong
Nangang à Taipei, Taiwan
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
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MARCH 2015
The Aigle “Family Home” in Paris The first Aigle store, opened nearly 25 years ago, our in the heart of Saint-Germain-des-Prés in Paris.
Each area is designed as an unique space. The shop has a greenhouse as a garden in town and leaves an important places for the brand’s heritage.
A shop window for our know-how, the boot bar showcases our flagship styles.
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
39
MARCH 2015
The Aigle “Family Home” in Tokyo Our flagship in the heart of the fashionable neighbourhood of Shibuya,
renovated on the occasion of the 20 years of Aigle in Japan.
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
40
MARCH 2015
L'Atelier Aigle - Paris 10e The concept is to offer the best of the AIGLE brand through its capsule collections along
with a selection of iconic products, offering a mix and match of brands such as Levi's vintage, Edwin, Hudson Shoes and LEE 101.
The concept's guiding principle is: A love of beautiful products.
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
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MARCH 2015
Multi-brand shops including 150 shop-in-shops around the world
DEPARTMENT STORES
Printemps, Galeries Lafayette, Harrods,
El Corte Ingles, Fenwick, Hoopers, Pohland,
Peek & Cloppenburg, Manor, Hirmer
MULTI-BRANDS
• Ready-to-wear
• Specialists
• Footwear shops
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
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MARCH 2015
An Aigle e-store and a referencing to e-tailers
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
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MARCH 2015
The “nature “ network :
• Self-service agricultural stores in France (Gamm vert, Magasin vert, Point vert )
• Gardening (Truffault, Jardiland)
• "DIY" Shop/Gardening (Jumbo)
• Aigle, a benchmark brand (category manager) in the rubber boot sector
• Dedicated collections boots, shoes, clothing
• Expertise encompassing all kinds of boots, from professional to leisure
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
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MARCH 2015
Head office in
Paris and production workshops in
Châtellerault
SOME KEY FIGURES
1161 employees around the world.
3000 customers around the world.
Turnover
320 millions d’€ generated by the brand globally
66% of sales made internationally.
A presence in
70 countries
*19/02/2015
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MARCH 2015
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION
A TURNOVER OF 320M€ GENERATED
GLOBALLY IN 2014
(including licences)
ASIE
43%
TURNOVER BY PRODUCT CATEGORY
BOTTE
25%
CHAUSSURE
15%
DISTRIBUTION BY TYPE
Asia
48% France
34%
Europe
North America
18%
Shoes
13%
Boots
27%
Clothing
60%
Men
60%
Kids
10% Women
30%
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MARCH 2015
Aigle, Lacoste, Gant key player in the worldwide
development of 3 powerful and
complementary lifestyle brands
Maus Frères in figures - 22 000 employees - 2330 stores - 80 countries - €4,4 billion turnover
MAUS, A SUPPORTIVE SWISS SHREHOLDER
110 years of experience A family-run, independent and decentralised company Market leader in Switzerland 60% market share in department stores expert in retail and affordable luxury
A FRENCH COMPANY WITH AN INTERNATIONAL DIMENSION
MULTI-CHANNEL DISTRIBUTION