[HowToTrip2015 ISPOInterview Report]ISPO SHANGHAI 2015The Asia Outdoor & Fashion Trade Show opened today atthe Shanghai New International Expo Centrewith great fanfare. As the summer edition of the world’s largest sports trade showISPOin China,ISPO SHANGHAIit spans a total area of330,000400plusbrands, and while further enhancing theoutdoorsports segment, it also gathers new summer categories such as extreme trends, urban fitness, water sports,travelservices, integrating exhibition displays, interactive experiences, competitions, and forums. Featured brands include renownedoutdoor labels such as(Mammut), Mammut(Fjällräven), Fj?llr?ven,Black Diamond,Outdoor Research,Tecnica(Tecnica),Osprey,OAKLEY,Camelbak(Camel Active), and water sports brands Point65, Feathercraft, Clipper, Epic, Bateau,Adidas Swimwearas well asrunningand fitness brandsLifeFitness2XU, LP, SkinsandPower Balanceflocked in.
During the exhibition, Green Field Network interviewedHANWAG the Global Sales DirectorAlexander Marz, and the following is the interview transcript.
Green Field Network: With outdoor products constantly being innovated, how does the brand maintain its edge?
Alexander Marz:HANWAGThere are several points that set our products apart from other similar brands: we are a brand with90a long history and have always adhered to handmade craftsmanship; we use permanent structures,HANWAGall our shoes have replaceable soles, and another point we take great pride in is that all our shoe materials are made from the finest European leather. We launch new products every year, but these three principles will never change.
Green Field Network: Can you introduce the overall design philosophy of your products?
Alexander Marz:HANWAGWe are a German brand with90a long history and have consistently led sales in the European market. As one of the international brands, entering a new market will inevitably bring new demands. Taking the Chinese market as an example, the market there prefers lightweight products, and we will adjust our product development plans accordingly. But beneath meeting the specific needs of that market, the core values of our products (the three points mentioned above) remain unchanged.
Green Field Network: In product design, since foot shapes differ between Europeans and Asians, different markets will definitely have varying requirements.HANWAGHow do you achieve personalized design?
Alexander Marz:As I mentioned earlier, our brand has a90long history and can be said to offer the widest variety of shoe lasts. Our research on human foot shapes has reached the extreme. For different series of shoes, we have developed shoe lasts for various foot types, including slim, wide, hiking-wide, and even versions tailored for women who often wear high heels and develop bunions. So, with such a comprehensive range of foot-shaped lasts, our products can meet the needs of all kinds of people. For the Chinese and Asian markets, we’ve found that wider versions are more suitable.
Green Field Network: With running activities becoming so popular nowadays,HANWAGhave you considered promoting running products?
Alexander Marz:HANWAGWe serve high-end users and excel in making hiking and everyday outdoor shoes. We know the running market is booming, but we won’t get involved because we don’t see it as our strength. The manufacturing principles and craftsmanship of running shoes are completely different from those of our brand’s shoes, and there are already many other brands in the market focusing on running shoes. So, we prefer to focus our energy on what we do best and provide better service to our core customers.