sebago 40th anniversary promotional brochure
DESCRIPTION
A celebratory publication promoting Sebago's established heritage in the shoe industry.TRANSCRIPT
S e b a g o M a g a z i n e 1
th
40AnniversAry issue
th
40AnniversAry issue
spring summer 2010
2 S e b a g o . c o M
There was a Time… when producTs were builT To perform and lasT inTo a fuTure ThaT we viewed wiTh opTimism. a Time when qualiTy and crafTsmanship were a given and The cusTomer was king…
ThaT Time is now.Since
1946
S e b a g o M a g a z i n e 3
cover Story Celebrating 40 years of Docksides®
04 cover Storysebago Docksides® 40th Anniversary
1970 saw the global launch of the first leather boat shoe after years of cold wet canvas clad feet... Docksides® were born.
07 on trendDocksides® “a la mode”
Docksides® are the “in” thing - don’t take our word for it... Colette, Vane and the best looks this year.
08 global dockSideS®
The originals... so on trend, edgy, authentic, premium.
Pantone®: Using the global color matching system to represent the many colors of Sebago Docksides®...
11 interviewSsebago’s real people
How they started and why they’re still going strong… the laughter, the tears, the loyalty!
14 navigating the futuregps technology meets sole technology
Navigate to the world’s most iconic sailing ports. Premium New England innovation... Sebago style.
a Joint Garmin promotion
16 claSSicS full of colorpremium classics
On trend for 2010 in technicolor.
18 Sebago lakeSAmerican 50s lifestyle...
Bala, Lucerne, Geneva, Como… with a vintage racing twist.
20 liMa oScar victor echomarine signal flags spell “love”
Nautical fashion goes unashamedly red, white and blue...
22 varSity daySDaring, Finn, Laser... not just boats
Lightweight and oh so cool... what all those “in the know” will be wearing this year.
Cover credits: posters from the Sebago archives… 40 years of the best shoes the docks have ever seen.Disclaimer: This document is for internal use within Wolverine World Wide, Inc. and must not be published in any other form.Creative and production by Elements Mgt www.elementsmgt.comSebago, Docksides, Pod-ology are trademarks of Wolverine World Wide, Inc.©2009 Wolverine World Wide, Inc.
Contents spring summer 2010
4 S e b a g o . c o M
t he Magazine will feature all the key communications for 2010 bringing the brand heritage and Spring/Summer 2010 collections together. Each collec-tion has its own story to tell that sup-
ports the Sebago brand story and premium handsewn qualities.
The content, layout and for-mat will reflect a premium pub-lication with feature stories, style pages, ads and product stories.
This “minilog” has been de-signed to give a taste of the con-sumer magazine’s content... the key product concepts for Spring/Summer 2010 along with marketing and merchandising oppor-tunities for all. Happy Birthday Docksides®!
Sebago magazine
Celebrating 40 years of Docksides®… Sebago is publishing a “glossy Consumer Magazine” communicating brand innovation in 2010.
Boat shoe in a bottle... premium pOp
naviGatinG
the future
S e b a g o M a g a z i n e 5
celebrating 40 yearsDocksides® anniversary
Marketingred, white and blue sets the scene for our anniversary retail kit, featuring posters, shoe stands and show cards...
Merchandisinga special edition anniversary bag and wallet has been created to sit alongside our limited edition docksides®.
Anniversary shoeto celebrate the 40th anniversary of this famous shoe, we have produced beautiful limited edition docksides® in a unique color way and with a special swing tag.
6 S e b a g o . c o M
S e b a g o M a g a z i n e 7
Sebago collaborations
Docksides® are “a la mode”
ontrendSince 1946, Sebago has defined quintessential American style. Unwaivering in their commit-ment to quality materials, fine detailing, and handsewn crafts-manship, their passion for au-thentic, quality footwear has al-lowed them to weather fleeting trends to create truly timeless design. Emerging fashion and design collective, Vane has been at the vanguard of downtown
style. With intelli-gent, iconic de-sign and modern c r a f t m a n s h i p, they have rapidly attracted a global cult following for their unique, lim-ited-run garments and hand-crafted
jewelry and accessories. Limited to no more than 360 pairs per style for both Men’s and Wom-en’s, Vane for Sebago represents a downtown vision of the iconic Docksides® silhouette, reimag-ined for the cosmopolitan con-sumer of culture and style. Stay-ing true to Sebago’s rich heritage of quality and craftsmanship, Vane offers a sophisticated and unique interpretation of a time-less classic.
Sebago Docksides® will be cel-ebrating its 40th anniversary in 2010 and to commemorate the occasion the brand is collaborat-ing with the premier boutique in Paris, Colette, with a Sebago x Colette Docksides®. The project is headed up by La MJC who created special makeups, each limited to forty pairs worldwide and will only be sold at Colette. One design is even more spe-cial with each pair having been dipped into paint by Jack Spade, making all of them individual.
If anyone ever doubted that the boat shoe was here to stay, read on…
page 6 photos courtesy of: aeric meredith Goujon for the Brooklyn Circus (www.thebkcircus.com); and vane new York (www.wearevane.com)
8 S e b a g o . c o M
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global colorsSebago Docksides®
t he many colors of Sebago Docksides®. Inspired by the global color-matching system, Pantone®, this creative reflects the huge variety of colors and textures the range supports. Over the years Seba-
go Docksides® have been inspired by trends, sail-ing teams and the seasons, so what better way to market our unequalled variety than by comparing it to the ultimate name in global coloring.
The campaign is supported by strong, contem-porary visuals, excentuating the current position-ing of our beloved Docksides® range in today’s fashion trends.
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S e b a g o M a g a z i n e 9
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The originals… So on trend, edgy, authentic, premium
MarketingPosters and show cards using the magazine “aS Seen in” concept.
MerchandisingPure docksides® give maximum impact in windows backed up with seasonal banners featuring the docksides® 40th anniversary.
aS Seen in
Magazine th
Lifestyle imageryPremium photography focusing on docksides® in all environments.
anniverSary iSSue
40
sebago Oslo, norway
S e b a g o M a g a z i n e 11
P assion is a word that crops up quickly and of-ten in any conversation with Sebastian Swett. The 39 year-old has a passion for selling, a passion for life – and a passion for shoes.
All three come together in his work as chief operating officer for Forus, the retailing and distribution company based in Santiago, Chile.
Sebastian has worked for Forus for many years and his love for his job bubbles over into every aspect of his life. “I give my work all the time that it needs,” he says. “All day every day, if necessary. I just want to go on making things better and making things dif-ferent.”
Forus has built its success on an unerring grasp of the brands most likely to appeal to its customers all over South America. The range on offer is wide, the image varying, but the emphasis on quality is always paramount.
Two years ago, Sebago joined that thoroughbred stable. With characteristic entrepreneurial flair, Se-bastian instinctively recognized that people with style would love these finely-crafted yet instantly recogniz-able shoes.
“What you get when you buy Sebago is instant ac-cess to an authentic heritage,” he says. “People who love quality, love the water, love the sea, they get eve-rything they could possibly want from this brand.”
There it is; that passion again. In Sebastian’s hands, selling Docksides® becomes more than a simple transaction. It has been a means to introduce the en-tire marine style to South America.
His dream is “to make people happy” and he con-fesses that he is inspired by people who can change the world – “the people who make life more full of fun and love.” Sebastian’s skill is to do exactly that, both in his life with family and friends – and in his profession as a fulfilled and impassioned salesman.
beSt feet forwardSebago interviews
sebastian swett, spreading the word in south America
“I just want to go on making things better and making things different.” Sebastian Swett
Sebastian Swett, South America
12 S e b a g o . c o M
f or 40 years brothers Francisco and Jacinto Gaudier have lovingly tended to the family business, watching Comercial Importadora GAFA, S.A. grow steadily and consistently under their stewardship.
For 40 years, too, Sebago has been a key brand. The Gaudiers were the first to bring it to Europe, and even now they rely on it, says Francisco, 61, for its capacity to promote “regular sales” alongside the shoes they design and make to stock in stores across Spain and Portugal.
The Gaudiers are pragmatists with vision. Each day they go to work dreaming of sales figures in each of their stores, and they are driven by their determina-
tion to make their business thrive. Their key qualities as individuals are constancy, patience – and a liking for order. Their personal taste, they laugh, is “rather for-mal”; their free time, when they have any, is spent with
their families and divided between cultural and sport-ing activities.
The GAFA style is exclusive, tailor-made. In this context, it is the tradition of Sebago that appeals to them; the hand-stitched, leather-lined craftsmanship of a shoe that has a great history, the fit and comfort of a loafer that is never out of fashion. It is a brand that speaks of civilization and culture as well as the great outdoors – a perfect match for the men who distribute it.
Their customers are mainly executives, who understand the same values. “We don’t have to sell them Sebago,” says Jacinto, 58, “they know why they buy them.” And the Gaudier brothers know why they sell them.
summer window concepts for sebago’s spanish stores They are driven by
their determination to make their business thrive.
Francisco and Jacinto Gaudier, Spain
S e b a g o M a g a z i n e 13
“He was one of the greatest men I have ever known.” That’s how Bård Spilling describes his mentor and business partner, Lars Uster-ud-Svendsen, a friend of the Wellehan family and, in 1971, the first man to import Sebago
into Norway.Some twenty years later the two men set up a com-
pany and when Lars died of cancer in 1997 Bård took over the business – and his old friend’s belief in the products they were selling.
“Sebago is a mega-brand,” he says, enthusiastically. “One of the few real ones, not just something created by some smart marketing guy. The potential is enormous.”
His firm Aqua Terra AS has just opened its first Sebago brand store in Nor-way, with shoes, clothing and accessories. “The inspi-ration is New England Lifestyle: heritage, craftsman-ship, quality in every aspect. In the next five years we will open more stores and aim to triple the business of today.”
For Bård, 41, it is the marine aspect of Sebago that most appeals. And he lives the life that he sells. Work and leisure dovetail perfectly for a man who de-scribes himself as sociable and impatient, and whose dream day off is skiing in the winter or sailing in warm weather with family and friends.
But even a regatta is an opportunity to preach the merits of Sebago. He is positively evangelical about the quality and classic beauty of the brand, and sells it with a zeal that is worthy of his hero Ralph Lauren.
“I never sell a product,” he says. “I sell a concept. Sebago is perfect for men and women, boys and girls aged between 15 and 85, living close to the sea. Or wishing they did. When you are wearing Sebago, you tell the world who you are.”
And Bård Spilling, wearing Docksides® for their look and comfort, is a very happy man, doing exactly what he was born to do. n
Ba°rd Spilling, Norway
He is positively evangelical about the quality and classic beauty of the brand.
Sebago interviews
new Store openings SEBaGO’S WOrLDWIDE
STOrE OPENING PrOGraM IS kICkING INTO 5TH GEar
sebago paris87 rue de Courcelles75017parisfrance
sebago Oslofritjof nansensplass 20160 oslo norwaytel: +47 2242 3085
sebago Athens17 iraclitou Str.ColonakiathensGreecetel: +30 210 361 5008
pod-ology™
Specializes in the study of soles... their static and dynamic examination, treatment and movement.
pOs highlighting sole technology, port and starboard detail and gps travel concept...
pod-ology™ rubber hang tag.
Travel merchandising with sebago Luggage.
Merchandising
14 S e b a g o . c o M
Sebago navigate
Navigate to the world’s most iconic sailing ports: Antigua, Cowes, San Francisco, Valencia, Auckland. GPS technology meets sole technology to create a contemporary travel-inspired collection.
Pod-ology™: non-slip pods that work independently to support the foot… featuring port and star-board detailing, communicating New England nautical heritage.
Featuring a joint promotion with Garmin for credible contemporary technology.
Navigating the future… premium New England innovation, Sebago style.
global joint promotion with garmin hand held gps, show cards using “As seen in” concept.
Opportunities for in-store competitions or gift with purchase.
Marketing
Navigating the future
aS Seen in
Magazine40th
aS Seen in
Magazine th
pod-ology™ specializes in soles, their static and dynamic examination and treatment.
Navigating the future
anniverSary iSSue
40
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The color of Pennies!
S e b a g o M a g a z i n e 17
claSSicS in full colorSebago classics
Heritage product telling the brand story: on trend for 2010 in technicolor.
aS Seen in
Magazine
anniverSary iSSue
40th
MarketingPosters and show cards using the magazine “aS Seen in” concept.
Merchandisinga fan of color: set inside a branded PoS frame. a stack of color polos to suit.
Beautiful imageryPremium still life photography, designed to bring out the full color detail against the raw edged sole.
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S e b a g o M a g a z i n e 19
aS Seen in
Magazine
anniverSary iSSue
40th
Driving in s tyleSebago lakes
Bala, Lucerne, Geneva, Killarney, Verona, Vico, Como… preppy, premium, handcrafted, New England… Sebago!
MarketingCreative inspiration: American 50s lifestyle… Jackie Kennedy, James Dean, vintage racing cars, Chris-Craft.
Posters and show cards using the magazine “AS SEEN IN” concept. PR partnership op-portunities… classic car racing events, Corvette, Chris-Craft.
Sales incentives opportunities: Own a Ferrari for a day? Win a trip to Lake Como?
sebago.com
Driving in s tyle
Sebago Lakes
aS Seen in
Magazine
anniverSary iSSue
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posters and show cards using the magazine “As seen in” concept.
Advertising template.
Marketing
in-store pOp to present a merchandise in-store at retail…
signal shoe bag as a gift with purchase.
Travel merchandising with sebago Luggage.
Merchandising:
aS Seen in
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victor
Juliet
Quebec
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Sebago signal
Red, white and blue all the way !
inspired by the striking primary colors and graphics from marine flags, the imagery will communicate the opportunity for cross merchandising. With a nautical influence, coastal new england, American beach life, playful and relaxed.
Imagery
say it with flagS
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Exciting, active, young “New Englanders”. Aprés sport… what all the sailing fraternity will be wearing this year – super lightweight.
Graphic: Reversed to mimic sail lettering, twist on tradition.
Sebago heritage: Boat shoes, channeled and siped outsole.
Marketing: “AS SEEN IN” show cards, posters and PR opportunities with magazines with younger readership, sailing magazines.
aS Seen in
Magazine th
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a twiston tradition
Sebago varsity
Daring, Finn, Laser… aptly called after their lightweight, agile namesakes.
aS Seen in
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24 S e b a g o . c o M
Driving in s tyleSebago Lakes
sebago.com