2004 - OF BRANDS AND MARKETS

The market divided: Loud, brash cheap products on the one hand and solid good quality on the other. For 20 years Schöffel has based its policies on premium products. Competent products made with top-class workmanship, the latest materials, service and innovation - in short, class instead of mass.

The marketing expenditure has continued to grow.
New tools such as the Internet have begun to be used.
Customer loyalty measures such as the "Owner's Club" for Schöffel fans have been set up. Famous outdoor sportsmen and -women and renowned ski schools have contributed their experience to the Schöffel "Professionals Pool", helping with product development, prototype testing and advising end users. The premium brand is carefully nurtured and developed further. Painstakingly designed catalogues give a clear presentation of the atmosphere and image of the brand.

For a long while now Schöffel has also advertised in news magazines. For the outdoors is in. The trends include many lifestyles and product worlds. The outdoors is a way of life, and so new sales methods are called for. In Autumn 2003, in the heart of the financial metropolis of Frankfurt, Schöffel opened the first Schöffel-Lowa store together with shoe and boot specialists Lowa, providing a harmonious and stylish presentation of both brands. Many more of these duo-label stores are in the pipeline, to be implemented in co-operation with the specialist trade.

Schöffel has now progressed to become a national market leader and has set itself the goal of playing a substantial role as a respected premium brand through-out the rest of Europe. The message at the heart of this campaign is: The specialist Schöffel, with its competence in the areas of product, design and quali-ty, can offer sporty customers with high expectations what they are looking for - perfect clothing enabling them to enjoy snow and nature unhindered.