Over at Business of Fashion, there's an interesting look at the brands that have been around for decades and aren't inherently or necessarily "fashionable," but have endured as fashionable items. For Red Wing boots, in particular, a Japanese company contacted the brand thirty years ago to distribute some of its rugged models in the country as more of a fashion piece than pure workwear. As we're all aware, eventually Americans took to the trend as well and hard.
Red Wing spun off a few models and turned them into a "heritage" collection for the dude who wanted them just to wear. That growth meant that last year Red Wing had its best year in its storied 100+ year history. Sales, overall, were at a peak, but the country that started it all, Japan, had sales fall slightly. So, after the look as moved on, how do older brands like Red Wing, Barbour and Hunter keep business going?
They have different strategies it seems. Red Wing isn't going to make a sleek, fashionable boot to bring in new customers. But Hunter, known for their classic, rubber, knee-high boots, wants to wade into fashion, offering more than just the signature boots, but also ponchos, umbrellas and handbags. Barbour has perhaps done the best for itself as sales ballooned after the appearance of one of their jackets in Skyfall (seen above) and the brand has lined up collaborations with Adidas, Paul Smith and others while being stocked in fashionable stores around the world.
Often, the history behind these brands can be the most important piece to help them sell. You know they've been in business for years, so you are able to trust them with your money, just as the storied luxury brands like Saint Laurent tout their past. For these older brands, it's about keeping you coming back while sometimes providing something that might draw someone new in. Easier said than done.
