About Kassenzone
E-commerce is a topic close to the heart of Etribes managing director Karo Junker de Neui. That's why Kassenzone podcast host Alexander Graf didn't have to ask twice whether she would like to regularly take over the most successful German podcast on e-commerce and digitization for individual episodes. Every week, CEOs from retailers, brands and manufacturers talk about their unique business models and e-commerce strategies. In “Kassenzone with Karo,” Karo would like to take a look at the future in particular and discuss upcoming macro trends and changes under the motto “E-Commerce 2030.”
intro
In Germany alone, the shoe market amounts to around 11 billion euros, making it the strongest in all of Europe. In episode K#526, Karo Junker de Neui talks to Tobias Klaiber. He is chairman and ex-CEO at Scholl Shoes and is also responsible for the Milan office of private equity firm Aurelius. The history of Scholl Shoes dates back over a century. The brand is particularly known for its distinctive wooden sole models, which have already been worn by fashion icons such as Birgitte Bardot or Sarah Jessica Parker in Sex & the City. With a focus on comfortable and fashionable footwear, Scholl Shoes serves several generations and is represented internationally in over 70 countries. Tobias sees the success of the company (2-digit growth in e-commerce, 400 SKUs per year) primarily in the brand's over 100 years of tradition, the associated technological know-how in the area of foot health and the combination of aesthetics and comfort.
In an interview with Tobias Klaiber, you will find out...
... what lies behind the history of Scholl Shoes and how the company started seeding back in the 1960s.
... which marketing & sales strategy Scholl Shoes pursues and how he classifies the relevance of brand collaborations and influencers.
... how Tobias looks at the Birkenstock IPO last year and how investors are currently evaluating the fashion industry in general.
... why Tobias recommends more optimism to German footwear & fashion players and looks positively to the future.
Summary
00:06 Introduction to Scholl Shoes
13:05 Tobias' background and entry into Scholl Shoes
19:02 Strategies and measures of recent years
23:26 Importance and implementation of collaborations
24:02 Influencer marketing and target audience rejuvenation
26:30 Influencer selection and work with different markets
28:27 Stationary retail as an important component
38:22 E-commerce in Asia: Risk or Opportunity?
41:39 Sustainability in e-commerce and circular economy
43:27 Sustainable fashion and adaptation to Generation Z
46:55 International growth and German pessimism
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E-commerce or suggest interview partners for further podcast episodes
