Espadrille King Andre Assous is Broadening His Horizons with a Fashionable New Label and Sophisticated Ad Campaign
Source: Footwear News
Publication Date: 01/10/2000
Author: Siu, Tammy
COPYRIGHT 2000 Fairchild Publications, Inc.
Designer Andre Assous is out to re-establish his brand image, and he wants it made clear that he is about more than just the espadrille.
No one could argue that the Spanish-style shoe is closely linked to the Assous name. Back in the early 1970s, he and former partner Jacques Cohen first brought the peasant style to the U.S. market from Europe. The shoe -- featuring a linen/hemp upper stitched to a wedge bottom -- created quite a stir among American women, who fell in love with its simplicity, comfort and all-natural appeal.
But the New York-based designer asserts that his company is not limited to that one look. Assous is out to prove his diversity with the debut of a new line called Collection, featuring chic, sexy women's styles in an array of colors. And he is backing up the launch -- as well as his other lines -- with a sophisticated new print-advertising campaign.
"We want to show that we are not only into featherweights and espadrilles," Assous said. "We have many other items as well."
For the past few years, the company has had a relatively low profile. As the popularity of the espadrille style declined after 1994, Andre Assous managed to maintain steady business through its solid reputation, and generate sales from other products, including the designer's light-as-air EVA-bottomed Featherweights footwear collection.
The company is now ready to step into the limelight with its latest label, according to Andre Assous Vice President of Sales Dan Burdman.
Collection, which will hit retail for spring 2000, brings the Andre Assous name to a sassier, more contemporary consumer with its sweet, feminine pieces. The new line allows Andre Assous to expand its current offerings into the categories of special occasion and evening shoes.
Inspired by the new millennium, Collection incorporates delicate strappy slides and mirrored embellishments in colorful jewel tones, metallics and pastels. The line is also accompanied by matching handbags.
"We feel that of the thousands and thousands of brands offered, the winners are really those that are recognizable and accepted by the consumer and those that deliver on the promise of fashion, quality and comfort," Burdman said. "While we still do substantial Featherweights and espadrille business, it is important to try and enhance the brand to make Andre Assous a recognizable name in the bridge marketplace."
Influenced by hippie-chic, East Indian-inspired fashions, the company is using embroidery and colorful adornments in its lines, including the espadrille collection.
Assous said he has been paying close attention to the runways and fashion in the south of France, and he predicts the espadrille will soon re-enter the mainstream fashion market. "When Yves St. Laurent starts showing espadrilles," he said, "you know the fashion will come back."
To promote the new label -- and make the Andre Assous name in general more visible -- the company is taking a more forward approach to marketing, Burdman said.
As part of its marketing push, the company has hired New York-based Imagenet to pull together a series of print advertisements, which have already appeared in trade and consumer magazines such as Marie Claire, Mode and Florida publication Ocean Drive.
Gary Halby, president and creative director of Imagenet, said the concept behind the print advertisements were based on what the agency and the shoe company felt was the most effective way to reach its consumers: simple product appeal.
Imagenet created an ad for each of Assous's lines. The campaign sets the designer's sleek shoes and handbags against clean, white backdrops, with the footwear fanned out in a rainbow of colors.
"[We wanted to] add a new dimension to the shoes," Hably explained. "We wanted to give [the brand] a flavor with colors and texture in a very graphic presentation. There is so much clutter in today's publications, but this is something that comes across as very contemporary and very clean."
According to Burdman, the response to the company's new line and advertising so far has been positive.
"Andre Assous is a bridge collection targeted at contemporary fashion women," Burdman said. "It is not avant-garde, it is not junior, it is not traditional. It is for a savvy woman who is looking for, as all women are looking for, fashion that feels good."
Showing posts with label Andre Assous. Show all posts
Showing posts with label Andre Assous. Show all posts
Wednesday, May 23, 2007
Comfort Cuts:
APMA (American Podiatric Medical Association)
Recognizes Confort Brands, Etonic Forges New Alliance, Race-Lace Seeks patent, Andre Assous Launches a Men's Line
Source: Footwear News
Publication Date: 02/09/2004
Author: Schneider-Levy, Barbara
COPYRIGHT 2004 Fairchild Publications, Inc.
Doctor's Orders
The American Podiatric Medical Association has recently recognized Irving, Texas-based Streetcars; Lighthouse Point, Fla.-based Rugged Shark; and Waltham, Mass.-based Earth as leaders in the comfort market by granting them its Seal of Approval for their proprietary comfort systems.
Streetcars' Arch Support Comfort system offers enhanced cushioning, plus extra support in the arch to evenly distribute body weight. Streetcars will use the seal on hangtags and packaging for a range of fashion-casual and dress styles featuring ASC. A collection is available for immediate delivery, with new styles to be added. The shoes retail for less than $70 and target chains, department stores and outdoor specialty retailers.
Marine lifestyle brand Rugged Shark was recognized for a series of four styles: the Marlin Plus (above), athletic-inspired fishing shoe; Atlantic and Pacific boat shoes and the Sand Shark sandal. Comfort features include the Pacific's 360-degree lacing system for a snug fit, the Marlin's patented Shark Grip outsole made from a proprietary non-marking and anti-slip rubber, and the Sand Shark's cushioned footbed with built-in arch support. Retail prices range from $39.99 to $79.99. All styles are currently available at retail.
Earth received the APMA seal for its entire collection, beginning for spring '04. According to Vern Aisner, director of marketing for Earth, the organization noted the brand's negative heel technology, which had developed a cult following in the 1970s and is being rediscovered by a new generation of comfort consumers.
Prescription for Comfort
Hillsborough, N.J.-based Etonic is doing its part for the well-being of Americans by forging a new alliance with the American Diabetes Association to help fund the prevention and cure of the disease.
The Etonic sponsorship program is expected to generate upwards of $250,000 to benefit the estimated 18.2 million people affected by diabetes, according to Steve Safran, associate director of corporate development for the ADA.
An introduction of the Pro Health Walker (above) will kick off the initiative. The walking shoe for men and women is set to hit stores in March at $55.95 retail.
Etonic will donate $1 per pair to the ADA in the name of the retailer where the shoes were purchased.
In addition, Etonic will provide stores with POP materials about diabetes, with consumers able to make additional contributions to ADA at the store level.
Hands Free
Independent New York-based inventor Anna Freed wants to make it a cinch for kids to tie their shoes with a new system called Race-Lace.
The patent-pending system laces shoes in a matter of seconds as the laces are pulled up simultaneously, equalizing tension for improved support and better fit. The laces are then fastened with an attached side closure, eliminating the need for knots and bows.
According to Freed, Race-Lace can be incorporated into a range of shoe categories, from children's to athletics, and since it uses traditional laces, it does not add to the cost of production. And, kids are not the only ones who can take advantage of the system; it can also benefit those with arthritis or other disabilities. Freed can be reached at freed999@nyc.rr.com.
His and Hers
Andre Assous is finally treating men to the comfort his female customers have been enjoying for years, with the fall '04 launch of a companion Featherweights line.
Set for a June delivery, the line will include six styles, ranging from ankle boots to slip-ons with hardware trim.
According to the designer, softly squared toes, padded insoles and lightweight micro-bottoms give the line its comfort edge, while still looking stylish for the male consumer.
Aimed at a contemporary customer, the Italian-made line will retail from $145 to $155 and be targeted at the same channels of distribution as the women's collection, with the focus on independents. The line will be available through Andre Assous, New York.
Recognizes Confort Brands, Etonic Forges New Alliance, Race-Lace Seeks patent, Andre Assous Launches a Men's Line
Source: Footwear News
Publication Date: 02/09/2004
Author: Schneider-Levy, Barbara
COPYRIGHT 2004 Fairchild Publications, Inc.
Doctor's Orders
The American Podiatric Medical Association has recently recognized Irving, Texas-based Streetcars; Lighthouse Point, Fla.-based Rugged Shark; and Waltham, Mass.-based Earth as leaders in the comfort market by granting them its Seal of Approval for their proprietary comfort systems.
Streetcars' Arch Support Comfort system offers enhanced cushioning, plus extra support in the arch to evenly distribute body weight. Streetcars will use the seal on hangtags and packaging for a range of fashion-casual and dress styles featuring ASC. A collection is available for immediate delivery, with new styles to be added. The shoes retail for less than $70 and target chains, department stores and outdoor specialty retailers.
Marine lifestyle brand Rugged Shark was recognized for a series of four styles: the Marlin Plus (above), athletic-inspired fishing shoe; Atlantic and Pacific boat shoes and the Sand Shark sandal. Comfort features include the Pacific's 360-degree lacing system for a snug fit, the Marlin's patented Shark Grip outsole made from a proprietary non-marking and anti-slip rubber, and the Sand Shark's cushioned footbed with built-in arch support. Retail prices range from $39.99 to $79.99. All styles are currently available at retail.
Earth received the APMA seal for its entire collection, beginning for spring '04. According to Vern Aisner, director of marketing for Earth, the organization noted the brand's negative heel technology, which had developed a cult following in the 1970s and is being rediscovered by a new generation of comfort consumers.
Prescription for Comfort
Hillsborough, N.J.-based Etonic is doing its part for the well-being of Americans by forging a new alliance with the American Diabetes Association to help fund the prevention and cure of the disease.
The Etonic sponsorship program is expected to generate upwards of $250,000 to benefit the estimated 18.2 million people affected by diabetes, according to Steve Safran, associate director of corporate development for the ADA.
An introduction of the Pro Health Walker (above) will kick off the initiative. The walking shoe for men and women is set to hit stores in March at $55.95 retail.
Etonic will donate $1 per pair to the ADA in the name of the retailer where the shoes were purchased.
In addition, Etonic will provide stores with POP materials about diabetes, with consumers able to make additional contributions to ADA at the store level.
Hands Free
Independent New York-based inventor Anna Freed wants to make it a cinch for kids to tie their shoes with a new system called Race-Lace.
The patent-pending system laces shoes in a matter of seconds as the laces are pulled up simultaneously, equalizing tension for improved support and better fit. The laces are then fastened with an attached side closure, eliminating the need for knots and bows.
According to Freed, Race-Lace can be incorporated into a range of shoe categories, from children's to athletics, and since it uses traditional laces, it does not add to the cost of production. And, kids are not the only ones who can take advantage of the system; it can also benefit those with arthritis or other disabilities. Freed can be reached at freed999@nyc.rr.com.
His and Hers
Andre Assous is finally treating men to the comfort his female customers have been enjoying for years, with the fall '04 launch of a companion Featherweights line.
Set for a June delivery, the line will include six styles, ranging from ankle boots to slip-ons with hardware trim.
According to the designer, softly squared toes, padded insoles and lightweight micro-bottoms give the line its comfort edge, while still looking stylish for the male consumer.
Aimed at a contemporary customer, the Italian-made line will retail from $145 to $155 and be targeted at the same channels of distribution as the women's collection, with the focus on independents. The line will be available through Andre Assous, New York.
French Connect
Espadrille King Andre Assous Turned A Classic French Footnote Into An American Sucess Story.
Source: Footwear News
Publication Date: 12/08/2003
Author: Schneider-Levy, Barbara
COPYRIGHT 2003 Fairchild Publications, Inc.
Whenever Jan Friedman, buyer for Cedarhurst, N.Y.-based Jildor Shoes, thinks espadrilles, he thinks Andre Assous -- and he's not alone. Assous, who has been the reigning king of espadrilles for nearly 25 years, has done business with high-profile retailers from Nordstrom to Boca Raton, Fla.-based Dolly Duz, and just about everyone in between.
Although Assous' name has become synonymous with espadrilles over the years, the designer admitted that his entree into the shoe industry was a bit of a fluke. In 1969, France-born Assous, a civil engineer, came to the United States with his wife and children in order to explore new opportunities. The family settled in California, where he did everything from importing 10-speed bicycles to serving as a marketing manager for Air France.
Through a contact at the French Consular's office in Los Angeles, Assous heard of a French manufacturer who wanted to import espadrilles. What Assous didn't realize at the time was that a tenant in his apartment complex was a buyer at the now-defunct department store, Bullock's. During a random poolside chat, Assous learned that Bullock's had just sold 300 pairs of espadrilles from a New York resource by the name of Jacques Cohen.
In just minutes, Assous was back at his apartment to grab the espadrille and show it to the buyer. Practically on the spot, an order was placed for 2,000 pairs. Brought together by their espadrille connections, it wasn't long before Assous and Cohen joined forces, a partnership that would last until 1979, when Assous formed his own New York-based company, Andre Assous Inc., of which he is president.
According to Assous, 1996 marked the pinnacle of his espadrille business -- selling a record 950,000 pairs -- a category that now accounts for about 35 percent of sales. But, he said he will never forget the day that sent him and Cohen into espadrille heaven -- an order from the former U.S. Shoe for 200,000 pairs to be sold under its Pappagallo brand. While Assous' branded espadrilles continue to be prominent, the designer has been a major player in the private-label business as well, working with key retailers such as J. Crew and Gap. He also has a roster of designers under his belt, whose names he has kept hush-hush. "I've sold hundreds of thousands of pairs," said Assous about the category which has successfully carried him through more than three decades in the industry.
Today, Assous' espadrille business is rivaled by his Featherweights line, a women's comfort collection. In addition to espadrilles, the designer offers a complete wardrobe of looks under the Andre Assous label that includes wedges, sandals, skimmers and mules, all done in soft, supple leathers in a broad color palette, in addition to a selection of bags. According to Scott Marcus, owner of Dolly Duz, who has been doing business with Assous for more than a decade, "Andre took what the espadrille was and evolved it into Featherweights. How do you broaden a category? He did. They're new versions of the espadrille. They're spectacular. They're lifestyle dressing for his customer."
Like Marcus, Jildor's Friedman is an Assous fan. "Andre's known for his espadrilles and casuals. He's dominated the market. Whenever we think of this category of footwear, we go straight to him. He's never disappointed us. We think espadrilles. We think Andre."
Marcus and Friedman are just two of Assous' 400 satisfied customers, a list that includes independents as well as Federated Stores nationwide. And, the enthusiasm continues at the consumer level. Personal appearances at stores such as Dillard's and the former Jacobson's, had consumers lining up to meet the man behind the espadrilles. "I made lots of personal appearances," recalled Assous. "I liked it. It promoted the business."
While Assous appreciates the support of department stores, he maintains a deep affection for the independent retailer. "Independents stick with you," he said. "They love talking to me as owner and designer of the company. Customers like Jildor and Dolly Duz are loyal customers. They care about buying shoes, something you don't have in department stores."
In fact, Assous' own son, Philippe David, owns a shoe store under his name in Los Angeles, in addition to assisting in public relations efforts for his father's company. Despite the demise of prestige accounts such as Jacobson's and Bullock's, and the rise of imports from China, Assous has managed to survive by closely following consumer buying habits. "Today's consumer likes bargains," he said. "They're waiting for sales. Lots of outlets have opened over the last 15 years."
But while price is an important consideration in buying decisions, Assous realized early on that comfort was picking up momentum. "I introduced Featherweights in the early '80s," he said. "Even my espadrilles are padded."
Assous' business savvy, coupled with his good nature, have earned him a long list of industry friends. One of those is FFANY CEO Joe Moore, who described Assous, FFANY's current vice chairman, as, "extremely loyal, very supportive, and always available," when it comes to assisting the organization as well as donating footwear to its yearly Shoes on Sale event. "He's been a big fan and supporter of the cause," said Moore. "He's a true gentleman -- a very generous person and a nice guy."
After more than three decades in the business, Assous isn't about to throw in the shoe any time soon. In fact, he is set to launch a companion men's line under the Featherweights label for fall '04.
"The shoe business has given me a good life," he said.
Source: Footwear News
Publication Date: 12/08/2003
Author: Schneider-Levy, Barbara
COPYRIGHT 2003 Fairchild Publications, Inc.
Whenever Jan Friedman, buyer for Cedarhurst, N.Y.-based Jildor Shoes, thinks espadrilles, he thinks Andre Assous -- and he's not alone. Assous, who has been the reigning king of espadrilles for nearly 25 years, has done business with high-profile retailers from Nordstrom to Boca Raton, Fla.-based Dolly Duz, and just about everyone in between.
Although Assous' name has become synonymous with espadrilles over the years, the designer admitted that his entree into the shoe industry was a bit of a fluke. In 1969, France-born Assous, a civil engineer, came to the United States with his wife and children in order to explore new opportunities. The family settled in California, where he did everything from importing 10-speed bicycles to serving as a marketing manager for Air France.
Through a contact at the French Consular's office in Los Angeles, Assous heard of a French manufacturer who wanted to import espadrilles. What Assous didn't realize at the time was that a tenant in his apartment complex was a buyer at the now-defunct department store, Bullock's. During a random poolside chat, Assous learned that Bullock's had just sold 300 pairs of espadrilles from a New York resource by the name of Jacques Cohen.
In just minutes, Assous was back at his apartment to grab the espadrille and show it to the buyer. Practically on the spot, an order was placed for 2,000 pairs. Brought together by their espadrille connections, it wasn't long before Assous and Cohen joined forces, a partnership that would last until 1979, when Assous formed his own New York-based company, Andre Assous Inc., of which he is president.
According to Assous, 1996 marked the pinnacle of his espadrille business -- selling a record 950,000 pairs -- a category that now accounts for about 35 percent of sales. But, he said he will never forget the day that sent him and Cohen into espadrille heaven -- an order from the former U.S. Shoe for 200,000 pairs to be sold under its Pappagallo brand. While Assous' branded espadrilles continue to be prominent, the designer has been a major player in the private-label business as well, working with key retailers such as J. Crew and Gap. He also has a roster of designers under his belt, whose names he has kept hush-hush. "I've sold hundreds of thousands of pairs," said Assous about the category which has successfully carried him through more than three decades in the industry.
Today, Assous' espadrille business is rivaled by his Featherweights line, a women's comfort collection. In addition to espadrilles, the designer offers a complete wardrobe of looks under the Andre Assous label that includes wedges, sandals, skimmers and mules, all done in soft, supple leathers in a broad color palette, in addition to a selection of bags. According to Scott Marcus, owner of Dolly Duz, who has been doing business with Assous for more than a decade, "Andre took what the espadrille was and evolved it into Featherweights. How do you broaden a category? He did. They're new versions of the espadrille. They're spectacular. They're lifestyle dressing for his customer."
Like Marcus, Jildor's Friedman is an Assous fan. "Andre's known for his espadrilles and casuals. He's dominated the market. Whenever we think of this category of footwear, we go straight to him. He's never disappointed us. We think espadrilles. We think Andre."
Marcus and Friedman are just two of Assous' 400 satisfied customers, a list that includes independents as well as Federated Stores nationwide. And, the enthusiasm continues at the consumer level. Personal appearances at stores such as Dillard's and the former Jacobson's, had consumers lining up to meet the man behind the espadrilles. "I made lots of personal appearances," recalled Assous. "I liked it. It promoted the business."
While Assous appreciates the support of department stores, he maintains a deep affection for the independent retailer. "Independents stick with you," he said. "They love talking to me as owner and designer of the company. Customers like Jildor and Dolly Duz are loyal customers. They care about buying shoes, something you don't have in department stores."
In fact, Assous' own son, Philippe David, owns a shoe store under his name in Los Angeles, in addition to assisting in public relations efforts for his father's company. Despite the demise of prestige accounts such as Jacobson's and Bullock's, and the rise of imports from China, Assous has managed to survive by closely following consumer buying habits. "Today's consumer likes bargains," he said. "They're waiting for sales. Lots of outlets have opened over the last 15 years."
But while price is an important consideration in buying decisions, Assous realized early on that comfort was picking up momentum. "I introduced Featherweights in the early '80s," he said. "Even my espadrilles are padded."
Assous' business savvy, coupled with his good nature, have earned him a long list of industry friends. One of those is FFANY CEO Joe Moore, who described Assous, FFANY's current vice chairman, as, "extremely loyal, very supportive, and always available," when it comes to assisting the organization as well as donating footwear to its yearly Shoes on Sale event. "He's been a big fan and supporter of the cause," said Moore. "He's a true gentleman -- a very generous person and a nice guy."
After more than three decades in the business, Assous isn't about to throw in the shoe any time soon. In fact, he is set to launch a companion men's line under the Featherweights label for fall '04.
"The shoe business has given me a good life," he said.
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