IGF: A spotlight on retail and growth in the Italian marketBesides prioritizing quality, one of IGF’s greatest strengths is its ability to manufacture almost 80 percent of its products in-house
A renowned and well established reality in the comfort shoes segment – above all thanks to its Easywalk brand destined for mass retailing, IGF’s tradition is deeply rooted in the Barletta territory, an internationally acclaimed manufacturing area for Italian footwear, hosting numerous shoe manufacturers and many institutes dedicated to shoe design. An area of 4000 square meters in Barletta, in fact, is the site of IGF’s production department, raw materials warehouse, finished products warehouse, technical laboratory for production, offices, and showroom. Today, the company produces around 900 thousand pairs of shoes annually, destined for a very extensive target, offering women’s, men’s, and children’s footwear, even if the core business continues to be represented by women’s sandals and comfort slippers.
Today, more than ever before – comments Nicola Fiorentino – it is important to stand out in the market for a quality product; a quality which in our case starts from the selection of raw materials and continues on with the careful study of the shape, in order to guarantee maximum well-being of the foot and individual. Starting with the summer 2017 collection, for example, we introduced a bio-ultralight PU arch support which, when matched with an extremely resistant microtech outsole, allows us to offer a higher level of comfort than in the past.
Besides prioritizing quality, one of IGF’s greatest strengths is its ability to manufacture almost 80 percent of its products in-house, including the footbed, in what is an extra advantage for its clientele, both in terms of specific individual needs and quick lead times for re-stockings.
Moreover, today, the company from Barletta is focused on reinforcing its presence in the Italian market, also by increasing its direct retail sales channel.
The investments made over the last six years in the domestic market are starting to bear their fruit – confirms Fiorentino –, insomuch that today more than 60% of our business is done in Italy through large-scale retail, which is the target of our Easywalk brand. We do not work with representatives, but directly through our sales points and wholesalers, allowing us to carefully follow our customers without intermediaries. Our goal, however, in the short to mid-term is to dedicate this same attention to retail sales, through a greater marketing of our brands Naturalis (comfort footwear) and Lamovida (fashion footwear). This is also why our participation in fairs like Expo Riva Schuh and theMicam is so important.