FLORSHEIM WORLD-WIDE OFFICES Florsheim Group Inc. World Headquarters 200 North LaSalle Street Chicago, Illinois 60601 UNITED STATES Tel 312.458.2500 Fax 312.458.7420 www.florsheim.com Florsheim Group Inc. 1350 Broadway Suite 1510 New York, NY 10018 Tel 212.868.9615 Fax 212.868.9619
Florsheim Europe s.r.l. Via degli Artigiani, 29/31 50041 Calenzano - Florence ITALY Tel +39(0).55.883.2111 Fax +39(0).55.883.2113
Florsheim Australia Limited Unit 2-23 Bell Street Preston, Victoria 3072 AUSTRALIA Tel +61.3.9416.8355 Fax +61.3.9416.8581
Florsheim B.V. Zuidwyck Residence De Lairessestraat 96 IM NL 1071 PJ Amsterdam NETHERLANDS Tel +31.20.672.3123 Fax +31.20.672.3363
Florsheim License Holder Flem Marketing S.A. De C.V. Monte Elbru No. 124, ler. Piso Col. Palmitas Chapultepec Polanco C.P. 11560 MEXICO, D.F. Tel +52.5.280.6232 Fax +52.5.280.6103
Florsheim Pacific Limited 55 -57 Wang Lung Street 3rd Floor - Leitz Industrial Building Tsuen Wan, New Territories HONG KONG Tel +852.2408.3213 Fax +852.2408.0755
Florsheim License Holder Unico Leather Products Limited 31 Maddox Street Chennai, 600112 INDIA Tel +91.44.532.5405 Fax +91.44.821.0874
Florsheim Agent Derek Brown Agencies Pty P.O. Box 8540 Johannesburg 2000 SOUTH AFRICA Tel 001.27.11.788.1423 Fax 001.27.11.788.7696 Florsheim Footwear Distribution Center 312 Wilson Drive Jefferson City, MO 65109 UNITED STATES Customer Service 800.808.1356
A STEP AHEAD
That’s been the secret of Florsheim’s success since the very beginnings of the company—as the first nationally branded line of men’s shoes in America. STAY A STEP AHEAD OF THE COMPETITION.
“Florsheim style and staunchness set a high standard for shoe excellence. Feet clad in Florsheim Shoes are proud
Back in 1892, when the company was founded, men’s shoes were private-labeled with the names of the individual stores that sold them. But Milton Florsheim had a better idea. Instead of putting the various store’s names on his quality men’s shoes,
to meet the mirror— glad to meet the pavement.”
he put his own name on them—the same brand, nationwide, no
— From a 1924 Florsheim brochure
matter where they were sold. It was a truly revolutionary idea. And by the turn of the twentieth century, this unique approach to branding—combined with the industry-leading style, comfort, quality and value of the Florsheim shoe—had established the company as the nation’s number-one maker and marketer of men’s dress shoes. Now, as the company enters its second century, Florsheim is taking another revolutionary step—to offer the first nationwide franchise opportunity in men’s dress shoes. If you have the vision that will help you build on a unique position in the marketplace—and a commitment to quality, professionalism and customer service—we invite you to read on with care. You may find that a Florsheim franchise is just what you need—so that you too can be a step ahead.
“Often imitated and never equaled—Florsheim fine styles set a pace in men’s smart footwear which has made the name “Florsheim” a style mark that good dressers always look for.” — From a 1924 Florsheim brochure
GET IN ON THE GROUND FLOOR OF A 110-YEAR-OLD BUSINESS.
A Century of Innovations
A Brand New Opportunity
Ever since the company was founded in 1892,
In 1999, the market for men’s dress shoes
Florsheim has been the nation’s leading
reached $3.6 billion in sales at retail, and the
brand of men’s dress shoes. In fact, the whole
men’s casual market added another $2.3
idea of a “national brand” was just the
billion. The Florsheim Franchise program was
first of many key Florsheim innovations—
designed to enable qualified individuals
• The first nationally branded line of
to compete in this enormous market with the
number-one brand in men’s dress shoes
• The first nationally advertised shoe brand.
…the number-one brand in higher-end dress
• Among the first to use shoe-lasting
shoes…and the number-one brand in dress
technology for volume production.
casual shoes. This is your chance to join forces
• The first manufacturer-owned shoe stores.
with Florsheim, the brand consumers have
• The first franchise opportunity in men’s
trusted for more than a century of leadership
in the key marketing considerations — quality, comfort, style and value.
“Florsheim designs correct styles for each type of man. These are the styles for the man who cares—the man who keeps step with the times.” — From a 1926 Florsheim brochure
STEPPIN’ OUT…WITH FLORSHEIM. The Man Who Cares
They’re aware of a continuing need to present
Florsheim has always focused on “the man
a traditionally “dress” image in situations like
who cares”…and he’s still our primary market
client meetings and financial presentations.
today—upscale, quality-oriented, tradition-
They’re often confused—or, at least, uncertain
conscious, with a sense of style, whether dress
—over the shifting definitions of what
“business casual” means. And even if they’ve
• Works in an office environment.
figured out when to wear a suit, or a blazer,
• 35-54 years old.
or khakis, they may still feel less confident
• $50,000–$100,000 income.
when choosing the correct footwear for each
• College graduate.
of those styles.
• Married, with children. • “Attitudinally young”—that is, he thinks
Florsheim is recognized as the authority on
young and stays aware of fashions and trends,
the appropriate footwear…and always has
and his active lifestyle that requires a variety
been. As a Florsheim franchisee, you’ll share
of shoe styles to match his varied activities.
that image…and you’ll have the knowledge and support materials to help you back it up
Despite the growing “casual-ization” of
—with valuable, reliable advice to help your
business attire, men are still concerned about
customers choose the correct footwear to go
dressing appropriately for the workplace.
with their suits, their blazers, their khakis, their jeans.
“You’ve noticed them—those well groomed men who walk with springy step air of cool confidence. Trust their judgment in clothes—trust them to wear Florsheim Shoes wherever they go.” — From a 1927 Florsheim brochure
THE MOST MODERNIZED SHOE STORE AROUND.
• Sophisticated POS system tracks
• Merchandising elements add visual
customer purchases—for both inventory
excitement, evoke Florsheim’s as “the
control and relationship selling.
correct choice” for “the man who cares.”
• Non-Florsheim brands (like Timberland)
• Quality accessories can supplement
round out selection to meet all customer
the sales mix Seasonal merchandising
needs and satisfactions.
and feature displays help shoppers focus
• Upscale image reinforces Florsheim
on the right style for any occasion.
as the #1 brand for dress and refined
• Modular display fixtures make fresh
looks easy to achieve.
• Full line includes 125 styles, 2500
• Between 1,200 and 2,000 square feet.
shoe and dress apparel items.
“Every well dressed man knows that the proper variety of shoes — for business, street, evening dress and sport, not only add to his appearance, but to the life and satisfaction of his shoes.” — From a 1928 Florsheim brochure
BUILDING REL ATIONSHIPS, STEP BY STEP. There have always been “Florsheim Men.”
heart of the Florsheim service philosophy.
In the Twenties, they were described as those
As a Florsheim franchisee, you’ll benefit from
“whose standing commands respect in any
a sales program that’s focused on meeting
company.” They were the men “who know the
your customers’ needs—with point-of-sale
right thing.” Today, with the murky definitions
systems and merchandising support that will
of “business casual” dress codes, they may
help you answer their questions, learn their
not always be sure what “the right thing”is.
preferences, track their purchases…and provide the kind of relationship selling that
And that’s where you come in, as a Florsheim
sets you apart—and builds customer loyalty.
franchisee. You and your salespeople will be able to help resolve your customers’ nagging
You’ll be showcasing the full line of Florsheim
questions. Which are the right shoes for
dress and refined casual shoes—plus Florsheim
casual Fridays? Which go with suits, and which
golf shoes. You’ll have selected styles
with blazers and slacks? Which should they
from additional non-competing brands, like
wear to meetings where everyone’s in khakis
Timberland, to complete your weekend
and polo shirts?
casual offering. And you’ll have the diverse collection of Florsheim accessories—socks and
That’s the kind of service that builds enduring
shoe trees…belts, suspenders and wallets…
customer relationships…and it’s at the
and a steady stream of exciting new items.
“At the big games in the Stadium, and in the big game of life, Florsheim Shoes are worn by those men whose achievements are in keeping with their appearance.” — From a 1927 Florsheim advertisement
THE SUPPORT YOU NEED. With more than a century of leadership in the
• On-site pre-opening training.
shoe business, including the long-term
• Seasonal merchandising/promotional
operation of nationwide networks of full-service
programs sponsored by Florsheim coporate.
retail locations and factory outlet centers,
• Local marketing programs.
Florsheim is uniquely positioned to provide the
• Advertising and public relations assistance.
support you’ll need—from startup and training
• Factory-direct purchasing for Florsheim-
to marketing, merchandising and ongoing
branded footwear and accessories.
• Negotiated purchasing for non-Florsheim products at the wholesale rate.
• Protection from additional franchised,
• Consultation in site selection, as well
company-owned or factory outlet locations.
as design, layout and build-out of the store.
• Exclusive display and merchandising
• On-site guidance in all phases of
materials furnished by Florsheim.
establishing the Florsheim business.
• Powerful point-of-sale system for tracking
• Assistance in planning and ordering initial
sales, inventory, customers and future sales.
store merchandise inventories.
• Inventory support program.
• Assistance in hiring and managing qualified
• Assistance in negotiating favorable third-
and exceptional educated employees.
• Full, week-long management training at
• Regular consultation from regional
“Refinement is a characteristic of Florsheim Shoes—unmistakably present in every pair—readily apparent to the man of good taste —the man who cares.” — From a 1924 Florsheim brochure
STEP INTO YOUR FUTURE TODAY…WITH FLORSHEIM.
The Florsheim Franchise Opportunity has been
If you’re an ambitious, sales- and service-
created for those who are ready and able
oriented individual who has what it takes to
to partner with an industry leader and take
build a retail business, maybe it’s time to
advantage of new growth potential in this
take the next step toward your future. Fill out
110-year-old business. It’s been designed
and submit the enclosed Confidential
to build on historic strengths and success
Questionnaire…or give Florsheim a call for
while opening new areas of opportunity—by
providing the quality products, effective merchandising and expert customer service
We’re looking forward to speaking with you
that build ongoing, long-term relationships.
soon…and helping you step out into your new business future.