2017 10 marketingmappe en lowres rz

MARKETING AUTUMN | WINTER 2018/19

#ecofair #multiuse #unique

VAUDE Contacts Green Shape Campaign

Individual Training

Germany: Julia Löffler julia.loeffler@vaude.com +49 7542 5306 311

Daniel Schmid daniel.schmid@vaude.com +49 7542 5306 250

International: Kerstin Löffler kerstin.loeffler@vaude.com +49 7542 5306 148

Event Tools

POS Tools Germany: Julia Löffler julia.loeffler@vaude.com +49 7542 5306 311 International: Kerstin Löffler kerstin.loeffler@vaude.com +49 7542 5306 148

Give Aways Germany: Julia Löffler julia.loeffler@vaude.com +49 7542 5306 311 International: Kerstin Löffler kerstin.loeffler@vaude.com +49 7542 5306 148

Andy Eberhardt andy.eberhardt@vaude.com +49 7542 5306 169 bzw. +49 162 2909 213

Public Relations Mountain & PnB: Benedikt Tröster benedikt.troester@vaude.com +49 (0)7542 5306-130 Bike: Stephanie Herrling stephanie.herrling@vaude.com +49 (0)7542 5306-123 Company: Birgit Weber birgit.weber@vaude.com +49 (0)7542 5306-173

Online Marketing Sonja Rupp sonja.rupp@vaude.com +49 7542 5306 132

Contents Green Shape Core Collection ............................ 4 POS Decoration Package.................................... 8 Primary Campaign Green Shape........................12 POS Tools ..........................................................16 Give Aways .........................................................20 Online Marketing ...............................................24 Individual Training ............................................. 26 Event Tools ........................................................ 28 Public Relations ................................................. 32

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Exclusive

Green Shape Core Collection Key Visual

Goals • Setting an example with sustainable and functional outdoor clothing.

• Enhancing the VAUDE brand image and appeal with pioneering work as a sustainable and innovative outdoor brand.

• High-publicity support of our dealers online and offline, offering the potential to improve their brand positioning, continued development and increase customer frequency.

Segments • Multiuse Collection for all market segments Mountain Sports, Bike Sports and Packs ’n Bags Time Period • Autumn/Winter 2018/19 and Spring/Summer 2019 Availability All campaign content will be available as of August 1, 2018

Collection

Women

41048 Women‘s Green Core 3L Jacket

41051 Women‘s Green Core 3L Pants

41052 Women‘s Green Core Insulation Vest

41056 Women‘s Green Core Fleece Jacket

41057 Women‘s Green Core Fleece Pants

41059 Women‘s Green Core T-Shirt

41062 Women‘s Green Core Tights

Unisex

12990 Green Core M

41054 Green Core We Cape

12989 Green Core S

20475 | 20476 Men‘s | Women‘s Green Core Mid

41337 Green Core Beanie

Men

41049 Men‘s Green Core 3L Jacket 6

41050 Men‘s Green Core 3L Pants

41053 Men‘s Green Core Insulation Vest

41055 Men‘s Green Core Fleece Jacket

41058 Men‘s Green Core Fleece Pants

41060 Men‘s Green Core T-Shirt

41061 Men‘s Green Core Shorts

The best of all worlds

#ecofair #multiuse #unique 4

Our Green Shape Core Collection is a tribute to how we envision the future of sustainable outdoor equipment – it embodies our ecological and social values and illustrates what drives VAUDE as a brand.

Each of the 19 products is unique in its own way. Around 90 % of the diverse textile materials that we use for production are biobased, recycled or pure, natural materials. With eco-friendly manufacturing under fair working conditions they are products that deliver high performance paired with a feel-good factor for a wide variety of outdoor experiences.

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Exclusive

Green Shape Core Collection Diversified marketing communication across all marketing channels.

Marketing Material

Decoration Package

Online Measures

Press & Social Media

Online B2C: • Exclusive product highlight pages on vaude.com • Exclusive landing page greenshapecore.vaude.com • Newsletter on trade fairs and events

• Flyers made from grass paper • Exclusive give-away promotional items • Exclusive product and image photos • Informational and image videos • Stories, material images and technical background information • Infographics on material themes • Animated key visuals • Exclusive landing page greenshapecore.vaude.com • VR-films on material themes 6

• Exclusive, large POS package for the complete Green Shape Core Collection • Small POS package for 1 product • 50 flyers made from grass paper with display stand • Exclusive give-away promotional items • Presentation for the store window and store interior

Online B2B: • Newsletter content available for dealers on the collection • Strong online and PR communication with support from bloggers • Location based advertising on Facebook and Google regarding POS location • Exclusive communication on vaude-dealers.com • Digital product features and online POS (extensive image materials, banners, texts, stories, videos on the collection)

• Intensive social media & PR communication with support from bloggers and influential people • Blogger: DariaDaria • Exclusive press event before the opening of the ISPO trade fair stand • Participation in the Ethical Fashion Show Berlin • Presentation by Antje von Dewitz at the Fair Fashion Summit 7

Green Shape Core Collection

POS Decoration Package Dekopaket Green Shape Core Collection

ca. 60 x 60 cm

at Valued ,– 0 0 E UR 5

ca. 1,60m

Hanging graphic – Green Shape Core Collection Heart

Flyers in display stand

Floor graphics

Large Package • For orders of the complete collection • Divided for store window and store interior Content Store Interior • Hanging graphic – Green Shape Core Collection Heart • Racks, narrow or wide (optional, only on request) • Floor graphics • Flyers in display stand • On request: back wall banner – customized production Window

• Hanging panels – 5 panels for products • Hanging graphic – Green Shape Core Collection Heart • Window graphic • Back wall banner – customized production

#ecofair #multiuse #unique Hanging panels – 5 panels for products

Window graphic

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A r t . No 2724

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!

NOTE: The following graphics are for illustration purposes only and are not a final representation.

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Green Shape Core Collection

POS Decoration Package !

NOTE: The following graphics are for illustration purposes only and are not a final representation.

Procedure

Small Package

1. Your sales representative will choose the correct decoration package based on your order

• For orders of backpacks / jackets

2. Fill out the registration form so that our retail marketing team will have all of the contact info

Content

3. VAUDE retail marketing will contact you to discuss details

• 2x hanging graphics – Green Shape Core Collection Heart • Flyers in display stand • Floor graphics

Your contact person for questions – Germany Julia Löffler Julia.loeffler@vaude.com +49 7542 5306 311

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Your contact person for questions – International Kerstin Löffler kerstin.loeffler@vaude.com +49 7542 5306 148

Dekopaket Green Shape at Collection aluedCore V 0,– EUR 15

Measurements Hanging graphic Heart Hanging panels Floor graphic Flyer in display stand Window graphic Rack narrow Rack wide

90 x 90 cm Div, biggest panel 120x120cm approx. 60 x 60 cm approx. 35 x 35 cm Outline heart: 110 x 110 cm Lettering: 110 cm H 140 cm x D 45 cm x W 80 cm H 140 cm x D 45 cm x W 124 cm

includes natural rope for hanging includes natural rope for hanging includes 100 flyers

Hanging graphic – Green Shape Core Collection Heart

Floor graphics

Flyers in display stand

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Primary Campaign

Green Shape

Key Visual Green Shape For (y)our world worth living in.

Goals • We make the functional and ecological benefits of our Green Shape products tangible and appealing.

• We are reaching new customer groups that perceive this at the POS. • We support our dealers and offer the potential to improve their brand positioning, continued development and increase customer frequency.

Marketing Material • Ads for all Green Shape products • Product and image videos • Informational films on eco themes • Image photos • Infographics on eco themes • Animated key visual on eco themes • Exclusive landing page greenshape.vaude.com • With promotional raffle • VAUDE Green Shape app

Segments • All Green Shape products from Mountain Sports, Bike Sports and Packs ’n Bags Time Period • Starts Autumn/Winter 2017/18 up to and including Spring/Summer 2019

Online Measures • Digital product features and an online POS (comprehensive image material, banners, texts, stories, a variety of films: image, product videos) available for download on vaude-dealers.com • Communication on vaude.com • Location based advertising on Facebook and Google regarding the POS location • Stories and technical background information for newsletters and blogs • Social media communication

Der grüne Faden the green thread

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Order form and customization of the advertising motifs

Primary Campaign

Contact Person Germany: Julia Löffler julia.loeffler@vaude.com • +49 7542 5306 311

Green Shape

Contact Person International: Kerstin Löffler kerstin.loeffler@vaude.com • +49 7542 5306 148

Customized Design

Eco Themes

+

Certified Leather

PET Recycling

PVC Free

Ceplex Green

PA Recycling

Organic Cotton

Wool

bluesign® system partner

Windproof Green

PES Recycling

Ecolour

Eco Finish

TENCEL®

S.Café®

RDS Down

=

VAUDE ECO PRODUCT GREEN

Choose your Green Shape product

Availability All campaign content will be available starting August 1, 2018

2. Choose the product’s Green Shape theme

3. Customized design

New Eco Themes EcoPaXX®

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PrimaLoft® Silver Insulation Natural Blend

TENCEL® Fleece

Recycled polyamide (from textile remnants)

Hanf

GREEN

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Point of Sale

Contact Person Germany Julia Löffler julia.loeffler@vaude.com +49 7542 5306 311

POS Tools

Contact Person International Kerstin Löffler kerstin.loeffler@vaude.com +49 7542 5306 148

In-store and Outdoor Tools 1933

VAUDE Wooden Logo Display

1934

Measurements: 25 x 10 x 3 cm Price: EUR 10.00

VAUDE Wooden Stool

VAUDE Shopping Bag Paper

Wooden stool for seating and decoration Measurements: 42 x 30 x 30 cm Price: free of charge

Paperbags made of FSC paper, ordersheet with details and prices will be sent twice a year.

Info Firma Danner

VAUDE Doormat

1644

For inside and outside areas Measurements: 58 x 58 cm Price: EUR 17.00

Replaceable textile sections, washable material Measurements: 115 x 60 x 80 cm opened, 115 x 60 x 9 cm folded Price: EUR 85.00

DIN A4, made from FSC-certified wood Measurement: approx. 11 x 36 cm Price: EUR 15.00

W18 Banner Sustainability

VAUDE Event Banner “Spirit” Measurements: 300 x 80 cm, backside is mirror image of the front side Price: EUR 39.00

VO RS

CH

Measurements: 60 x 160 cm recyclable Price: EUR 8.50

0569

AU

2721

Information Display

W

2672

2075

VAUDE In-store Beach Flag Measurements: 65 x 200 cm, incl. crossstand, weatherproof Price: EUR 65.00

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1047

M

Kids Racoon Jacket IV

VAUDE Outdoor Beach Flag Measurements: 90 x 420 cm, rod 500 cm, incl. ground anchor (for soft surfaces) and a cross-stand (for hard surfaces) Price: EUR 140.00

NOTE: All prices specified in the documents are in euros strictly net plus the legal value added tax. Only while stocks last!

Kids Racoon Fleece Jacket

L

Explanatory sheets for download for your DIN A4 Display

EVIE

VAUDE Logo Bench

S

Information sheets for downloading

/ PR

0978

Kids Racoon Fleece Vest

Kids Racoon Insulation Jacket

Kids Racoon Insulation Vest

HAU

For inside and outside areas Measurements: 120 x 80 cm Price: EUR 42.00

Mail elena.marin@danner-nbg.de

VAUDE Doormat

VOR SC

1783

Contact Elena Marin

THE MOST SUITABLE COMBINATION FOR EVERY WEATHER.

ZIP-IN REGULAR

With the Kids Racoon series you can properly equip your little adventurer for every weather. The outer jacket can be combined with all Zip-In tops, all you need to do is to attach them with the zips. Matching models are all labelled with the Zip-In icon (and by the way, that does not only apply to Racoon models).

We offer the following varieties per product category: • Family Combination overview Kids Racoon Series / VAUDE Kinderhaus – Tried and Tested • Sleeping Bags Altmann / Säntis / Gamplüt • Sleeping Pads: Performance / Hike / Tour / Dream / Dream Comfort • Backpacks Astrum / Skarvan / ergonomic shoulder straps / EMP Hike back panel / Trail Spacer 8 • Footwear Knit shaft and scree protection / overview V-Flow Index Bike / overview V-Flow Index Mountain • Packs ´n Bags Revisable backpack Tobel / PET recycling / Made in Germany / PVC-free / Organization Tecoday and Tecowork • Bike Overview urban bike bags / bikepacking / bike chaps / year-round bike apparel • Tents Siliconized bonding / both sides siliconized / Sag Free • Sustainability The Green Thread / Green Shape Philosophy Download here: www.vaude.com/qr/Infosheets Available in the following language combinations: DE | FR / IT | NL / EN

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Point of Sale

Contact Person Germany please contact your contact person at VAUDE

POS Tools

Contact Person International please contact your contact person at VAUDE

VAUDE Softshop Branding Logo for backwall 100 cm

Logo for backwall 125 cm

2618

Axis: 100 cm tegometall

2621

Axis:: 125 cm tegometall

2625

Axis: 100 cm slatwall

2626

Axis: 125 cm slatwall

Rack for panniers

Logo for gondola 2619

Axis: 100 cm tegometall

2620

Axis: 100 cm tegometall

2622

Axis: 125 cm tegometall

2623

Axis: 125 cm tegometall

Adapter for handlebar bag 2624

tegometall

2628

slatwall

2627

slatwall

Magnetic foil 100 cm

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Adapter for panniers

Magnetic foil 125 cm

2629

BS·AM Magnetic foil

2633

BS·AM Magnetic foil

2630

BS·Travel Magnetic foil

2634

BS·Travel Magnetic foil

2631

MS·T&H/MS Magnetic foil

2635

MS·T&H/MS Magnetic foil

2632

MS·UL Magnetic foil

2636

MS·UL Magnetic foil

!

NOTE: All prices specified in the documents are in euros strictly net plus the legal value added tax. Only while stocks last!

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Point of Sale

Contact Person Germany Julia Lรถffler julia.loeffler@vaude.com +49 7542 5306 311

Give Aways 2382

VAUDE Heart Carabiner

2587

Carabiner in form of a heart, Conforms with CE standards, Packing unit: 10 pcs

Made from untreated pine, recycled paper and bio-plastic, Packing unit 10 items

e. c om

Price: 6.00 Euro

vaud

VAUDE Sticker Set

2325

va u

m .co de

VAUDE Writing Pad Size: Din A4, 50 pages Price: 1.30 Euro

U

A CH

S

R VO

Ich bin PVC-frei // I am PVC-free

vaude.com

vau de .co m

vaude.com

vaude.com

vaude.com

Various motifs and sizes on a DIN A5 leaf, Packing unit 25 Price: 7.50 Euro

VAUDE Pen PU 10

Price: 1.80 Euro

2588

Contact Person International Kerstin Lรถffler kerstin.loeffler@vaude.com +49 7542 5306 148

1796

VAUDE Shoe Horn

2602

Bamboo Measurements: 41 x 4 cm

VAUDE Cup PU 6 Cup made from porcelain with logo Volume: 0.25l

Price: 1.20 Euro

Price: 12.00 Euro

2674

VAUDE Wallet Small wallet for travel, made from material rest pieces, remnants Price: 2.00 Euro

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NOTE: All prices specified in the documents are in euros strictly net plus the legal value added tax. Only while stocks last!

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Point of Sale

Contact Person Sonja Rupp sonja.rupp@vaude.com +49 7542 5306 132

Online Marketing Loadbee – Additional product information on partner websites

Online-Tool “Buy now in-store”

Together with our technology partner, loadbee, we offer integration of an option to order additional product and marketing information directly on the article detail page on your online shop.

Together with our technology partner Commerce Connector, we make it possible to view local product availability in regional stores on vaude.com so that end customers can quickly and easily find the nearest store that has the product they’re looking for. Over 400 specialist dealers are already taking part.

You have the choice of whether you would like to use our content via inpage or onpage integration in your shop. With each variation, the customer immediately lands at product information provided by us. It is presented in the VAUDE Corporate Design so that brand recognition is guaranteed. This prevents customers from jumping out during the purchase process and helps you sell the products better together with us.

Your advantage Increasing customer frequency and sales in retail stores

Presentation in your shop – our sales support for you Fast and easy link with the loadbee button (example: on-page link)

Presentation of our premium content in your shop

Clicking on the button will take you to Google Maps where you can then enter a postal code to find the nearest VAUDE store that has the item.

Key Facts • one-time installation including test: max. 30–60 minutes • no danger of duplicate content • use of loadbee is free for dealers Would you like to integrate our content in your shop?

Please register under https://company.loadbee.com/en/dealer_registration or contact our loadbee representative: Kathrin Sudyka • Tel. +49 711 9140 1744 • Mobile +49 151 1503 0649 • kathrin.sudyka@loadbee.com

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Customer benefit User-friendly search function for availability in stores If you would like to display the availability of your products on vaude.com, please contact our representative at Commerce Connector: Philipp Alfes • Tel. +49 711 2484 91622 • philipp@commerce-connector.com

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online & offline

Contact Person Daniel Schmid daniel.schmid@vaude.com +49 7542 5306 250

Individual Training Individual Training – online and offline Far reaching ecological commitment is a given at VAUDE. Along with this commitment, we also place the highest technical demands on our products and are always continuing their development process. At our new online platform http://help.vaude.com, we present in depth expertise from our market segments Mountain Sports, Bike Sports and Packs ’n Bags in digital format to support you in providing well-grounded, competent customer service.

Online: help.vaude.com Offline: VAUDEpedia app for offline use available at the AppStore (iOS and Android) Information is continuously updated.

VAUDEpedia

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Point of Sale

Contact Person Andy Eberhardt andy.eberhardt@vaude.com +49 7542 5306 169 bzw. +49 162 2909 213

Event Tools !

1.

NOTE: Please book the following events at least 4 weeks in advance

VAUDE Climbing Rock (portable)

A sensational product and an attraction for any event! Our portable Climbing Rock is always a crowd favorite for kids.

There are 80 holds made from synthetic resin as well as rigid foam holds for beginners. The Climbing Rock has a wide variety of difficulty levels and is suitable for all ages. A trained VAUDE Teamer will deliver the Climbing Rock by truck and supervise the climbing.

3. VAUDE (Start and Finish) Archway This smart alternative to traditional inflatable products is a highlight at any event!

Size: 8 m wide, 4 m high Price: on request, max. booking 3 days

Weight: 300 kg Footprint: L 10m x B 10m x H 5m Price: on request

2. VAUDE Slackrack The Slackrack is a fully integrated slackline framework that gives you the ability to set up a slackline directly at your store without depending on trees, ground anchors, hooks, etc. It takes just 10 minutes to set up because the stable steel construction comes with an original slackline attached.

4. VAUDE Backpack Display Test Station The display is optimal for making products that consumers want to try out more available to them and for showing off the advantages of VAUDE backpacks.

Backpack display can be ordered with content

• Bike 27 Backpacks

The backpack display is delivered as follows: • Backpack display • Roll Up (Info: “Free testing” und directions “How do I carry a backpack correctly”) • Customer stopper • Weight (3 x 2 Kg, 2 x 1 Kg)

• Safe with slackline mounted at a low level • No ground anchors needed • Set up in 10 minutes – can also be used outdoors

Technical data: Size: 1850 mm high, 820 mm wide | Weight: approx. 35 kg Content: 27 Backpacks – 3 backpacks per hanger

Technical data: Length: 300 cm | Slackline height: 30 cm | Weight: approx. 28 kg Pack size: L 150 x B 16 x H 8 cm | Holds loads up to 120 kg

Price: on request › Backpacks that are not returned will be billed for

Price: on request

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Point of Sale

Event Tools !

NOTE: Please book the following events at least 4 weeks in advance

5. VAUDE Tent Set Up Competition

9. VAUDE Athlete Lectures

This tent set up competition promises action packed entertainment in your store. A trained VAUDE Teamer will supervise and time the tent set up of each customer who participates. The times are posted on a notice board and the best participant wins the tent at the end of the event.

Our successful athletes and partners are active outdoors on a daily basis and have fascinating, inspiring stories to tell.

Price: on request –› max. booking 3 days

Climbing • Helmut Kotter • Fritz Miller

6. VAUDE Contest

There is a broad range of categories, films, slide show presentations, shows as well as training on offer:

VAUDE GEW

INNSPI EL

& gewin Schätzen

Personalized contest cards with dealer logo and a VAUDE Contest Box, suited to the winning VAUDE product. The prize is provided by the dealer.

ksack?

30 Ruc te Brenta voll gepack gt dieser SYN) Wie viel wie DE Schlafsack Sioux 400 VAU (Inhalt: ein C 7,44 kg kg 3 B 5,3 A 2,22 kg Brenta 30

7. VAUDE Dealer Support Retail support provided by trained VAUDE personnel.

A growth opportunity for any specialized store!

Our trainers inspire with friendly yet professional competence.

Go ahead and see what we have to offer!

Price: 300,- € / day

nen!

Alpine/Expedition • Stephan Keck • Fritz Miller • Andreas Prielmaier • Ralf Gantzhorn • Guides / Lehrteam member of the German Alpine Club (DAV) • SAAC guides (Safety in the mountains, i.e. fundamentals for low risk free riding and touring.)

Bike • Team Vertriders (Sylvia & Axel) • Stefan Schlie (not a lecture but a bike show) • Guides / Lehrteam member of the German Alpine Club (DAV) • Kerstin Kögler & other Lehrteam members of DIMB (Deutsche Initiative Mountainbike) • Stefan Hermann (MTB Academy) • Kurt Exenberger (Bikeacademy) • Johannes Pistrol (bike with passion) Bike Travelers • Globetrotters (Martin & Nadine) • Tilmann Waldthaler • Max Semsch

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PR

Mountain & PnB Benedikt Tröster benedikt.troester@vaude.com +49 (0)7542 5306-130

Public Relations Druckansicht: Tettnang: Verdienstorden für Vaude-Chefin Antje von ...

Bike Stephanie Herrling stephanie.herrling@vaude.com +49 (0)7542 5306-123

Company Birgit Weber birgit.weber@vaude.com +49 (0)7542 5306-173

http://www.suedkurier.de/region/bodenseekreis-oberschwaben/tettnan...

Goals Increasing brand recognition and image Positioning VAUDE as a sustainable outdoor brand Communicating seasonal product highlights UNTERNEHMENSNACHFOLGE

1. General PR Work • Equipment for photo shoots, TV, contests, etc.

• Interviews, company portraits, reports and product reviews • CSR and company communication

Vaude wagt den Schritt weiter Antje von Dewitz hat eine Mission: Sie entwickelt das Konzept der Nachhaltigkeit im väterlichen Betrieb weiter. Die Banken machen mit – und der Handel ist Teil des Plans.

2. Monthly mailings • Theme setting and product suggestions for media 3. Seasonal press kits • Product highlights from Mountain, Bike, PnB • Languages: Deutsch, English, French, Dutch, Italian • Texts and image materials available Availability of press information and downloads: https://www.vaude.com/de-DE/Unternehmen/Presse/

D 1 von 2

ie Reise zum Outdoor- und Bergsportausrüster Vaude gleicht einer Fahrt ins Märchenland. Die schmale Straße schlängelt sich durch immer kleinere Ortschaften, in sanften Hügeln schwingt sich die Hopfen- und Apfelkulturlandschaft in Richtung Bodensee, und hinter dem sechsten Hügel fängt es auch noch an zu schneien im ländlichen Idyll. Schließlich erreicht man Obereisenbach, einen kleinen Weiler in der Nähe von Tettnang, rund 460 Einwohner – und Sitz von Vaude mit seinen rund 500 Mitarbeitern. „Meinen Eltern gefiel es hier so gut, dass sie in den 1970ern von Celle herzogen“, erklärt Antje von Dewitz, warum ein offensichtliches Nordlicht wie sie – blond, schnell und hochdeutsch sprechend – in der oberschwäbischen Dorflandschaft zu Hause ist. Sie hat 2009 die Geschäftsführung von Vaude von ihrem Vater Albrecht von Dewitz übernommen.

08.05.2017 10:12

Südkurier Newspaper, 07.05.17 – Order of Merit for Antje von Dewitz

Konsequente Nachhaltigkeit – kein Grund zum Jubeln für die Banken

5. Product awards, test winners • Experience.vaude.com 6. Company tours for end customers • A look behind the scenes at VAUDE • E-mail: indoor@vaude.com

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Der Handel 03|2017

Company tour at VAUDE

Der Handel, 03/2017 – Company Portrait

TV interview at the Outdoor trade fair

Sponsor Partner Presentation

FOTO : M A R C O M E H L

Locker, aber hochkonzentriert: Antje von Dewitz, Chefin von Vaude, erläutert ihre Nachhaltigkeitsstrategie.

FOTO : M A R C O M E H L

4. Press events, press conferences • In-house or at leading trade fairs

Der naturbegeisterte Unternehmer gründete Vaude – gesprochen wie die Initialien seines Nachnamens – 1974; mit der Fertigung von Rucksäcken fing es an, gelagert wurden sie im Hopfenstadl eines Bauern, bald kam die Produktion von Zelten und Schlafsäcken dazu. Heute gehört Vaude zu den bekanntesten heimischen Outdoormarken – und steht für eine Nachhaltigkeitsstrategie, die bei so gut wie keinem anderen Unternehmen so konsequent und glaubhaft umgesetzt sein dürfte wie bei den Tettnangern.

Das ist nicht dem Zufall geschuldet. „Im Zuge der Übergangsphase von meinem Vater zu mir überleg-

ten wir, wo der Kurs künftig hinführen soll“, erzählt von Dewitz. „Wir schauten uns die gesamte Branche und unsere Positionierung an.“ Damals, um 2009 herum, entwickelte sich die Outdoorbranche immer stärker vom Nischen- zum Massenmarkt. Die stark wachsenden Umsatzzahlen weckten Begehrlichkeiten, der Beginn der Konsolidierung des Sektors zeichnete sich ab, Marken von Familienunternehmen wurden von größeren Konzernen übernommen, der Wettbewerb wurde schärfer.

Positives Image wirkt sich auf Verkaufszahlen aus „Es war klar, dass wir nie mit dem hohen Marketingaufwand der Großen mithalten können“, erinnert sich die heutige Firmenchefin. „Der Kreis der künftigen Geschäftsleitung fragte mich nach meiner Vision.

Mir war schon sehr früh sehr bewusst, dass etwas schief läuft in der Wirtschaft, dass wir zu viele Ressourcen verschwenden, dass die Entwicklung von Arm und Reich nicht gesund ist für die Menschheit“, sagt die studierte Kulturwirtin und promovierte Ökonomin. „Ich wollte sinnvoll zu einer Besserung dieser Situation beitragen – und habe damals meinen Kollegen gesagt, dass ich mir einen konsequent werteorientierten Kurs für Vaude vorstellen könnte.“ Absolute Transparenz, umwelt- und sozialverträgliche Arbeitsbedingungen und Produkte; nicht nur bei einzelnen Projekten, sondern Nachhaltigkeit als Weg, angefangen von den Arbeitsbedingungen im Stammsitz bis in die mittlerweile 145 Produktionsstätten, die sich zu 80 Prozent in China und Vietnam befinden; „und damit die Chance, dass das Engagement in die Marke ausstrahlt.“ Der Handel 03|2017

47

TV: 3sat - Makro, 05.07.2017 – Company goal sustainability

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