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Red Wing Shoe Company
Red Wing Shoe Company
Red Wing, Minnesota
Company Summary:
Established in 1905, Red Wing Shoe Company, Inc.(RWSC), is a privately-held corporation based in Red Wing, Minnesota. Red Wing Shoe Company markets several brands of work and outdoor footwear including Red Wing Shoes, WORX, Carhartt, Vasque and Irish Setter.
RWSC has distribution in more than 100 countries around the globe, including over 6,000 US retail locations. Red Wing Shoe Company operates 150+ company-owned Red Wing Shoe Store retail locations in the US. Its mobile shoe trucks provide convenient industrial on-site fitting and sales of Red Wing and WORX footwear.
RWSC currently manufactures over three million pair of shoes per year, and employs over 1,700 people. Corporate headquarters are located in Red Wing, Minnesota. RWSC operates three manufacturing facilities which are located in Red Wing, Minnesota; Potosi, Missouri and Danville, Kentucky. RWSC also has a distribution center located in Salt Lake City, Utah.
All plants have earned certifications for ISO 9001 international quality standards through SGS International Certification Services/SGS Group, the world's largest inspection and verification organization.
Red Wing Shoe Company owns S.B. Foot Tanning which supplies leather for shoes, apparel, furniture and other applications. RWSC also owns the St. James Hotel and Riverfront Centre in downtown Red Wing.
Red Wing Brand
Brand Position: The right fit for people who work on their feet.
Brand History: In a tiny shop in the small river town of Red Wing, MN, Charles H. Beckman began the Red Wing Shoe Company. Over time the boots became well known and eventually the company outfitted the military during the war. This helped Red Wing gain recognition and build consumer confidence in the brand. Over the last century the company has grown into the most respected manufacturer of hard working boots and shoes around the globe with a focus on comfort, quality and durability.
Brand Personality: Honest, bold, grounded, decisive, uncompromising
User: Workers in construction, trades, oil/gas, mining, transportation, railroad, manufacturing, and hospitality. Workers who need the added protection of a steel toe or slip-resistant sole.
WORX by Red Wing Brand
Brand Position: The honest work shoe made for an honest days work.
Brand History: The WORX brand is considered a rather young line in the Red Wing Shoe Company. The line was introduced to offer a value-priced shoe to the market under the Red Wing brand. The shoes are made for gray and blue collar occupation's needs and often purchased with a voucher given through a company.
Brand Personality: Purposeful, dynamic, grounded, genuine.
User: Workers in hospitality and other occupations where the company may contribute toward a safety shoe purchase.
Carhartt Brand
Brand Position: Footwear that meets the Carhartt pledge and tradition of superior quality work apparel.
Brand History: Introduced in the fall of 2004, primarily in "Big Box" farm-and-fleet retailers, Carhartt is now sold in approximately 2000 stores. The line is poised to grow an additional 1000-plus doors in 2006, largely outside the existing Red Wing Shoe distribution.
Brand Personality: Carhartt tough.
User: Farmers, construction workers and other tradespeople whose work requires footwear with highquality safety and durability features. Carhartt brand loyalists.
Red Wing Casuals Brand
Brand Position: Red Wing Casuals provides footwear with details that leave a lasting impression. The Red Wing brand has consistently delivered exceptional attention to detail in its products since 1905. The Red Wing Casuals brand delivers thoughtful design, fit and comfort, durability and peace of mind.
Brand History: Red Wing Casuals division started delivering its quality men's products in Fall 2005. The women's line started in Spring 2006. The brand is sold domestically in Red Wing Shoe Stores, independent shoe stores, internet retailers and plans to sell into department stores in the future. At this time there is limited distribution in Canada and Europe. The brand leverages Red Wing's heritage and quality to provide casual shoes to new customers and new distribution.
Brand Personality: Confident, optimistic, and current.
User: Men and women who place a value on looking good and are willing to pay $75+ on shoes. These consumers may be 30-45 years old but think they are "forever 29".
Irish Setter by Red Wing Brand
Brand Position: Irish Setter by Red Wing Shoe Company is the smart boot. Irish Setter uses technology to deliver innovative products to enhance outdoor sportsmen's activities. These sportsmen approach their sports and purchases with a well-considered strategy.
Brand History: Fifty years ago, Irish Setter was a specific hunting boot product in the Red Wing product assortment. The brand was spun out of the Red Wing brand about five years ago. Initially the brand was available only through Red Wing Shoe Stores. Around 1998 the brand extended its distribution to outdoor hunting or "hook & bullet" stores and catalogers like Cabela's, Bass Pro and Gander Mountain. The brand has grown its product line beyond its initial high-end, all leather upland boot offering. The line now includes camouflage, big game hunting boots; knee boots; pac boots; rugged casual shoes and boating/fishing shoes.
Brand Personality: Masculine, strategic, genuine, responsible but has a good sense of humor.
User: Hunters (big game and upland), fishermen, boaters, outdoor sportsmen.
Vasque Brand
Brand Position: Vasque's technical outdoor footwear helps people push their limits.
Brand History: Vasque began in the late 1960s taking the Red Wing philosophy of excellence to the outdoors. Vasque had been primarily known as the brown backpacking boot company until recently when it's lighter, faster products began changing the Vasque image. Vasque is sold in specialty outdoor stores like REI, Neptune Mountaineering and Whole Earth Provisions.
Brand Personality: Wise dependable friend. Serious about outdoor recreation and pursuits.
User: Ice climbers, mountaineers, backpackers and trail runners who are passionate about their activities.
Red Wing Shoe Company
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