Florsheim (retail)

A STEP AHEAD

FLORSHEIMWORLD-WIDEOFFICES

Florsheim Group Inc.World Headquarters200 North LaSalle StreetChicago, Illinois 60601UNITED STATESTel 312.458.2500Fax 312.458.7420www.florsheim.com

Florsheim Group Inc.1350 BroadwaySuite 1510New York, NY 10018Tel 212.868.9615Fax 212.868.9619

Florsheim Europe s.r.l. Via degli Artigiani, 29/3150041 Calenzano - FlorenceITALYTel +39(0).55.883.2111Fax +39(0).55.883.2113

Florsheim B.V.Zuidwyck Residence De Lairessestraat 96 IMNL 1071 PJ AmsterdamNETHERLANDSTel +31.20.672.3123Fax +31.20.672.3363

Florsheim Pacific Limited55 -57 Wang Lung Street3rd Floor - Leitz IndustrialBuildingTsuen Wan, New TerritoriesHONG KONGTel +852.2408.3213Fax +852.2408.0755

Florsheim Australia LimitedUnit 2-23 Bell StreetPreston, Victoria 3072AUSTRALIATel +61.3.9416.8355Fax +61.3.9416.8581

Florsheim License HolderFlem Marketing S.A. De C.V.Monte Elbru No. 124, ler. PisoCol. Palmitas ChapultepecPolancoC.P. 11560 MEXICO, D.F.Tel +52.5.280.6232Fax +52.5.280.6103

Florsheim License HolderUnico Leather ProductsLimited31 Maddox StreetChennai, 600112INDIATel +91.44.532.5405Fax +91.44.821.0874

Florsheim AgentDerek Brown Agencies PtyP.O. Box 8540Johannesburg 2000SOUTH AFRICATel 001.27.11.788.1423Fax 001.27.11.788.7696

FlorsheimFootwear DistributionCenter312 Wilson DriveJefferson City, MO 65109UNITED STATESCustomer Service800.808.1356

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.

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,

he put his own name on them—the same brand, nationwide, no

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.

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

to meet the mirror— glad to meet the pavement.”

— From a 1924 Florsheim brochure

A Century of Innovations

Ever since the company was founded in 1892,

Florsheim has been the nation’s leading

brand of men’s dress shoes. In fact, the whole

idea of a “national brand” was just the

first of many key Florsheim innovations—

• The first nationally branded line of

men’s shoes.

• The first nationally advertised shoe brand.

• Among the first to use shoe-lasting

technology for volume production.

• The first manufacturer-owned shoe stores.

• The first franchise opportunity in men’s

dress shoes.

A Brand New Opportunity

In 1999, the market for men’s dress shoes

reached $3.6 billion in sales at retail, and the

men’s casual market added another $2.3

billion. The Florsheim Franchise program was

designed to enable qualified individuals

to compete in this enormous market with the

number-one brand in men’s dress shoes

…the number-one brand in higher-end dress

shoes…and the number-one brand in dress

casual shoes. This is your chance to join forces

with Florsheim, the brand consumers have

trusted for more than a century of leadership

in the key marketing considerations — quality,

comfort, style and value.

“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.”


GET IN ON THE GROUND FLOOR OF A 110-YEAR-OLD BUSINESS.

The Man Who Cares

Florsheim has always focused on “the man

who cares”…and he’s still our primary market

today—upscale, quality-oriented, tradition-

conscious, with a sense of style, whether dress

or casual.

• Works in an office environment.

• 35-54 years old.

• $50,000–$100,000 income.

• College graduate.

• Married, with children.

• “Attitudinally young”—that is, he thinks

young and stays aware of fashions and trends,

and his active lifestyle that requires a variety

of shoe styles to match his varied activities.

Despite the growing “casual-ization” of

business attire, men are still concerned about

dressing appropriately for the workplace.

They’re aware of a continuing need to present

a traditionally “dress” image in situations like

client meetings and financial presentations.

They’re often confused—or, at least, uncertain

—over the shifting definitions of what

“business casual” means. And even if they’ve

figured out when to wear a suit, or a blazer,

or khakis, they may still feel less confident

when choosing the correct footwear for each

of those styles.

Florsheim is recognized as the authority on

the appropriate footwear…and always has

been. As a Florsheim franchisee, you’ll share

that image…and you’ll have the knowledge

and support materials to help you back it up

—with valuable, reliable advice to help your

customers choose the correct footwear to go

with their suits, their blazers, their khakis,

their jeans.

“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.”


STEPPIN’ OUT…WITH FLORSHEIM.

• Sophisticated POS system tracks

customer purchases—for both inventory

control and relationship selling.

• Non-Florsheim brands (like Timberland)

round out selection to meet all customer

needs and satisfactions.

• Upscale image reinforces Florsheim

as the #1 brand for dress and refined

casual shoes.

• Full line includes 125 styles, 2500

shoe and dress apparel items.

• Merchandising elements add visual

excitement, evoke Florsheim’s as “the

correct choice” for “the man who cares.”

• Quality accessories can supplement

the sales mix Seasonal merchandising

and feature displays help shoppers focus

on the right style for any occasion.

• Modular display fixtures make fresh

looks easy to achieve.

• Between 1,200 and 2,000 square feet.

THE MOST MODERNIZED SHOE STORE AROUND.

“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.”


There have always been “Florsheim Men.”

In the Twenties, they were described as those

“whose standing commands respect in any

company.” They were the men “who know the

right thing.” Today, with the murky definitions

of “business casual” dress codes, they may

not always be sure what “the right thing”is.

And that’s where you come in, as a Florsheim

franchisee. You and your salespeople will be

able to help resolve your customers’ nagging

questions. Which are the right shoes for

casual Fridays? Which go with suits, and which

with blazers and slacks? Which should they

wear to meetings where everyone’s in khakis

and polo shirts?

That’s the kind of service that builds enduring

customer relationships…and it’s at the

heart of the Florsheim service philosophy.

As a Florsheim franchisee, you’ll benefit from

a sales program that’s focused on meeting

your customers’ needs—with point-of-sale

systems and merchandising support that will

help you answer their questions, learn their

preferences, track their purchases…and

provide the kind of relationship selling that

sets you apart—and builds customer loyalty.

You’ll be showcasing the full line of Florsheim

dress and refined casual shoes—plus Florsheim

golf shoes. You’ll have selected styles

from additional non-competing brands, like

Timberland, to complete your weekend

casual offering. And you’ll have the diverse

collection of Florsheim accessories—socks and

shoe trees…belts, suspenders and wallets…

and a steady stream of exciting new 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.”


BUILDING REL ATIONSHIPS, STEP BY STEP.

With more than a century of leadership in the

shoe business, including the long-term

operation of nationwide networks of full-service

retail locations and factory outlet centers,

Florsheim is uniquely positioned to provide the

support you’ll need—from startup and training

to marketing, merchandising and ongoing

management.

Startup Support

• Consultation in site selection, as well

as design, layout and build-out of the store.

• On-site guidance in all phases of

establishing the Florsheim business.

• Assistance in planning and ordering initial

store merchandise inventories.

• Assistance in hiring and managing qualified

and exceptional educated employees.

• Full, week-long management training at

corporate headquarters.

• On-site pre-opening training.

• Seasonal merchandising/promotional

programs sponsored by Florsheim coporate.

• Local marketing programs.

• Advertising and public relations assistance.

• Factory-direct purchasing for Florsheim-

branded footwear and accessories.

• Negotiated purchasing for non-Florsheim

products at the wholesale rate.

• Protection from additional franchised,

company-owned or factory outlet locations.

• Exclusive display and merchandising

materials furnished by Florsheim.

• Powerful point-of-sale system for tracking

sales, inventory, customers and future sales.

• Inventory support program.

• Assistance in negotiating favorable third-

party financing.

• Regular consultation from regional

Florsheim representatives.

“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.

The Florsheim Franchise Opportunity has been

created for those who are ready and able

to partner with an industry leader and take

advantage of new growth potential in this

110-year-old business. It’s been designed

to build on historic strengths and success

while opening new areas of opportunity—by

providing the quality products, effective

merchandising and expert customer service

that build ongoing, long-term relationships.

If you’re an ambitious, sales- and service-

oriented individual who has what it takes to

build a retail business, maybe it’s time to

take the next step toward your future. Fill out

and submit the enclosed Confidential

Questionnaire…or give Florsheim a call for

more information.

We’re looking forward to speaking with you

soon…and helping you step out into your new

business future.

“Refinement is a characteristic of Florsheim Shoes—unmistakably present in

every pair—readily apparent to the man of good taste —the man who cares.”


STEP INTO YOUR FUTURE TODAY…WITH FLORSHEIM.

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Florsheim (retail)