LLOYD with new brand strategy and new brand identity

Sulingen, June 2022. In the 2022 autumn/winter season, the international premium brand LLOYD will be presenting a new brand strategy and a new brand identity.

The coming brand strategy covers two levels and is inspired by the company's founding year: the 1888 brand is predestined to become the premium shoe specialist's exclusive beacon. The LLOYD brand itself lays the foundation for the basic overall positioning. 

The newly designed logos for the two collections roll out this autumn. The distinguishing addition to the LLOYD logo conveys the founding year that concisely stands for the footwear enterprise's long tradition and expertise. From the 2023 autumn/winter season onwards, the 1888 collection will not only comprise gents' models but also styles for ladies and accessoires.

Additionally, a new brand identity derived from the strategy was created to build on the brand strategy with the goal of visualising LLOYD's discerning identity and to consolidate the image of the premium label internationally.

The brand identity focuses on an up-to-date campaign incorporating videos and motifs rolling out from August 2022 and transporting the communication for and staging of the brand. Star photographer Byron Mollinedo set the scene for models Tess Hellfeuer and Julian Schneyder in a Berlin studio to reflect the LLOYD's positioning and generate a fresh visual code.

“We will more fully exploit the potential of the LLOYD brand with our new strategy and our new identity – and at the same time fill it with fresh energy,” Andreas Schaller, the management spokesman, describes the campaign. “We are starting to revamp the brand identity in July and are due to conclude it by the end of 2023.”
 

LLOYD boosts address of B2C target group in Denmark

Sulingen, June 2022. LLOYD has increased its direct approach of the B2C target group for a while now. The strategic goal is to further strengthen the LLOYD brand and to highlight its premium character. The company clearly underlines how pushing this will contribute to also developing the brand among customers in retail and consolidating itself as a reliable partner.

This policy is similarly pursued and implemented consistently abroad. Having taken over the eight concept stores developed and operated by a partner in the Baltic region and a concept store in Vienna taken over in 2021, also operated by a partner, another follows. The Copenhagen concept store, successfully operated by the partner ATC-Footwear for many years, has been integrated in the LLOYD group, as has the LLOYD online shop, also managed by the same partner. With these acquisitions, the LLOYD subsidiaries now number 14 with 35 of their own concept stores. 

“We are delighted now the Danish B2C activities have been taken over and thank our long-standing partner ATC, particularly Christian Dawe, for their excellent cooperation over recent years,” as LLOYD Managing Director Andreas Schaller commented on the new acquisition. “Scandinavia has always been a very important market for us, and especially the Danish market; we are now able to build up on a very good development,” Schaller continues.

With the takeover, the entire team was included, a fact LLOYD sees as very positive. “All of our new staff are highly motivated and wish to achieve far more,” is how Schaller acknowledges the personnel situation, which the company considers a good basis for an encouraging development.
 

LLOYD presents Bar Refaeli as a testimonial

Sulingen, January 2019. From February, the footwear manufacturer will be showing the Israeli top model in an advertising drive for ladies' shoes. To launch the season, Bar Refaeli will be appearing on POS materials at specialist retail stores and in LLOYD's own stores plus on the cover of the customer magazine. In addition, posts on social media channels with Bar Refaeli and her favourite LLOYD models will follow.

The popular mother of two also contributed to designing three shoe models for the autumn/winter season currently in the shops. She teamed up with project management to add her own personal touch to the shoes.

LLOYD is definitely able to benefit from the top model's 2.7 million followers on Instagram: awareness for the brand and the ladies' shoes are in this way both truly boosted .

“In Bar Refaeli, we are delighted to have attracted a model for the label who is authentic and credible to stand for the LLOYD brand's attributes,” confirmed Managing Director, Andreas Schaller, who is responsible for the divisions of sales, marketing and retail.

LLOYD Shoes presents innovative store concept in China

Sulingen, August 2017. The Sulinger shoe manufacturer opens two new LLOYD Concept Stores in Beijing under the aegis of the partner LLOYD China LTD.

With the restart in China carried out this year, LLOYD wants to build on past achievements and pursue an ambitious growth scenario in the coming years.

The special feature in the two stores is the automatic storage system, adapted from technology by the Sulingen shoe manufacturer, which added an automated outer box warehouse to its logistics a few years ago.

The store’s fully automated storage system is located behind a glass wall within the sales rooms and is thereby visible to the customers. With expert advice from a sales staff member, the customer looks for his model of choice, which is then called up in the storage area by means of a tablet. After that, it is automatically issued from the storage area to the staff member or directly to the customer. In so doing, sales team and technology interact optimally with each other, without the consultation being interrupted by the walk to the storage area. In addition, the customer is witness to a new, unique shopping experience.

The modern service concept continues until the purchase is complete: the customer has the option of paying via “WeChat” with his or her own smartphone and of having the goods delivered directly to his or her home, if so desired. LLOYD is learning important lessons in China with mobile payment handling, which is certain to play a decisive role in Europe in future, too.     

“The new store concept is innovative, even for China, and shows that LLOYD thinks one step ahead also in technical terms. This inspires the shopping mall managers and the customers alike,” says Andreas Schaller with a smile. “There’s a video on the LLOYD YouTube channel under https://www.youtube.com/watch?v=MDm62-bLg5A that illustrates the automated warehouse’s functionality well,” the company’s managing director adds.

The shoe manufacturer is planning another store opening under the same principle this year as well as a mobile pop-up store for malls, airports and train stations for the year 2018.

LLOYD gents' collection S/S 2018

Setting trends with the casual look

Comfortable, casual, trend-conscious and functional: these are the demands on the new gents' collection S/S 2018. With this, the traditional LLOYD label follows the Athleisure trend and relies here mainly on the new shapes and colours as well as a variety of materials. In the X-Motion series, innovative new ideas await the shoe enthusiast. At the same time, daily business cannot be imagined without the casual look; informal materials and colour combinations are consequently an absolute must. Apart from the sporty aspect, the Smart Business series forms part of the collection, a major eye-catcher in spring 2018.

Innovation meets comfort

The already well-established LLOYD X-Motion is being further developed thanks to continual innovation. Newly developed sole shaft technologies, lightness, flexibility and optimum comfort are guaranteed in both the sports and casual lines. Multifaceted types of leather in combination with unusual embossing and hand-finished patent grades lend the X-Motion series that certain something. The sports casuals form an absolute highlight in the 2018 spring/summer collection with a 3-component undersole, a Strobel construction intended to ensure flexibility and a removable high-tech insole.

What's important is the mix

The high-class Smart Business series impresses with clear, purist cuts, masculine last shapes and expressive leathers. Features of this line are various new developments for soles plus particularly good wearing comfort during everyday business. The hand-crafting skill makes each shoe high-class and gives it an unmistakable appearance.

Attention is drawn by short desert boots and thrilling Chelsea boots. These versatile all-rounders come in a wealth of last shapes and style-conscious material combinations. Colour-accentuated inserts, unusual lining materials and the artistic use of airbrush techniques during finishing give these shoes a summery look.

The trends for the new collection in 2018 are clearly defined with fresh colours and innovative shapes. The summery colour spectrum unleashes a wide variety of options for combinations. From pastels and nude shades, wood and mud colours through to the classic hues of blue, LLOYD promises to be the style-confident partner for spring and summer 2018.