Sebago 40th anniversary promotional brochure by Peter Williams

S p r ing Su mmer 2010

Anniversary Issue

Sebago Magazine

There was a timeâ&#x20AC;Ś When products

were built to perform and last into a future that we viewed with

optimism. A time when quality

and craftsmanship were a given and the customer was kingâ&#x20AC;Ś

That time is now. Since

1946 2 Sebago.com

Contents

Spring Summe r 2010

04 Cover story

Sebago Docksides® 40th Anniversary 1970 saw the global launch of the first leather boat shoe after years of cold wet canvas clad feet... Docksides® were born.

07 On trend

Docksides® “a la mode” Docksides® are the “in” thing - don’t take our word for it... Colette, Vane and the best looks this year.

08 Global Docksides

The originals... so on trend, edgy, authentic, premium.

Pantone®: Using the global color matching system to represent the many colors of Sebago Docksides®...

11 Interviews Sebago’s real people

How they started and why they’re still going strong… the laughter, the tears, the loyalty!

14 Navigating the future GPS technology meets sole technology

Navigate to the world’s most iconic sailing ports. Premium New England innovation... Sebago style.

Cover story Celebrating 40 years of Docksides®

a Joint Garmin promotion

16 Classics full of color Premium classics On trend for 2010 in technicolor.

18 Sebago lakes American 50s lifestyle...

Bala, Lucerne, Geneva, Como… with a vintage racing twist.

20 Lima Oscar victor echo Marine signal flags spell “love”

Nautical fashion goes unashamedly red, white and blue...

22 Varsity days

Daring, Finn, Laser... not just boats Lightweight and oh so cool... what all those “in the know” will be wearing this year.

Cover credits: posters from the Sebago archives… 40 years of the best shoes the docks have ever seen. Disclaimer: This document is for internal use within Wolverine World Wide, Inc. and must not be published in any other form. Creative and Production by Elements Mgt www.elementsmgt.com Sebago, Docksides, Pod-ology are trademarks of Wolverine World Wide, Inc. ©2009 Wolverine World Wide, Inc. Sebago Magazine

ing igat Nav uture f the

Sebago Magazine

Celebrating 40 years of Docksides®… Sebago is publishing a “glossy Consumer Magazine” communicating brand innovation in 2010.

he Magazine will feature all the key communications for 2010 bringing the brand heritage and Spring/Summer 2010 collections together. Each collection has its own story to tell that supports the Sebago brand story and premium handsewn qualities. The content, layout and format will reflect a premium publication with feature stories, style pages, ads and product stories. This “minilog” has been designed to give a taste of the consumer magazine’s content... the key product concepts for Spring/Summer 2010 along with marketing and merchandising opportunities for all. Happy Birthday Docksides®!

4 Sebago.com

Boat shoe in a bottle... premium POP

Docksides anniversary 速

Celebrating 40 years

Anniversary shoe

To celebrate the 40th anniversary of this famous shoe, we have produced beautiful limited edition Docksides速 in a unique color way and with a special swing tag.

Merchandising

A special edition anniversary bag and wallet has been created to sit alongside our limited edition Docksides速.

Marketing

Red, white and blue sets the scene for our anniversary retail kit, featuring posters, shoe stands and show cards...

Sebago Magazine

6 Sebago.com

Sebago collaborations

ONtrend Docksides® are “a la mode”

Sebago Docksides® will be celebrating its 40th anniversary in 2010 and to commemorate the occasion the brand is collaborating with the premier boutique in Paris, Colette, with a Sebago x Colette Docksides®. The project is headed up by La MJC who created special makeups, each limited to forty pairs worldwide and will only be sold at Colette. One design is even more special with each pair having been dipped into paint by Jack Spade, making all of them individual.

If anyone ever doubted that the boat shoe was here to stay, read on…

Page 6 photos courtesy of: Aeric Meredith Goujon for The Brooklyn Circus (www.thebkcircus.com); and VANE New York (www.wearevane.com)

Since 1946, Sebago has defined quintessential American style. Unwaivering in their commitment to quality materials, fine detailing, and handsewn craftsmanship, their passion for authentic, quality footwear has allowed them to weather fleeting trends to create truly timeless design. Emerging fashion and design collective, Vane has been at the vanguard of downtown style. With intelligent, iconic design and modern c r a f t m a n s h i p, they have rapidly attracted a global cult following for their unique, limited-run garments and hand-crafted jewelry and accessories. Limited to no more than 360 pairs per style for both Men’s and Women’s, Vane for Sebago represents a downtown vision of the iconic Docksides® silhouette, reimagined for the cosmopolitan consumer of culture and style. Staying true to Sebago’s rich heritage of quality and craftsmanship, Vane offers a sophisticated and unique interpretation of a timeless classic. Sebago Magazine

Sebago Docksides

Global colors DOCKSIDE 72643

DOCKSIDE 72643

57921 W 57921 W 57921 W

8 Sebago.com

57921 W

he many colors of Sebago Docksides®. Inspired by the global color-matching system, Pantone®, this creative reflects the huge variety of colors and textures the range supports. Over the years Sebago Docksides® have been inspired by trends, sailing teams and the seasons, so what better way to market our unequalled variety than by comparing it to the ultimate name in global coloring. The campaign is supported by strong, contemporary visuals, excentuating the current positioning of our beloved Docksides® range in today’s fashion trends.

The originals… So on trend, edgy, authentic, premium

Lifestyle imagery

Premium photography focusing on Docksides® in all environments.

DOCKSIDE 72643

Merchandising Marketing

Posters and show cards using the magazine “AS SEEN IN” concept. As seen in

Magazine

Pure Docksides® give maximum impact in windows backed up with seasonal banners featuring the Docksides® 40th Anniversary.

Anniversary Issue

Sebago Magazine

Sebago Oslo, Norway

Sebago interviews

Best feet forward

Sebastian Swett, South America

assion is a word that crops up quickly and often in any conversation with Sebastian Swett. The 39 year-old has a passion for selling, a passion for life – and a passion for shoes. All three come together in his work as chief operating officer for Forus, the retailing and distribution company based in Santiago, Chile. Sebastian has worked for Forus for many years and his love for his job bubbles over into every aspect of his life. “I give my work all the time that it needs,” he says. “All day every day, if necessary. I just want to go on making things better and making things different.” Forus has built its success on an unerring grasp of the brands most likely to appeal to its customers all over South America. The range on offer is wide, the image varying, but the emphasis on quality is always paramount. Two years ago, Sebago joined that thoroughbred stable. With characteristic entrepreneurial flair, Sebastian instinctively recognized that people with style would love these finely-crafted yet instantly recognizable shoes. “What you get when you buy Sebago is instant access to an authentic heritage,” he says. “People who love quality, love the water, love the sea, they get everything they could possibly want from this brand.” There it is; that passion again. In Sebastian’s hands, selling Docksides® becomes more than a simple transaction. It has been a means to introduce the entire marine style to South America. His dream is “to make people happy” and he confesses that he is inspired by people who can change the world – “the people who make life more full of fun and love.” Sebastian’s skill is to do exactly that, both in his life with family and friends – and in his profession as a fulfilled and impassioned salesman.

Sebastian Swett, spreading the word in South America

“I just want to go on making things better and making things different.” Sebastian Swett

Sebago Magazine

Francisco and Jacinto Gaudier, Spain

Summer window concepts for Sebago’s Spanish stores

12 S e b a g o . c o m

or 40 years brothers Francisco and Jacinto Gaudier have lovingly tended to the family business, watching Comercial Importadora GAFA, S.A. grow steadily and consistently under their stewardship. For 40 years, too, Sebago has been a key brand. The Gaudiers were the first to bring it to Europe, and even now they rely on it, says Francisco, 61, for its capacity to promote “regular sales” alongside the shoes they design and make to stock in stores across Spain and Portugal. The Gaudiers are pragmatists with vision. Each day they go to work dreaming of sales figures in each of their stores, and they are driven by their determination to make their business thrive. Their key qualities as They are driven by individuals are constancy, their determination patience – and a liking for order. Their personal taste, to make their they laugh, is “rather forbusiness thrive. mal”; their free time, when they have any, is spent with their families and divided between cultural and sporting activities. The GAFA style is exclusive, tailor-made. In this context, it is the tradition of Sebago that appeals to them; the hand-stitched, leather-lined craftsmanship of a shoe that has a great history, the fit and comfort of a loafer that is never out of fashion. It is a brand that speaks of civilization and culture as well as the great outdoors – a perfect match for the men who distribute it. Their customers are mainly executives, who understand the same values. “We don’t have to sell them Sebago,” says Jacinto, 58, “they know why they buy them.” And the Gaudier brothers know why they sell them.

Sebago interviews

“

Ba° rd Spilling, Norway

He was one of the greatest men I have ever known.” That’s how Bård Spilling describes his mentor and business partner, Lars Usterud-Svendsen, a friend of the Wellehan family and, in 1971, the first man to import Sebago into Norway. Some twenty years later the two men set up a company and when Lars died of cancer in 1997 Bård took over the business – and his old friend’s belief in the products they were selling. “Sebago is a mega-brand,” he says, enthusiastically. “One of the few real ones, not just something created by some smart marketing guy. The potential is enormous.” His firm Aqua Terra AS has just opened its first Sebago brand store in Norway, with shoes, clothing and accessories. “The inspiration is New England Lifestyle: heritage, craftsmanship, quality in every aspect. In the next five years we will open more stores and aim to triple the business of today.”

New Store openings

For Bård, 41, it is the marine aspect of Sebago that most appeals. And he lives the life that he sells. Work and leisure dovetail perfectly for a man who describes himself as sociable and impatient, and whose dream day off is skiing in the winter or sailing in warm weather with family and friends. But even a regatta is an opportunity to preach the merits of Sebago. He is positively evangelical about the quality and classic beauty of the brand, and sells it with a zeal that is worthy of his hero Ralph Lauren.

He is positively evangelical about the quality and classic beauty of the brand. “I never sell a product,” he says. “I sell a concept. Sebago is perfect for men and women, boys and girls aged between 15 and 85, living close to the sea. Or wishing they did. When you are wearing Sebago, you tell the world who you are.” And Bård Spilling, wearing Docksides® for their look and comfort, is a very happy man, doing exactly what he was born to do. n

Sebago’s worldwide

store opening program is kicking into 5th gear

Sebago Athens 17 Iraclitou Str. Colonaki Athens Greece Tel: +30 210 361 5008

Sebago Oslo Fritjof Nansensplass 2 0160 Oslo Norway Tel: +47 2242 3085

Sebago Paris 87 Rue de Courcelles 75017 Paris France

Sebago Magazine

Pod-ologyâ&#x201E;˘

Specializes in the study of soles... their static and dynamic examination, treatment and movement.

Merchandising POS highlighting sole technology, port and starboard detail and GPS travel concept... Pod-ologyâ&#x201E;˘ rubber hang tag. Travel merchandising with Sebago Luggage.

14 S e b a g o . c o m

Sebago navigate

Navigating the future

Navigate to the world’s most iconic sailing ports: Antigua, Cowes, San Francisco, Valencia, Auckland. GPS technology meets sole technology to create a contemporary travel-inspired collection. Pod-ology™: non-slip pods that work independently to support the foot… featuring port and starboard detailing, communicating New England nautical heritage. Featuring a joint promotion with Garmin for credible contemporary technology. Navigating the future… premium New England innovation, Sebago style.

As seen in

Magazine

Marketing

Anniversary Issue

Pod-ology™ specializes in soles, their static and dynamic examination and treatment.

Global joint promotion with Garmin hand held GPS, show cards using “AS SEEN IN” concept. As seen in

Opportunities for in-store competitions or gift with purchase.

Magazine

Navigating the future

Sebago Magazine

The color of Pennies!

16 S e b a g o . c o m

Sebago classics

Classics in full color Heritage product telling the brand story: on trend for 2010 in technicolor.

Merchandising

A fan of color: set inside a branded POS frame. A stack of color polos to suit.

Beautiful imagery

As seen in

Magazine

Anniversary Issue

Premium still life photography, designed to bring out the full color detail against the raw edged sole.

Marketing

Posters and show cards using the magazine â&#x20AC;&#x153;AS SEEN INâ&#x20AC;? concept.

Sebago Magazine

18 S e b a g o . c o m

Sebago lakes

Driving in style

Bala, Lucerne, Geneva, Killarney, Verona, Vico, Como… preppy, premium, handcrafted, New England… Sebago! Marketing

As seen in

Magazine

Anniversary Issue

Lakt y l e gov i n g i n s a eb r i

.co

Creative inspiration: American 50s lifestyle… Jackie Kennedy, James Dean, vintage racing cars, Chris-Craft. Posters and show cards using the magazine “AS SEEN IN” concept. PR partnership opportunities… classic car racing events, Corvette, Chris-Craft. Sales incentives opportunities: Own a Ferrari for a day? Win a trip to Lake Como? As seen in

Magazine

Anniversary Issue

Sebago Magazine

Marketing Posters and show cards using the magazine “AS SEEN IN” concept. Advertising template.

As seen in

Magazine

Anniversary Issue

Victor

Juliet

Quebec

Merchandising: In-store POP to present a merchandise in-store at retail… Signal shoe bag as a gift with purchase. Travel merchandising with Sebago Luggage. 20 S e b a g o . c o m

Sebago signal

say it with Flags Red, white and blue all the way !

Imagery Inspired by the striking primary colors and graphics from marine flags, the imagery will communicate the opportunity for cross merchandising. With a nautical influence, coastal New England, American beach life, playful and relaxed.

22 S e b a g o . c o m

Sebago varsity

a twist on tradition

Daring, Finn, Laser… aptly called after their lightweight, agile namesakes.

Exciting, active, young “New Englanders”. Aprés sport… what all the sailing fraternity will be wearing this year – super lightweight. Graphic: Reversed to mimic sail lettering, twist on tradition. Sebago heritage: Boat shoes, channeled and siped outsole. Marketing: “AS SEEN IN” show cards, posters and PR opportunities with magazines with younger readership, sailing magazines.

As seen in

Magazine

Anniversary Issue

As seen in

Magazine

Anniversary Issue

Sebago Magazine

Sebago Lakes Driving in style

24 S e b a g o . c o m

sebago.com