Western & English Today

Spring 2016

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

Issue link: https://wetoday.epubxp.com/i/657211

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18 Western & English Today THE PRICE IS RIGHT Finding the right price point is as important as staying on top of style trends. "P rice point is obviously a big factor right now," says Dan R. Ponder, director of product development for the Dan Post Boot Company. His brand's base price fashion lines, Laredo Western Boots and Dingo, have been doing extremely well. "T ere's a really growing segment for that price point and styling," Ponder says. Toronto's luxury Liberty Boot Com- pany has analyzed costs and changed its structure, working more closely with its Léon, Mexico, factory and reducing its special order business. "By cutting out ad- ministration in Canada and the U.S., that is going to save me multiple dinero, and that's being passed on to my clients," com- pany president Tony Benattar says. "Prices will still be high-end — this is a hand- made boot with a hand-carved leather toe bug — but we're trying to make ef ciencies where we can." Durango's Rebel and Lady Rebel col- lections have extended their faux exotic styles at great price points, and Carrollton, Texas-based Ferrini USA Inc. has restruc- tured its pricing to make exotics more marketable. "We're in the leather skin business, so we have the ability to do that," says Mark Claver, Ferrini's national sales manager. "We came to the conclusion that there's still a strong appetite for an exotic boot as long as they see price in the value in it. T e appetite's still there. T ere's just not appe- tite for that high price." Ferrini has also rolled out an appro- priately priced everyday farm-and-ranch line called Maverick, which came about, Claver says, because "our customers have guys walking in wanting a boot they can mow the lawn, ride a horse, ride a tractor, go to town, eat lunch, and go to church in." Price point might be a factor in Amer- ica, but not so much in Europe — at least not at Belgium's Westernshop. "T is is Europe, and they will pay up to 1,500 euros (about 1,700 U.S. dollars) for a nice pair of alligator boots in black or brown," store owner François Chladiuk says, "but not in a bright color." — J.D.B. chippewa cinch corral dan post lane justin original workboots justin boots

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