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INSOLES
Another
famous
footwear
component brand is Texon and, once
again, it was created by a new
concept: cellulose insole board. Up
until Texon was developed in the late
1940s, insoles had either been of
leather or coagulated leather board.
Texon offered the comfort of leather, a
better appearance than leather board,
came in sheets or rolls for easy cutting
and could be used in virtually any
footwear construction. It was a
runaway success but once again
maintaining the momentum over the
years has taken time and effort.
Phil Bouldin, Regional Sales Director
at Texon International, says: “The
basic strategy of ingredient branding
as far as we are concerned is to
demonstrate that our material brings
added value both to the brand
customer and to the finished shoe that
is over and above the basic function of
the component.”
First and foremost is the Texon
brand itself. The company also
introduced the first anti-static insole,
needle-punched non-woven insole
and the first cellulose insole using
100% recycled fibre. Phil Bouldin goes
on to say: “The name Texon has
become synonymous with innovation,
quality and performance and has set
the standard for structural footwear
components. Customers specifying
Texon can be assured of receiving
consistent quality and performance
wherever their shoes are made.”
Then there is the documented
evidence of how the component
concerned affects the fit, wear and
performance of the finished shoe.
Texon products are manufactured to
meet or exceed specifications
recommended by leading testing
organisations such as SATRA and to
offer measurable benefits over
alternatives. In addition, trained
technicians in major markets advise
on manufacturing problems, teach
‘best practices’ and recommend the
right products, so providing a vital link
between the brand and the factories.
No brand can afford to neglect its
‘green’ credentials and Texon strives to
conserve water and energy, reduce CO
2
emissions and comply with global RSL
(Restricted Substance List) regulations.
It also uses environmentally friendly
manufacturing practices that meet all
local, regional and national laws and
use recycled raw materials as well
customer waste.
Consumers are made aware of this
on footwear featuring Texon NVIRO 70
insoling by swing tags emphasising the
advanced and sustainable nature of its
manufacture. Marketing campaigns
such as ‘Underneath the skin of shoes’
and ‘It’s what’s inside that counts’ draw
consumers’ attention to how Texon
materials enhance the performance of
the shoes they are buying.
While Texon regards influencing both
users and consumers as important, Phil
Bouldin says that as the advertising
spend required to reach the latter in
any meaningful way is prohibitively
expensive, direct sales and advertising
are targeted on brand and retail
developers and designers. If they are
convinced of Texon’s added value, they
are likely to include its features and
benefits in finished product training
and, thus it ultimately reaches
consumers. It seems there is more than
one way of reaching the user.
Protection is more of a problem as
you cannot really emboss a logo on an
insole. Texon does however employ a
discrete proprietary marking system to
identify its materials by mutual
agreement with the brand customer.
This is done to ensure that the latter is
getting the material it has specified
and to help identify counterfeit
materials.
MEMBRANES
Waterproof
and
breathable
membrane technology is now used in
many boots and shoes, especially for
outdoor and sporting applications. It
poses even more promotional
problems than insoles as, besides
being concealed, a product’s particular
benefits compared to competitors can
be difficult to communicate to
consumers. Again it is obviously an
advantage to have something
markedly different and to which
attention can be drawn. OutDry has
and exploits this in every way possible
in its marketing and promotion.
Membranes are generally used in
the form of a sealed ‘bag’ located
24
WORLD FOOTWEAR | MAY/JUNE 2012
Swing tags emphasise the advanced and sustainable manufacture of Texon NVIRO 70.