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RED Edition by Sioux

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RED Edition by Sioux

With RED Edition Sioux is sending out a clear fashion statement and picking up even more strongly on current fashion trends.

. Fresh espadrille looks and wedges in a cork look exude summery charm. Ballerinas and court shoes have a vintage-finish woven look giving them a new and different slant.

Janssen shows a model out of the new Red Edition: „This moccasin is completely tinted in colour. With those kind of things we want to reach a younger target group, but stick to the Sioux tradition.

Plaited leather combined with lovely details gives the Red Edition shoes a younger and trendy look. No heel is higher than six centimeters.

This moccasin from the Red Edition is available in six different colours. Yellow and pink are seen quiet often at the GDS convention. With these colours the brand follows the trend.

Moccasins, ballerinas and sandals are part of the Red Edition, which will be published in the next spring/summer season. The prices start at 99 euro.

Dandy shoes are still fashionable for women. Sioux reinterpret this kind of model: While it was shiny and just one colour in the last year it is two coloured and matt in the upcoming season.

RED Edition: Sioux presents itself in a New Look

Classy materials, a perfect fit and great comfort – for 50 years now Sioux has stood for classic, quality footwear. The company is now exploring new avenues and launching its RED Edition for Spring/Summer 2012 on the retail market. At its stand at GDS the cult label presented the new line which aims to appeal to a more trend-conscious target group.

With the innovative RED Edition by Sioux concept the label is now adopting a progressive new path. The aim here is to extend the target group with a view to the future and, more specifically, to further tap into the potential on the women’s market. However, Sioux still remains true to its core market – which is why the Red Edition line also features moccasins in six different colours. Ballerinas and sandals in kidskin and woven leather are also in evidence. The collection retails at between Euro 99 and Euro 150 per pair. With luminous colours like yellow or bright pink and heels up to 60 mm in height the styles in the Red Edition look quite a bit younger than those in the classic line. However, this does not necessarily mean the target group is automatically younger – as Sioux Managing Director Paul Janssen explains: “The customer base has not changed. 60 year olds now want to look like 40 year olds. It’s more about how old you feel .”

Another key theme, alongside the brand’s very lightweight take on moccasins, is sandals. Fresh espadrille looks and wedges in a cork look exude summery charm. Ballerinas and court shoes have a vintage-finish woven look giving them a new and different slant.
“To my mind, RED Edition is a kind of rejuvenation cure for the entire brand, also in the classic segment,” says Janssen. For instance, Sioux is now focusing on more striking designs even in its conventional line – which thrive on two-tone looks, patent leather and perforated surfaces, wedge heels and little platforms. Despite its wish to make a modern statement the brand still remains true to its roots with shoes boasting removable insoles. “There is lots of colour at the fair,” says Janssen talking about the September 2011 GDS . “You could be forgiven for thinking that all shoes in Spring/Summer will come in bright colours. But I think all this will be relativized once it filters down to retail. Moleskin, black and dark blue will continue to be the foremost colours.” Sioux, he said, is also presenting shoes in colourful and more subdued tones at an 80:20 ratio – while orders will more likely be 40:60.

With RED Edition Sioux is sending out a clear fashion statement and picking up even more strongly on current fashion trends.

Text: Katrin Völkner
Photos: Styleranking

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