Stitchdowns: Strassbergers: Anchored in its core market
Published: 26th Feb 2021
JJ du Plessis...We stick with what we know.
How long will stitchdowns be a fashion item this time around?
I expect stitchdowns (vellies) to stay in the agricultural market forever. You would, however, have to be very creative in 5 years’ time to still ride the current wave in the malls of SA and the overseas market.
Vellies will always be part of “Die Boer” and his workers. It’s wide, comfortable and affordable to buy 2 pairs for the price of 1 from our Australian counterparts. Our service, if something goes wrong with the shoe - the farmer will never complain.
Do they offer export potential?
I think other stitchdown shoe factories, similar to ours, do export between 10% and 20%. For the brand “Veldskoen”, it's probably be 50/50.
We at Strassberger Skoene do not at this stage have an export opportunity.
The retail customers - chains or independents?
For us, it's all independent businesses. We are scared to work with the big chains. We stick to what we know. Our SA co-ops stay our first choice; they pay you on time.
Is it time to offer style changes?
No, in 3 years time.
How easy is it to give a stitchdown a new look?
Very difficult. These days, big shoe companies, such as Jonsson and Jordan, make a lot of stitchdowns and they have good designers. Every second person nowadays designs vellies with their own brand. We actually make vellies for 10 different vellie brands at a higher wholesale price, because we lose our branding. I am bound by contract not to name the brands. I think everything is out there already. You would have to be very, very creative.
Are there manufacturing aspects about stitchdowns which are a bit of a challenge?
No, not with us.
This article s part of a feature set of articles that were published in S&V Footwear & Leather Goods Magazine Vol87 No2 February 2021
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