The RALF RINGER trademark (the name for men’s shoes of the footwear company) appeared on the Russian market in 1996. How was the name invented? It was necessary to find the words that would clearly describe the footwear as genuinely European and for real men. Thus, the word Ralf appeared first as a catchy name associated with the European and, first and foremost, German footwear, and then Ringer, which is translated from German as ‘wrestler, boxer’ joined the name to add masculinity to the trademark.
RALF RINGER is among the three most recognizable footwear trademarks in Russia. Quality and comfort of RALF RINGER shoes ensured brand loyalty of customers and over 40% of them bought RALF RINGER shoes three and more times. In the first decade of operations the company upped production 60-fold from 30,000 seasonal pairs of shoes in 1996 to 1,8 million in 2007.
Values of the Brand
RALF RINGER is not just a name and trademark, it has for long personified a set of values and lifestyle. It offers footwear for real men, who ‘rotate the Earth’ by their daily labor and make life better.
The RALF RINGER brand enjoys consumer trust and is apprehended as ‘friendly’, ‘progressive’ and ‘reliable’.
RALF RINGER shoes are produced in Russia from the best raw materials, which the company thoroughly selects all over the world – from Italy to Brazil. An overwhelming majority of supplies are certified producers (of leather, glue, soles). Certified materials (SATRA) or technological processes (ISO 9001) guarantee the materials for RALF RINGER shoes meet the highest demands and European quality standards. The professionals engaged in RALF RINGER footwear production care both for the high reputation of their products and for the comfort of the customer.
The company abides by the following sales strategy: a customer, who once bought RALF RINGER shoes, should next season come back to the same shop and make another purchase.
Innovations & Promotion
The company introduced the ‘ERP-system’ (automatic company governance system) to modernize the management process. The ‘ERP-system’ allowed the company to increase production at the same facilities, to decrease inventory and the number of uncompleted projects. The latest technological designs are used in production: innovation casting technology of sole attachment IDT (‘Inject Double Tech’), caprak insoles, the ‘Shock Absorber’ technology that decreases the walking load, the innovation foot ventilation ‘Air Boots System’, the ‘Goodyear’ shoe sole and top attachment method, the foot arch fixation ‘Torsion Control System’, the thermo insulation ‘Term Protection System’.
A novelty of the company is the ‘90 Warranty Days’ program. So far it is the first and unprecedented long warranty offered by any Russian footwear producer. In 2006 the ‘Piranha’ youth footwear model line was launched to offer comfortable and fashionable shoes to the young. As the young audience is demonstrating growing interest in movies and cinema-going, RALF RINGER pioneered in using the product placement marketing tool. ‘Piranha’ shoes featured in ‘The Piranha Hunt’ movie.
Footwear sales system is to change in the coming years. The existing trade network will radically improve: the changes will mostly affect the format of the shops and will considerably expand the collection on sale. RALF RINGER permanently expands the collection: if in 2003 it offered two product guidelines – ‘Classic’ and ‘Comfort’, today their number upped to six – ‘Classic’, ‘Style’, ‘Real Ralf’, ‘Active’, ‘Weekend’, and ‘Grand’. In the first decade of operation the number of styles in company’s collection grew to 44, and the number of models – to 270.
RALF RINGER constantly holds major advertising campaigns. Ads, commercials and billboards feature on TV, in the media, in Internet, in the underground and ground public transport vehicles, and in the streets. In major cities advertising events are held in trading places, as well as BTL-events that promote communications with the client. Jointly with federal and regional publications RALF RINGER arranges for test drives of its footwear making volunteers ‘rotate the Earth’ in RALF RINGER shoes and share their impressions in diaries.
Economy & Finance
The annual production increase has been stable at 30%. The company invests both in production and promotion of products. For several years RALF RINGER boasted the biggest advertising budget on the footwear market. Thus, in 2006 investments into advertisements comprised $5 million, which was record-high for domestic footwear producers.
Leading financial institutions of Russia – ‘Sberbank’, ‘Vneshtorgbank’, ‘National Factoring System’, ‘BSVG’, ‘Absolute Bank’, ‘Moscow Industrial Bank’, ‘International Moscow Bank’ – support various projects of the company.
Achievements & Prospects
RALF RINGER is the only domestic brand, which in the whole Russian history of the Brand of the Year/EFFIE contest won the gold medal in its ‘Clothes/Shoes’ category. RALF RINGER is the only Russian company engaged in footwear production that joined the Best Russian Brands list. In 2006 and 2007 the RALF RINGER trademark was recognized as Russian suberbrand by Superbrands International experts. In 2004 RALF RINGER became a laureate of the ‘Moscow Quality’ program.
Next year its high production quality was confirmed by the national ‘Russian Quality’ program. And finally, the RALF RINGER quality was approved by three awards of the national ‘Russian Trademark’ contest. In many cities RALF RINGER shoes are recognized better, than other leading footwear brands. In general (according to company data) the brand is among the three most recognizable footwear trademarks in Russia and is the only Russian brand in the troika.
Things you didn’t know about RALF RINGER
RALF RINGER Company is a unique phenomenon on the world footwear market: it independently designs and produces shoe collections, as well as engages in sales (including retailers) and brand promotion.
RALF RINGER footwear production is socially oriented and resolves a series of social tasks, mostly, the employment problem. Women comprise most of the workforce. The company also hires invalids and handicapped people, for who it is difficult to find a job in current economic conditions. RALF RINGER gives jobs, good wages and social guarantees to the people. Besides footwear production, RALF RINGER supplies, repairs and modernizes equipment at footwear enterprises. RALF RINGER is a dealer of major international equipment producers IRON FOX, NEVE, MEC-VAL, SELMAC, and PFAFF. It is also a partner of such companies, as CERIM, MATIC, ELECTROTECNICA, ELVI, and ATOM.
RALF RINGER shoes were tested by participants of a 100-hour long dancing super marathon. A successful test result brought RALF RINGER footwear into the Guinness Book of Records.