Kenneth Kurtzweg will join VauDe as Brand Manager of Apparel. The newly established position oversees the entire Apparel Product Division. VAUDE has a goal to expand its competence in the Apparel segment which historically contributes up to 50% of overall turnover.
Kenneth Kurtzweg will be responsible for the product creation process extending from the product design and development, product management and ultimately to the product marketing, achieving a seamless integration between product creation and product marketing areas.
Through his extensive experience in various strategic positions in the Sport and Outdoor Industries, Kurtzweg not only possesses extensive technical competence but also excellent Marketing-Know-How.
“Im used to looking of both sides of the coin, the Product Creation and the Marketing side” explains Kurtzweg.
As Director Marketing Apparel at Jack Wolfskin he was responsible for the Product Concept and Product Development process. During his 10 years at adidas, Kurtzweg was, among other tasks, strongly involved in the Brand Management of the Outdoor Product segments Running and Adventure/Bike.
The generation of Brand Equity will be for Kurtzweg one of the key tasks. “The essence of a successful marketing strategy is a clear understanding of the target consumer and applying a finely tuned communication mix that is credible and expresses the strengths and emotional spirit of the Brand” explains Kurtzweg who himself is passionately in the mountains or in the saddle touring on his bike.
“Communication with the target consumer should not start when the product is completed and the marketing initiatives begin, but an open channel of communication must be maintained during the entire product creation process. Only when consumers needs are clearly understood, can these be translated into innovative products solutions and finally communicated as meaningful benefits, that inspire consumers to buy and enjoy these products.”
“We are looking forward to Kenneth Kurtzweg joining the VAUDE team and in the realization of the `Spirit of Mountain Sports in all product divisions”, announces VAUDE CEO Albrecht von Dewitz.