06/2016

ara Shoes AG Press Release

ara’s New Positioning Underlines Innovation: The New ara Fusion4

Mid-2016, ara presented its new logo as a visual sign of its new brand positioning. In keeping with this, the comfort specialist from Langenfeld now presents a matching innovation: the New ara Fusion4 is attractive proof of ara’s future-oriented fashion & function strategy.

The New ara: Being continued
ara is communicating its new brand positioning for GDS with the promising closing words “to be continued.” This continuation comes in the form of the new ara Fusion4. A testament to the ingenuity at ara and to the success of the new fashion & function strategy, which ara is using to rework its expertise in functional comfort for the future.

The New ara Fusion4 – A New Dimension of Comfort
The New ara Fusion4 is a unique combination of the HiFlex upper and the Dynergy sole. The 4 in the name stands for the ways in which the foot individually finds its fit: upwards, to the side, on the diagonal, and downwards. The newly developed HiFlex upper is a multi-zone knitted upper whose dynamically flexible mode of operation is designed for the anatomy of the foot, stretching at all the right places and ensuring stability at the same time. The Dynergy sole is equipped with a special lamellar structure on the zones of the sole of the foot. It takes the shape of the whole foot perfectly and varies in the way that it yields to heavy steps in the forefoot and heel. When pressure is removed, the lamella return to their previous shape, automatically supporting the foot during roll-off movements.

ara Fashion & Function – Fashion and Comfort United
With the new ara Fusion4, ara is following its fashion & function strategy and with this clear message and strong innovation, it is targeting women who are demanding in terms of both comfort and fashion.

Premiere at GDS
Of course, the new ara Fusion4 will also be centre stage at the GDS Trade Fair from 7-9 February 2017, where it will be premiered to a specialist audience. It will be accompanied by interesting new HW 17 collections – with many innovative and stylish models.

Time to Test
Interested editors and bloggers from the fashion industry are invited to put the New ara Fusion4 under the microscope and test out the fashion-and-comfort promise. As soon as models are available, they will be delivered upon request.

Requests are gladly accepted by Ms Gbür in the marketing department:

Jeanette Gbür
j.gbuer@ara-shoes.de