{"id":6326,"date":"2019-03-24T15:43:57","date_gmt":"2019-03-24T13:43:57","guid":{"rendered":"https:\/\/blog.zhaw.ch\/sml-international\/?p=6326"},"modified":"2025-07-25T11:53:28","modified_gmt":"2025-07-25T09:53:28","slug":"turning-brussels-on","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/sml-international\/turning-brussels-on\/","title":{"rendered":"#Turning Brussels On"},"content":{"rendered":"\n<p>On is a Swiss sports\nshoe brand looking to internationalize into different European markets, with Brussels\nbeing the centre of the EU, offering great potential for On to expand to. On is\na pioneering sports shoe with innovative disrupting comfort technology changing\nthe running shoe game!<\/p>\n\n\n\n<p><strong>Qu&#8217;en est-il de Bruxelles?<\/strong><\/p>\n\n\n\n<p>The Region around Brussel is surrounded with idyllic green spaces offering the perfect opportunity for Joggers to go for a run. According to Brussels Express, 54.4% of Belgium\u2019s capital is made up of green space. This figure presents more green spaces than other major cities such as London and Berlin.<\/p>\n\n\n\n<p>The average salary in\nBrussels is 3908\u20ac per month, as of July 2016. Having a relatively above average\nsalary, the population in Brussel can actually afford buying the premium quality\nrunning shoe.<\/p>\n\n\n\n<p>Brussels is the ideal\nspot for sports enthusiast, hosting the Tour de France as well as a city\nmarathon in October. The marathon could present the perfect opportunity for\nrunners to show their On shoes and leave the competition behind. In general, the\ncapital of Belgium is known for a healthy lifestyle, a trend which absolutely\nagrees with the philosophy of the Swiss company.<\/p>\n\n\n\n<p><strong>Centre<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"265\" height=\"300\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture1-2-265x300.png\" alt=\"\" class=\"wp-image-6339\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture1-2-265x300.png 265w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture1-2.png 379w\" sizes=\"auto, (max-width: 265px) 100vw, 265px\" \/><figcaption class=\"wp-element-caption\">Location &amp; surrounding gyms<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Having walked the streets of Brussels, we found the ideal spot for On to showcase their shoes. Positioned in the heart of the city in perfect surrounding of other stores, tourists as well as local people will be exposed to On. This busy part of the city will be perfect to give the brand the most exposure as it is very unknown to the country yet. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-left\">This has been the result of multiple interviews which were conducted with pedestrians as well as store managers. <\/p>\n\n\n\n<p>By choosing this location the main objective will be to increase the brand awareness. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"939\" height=\"552\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture2-1.png\" alt=\"\" class=\"wp-image-6336\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture2-1.png 939w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture2-1-300x176.png 300w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture2-1-768x451.png 768w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture2-1-500x294.png 500w\" sizes=\"auto, (max-width: 939px) 100vw, 939px\" \/><figcaption class=\"wp-element-caption\">Proposed store location &amp; consulting team<\/figcaption><\/figure>\n\n\n\n<p><strong>La situation du march\u00e9<\/strong><\/p>\n\n\n\n<p>The mainstream players in\nthe sporting goods market are represented however there is still the great potential\nin the niche market for a premium sports shoe brand like On.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"472\" height=\"314\" data-id=\"6348\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture4.png\" alt=\"\" class=\"wp-image-6348\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture4.png 472w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture4-300x200.png 300w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture4-451x300.png 451w\" sizes=\"auto, (max-width: 472px) 100vw, 472px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"491\" height=\"320\" data-id=\"6349\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture5-1.png\" alt=\"\" class=\"wp-image-6349\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture5-1.png 491w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture5-1-300x196.png 300w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture5-1-460x300.png 460w\" sizes=\"auto, (max-width: 491px) 100vw, 491px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"718\" height=\"370\" data-id=\"6350\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture6-1.png\" alt=\"\" class=\"wp-image-6350\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture6-1.png 718w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture6-1-300x155.png 300w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture6-1-500x258.png 500w\" sizes=\"auto, (max-width: 718px) 100vw, 718px\" \/><\/figure>\n<\/figure>\n\n\n\n<p>On offers a shoe that is appealing to a wide range of consumers by offering a broad variety of colours and designs, however keeping a unique look. Even though it is on the upper range price wise compared to the other major sporting brands, it is not classified as a luxury brand. \u201cThe young generation looks more towards style than comfort\u201d says the store manager of Nike here in Brussels.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;The young generation looks more towards style than comfort.&#8221;<\/p>\n<cite>Nike store manager<\/cite><\/blockquote>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"381\" height=\"533\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture3-1.png\" alt=\"\" class=\"wp-image-6347\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture3-1.png 381w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/Picture3-1-214x300.png 214w\" sizes=\"auto, (max-width: 381px) 100vw, 381px\" \/><figcaption class=\"wp-element-caption\">Interview on 24th March 2019<\/figcaption><\/figure>\n<\/div>\n\n\n<p>However, On aims to disrupt this by designing a stylish and comfortable shoe, giving joggers the feeling of running on clouds.<\/p>\n\n\n\n<p><strong>Running on Clouds in Brussels<\/strong><\/p>\n\n\n\n<p>Having analysed the market\npotential in Brussels with regard to jogging equipment we confidently believe\nthat on can make great strides by opening another flagship store in Brussels.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-12.51.21-1024x576.jpeg\" alt=\"\" class=\"wp-image-6353\" srcset=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-12.51.21-1024x576.jpeg 1024w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-12.51.21-300x169.jpeg 300w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-12.51.21-768x432.jpeg 768w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-12.51.21-500x281.jpeg 500w, https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-12.51.21.jpeg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Capture of the team #workinghard<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\">#Michelle #Brian #Vlada #Pascal #Amanda #Luca<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On is a Swiss sports shoe brand looking to internationalize into different European markets, with Brussels being the centre of the EU, offering great potential for On to expand to. On is a pioneering sports shoe with innovative disrupting comfort technology changing the running shoe game! Qu&#8217;en est-il de Bruxelles? The Region around Brussel is [&hellip;]<\/p>\n","protected":false},"author":444,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1560],"tags":[],"features":[],"class_list":["post-6326","post","type-post","status-publish","format-standard","hentry","category-msc-ib-study-trip-brussels-2019"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>#Turning Brussels On - SML International Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/sml-international\/turning-brussels-on\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#Turning Brussels On\" \/>\n<meta property=\"og:description\" content=\"On is a Swiss sports shoe brand looking to internationalize into different European markets, with Brussels being the centre of the EU, offering great potential for On to expand to. 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