Humanic
| HUMANIC Ges.mbH
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|---|---|
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| legal form | Gesellschaft mbH |
| Seat | Graz , Austria |
| Branch | retail trade |
| Website | Humanic eShop Humanic on Facebook |
Humanic is a subsidiary of the international corporation Leder und Schuh based in Graz . The first two branches were opened in 1907, at that time still under the company name “American Shoe House Humanic”, in Vienna at Kärntnerring 6 and at Mariahilfer Straße 92.
An American copywriter coined the brand name Humanic as a commissioned work. The name is not an abbreviation and does not contain a statement, but should only be "melodious" and promotional.
Until 1991 Humanic was only active in the domestic market. The acquisition of a majority stake in the Hungarian trading company Szivárvány Rt. , Based in Budapest , marked the beginning of internationalization. Humanic soon became number 1 in Hungary.
Since entering the Croatian market in 2009 and Bulgaria in 2010, Humanic is represented in a total of 11 European countries. The largest store can be found on Schildergasse in Cologne. Humanic also operates the largest store in Austria on Vienna's Mariahilfer Strasse. The branch in the Shopping City Süd is similar in size, with 3,333 m² .
Since March 2009 the company has also operated an online shop for Austria and Germany at www.humanic.net.
advertising
In the 1970s and 1980s in particular, Humanic attracted attention for its innovative advertising concepts, for which Horst Gerhard Haberl was responsible. The commercials had little or nothing to do with the products, they were compressed pieces of avant-garde art. Texts by well-known Austrian authors such as HC Artmann , Andreas Okopenko , Wolfgang Bauer or Claus Schöner were used and borrowed from the concrete poetry . Artists such as Axel Corti or Richard Kriesche were also used, for example Otto M. Zykan also performed a sound poem for a spot . The artist Roland Goeschl designed several commercials and also worked on the Humanic company building. The continuous use of the colors red, yellow and blue, which should become a trademark of the company, goes back to him. The exclamation “Franz!” At the end of the spots, which first appeared in 1971, was striking. Later, the graphic artist Karl Neubacher designed an advertising mascot with this name: a red foot from which a yellow fist grows or a variant in which the hand makes the victory sign . For the audience at the time, the commercials were irritating, the brand and the Franz figure achieved a high level of awareness, at times of 98%. Conversely, the artists of the time did not always feel comfortable working for advertising, Ernst Jandl, for example, withdrew a spot that had already been worked out.
Web links
- Humanic website
- Stephan Hilpold: Shoemanic - Guter Franz, bad Franz About the Franz advertising concept and the changes to today, Der Standard, December 9, 2010.
- Michael Huber: When art frayed in advertising , Kurier, August 8, 2014.
Individual evidence
- ↑ http://www.lsag.com/c/cms/expansion/index.html
- ↑ Archive link ( Memento of the original from February 28, 2009 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
