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Why we chose mohair socks!
Why we chose mohair socks!
Why we chose mohair socks!
Pause and Reflect
Time to pause and reflect on why we chose mohair socks to start Alles Mooi? Well, at that time, we considered the hedgehog principal described by Phil Collins in his book “Good to Great”. The intersection of 3 circles.
The Best in the World
The first circle … what could we be the best in the world at? Not a wish, but something that we could be the best in the world at? Was this even possible with socks in a world dominated by the big brands? Nike. Adidas. YES, we could be the best in foot comfort. Why? How? Because of the miracle fiber of mohair!
Deeply Passionate about Customers
The second circle … what were we deeply passionate about? The answer was Customers. Customer satisfaction is what ignites our passion. Customer service is in our DNA. We love our mohair socks, but our customers are our real heroes.
Key Business Driver
The third circle, what would drive our business? The answer was the % of customers who returned to buy again. Marketing and advertising are important, but we chose customer referrals and word of mouth as the key driver of awareness. Slower growth, BUT customers for life.
The Flywheel Approach
Basically it’s the flywheel approach. We knew we had to push hard at the start. BUT we also knew that over time it would become easier to move the flywheel. That the foot comfort experience of mohair would increase the momentum of the flywheel. Foot comfort would become the unstoppable force.
Performance Naturally
The last step in our decision to start with mohair socks was the animal and environmentally friendly nature of mohair socks; and … supporting rural communities of South Africa.
Our sock design – a generic overview
Our objective is to briefly explain the generic design features that are applicable across all of our mohair sock models. The design logic that can be easily understood.
The overriding design criteria is about striking a balance between maximising the natural fibre content of the socks and the effective placement of the different fibres in the socks in order to maximise the sock value. So what do we mean by value? Value is about getting the right mix between the cost of mohair socks, and the sock features and benefits.
For example, we could design socks that were 100% mohair content but no one would buy them; they would be too expensive. Also that would compromise the features and benefits because different sock applications need different fibres in different parts of the sock.
So then why do we call our socks mohair socks if they also contain other fibres? Firstly, it is the mohair that makes the noticeable difference when compared to any other sock fibres. Secondly, the mohair content in the foot of all our socks, where it matters most, almost always exceeds a 50% content of mohair.
The reason we maximize the mohair content in the foot area is for maximum wickability and breathability. Dry feet combined with the smooth fibres of mohair ensure maximum blister free comfort. And the cushioning effect of mohair gives impact protection.
The fibre used in the leg of our socks is adapted based on the specific model and its application. For example, we use a super-soft bamboo in the leg of our hiking and therapeutic medical socks for maximum comfort whereas we use equal amounts of mohair and merino wool in the leg of models where maximum cushioning is required.
All sock models have low profile seams, flat toe seams, for added comfort.
Sock model specifics like an elasticised stay up band, “no pressure” feature across anterior ankle area, anatomic band for arch support, elasticised transverse arch to hug the foot, unique bamboo cushioning above the foot for added ventilation and absorption … are covered for each of the sock models in the product section of the website.
