FOOTWEAR INSIGHT MEDIA PLANNER 2020 - FOOTWEAR INSIGHT
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2019 MEDIA PLANNER
FOOTWEAR INSIGHT
For Retailers of Active Lifestyle Footwear
MEDIA PLANNER 2020
FOOTWEAR INSIGHT
®
FOOTWEAR INSIGHT MEDIA PLANNER 2020
®
It All Starts Here.
We believe in the foundation and success of independent specialty brick-and-mortar stores. Shopping is not just about
commerce. There’s something called the in-store experience. The touching and feeling of product. The sit-and-fit process. The curated
assortment and exciting impulse purchases. The trusted service after the purchase. And, the customer’s immediate gratification.
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2020
®
News, trends and analysis of key markets that are most profitable to retailers.
Trends, perspecTive & AnAlysis • JUly/AUGUsT 2019 Trends, perspecTive & AnAlysis • JUly/AUGUsT 2018
comfort
TAKE COVER
WORKING
CLOSED-UP SANDALS
CASUAL COOL
ARE SPRING’S
BREAKOUT TREND
FOX FILES: DANSKO’S CEO
ON TARIFFS, TRYING NEW
THINGS AND TAKING OVER
FITNESS FOOTWEAR
CHASES “THE ONE”
BOOT BOOK: KILLER NEW
STYLES FOR EVERY NEED
ENESLOW AT 110
Espadrille Styles from Vionic
and Patrizia by Spring Step
Inside This Issue:
Urban Hiking Style
The Casualization of Fashion
How to Sell Socks
Top Trends at Specialty Retail
The Sneaker + Boot Fusion Inside: The Greatest
Kids Market Report
Shoe Dogs of All Time
FOOTWEARINSIGHT.COM • A FORMULA4 MEDIA PUBLICATION
A FOrMUlA4 MediA pUBlicATiOn FOOTWEARINSIGHT.COM • NOVEMBER/DECEMBER 2016
TRENDS, PERSPECTIVE & ANALYSIS • JANUARY/FEBRUARY 2019
TRENDS, PERSPECTIVE & ANALYSIS • NOVEMBER/DECEMBER 2018
BOOT UP
FFANY FIRST LOOK
DR E S S DE F Y IN G
CAN BASKETBALL REBOUND?
STRIDE RITE AT 100
Comfort
Athletic
STRONGER,
LIGHTER,
FASTER
Work
FOR
FALL ’19
Insoles
Hosiery
Boots
Kids
Sandals
A FORMULA4 MEDIA PUBLICATION
Heritage brands
like Allen Edmonds
WE DIVE DEEP INTO WORK / RUNNING INDUSTRY OUTLOOK
Casual
and Bostonian are
HOSIERY: ESSENTIAL PERFORMERS / BECK’S & LUCKY CELEBRATE MILESTONES looking to woo a
new generation.
FOOTWEARINSIGHT.COM • A FORMULA4 MEDIA PUBLICATION
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2020
®
Editorial Features
No fluff, celebrity coverage or party pictures. Just useful information retailers can use to
make buying decisions and better run their businesses in today’s competitive, dynamic market.
BOOT
RETAIL
ENESLOW AT 110
STYLE BOOK Legendary New York City retail shoe and pedorthic/orthotic center is looking ahead. By Nancy A. Ruhling
E
neslow, New York’s iconic retail shoe and THE ENESLOW DNA “The reimbursements were 50 percent of our busi-
pedorthic/orthotic center, is celebrating its Eneslow, which is ness,” he says.
110th birthday in a grand way: It’s opening pronounced N-S-LOW, He didn’t open another store until 2003, and it was
another retail store. was founded in 1909 in Little Neck, Queens, not in Manhattan.
WALKING THE
by Edward and Nellie
The new store, at 1319 Third Ave. in Stone Low. The name is Schwartz says that what sets Eneslow apart — and
Manhattan, is the fourth in the family-run busi- her initials, N. S., plus what keeps it alive — is its people and their commit-
ness enterprise. their last name, Low. ment to the company mantra of “comfort is always
“We’re hopeful this location is a sweet spot,” says in fashion at Eneslow.”
THE PERFECT PAIR FASHION FUNCTION
The company’s iconic
Robert S. Schwartz, the president and CEO of Eneslow logo and core to its “We will not compromise that,” he says. “The other
Pedorthic Enterprises, which runs the company. “The mission is based on difference is their training. Skilled pedorthic profes-
the four perfectly
neighborhood, in this, a walking city, fits our demographic proportioned bare feet sionals offer real solutions to help people live pain-free
RUNWAY
like a custom shoe. Our customers are professionals of Leonardo da Vinci’s lives. Our ability to accomplish this is through the
and baby boomers; 80 percent are women.” Vitruvian Man, an ink- use of our pedorthic specialization. We can make any
on-paper drawing that
The two-floor, 4,200-square-foot store offers the same dates to 1490. The shoe more comfortable. We will only sell a shoe that
selection of men’s and women’s comfort footwear and drawing includes text is designed to provide that benefit.”
COMFORT
foot-care products as the company’s other stores. notes based on the He adds that Eneslow is the “go-to” source for
work of the architect
“The stock is curated by Eneslow from factories all Vitruvius. Together, footwear for any foot problem.
over the world, with a heavy emphasis on Euro brands,” they often are referred “We frequently gets customer referrals from other
As the boot continues its evolution into a one-
Schwartz says. “Custom orthotics, footwear and repair to as the Canon of New York City shoe retailers and especially health-care
Proportions or the
services also are offered in each store.” Proportions of Man. The professionals,” he says. “Eneslow trains them through
Eneslow’s 16,000-square-foot, three-level Park Avenue originals are in Italy. continuing-education classes at the Eneslow Pedorthic
flagship store includes a 1,000-square-foot custom Institute. We handle the worst cases. These cases
style-does-all footwear solution, it has put its
Eneslow aims to be
workshop where shoes and orthotics are made to order, more than just a require time to solve. The shoe industry traditionally
modified and repaired. It houses the Eneslow Pedorthic commercial enterprise. is moderately low margin, and if we were just selling
Institute, a pedorthic education and training center. It has as its mission shoes, we would not be around now.”
“to improve the qual-
Eneslow’s pedorthists are trained at the institute and He points out that 70 percent to 80 percent of the
fashionable foot forward. From heel to toe, it
ity of people’s lives.”
credentialed by the American Board for Certification company’s shoe sales include an already built-in
in Orthotics, Prosthetics and Pedorthics. Eneslow provides free functioning orthotic device.
As the casualization of fashion takes over
shoes for the needy.
The new Third Avenue store is twice as big as its It has sent more than “We add on these value-added internal and
has been rebooted as a hard-working acces- Second Avenue sibling, which was opened on Eneslow’s
100th anniversary in 2009.
100,000 pairs of shoes
to organizations, includ-
external modifications and adjustments,” he says.
“Approximately 15 percent of our revenue comes
in the workplace and beyond, footwear
ing the international
“Adding a store with double the space will allow us charitable footwear from footwear customization.”
to grow the business,” Schwartz says. “We’ll be able to foundation Soles4Souls, Eneslow has managed to survive for more than a
sory worthy of the catwalk. Regardless of their add more fashionable styles that appeal to the Third the Council of century because it has evolved with the times.
brands are responding with a tried and true
Concerned Medical
Avenue shopper. The Third Avenue shopper does not Professionals, Tender “We pride ourselves on customer service,” Schwartz
shop on Second Avenue.” Care Human Services says. “But with the advent of things like Yelp reviews,
Eneslow’s bold move comes at a time when some and the International the high level of service that we offered even five years
combination — style plus comfort. Brands are primary function – outdoor, work/safety, tacti- 50 percent of shoe purchases in the country are being
made online, and brick-and-mortar stores are shuttering
Rescue Committee
Eneslow makes house
ago is not enough to keep us in business. If someone
writes a critical review, we use it as an opportunity
their doors at an alarming rate. calls for those who to keep improving.”
serving up options that look good, feel good
cannot get to the
cal or rain – what’s most noticeable about the “It’s a strategic decision,” Schwartz says. “With limited
time left on my two other Manhattan leases, this store
stores. It’s from $0
to $250 per visit.
More than 10 years ago, when the economy took a
nose-dive and New York City was hard hit by the shut-
is a hedge against the possibility that those leases will tering of Lehmann Brothers and the real estate bust,
and add up to a “casual fashion” homerun. Fall 2018 styles is how good they look. Here’s
not be renewed.”
Schwartz knows well what it is like to lose stores. In the
Consumers who have
questions about their
feet can ask Eneslow
at eneslow.com/
Eneslow started searching for higher- margin products
to counteract the reduction in traffic and transactions.
mid-1980s, he had transformed Eneslow into a regional Eneslow’s solution was to stock a variety of European
ask-eneslow.html.
chain with eight stores, but was forced to close all but brands, including Solidus, Christian Dietz, Hassia,
the flagship when New York State slashed Medicaid Berkemann and Hartjes, that were not distributed in
a runway preview for the new year. reimbursements for medical shoes and orthotics. the United States.
footwearinsight.com July/August 2018 ~ Footwear Insight • 29
footwearinsight.com July/August 2019 ~ Footwear Insight • 67
Comfort Boots Retail Profiles
HOSIERY
FOXFILES
• HOW TO SELL • RETAIL STRATEGY
IT WAS BORN IN THE FAST-
Minimum 1 2
food industry, but the 2012
launch of the Fight for $15
campaign has come to have
ramifications for employers
Rethink Account Q&A
across the board in the Salaries for the
United States. While the
Upstream Hidden Costs
Wage
federal minimum has been
fixed at $7.25 per hour for
EVEN IF NO EMPLOYEES IN YOUR SHOP ARE DIRECTLY IMPACTED RETAILERS WHO HAVE RAISED WAGES SAY IT’S NOT JUST
almost a decade (higher
by a minimum wage hike, salaries that once sat comfortably THE hourly employee outlay that needs to be accounted for:
wages can be mandated
at the state or local level),
above minimum wage may no longer look so attractive It’s all the costs that go with it. Peter Mohr, president of the Dansko’s CEO on Tariffs, Trying New Things and Taking Over. By Jennifer Ernst Beaudry
to both current job holders and prospective hires. Dick Kitchener, ON-based Shoetopia Footwear chain, says that
areas across the country
W
Johnson, president, chairman and CEO of Foot Locker, taxes on the higher salaries as well as increased mandated
have seen wages lift. On
Raises
flagged the effect of the raises on paid vacation and sick time under
January 1, 18 states raised The reality, with Some salaries have hen Jim Fox stepped into the CEO position done a great job of leveraging their reputation for all-day
more senior-level employees as the new law (sometimes but not
their minimum wages to unemployment being been raised, leading to at Dansko on the first of the year, he knew comfortable shoes: everything they come out with, they’re
an organizational challenge in an always an additional workplace
other staff members to
If Merchandised Correctly, Brands Can Pay Lots of Bills via Sock Sales. some degree and New York, fairly low, is that you’re
competing in a tighter
interview with Footwear Insight. “It ask for raises as well.
benefit passed in addition to the
he was filling big shoes.
The longtime CFO for the West Grove,
trusted by the customer.”
Dansko is one of, if not the, top brand for the store, Habre
California, Washington, raise in employee salaries) have
We ask Executives to Share Best Practices In-Store. By Suzanne Blecher DC, and Seattle, among pool of candidates.
is the reality, with unemployment
being fairly low, that you’re had an outsized impact. While many of Mohr’s employees
PA-based comfort brand is the first person says, and their commitment to the independent channel is
others, have all instituted across Shoetopia’s three suburban stores were making above to serve in the top spot after taking over evident. “They’re actively trying to get customers to go through
Clockwise from top left: Balega Enduro, Point6 Firecracker Light, Crew, competing in a tighter pool of candidates,” he said. “When
progressive annual raises minimum wage, the provincial rise has led other staff members from founder Mandy Cabot. But Fox didn’t come unprepared. brick-and-mortar,” he said.
Feetures! Atherton Crew and FootZen Hidden Comfort. you get [wage increases] in part-time jobs and the first tier
that will put the minimum to ask for raises as well. “Our wage costs have gone through the The CFO of the company since 2006, Fox was named president Here, Fox reflects on brick-and-mortar’s strengths, working
SOCKS CAN BE A FICKLE BUSINESS. of the sock to prevent blisters. in that market, it forces compression up the local food chain
wage at $15 (or the roof,” he says. “It’s not just the minimum wage, it’s employee in 2013, part of a considered transition process that saw him for your shareholders and making transitions.
Take weather, for example. It can For Spring 2019 Wigwam is also to management ranks.” l
sock makes high-intensity exercise definitely moves the needle for equivalent in benefits) in taxes. Everything’s exponentially larger.” l take over an increasing share of the company’s leadership.
play a large role in the hosiery a adding more run and hike-specific (Founders Cabot and husband Peter Kjellerup remain on Your tenure as CEO began on the first of the year, but you’ve
easier.” the sock vendor and the retail
Four
the next few years. The
consumer chooses to wear. “The socks to its offerings. Dankso’s board of directors, Cabot as chair.) been preparing for the job for quite a while, as CFO for 13 years
In trying to perfect the brand’s partner.” same effect is being seen
new norm is that if we want to In his new position, Fox said he’s determined to continue and a president since 2016. What’s been the biggest challenge
running socks, Point6 sales coor- Tom Weber, sales and mar- in Canada: In Ontario,
meet the retailer’s needs, we need 2. Purpose-Driven Product
dinator Mackenzie Yelvington’s keting director at Wrightsock, the trajectory the company has been on, growing sales in actually sitting in the top spot?
the provincial minimum
to have the manufacturing ability As lifestyle and comfort inter- team talked to members of the run- says it’s even more important to and expanding the product line to serve Dansko’s core “A big issue for me is making sure it was a clean break from the
wage rose to C$14 from
to adjust and follow the regional sect in socks, “we are getting far ning community to see what they bring performance socks into the customer, who he describes as “that person who realizes CFO role. It’s a different perspective. In the president and CEO
C$11.40 on January 1, and
Takeaways
season retail trends,” comments more requests for lifestyle-ori- wanted in a sock. The answer was conversation before the try-on that being comfortable so that they can get things done all role, you have to take on a broader perspective and view issues in
will rise again to C$15 on
Bruce Barrows, VP–business ented point-of-sale materials than more comfort, blister-free fit, quick process begins. “Asking the shoe day is really important.”
Jan. 1, 2019, and Alberta
development for Standard ever before,” Pictor continues. drying and bright designs. “We buying customer, ‘do you need any “I’m happy to say for 2019 that we’re ahead of last year in
is planning to raise its
Merchandising Co. For optimal The exec is seeing younger con- totally redesigned our 2019 sport socks with those shoes?’ after the terms of sales and we’re ahead in terms of bookings, so all
minimum wage to C$15
flexibility with its Fox River brand, sumers who want product with line to deliver on their needs, with decision is made to buy a shoe, those metrics are pointed in the right direction,” Fox said.
in October.
From
Standard Merchandising invested fashionable appeal. more support around the foot and chances are slim to add socks to Fox, who started his career in footwear with athletic brand
And while a growing
$2 million in technology in 2017. QSD marketing executive Carine
4
And1 (founded by three of his freshman dormmates at Stanford)
3
ankle and an improved fit, keeping the transaction,” he comments.
number of retailers will be
Catering to longer winters and Villeneuve explains that “consum- the foot hot-spot free.” “Socks with stories can claim has had a front-row seat to some of Dansko’s biggest changes.
impacted by state or local-
summers can lead to increased ers want products that help them additional, alternative merchandis- He’s seen the brand grow its distribution to 2,000 doors across
sales and happier customers all
around.
heal.” EC3D compression socks
address foot pronation, supina-
3. Personalized Placement
The key to in-store placement of
ing locations in the apparel pad, as
well as the cash wrap,” says James
level changes, some think
shoe shops will avoid the Think independents, department stores, mall-based retailers, as well
as select online accounts, including its own direct-to-consumer
Get Outside
Retailers
Lily Trotters Dots-A-Plenty Wearing Wrightsock and CEP sleeve
hosiery is making it work for your Jesserer, VP-sales at Thorlo. This biggest effects.
Here are some other moves tion and plantar fasciitis pain. business. He led the company’s transition to be 100 percent
“I’m not sure that
working for brands at retail. American-grown Merino wool
blended with bamboo offers
want to use a performance fabric,
but sacrifice soft touch in doing
Consumers want socks that
solve problems. Fox River’s
store and your customer. “I have
seen tremendous success in all
includes the brand’s Old School
line, which has Thorlos’ quality minimum wage increases Efficient the Box employee-owned as an ESOP (employee stock ownership plan).
And while the brand’s iconic Professional stapled clog is still
different ways,” notes Darn Tough and standards of performance, will hit shoe retailers too
1. Feel-Good Fabrics natural moisture management, so, you’re going to lose at retail. Barrows explains that shoppers a juggernaut, attracting fashion consumers and comfort fans
sales and marketing director Mark gone retro. hard,” says Andy Polk, SVP LYNN BOURQUE, OWNER OF THE RUNNERS SHOP IN TORONTO, SHOETOPIA’S MOHR SAYS MAINTAINING HIGH LEVELS OF
alike, to say nothing of a robust medical and restaurant worker
“Consumers around the world thermo-regulation, odor resis- People will pick it up and put it “want to know what this product
Who Have
Comcowich. Large sock walls Farm to Feet had a successful of the Footwear Distributors says that as an urban store in a high cost-of-living area, service means that cuts or changes to staff levels on the floor
are making more conscious tance and all-day comfort, “giving right back,” says Joe Gaither, will do for me and it needs to fanbase, it’s no longer the majority of the brand’s sales.
create one-stop shopping, while program last year with multipacks and Retailers of America most of her small cohort of employees are salaried. And or in any customer-service positions are out of the question.
buying choices by seeking out peace of mind to those who want Feetures! VP-marketing. be communicated visually.” For “That’s where the company started. But I’m especially proud
merchandising by end-use narrows in crates that retailers could put trade group. According to while she has one employee who will need a raise to stay Instead, he says, he’s going to explore software options for
fabrics that not only perform, to feel good about their pur- FootZen, which markets non- him, “it is not just acceptable to — and I can’t take credit for it, because it’s a whole team of Jim Fox, Dansko CEO
options for the shopper. almost anywhere. “Many stores Polk, the average hourly competitive after the second adjustment in the minimum outreach and follow-up that require
but also have a softer foot- chase,” the exec says. binding socks for the comfort list features.” Consumers want to Automate as many folks, from Mandy, the whole product development team and
Comcowich likes to see Darn had great success with these in earnings in shoe stores next year, she says the only employee directly affected less manual labor and less oversight
print on the planet” (and their “Texture and feel are very and footwear solutions market, see what the sock is designed for, backend processes so forth — [that now] we’re a well-rounded comfort footwear
Tough on floor racks, allowing the areas near checkouts, especially were $17.13 in February. by the wage hike is her teenage daughter, who helps out and will look to automate as many
BeenThere
feet!), notes Sockwell director important — this is typically an uses synthetic MedDry yarns along with one or two key benefits. as possible. company, and we have a leadership position in things that
consumer to learn about the brand, around the holidays,” says VP– “Some stores in certain occasionally in the store. Where it backend processes as possible. He’s
of marketing, Sarah Bailey. indicator of quality,” shares Kim which are soft on the skin in its For example, the Swiftwick Clearly communicate have nothing to do with the stapled clog other than that
while the retailer can take advan- sales Chris Nitzsche. areas of the country may will most affect her, she says, is in even considering exploring having some data entry and similar
Gross, chief strategist for sales line. Combined with antimicrobial Flite XT is a cross-training sock tasks and expectations they’re good for your feet,” Fox said. “We’re not just
tage of more socks in a small area, Eye-catching designs work on see an impact, but on a the staffing decisions she makes work outsourced to a firm overseas, where, he says, the hourly
and marketing at Lily Trotters. mohair, MedDry offers “a very engineered to improve stability to employees to keep a clog company, we’re a footwear company, and
equating to potential big return. the counter or a rack behind the whole shoe stores will not for race expos and events, when prices are about half what they are in his region. “We need to
them productive.
“The sock department The brand provides retailers with gentle interaction with the skin to during activities that require lat- “The sock department should be counter to remind shoppers to see much since wages are she hires groups of often-teenage outsource and automate and find efficiencies in every place that’s super exciting.”
should be one of the free try-on socks “as we believe to avoid irritation and friction,” says eral motion. GripDry (a nanofiber one of the most profitable real- buy socks as “retailers have been well above average.”
staffers to ring up merchandise and work the expo floor. “I that before we never really looked at before,” he says. “You Erika Vala, owner of Shoe Market in Brooklyn,
most profitable real- love us, is to wear us,” she adds. Tanya Pictor, VP-marketing for blended with olefin) prevents estate per square foot in the store asking us for more bright colors But stores in areas with
need to become better at getting people working for me; as have to open up all of the different things.” l NY said Dansko’s classic takes on the clogs are
estate per square foot Socks should not feel thick or FootZen parent company Implus. slippage and keeps the foot dry. and a lot of bills should be paid for and fun designs that work well as wage raises say that’s the
an employer, that’s a skill set I need to hone for myself.” trendy enough to bring in fashion-conscious
in the store and a lot bulky and should have the ability At Wigwam, more styles from AnkleLock technology gives extra To Bourque, that means advanced planning to make sure women — but are accessible enough for
from sock sales,” he says. impulse buys,” comments Michael not the whole picture:
of bills should be paid to “slide from sneakers into work the brand now incorporate support around the ankle. There she has useful, productive tasks that employees can tackle shoppers who want the trend but want
Implus’ Pictor notes that in Foley, SockGuy president. Whether There are other, real effects
for from sock sales.” shoes,” according to Gross. Wigwam’s INgenius NXT technol- are other benefits, but these during slow moments — and making sure she’s clearly wearable style.
regards to the Balega brand, it’s a dash of donut or a splash of
By Jennifer
that an increase in minimum Other retailers agree.
Mark Comcowich, Feetures! new marled look is ogy, a strategically positioned are the meat of the product. In “when retailers spend time on the sriracha, “we have noticed a lot of
wage has on the local labor
communicating what those tasks are and her expectations
Darn Tough sales and created through a new fabric for knit-in lining that moves moisture short, as per Swiftwick marketing around them. It also means being more decisive about “The Dansko customer today is a broader
footwear fit process, having socks demand for food-based socks,” the
market. Here, stores sound
Ernst Beaudry
range in the market than it was even five years
marketing director. a better, softer fit and feel. “If you away from skin to the outside manager Rebecca Henson, “this on hand and integrating them, it exec notes. l Family owned innovation and sustainable, integrity
off on their top takeaways.
sending hourly employees home early (once they’ve met
their minimum hours) if they aren’t needed. l ago,” says Josh Habre, president of the Portland,
made only in the U.S.A. Since 1905
OR-based comfort chain Shoe Mill. “They’ve
46 • Footwear Insight ~ July/August 2018 footwearinsight.com footwearinsight.com July/August 2018 ~ Footwear Insight • 47 32 • Footwear Insight ~ May/June 2018 footwearinsight.com footwearinsight.com May/June 2018 ~ Footwear Insight • 33
footwearinsight.com
Hosiery Retail Strategies Brand Profiles
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FOOTWEAR INSIGHT MEDIA PLANNER 2020
®
Introducing
Footwear Insight | Sports Edition
The perfect mix of sports and style.
TRENDS, PERSPECTIVE & ANALYSIS • JANUARY 2020 • A FORMULA4 MEDIA PUBLICATION
FOOTWEAR INSIGHT SPORTS EDITION FOOTWEAR INSIGHT SPORTS EDITION FOOTWEAR INSIGHT SPORTS EDITION FOOTWEAR INSIGHT SPORTS EDITION
®
SELLING
STYLE
IT’S THE GREAT URBAN
OUTDOORS
ALL VIBRAM’S
ABOUT CONSUMER PUSH
THE
RETAILERS SHARE
TIPS ON MAKING
TRAIL RUNNING THE APPAREL SALE TRAIL SHOES
DIAL IN FIT
STRONG
REEBOK AIMS
AND FOR GROWTH
EVERYTHING VARSITY LEVEL
THE SUPER
OUTSIDE THE BOX:
AFTER RETAIL ON WHEELS SNEAKER PICKS
SPECIALISTS WHAT'S HOT?
READY FOR ANYTHING:
FOOTWEAR THAT’S 5 SPECIALTY WHAT'S NEW?
AT HOME WHEREVER RETAIL STANDOUTS
SPORTSTYLE:
THE DAY TAKES YOU IN THE SPOTLIGHT.
FOOTWEAR TECH ACTIVE FASHION
BLENDING SPORT
BRANDS SOUND OFF: WHAT’S NEXT IN RUN AND STYLE
EXECUTIVE OUTLOOK 2020 PLUS: RIA KICK
footwearinsight.com SHOW REPORT Musician Grimes
wears Adidas by
Stella McCartney.
January May July November
NEW
Running Trail Running Hiking Basketball Tennis Sneakers Skate Court Insoles Accessories Socks FOR
2020
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2020
®
Footwear Insight | Sports Edition Editorial Features
RUNNING
ACTIVITYAGNOSTIC
RUNNING SHOES HAVE BEEN
BASKETBALL
PERFORMANCE RUNNING BRANDS VENTURE INTO ‘ALL DAY’ SHOES, BUT DON’T CALL THEM ATHLEISURE. BY JONATHAN BEVERLY
accepted as casual footwear since
Turning
the 1972 Nike Cortez broke out of the
track team’s gym bag and appeared On Cloud X
Retro
on feet in all sorts of settings. Today,
the Cortez and similar retro models
are the height of sneaker fashion.
Wearing today’s performance
running shoes in a casual context,
Heads
however, makes you look like you
forgot to change out of your uniform.
With their flashy colors, perfor-
Renegades
mance-first fabrics and highlighted
technological features, running shoes
feel more like sporting equipment
than apparel. Keeping them on after
a run is rather like wearing padded
cycling shorts to the coffee shop or
knicker-length baseball pants to a
post-game lunch.
Top Tech in the Spotlight.
Can fashion-
Activity Agnostic
The problem with these shoes is
that they scream, “I’m a runner.”
The new generation of athletes –
new balance re-Fuels in Performance running
forward styling
Millennials and Gen Zs – eschew
such labels. “We’re finding that they
don’t want to be defined as one building a shoe specifically to meet her de-
specific thing,” says Brice Newton, mands and needs as a world-class miler. In
and endorsers
senior manager of global footwear at addition to lab testing, both athletes tested
Hoka One One Hupana
Brooks. “They want to be defined as
‘I’m really fit.’” Brooks’ new Revel is
it in last September’s 5th Avenue Mile, a
designed for these consumers, who world class one-mile road race held in NYC,
tend to run a few times a week, but which Wightman won on the men’s side and
from the ’90s
also go to the gym, take classes or Simpson on the women’s. “That is the ultimate
join fitness training groups, maybe
test,” Simpson says. “You can’t replicate the
cycle or play pick-up team sports.
Not only do these athletes not demands of a race in a lab, so wearing it and
winning the 5th Avenue Mile — it passed the
breathe new life
want to be defined by one sport,
they’d like their shoes to be able ultimate test.”
to transition as easily as they A closer look at the FuelCell platform:
do. “The intention is to have one
shoe to do everything,” says Joe • FuelCell 5280: Speed without spikes, built
into basketball?
Nguyen, product expert in ASICS’ from data from Team New Balance’s fastest
performance running division, on
New Balance FuelCell Rebel
road milers. The FuelCell 5280 features a
their Road Hawk FF. multidirectional carbon fiber plate designed
Gretchen Weimer, global VP–
N
to flex and accept the runner at initial contact
By Bob McGee
product for Hoka One One, calls their
Hupana, “A cross-over shoe for any ew Balance is focusing on “This was one of the most fun, but focused and stiffen for superior propulsion at toe-off.
activity — running, in the gym or speed and energy return with shoe projects we’ve ever done,” Danny Orr, MSRP $200.
having a beer with your friends.” FuelCell, its new performance New Balance’s strategic business unit manager • FuelCell Rebel: Made for runners who are
Companies are using various
running footwear platform. for performance and innovation says. ready to take their run to the next level, with
names to distinguish this shoe
category: Performance All Day ONCE UPON A TIME IN THE NOT TOO-DISTANT PAST, EVERY ATHLETIC BRAND HAD A Two years in development New Balance focused on propulsion, trac- energy return optimized, speed when needed.
(Hoka), Life on the Run (Saucony), performance basketball shoe and marquee NBA player to endorse it and help sell it to young by the company’s Innovation Design Studio, tion, lightweight and fit when developing the This model features FuelCell technology in
24/7 Performance (On), Versatility players. Dominque Wilkins hawked Brooks; Hakeem Olajuwon promoted Etonic; Clyde “The the idea behind FuelCell is “to make fast performance running shoe range, including a the forefoot to create a high-rebound but
(Brooks). The core idea is to make Glide” Drexler pitched Avia; and Shaquille O’Neal began his still-going-strong endorsement athletes faster.” 40-degree angle at the toe to pitch the wearer lightweight running experience. MSRP $130.
clear that these aren’t just running
shoes — they are activity agnostic,
career wearing a signature shoe from Reebok. But recent seasons have proved troubling for The new FuelCell footwear line features forward and help with better running form. • FuelCell Propel: Everyday energy return.
something you can be comfortable in the silhouette. Participation in the game has tumbled and young consumers have migrated to what the brand describes as “the highest New Balance athletes Jenny Simpson and The FuelCell Propel is built for a speedy ride,
wherever you are, whatever you are classic and sport lifestyle looks and away from pure performance basketball shoes, with the rebound properties” of any New Balance Jake Wightman, both of whom were involved using the high rebound FuelCell midsole
doing. exception of some LeBron James models and a select few Air Jordans. Sales of performance performance foam. The first FuelCell shoe in the design of the FuelCell 5280, spoke to foam that delivers underfoot liveliness and
basketball shoe sales fell mid-single digits in the third quarter and have trended negatively launched on Global Running Day in early us about the shoe and the R&D process. springy responsiveness. MSRP $110.
Fashion Forward since back-to-school 2015, according to The NPD Group. And the market is overwhelming
Fashion is what first sets these June, with the FuelCell Rebel. New styles “The 5280 not only helps professional • FuelCell Echo: Fast and stylish, a lower pro-
dominated by Nike and Brand Jordan, which together corner more than 90 percent of market
new models apart from other lines will continue to drop throughout the fall. runners run faster but it will help everyone file, more streamlined silhouette for runners
in traditional hard-core running share to the tune of $4.4 billion in revenues in Nike’s most recent fiscal year.
The FuelCell line will range in price from run faster,” says Wightman. “It’s the best road that want to be quick on their feet. Designed
brands. Unlike performance run-
$100 for the FuelCell Echo to $200 for the flat I’ve ever worn.” with a TPU heel counter for performance lock
PHOTOS BY FRANK JAMES
ning shoes that tend to have flashy
colors, aggressive overlays and are Brooks Revel FuelCell 5280 — a road racing flat that is the Simpson says it was “special” to be a part down, this road runner sits above a supportive,
plastered with logoed tech callouts, pinnacle product in the line. of a project whose initial concept was about full-length FuelCell midsole. MSRP $100. n
The AND1 Tai Chai, with its classic red suede side panel and mesh tongue with
Yin-Yang logo, is being re-released after more than 18 years. MSRP $120.
32 • Footwear Insight ~ May/June 2017 November/December 2018 ~ Footwear Insight • 39
28 • Sports Insight May/June 2019 sportsinsightmag.com
Sports Style Running
HOSIERY
Q&A Q&A
THE SOCK AS
INSOLES & SHOECARE INSOLES & SHOECARE Todd Dalhausser was named president
of running brand Altra last November.
reason why the brand has been successful is because of
Foot
how it approaches the business, from [the perspective of]
Altra
By Jennifer Ernst Beaudry coveted sneaker drops and concert experi- working in a run specialty store and seeing consumer after
FOOT SOLDIER
ences.
O
consumer walk in the door and say ‘I have a problem.’”
nline? In store? As far as Foot “We have to be more than just a retailer,” That’s good news for running independents.
Locker’s Dick Johnson is con- Johnson told Footwear Insight. “The retail
Aims
“Shoe companies that don’t offer a difference don’t
cerned, it’s immaterial. of tomorrow doesn’t look like the retail of
Locker
create a preference for their brand,” says Fleet Feet
Almost 18 months after inte- yesterday.” Maine Running owner John Rogers, noting that the
Superfeet ME3D Aftersport Custom Slide grating its digital and in-store operations, and Here, Johnson sounds off on navigating brand’s specialty channel focus is an asset. “Altra
a year into an intensive back-end overhaul to the brick-and-mortar/digital divide, the
High
has continued to grow in our mix in trail and road
speed up its site, Foot Locker has reaped the importance of retail basics and all those by evolving their Natural Foot Shape and Zero Drop.”
rewards of a unified strategy that makes its new partnerships.
Forges
Rogers says he sees opportunities for Altra to
web, mobile and brick-and-mortar operations gain share.
faster and more seamlessly connected. It’s The growth in Foot Lockers’ same-store sales
“It’s primarily a male brand at the moment: Women
a correction, Johnson said, that’s overdue. took analysts by surprise — in a good way —
do hesitate due to the foot shape, but there is a loyal
Brands are Foot Locker ended 2018 with sales of $7.9 in the 4th quarter. What changed about your
Altra customer developing and there is an opportunity
billion, energized by a fourth quarter where understanding of what the consumer wants?
stepping up
Ahead
to grow the women’s business with a more feminine
comp-store sales jumped 9.7 percent and “It’s taken us a long time to truly understand approach or evolution of the Natural Foot Shape,” he says.
with high-tech sales hit $158 million — a far cry from the that our customer’s driven by cool — that “The resources VF can offer and the leadership of Todd
final quarter of 2017, where the retailer saw they don’t necessarily buy a brand, they
styles that go Dalhausser, who really understands the run specialty
Stretching the Boundaries the extra mile.
a loss of $49 million.
“We missed a shift in 2017 and we got
don’t necessarily buy a category. With the
digital device and the access our consumer
has to data and visuals from all over the
channel, business and relationships, should only enhance
the brand and help Altra grow. To succeed, they will
BY NANCY A. RUHLING punched pretty hard, but the truth is that it need to continue to evolve product, commit resources
It’s a new year and with it comes new opportunities and new products that can fuel add-on sales. Here’s a was a great wake-up call,” said Johnson, Foot globe, our consumer’s really motivated by and clean distribution to run specialty, and focus on
Locker’s president, CEO and chairman. “We whatever is the coolest, [and] they want
look at the latest from insole and shoecare brands — including a few “outside the box” product ideas. have to make sure we’re relevant with our to see the options presented to them in a
developing product to grow the female consumer.”
Matt Powell, an analyst with The NPD Group, agrees
Balega UltraLight, consumers, that we’ve got great connectivity great environment, either physical or digital. By Jennifer Ernst Beaudry
T
that Altra is well positioned.
absorbing tough odors. The shoe tree-in- 2019. The brand has been focusing on col-
New & Improved, $13 with our consumers and we build engaging They want us to be the place that has the
Step Inside “The performance running business remains challenged, both
Powerstep Pulse Plus Met Full Length Insole Boa Fit System on the Saucony Switchback ISO Amfit Precise Insoles retail spaces for them, whether those spaces best of the best.” odd Dalhausser is getting used to life on the in the mass market and at specialty, but the small brands in run
Powerstep’s new Pulse Plus Met Full spired shape helps maintain the shape of laborations and color in its growing range of
are physical or digital.” go. Named as president of running brand Altra specialty like Altra, Hoka One One and On Running have had nice
Length Insoles, MSRP $41.95, offer an shoes, and the bamboo charcoal on the products. Hickies is following color trends That’s meant change ups on the in-store Getting the company onto a new digital plat-
last November, Dalhausser — the former SVP increases,” he says. “VF has always shown a real cautiousness
encapsulated, semi-rigid arch support and inside absorbs and filters odor, moisture very closely and doing its best to match the Socks, whether they’re running marathons, hiking tough trails or just walking around the great outdoors, are continuing to refine themselves piece as well. In January, Foot Locker form was a priority in 2018. What made that
of Sales for Saucony North America and an about new brands: they like to learn them and understand their
double-layered cushioning with a built-in and mold. The inserts can be placed in most popular colors of sneakers each season. through technology and style. Regardless of activity, customers are demanding socks that are comfortable, form fitting, durable and versatile announced its new Power Store model, behind-the-scenes investment critical?
industry veteran with history at both Reebok niche and what they’re doing, and they let that go for a period of
metatarsal pad to help spread and cushion shoes overnight for mild odor and moisture The brand’s Color of the Month program which emphasizes connection to the local “Our core consumer starts their journey with and Vans — is joining the firm at a time of time. But every brand needs to grow, and there will be pressure
the metatarsal heads. This design works to or left in shoes for two to three days — or releases a new color each month in small enough to run from the gym to the office. Customization continues to be a driving force. Some brands are even collaborating with specialty community and shop-in-shops dedicated us on their digital device all of the time — major transition. Started a decade ago by to grow and be more broadly distributed.”
alleviate pain associated with metatarsalgia, longer for tougher odors. The inserts can batches exclusively for that month only. stores to create hyperlocal designs or branding products by purpose or activity to draw in customers. Advances in knitting techniques and to kids and women’s product. At the same their window into our store is however we high school friends Golden Harper and Brian Beckstead at the Powell says the challenge will be to take share of a market
time, the retailer said it would wind down represent ourselves digitally. The customer With a new
Morton’s neuroma and ball of foot pain, be “refreshed” by being placed in the sun Lock Laces’ product lineup for 2019 new fibers are turning socks into superheroes for the feet — and for the environment. Here’s a look at what’s new for 2019. height of the natural motion movement, Altra thrived even as that’s shrinking.
its women’s focused SIX:02 banner, which it didn’t really see it, but they saw that the site corporate the barefoot phenomenon fizzled thanks to the foot-shaped, “There’s definitely a desire for smaller, more niche brands,
according to the brand. Powerstep’s Pulse for one hour, two times a month. includes the Lock Laces Pro Series, MSRP
debuted in 2012 and had grown to 30 doors worked faster and worked better. The ‘store’ parent and zero-drop principals Harper had developed while working in his and I think they can do well,” he says. “It’s logical to keep their
product line is exclusive to brick-and-mortar In 2019, Superfeet is continuing to focus $9.99, which is a no-tie shoelace optimized even as it struggled to find the right mix to is a combination of how we relate to the
on customization. The brand has introduced for obstacle course racers, trail runners, and Balega UltraLight (New & Improved), $13 new Denver family’s specialty run shop. Last March, VF Corp. announced that specialty focus, but that doesn’t mean you can’t have a business
stores and cannot be found online. produce graduated compression for improved circulation and quite appeal to style-focused women’s shoppers. consumer digitally and then deliver on their
offices, Altra it had acquired Altra from Icon Fitness. The deal was completed outside of specialty.”
Sorbothane’s newest insole, the 3/4 its FitStation in specialty stores across the mountaineers. Robert Killian, an obstacle frankly in true compression that can be a difficult trend to compete Under Johnson, who’s served as president expectations both physically and digitally. in June, just two months before it revealed plans to move its Here, Dalhausser sounds off on areas for growth, what VF is
Length Ultra Plus, is an extension of the U.S. — the first product created from the data course racing world champion, worked with Performance Athletic with since we are governed by standards for medical compression and CEO of Foot Locker Inc. since 2014 (and There’s lots of discussion in the retail industry is looking
Why: Manufactured in the USA, the revamped sock features Drynamix operations — including Altra — to Denver. bringing to the table and what makes specialty special.
production. What we have done is work with new threads and was named chairman in 2016), the firm also of what’s a digital sale and what’s a physical ahead, but
brand’s Ultra Plus family. The Ultra Plus collected by the FitStation was the ME3D the brand to design the product. Sof Sole Deodorizing Shoe Inserts Sorbothane Ultra Plus 3/4 Sole Jasper Slip-on “We’ll actually start moving people this month already, believe it
performance yarn, a triple “Y heel” construction that expands like a construction techniques that have made our new 2.0 products entered a new era of extension: The New sale these days. If you happen to click the
Performance Insole integrates a custom Insole. This year Superfeet is releasing the Caterpy’s no-tie shoelace products use new brand or not, with the anticipation that everyone is going to be there by Footwear Insight: As you settle into the new position, what are
fan to cup the heel for a precise fit, extended cushioning in the heel comfortable and easier to get on and off. That is not a small thing with a York-based company made a slew of invest- ‘buy now’ button when you’re looking at your
composite stability system with impact ME3D Aftersport Custom Slide, MSRP elastic bump technology to hold customized and toe areas for durability and comfort without added bulk and three real compression product. Seamless toes and anatomical construction president the end of June full-time,” Dalhausser says of the move. “We have a your priorities for Altra?
ments in the fourth quarter of 2018, re-upping phone and you choose to have that delivered beautiful building right downtown, across from Union Station, but Todd Dalhausser: “Our biggest challenge is brand awareness: We
protection and cushioning. The 3/4 length $99.95. The customized slide is built for the tension throughout all of a shoe’s eyelets. levels of elastication. for socks are well established. Thread and construction techniques its investment in women’s online athletic to a store and pick it up — the inventory’s Todd
shape of the customer’s foot and tuned to New pattern laces, Patriot and Tyedie, have it’s in the process of being redone completely, so we’ll be located need to introduce ourselves to consumers. And part of that is
Sorbothane Ultra Plus has an integrated will be the greatest area of improvement in the future. Time on the fashion player Carbon38 with an additional coming out of the store potentially but the Dalhausser
What’s Up: “For a number of seasons, we have moved toward a combination in a temp space outside of Denver for a little less than a year.” that we need to convert at a greater rate with female consumers.
arch support system with a deep heel cup to respond to the wearer’s individual move- just been released. Patterns and colors knitting machine is the largest factor in costs.” — Luke Rowe, Senior Vice $10 million, taking a $12.5 million minority click happened online. So is that a digital sale wants the
of natural and synthetic fibers and lighter weight construction. It is all The move has meant that Dalhausser, a longtime Boston-area One of our innovations has been around building a last that’s
help provide proper alignment and stability. ment pattern. coming in Spring 2019 include Boston, President/General Manager stake in kids’ subscription box firm Rockets or is that a physical sale? For me, it’s a Foot
about comfort and performance at the same time. We are pushing the
brand to stay resident, has spent the first 90 days of his position in the air as he specific to the female consumer’s foot shape, and that’s where
Amfit’s Precise M+S (Mud+Snow) insoles Sole is also looking beyond insoles. While Charcoal Gray, and Coral. MSRP $11.95. of Awesome and a $3 million minority stake Locker sale. We all have to remove more prepares to move his family to Denver at the end of the school year. our proprietary Fit4Her technology and how we’ve built the shoes
boundaries by making the socks so comfortable that you hardly know Darn Tough Vermont Light Hiker Micro Crew Light Cushion in kids’ sneaker brand Super Heroic. The friction from the experience — whether it’s
focused on
are designed to offer underfoot stability. the brand will expand on its footbed inven- Boa’s soft lace Boa Fit System is designed “I live on airplanes. I’ve mastered the ability to have only two comes into play. We’ve already got this tremendous direction, but
you are wearing them and creating innovative solutions for some of the firm also put $2 million into a continuing digital friction or physical friction or delivery what’s made
Constructed with the H-1-5 “Stability tory in 2019, its Fall 2019 offerings will also to provide improved fit and performance in issues athletes struggle with. Outdoor Hike/Trek Performance
outfits but have them last 8 days,” Dalhausser tells Footwear Insight. we need to grow faster with the female consumer.”
partnership with sneaker design school friction, last-mile friction, whatever it is. We them who But all that flight time has left him with time to work on plans
Triangle” philosophy that provides flat, include a growing selection of footwear with low-cut athletic shoes. A new partnership Also, consumers seem to be more interested in the technical aspects Why: The update of the Light Hiker, one of the brand’s more popular socks, Pensole, and most eye-poppingly a $100 all need to be willing to remove that and they are. for the brand as it continues its integration into VF’s corporate How are you targeting the women’s market specifically?
planed areas under the heel and first through recycled cork midsoles. A standout style in with Saucony will see the Boa Fit System in of the product than ever before.” — Tanya Pictor, VP–Marketing is jam packed with technology. To maximize breathability, mesh zones were million minority investment in secondary figure out the cost of doing that.” structure — one, he points out, he knows firsthand. “We’ve signed on some ambassadors and elite athletes who are
fifth metatarsal heads, the insoles provide a the Fall 2019 range, the Jasper Wool Eco the new $140 Saucony Switchback ISO trail added on the top of the foot to work with Flex Zones that improve fit; a Foot Locker president, CEO and chairman Dick Johnson.
sneaker market powerhouse GOAT Group,
CEP Run 2.0 Compression Sock, $59.99 “I was at Vans when VF acquired it, so I’ve had a personal, vested going to help us tell the story. We have Kara Goucher now as one
solid platform underfoot. Chukka, was selected as a finalist in the shoe. The Boa Fit System is a “textile-led fit new reinforced cushioning was extended over the Achilles heel for added which operates its eponymous sales site as During your Q4 earnings call, EVP and CFO
interest in watching this particular [firm],” he says. “And what they of our athletes. Kara is a legend in the running community, and
Outdoor Retailer Innovation Awards in system” that is engineered to hold shape and comfort when worn in a boot; and the smooth, narrow rib – it’s called 1X1 well as Flight Club, one of the first names in Lauren Peters called out a metric that doesn’t
Performance Athletic Compression excel at is they really allow the brands to remain autonomous, we couldn’t be happier to have her to be part of the family. And
knitting – up the leg stays in place no matter how rough the trail. the resell market. always get a lot of attention: inventory turns.
Beyond Insoles November. interact smoothly with the lace, and has a and they allow them to stay connected to their core consumer.” within that alternative kind of obstacle course type of racing that’s
Why: Available in February 2019, the sock, which is made in the brand’s And Johnson wants to push the envelope She was celebrating the fact that, as a com-
Sof Sole’s Deodorizing Shoe Inserts are In the no-tie lace category, Hickies is low-profile dial designed to withstand mud, And staying connected to the brand identity Harper and Beckstead exploded in the market, we have Amelia Boone. We have almost
own factories, features medical graduated compression to facilitate blood What’s Up: “Lovers of the outdoors are seeking brands that demonstrate even farther in 2019. One example? A new pany, Foot Locker had surpassed its long-time
designed to be an eco-friendly solution to aiming to grow its U.S. retail presence in water and grit on the trail. n Lock Laces Pro Series Caterpy Tiedye Hickies Muted Mint
flow back through the veins to the heart and helps stabilize the muscles. a commitment to be good stewards through environmental and material
founded is Dalhausser’s priority. 20 athletes that we have as part of our team, and we’re finding
loyalty program that rewards frequent buyers target of three turns. What made that a priority?
What’s Up: “Colors and designs have been the trend; however, we “I’m in complete awe of what a couple of young entrepreneurs those elite female consumers who are going to help us to convert
choices along with protection of garment workers. We see a focus on with desirable options like early access to “After people, inventory is our biggest asset, created in this brand, I really am,” he says. “There’s no doubt the consumers and grow our brands.”
12 • Sports Insight January/February 2019 sportsinsightmag.com sportsinsightmag.com January/February 2019 Sports Insight • 13
14 • Sports Insight ~ December 2018 sportsinsightmag.com 22 • Footwear Insight ~ May/June 2019 footwearinsight.com 28 • Footwear Insight ~ March/April 2019 footwearinsight.com
Insoles and Accessories Socks Retail Profiles Brand Profiles
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2020
®
Consumer Surveys CARPE
TRENDEM
Trend Insight: A snapshot of what’s resonating with consumers to help make
smarter business decisions, inspire creative solutions, and generate original ideas. Seize the Trend
TRENDINSIGHT TRENDINSIGHT TRENDINSIGHT We surveyed 118 consumers. Here’s what they told us.
We surveyed 118 consumers. Here is what they told us. We surveyed 155 consumers. Here is what they told us.
Fitness Shoppers Are When you’re shopping for footwear for your fitness workouts, what
Do you have Consumers What types of boots do you regularly buy?
Looking for Versatility at a
Great Price — And They’re
are the attributes that are most likely to clinch the sale?
(in order of importance) Spring a favorite Yes Talk Boots
Doing Their Research Shoppers footwear
brand? 21%
22% 26%
#1 Price
Want Newness 44% 55% 14%
15%
#2 Versatilty/Usefulness both in and out of gym
No Rain Boots Work Boots Hiking Boots Fashion Boots Cold Weather
#3 Aesthetic/Looks “right” Boots
#4 Technology
What type of stores do you shop for the boots that you regularly buy?
When you go to a store to buy footwear, do
Where do you get the information you need about the attributes you
selected above?
you go in with a specific brand in mind to buy?
19% 21%
15% 18%
#1 Review or information online 9% 12%
WHEN IT COMES TO BOOTS, 6%
consumers want them to perform. We
C
ustomers love spring shoes — and asked consumers what they lookfor
#2 Recommendation of Friends/Family they’re actively looking for new Men’s or Discount Online Online Independent Department Outdoor
in their boots, and the results were Women’s Chain General Specialty Shoe Store specialty
options. That’s the takeaway from
illuminating. Most respondents said Boutique Merchandise Store Store Store
Shoppers want more than ever from their fitness footwear our latest survey with MESH01. We asked
#3 Brand Website 155 active men and women between 18 and the boots they regularly bought were
(see story on page 50): great looks, the best price out there,
60 about their warm-weather shopping
50% 50% for function: cold weather boots, rain
and performance features to keep them at the top of their
game. And when it comes to those shoes, they’re doing #4 Recommendation by sales associate/Fit process at stores
habits, and almost 90 percent of them said
they are actively looking for new brands at No Yes boots, work boots or hiking boots.
(22 percent said they regularly bought
What features are most important to you when choosing which boots
their research — which includes an in-store try-on. Fully least some of the times they’re shopping to purchase?
fashion boots). Of all the qualities
82 percent had researched their last buy, and 38 percent — and 23 percent of them said they’re on
shoppers looked for, durability was
of them said they “virtually always” do. the hunt for new labels every single time 23%
Thinking about the last pair of shoes you bought, was it an they shop. What’s more, the field was the most important. We also asked 20%
We asked 118 active women and men aged 18 to 59 about 17%
impulse buy or a researched buy? evenly split when it came to purchasing consumers how much the return 14% 14%
what they’re looking for in their fitness shoes, what they
intention: Half of our respondents said they process factored into their shopping 13%
use to research their decision, where they buy them, and had a brand in mind when they set out to I usually choose I usually go in with a decisions. A majority (69 percent) said
what keeps them coming back to your stores. We also asked 18% shop, but half didn’t. So how to get them between brands I know kind of shoe that I am that a given retailer’s return policy
where they’re doing their research, and the answer was clear: interested in your latest and greatest? It and brands I have tried in going to buy for that particular factors into their purchase. Read on Insulation/ Fashion/ Waterproof / Price Comfort Durability
they’re checking retail social media. Sixty-two percent of our all comes down to the in-store experience.
respondents follow a local retailer on at least one channel. Impulse Buy Researched Buy The biggest driver of consumer willingness
the past. The brands I have been reason. For hiking, I usually go with a for more insights into what consumers Warmth Style Water
Resistant
happy with in the past are typically my bright-colored waterproof style with ankle
to try a new style was seeing the shoe on are looking for — and what they’re
(Facebook, where 56 percent of survery-takers followed “go tos.” MALE, 45 support. If there is another shoe that catches
82% display in-store: 41 percent of respondents my eye, I will inquire about it. FEMALE, 28
taking back. n
a neighborhood shop, was the most popular, followed by
said it was their major motivator, even I look at all the new products that are
Instagram, where 39 percent followed a retailer.) n trumping a friend’s recommendation. n
The survey, conducted by MESH01, When shopping for boots, how important is 53%
available. FEMALE, 44 I am always on the lookout for trendy new
footwear, even if it is a different brand than included 118 consumers ages 18 to 60. an anti-slip outsole to your purchase?
The survey, conducted by MESH01, included 118 respondents, I go in with a specific idea of what I want
46%
The survey, conducted by MESH01, included I normally purchase. FEMALE, 28
men and women active in sports and outdoors, ages 18 to 59. in a shoe, such as use, occasion, style,
155 respondents, active men and women,
29% ages 18 to 60. color, etc. FEMALE, 35 I never look for a specific brand — I look Comments
Where was the purchase made?
for what catches my eye. FEMALE, 22
25% If I find a pair that catches my eye and they
CARPE
SEIZE THE TREND! “I live in a rural location,
TRENDEM
CARPE
TRENDEM SEIZE THE TREND! fit comfortably, I will buy them. FEMALE, 32 If I order online, I prefer brands I already so I’m just as likely
CARPE know. When I go into a store for shoes, I’ll to have to trek gravel
13% 14% TRENDEM SEIZE THE TREND! I look for what fits, then brand. MALE, 24 try on what they have in the store. MALE, 23 and mud as I do retail
Trend Insight Consumer is a feature within Footwear Insight
that delivers research conducted on the MESH01 Platform. floors.” Female / 38
10% Depends on what type of footwear I’m I am open to new brands if the price-value
Trend Insight Consumer is a feature within Footwear Insight that MESH01 collects data from a select panel of sports
Trend Insight Consumer is a feature within Textile Insight looking for. Sandals or dresswear I change. ratio is favorable. FEMALE, 52 “Slipping on a hike
delivers research conducted on the MESH01 Platform. MESH01
5% that delivers research conducted on the MESH01 Platform. enthusiasts. For information on the Mesh1 Platform, contact 1%
collects data from a select panel of sports enthusiasts. For information 4% Sneakers, I tend to stick to brands I know Brian Bednarek at 603-766-0957 or brian.bednarek@ can have devastating
MESH01 collects data from a select panel of sports Sometimes I’m looking for a specific type
on the Mesh1 Platform, contact Brian Bednarek at 603-766-
enthusiasts. For information on the Mesh1 Platform, contact
are good for me because I have wide feet mesh01.com. For more information on Trend Insight consequences.”
0957 or brian.bednarek@mesh01.com. For more information on of shoe that I have seen in ads. FEMALE, 32 Not Important at all Somewhat Very Important
Brian Bednarek at 603-766-0957 or brian.bednarek@ and a high arch. FEMALE, 29 Consumer and how your company can participate, contact
Male / 50 Important
Trend Insight Consumer and how your company can participate, Department Discount Sporting Goods Footwear Specialty Independent Sport Specialty Online Jeff Nott at 516-305-4711 or jnott@formula4media.com.
contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. Store Store Store Chain Store Shoe Store Store mesh01.com. For more information on Trend Insight
Consumer and how your company can participate, contact
Jeff Nott at 516-305-4711 or jnott@formula4media.com.
36 • Footwear Insight ~ July/August 2019 footwearinsight.com 54 • Footwear Insight ~ January/February 2019 footwearinsight.com
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