TRADE TALK The retailers that David Coles works with, have welcomed this change in
direction: "The traditional comfort retailers are changing too, they recognise what their customers want, what they wear and what they ask for. Retailers are also seeing more fashion from the comfort brands as well as comfort from the fashion brands. This provides retailers with an opportunity to develop their customer base." Ewan Campbell underlines just how important it is that the retailer caters
to the needs of its target market: "The consumer is not only more fashion aware but also more selective in their purchase, they are looking to purchase goods that they can feel good in all day, not just for short periods of time." Bob De Rosa agrees: "Their core customer may have bought a pair of
shoes for work or for when their feet just plain hurt. With the new fashionable, chic and trendy styles, multiple purchases are being made. Going out on the town, to the gym or shopping and being that comfortable and stylish is a game changer for our retail partners." Caroline, however, warns against this change in direction becoming too
extreme: “The brands need to be able to embrace the new designs whilst staying loyal to their brand characteristics. In some cases this is hard, as they are labelled as being only able to do a specific look.” What about the high fashion crowd? What is the attitude of these retailers
towards the more comfort orientated brands? Are they any more receptive now? Caroline thinks not. David disagrees: "I believe things have changed and many 'comfort brands' are not perceived as this anymore - all retailers want products they can sell, that the consumer is happy with and comes back for more of. The consumer realises that just because they are buying 'fashion' does not mean the product can't or shouldn't be comfortable."
Comfort and style Ewen tells us that comfort is being incorporated into fashionable
footwear, but on a more subtle level: "Even the more directional and catwalk marks are aware of comfort and whilst this may not be their primary focus, they are definitely trying to include it in their collection." Bob agrees: "Even the high fashion crowd experiences points in time where they want and need comfortable shoes. Educating the consumer through our website
foot.com, the leading foot health education site about good foot health is one of the ways Aetrex helps our customers understand the need for proper fitting healthy shoes. "Without a doubt, each season shows an excitement not seen in previous years.
Khrio At Aetrex, we partner with leading retailers to
get a better understanding for the needs of the marketplace. Using that information we develop and refine our footwear, which has resulted in tremendous sell through and benefited not only our retailers, but also everyone in the comfort footwear space." Even the fashion led stores are realising the benefits of stocking a more
comfortable and stylish range. David comments: "At Tamaris we have found that retailers of all varieties appreciate well made fashionable footwear that is comfortable to wear, we don't brand Tamaris as a 'comfort brand' but as footwear that follows latest trends in colours, materials and styling BUT is also comfortable on the foot from day one." In a call to action, Ewan continues: "The fashion store is in an easy
position to get a quick win here, by careful selection of brands to ensure that they offer both style and comfort, they do not ever need to dilute their image but at the same time they retain their consumer through loyalty to the brand." Bob believes that fashion retailers can benefit, quite simply, by offering options to their customers that weren’t available five years ago. He says: "There’s no doubt comfort shoes can’t compete on the same level of fashion in regards to being trendy and chic. The beauty of it is we don’t have to. With stylish, pumps, open toe sandals, boots and the like, we’ve elevated our styles to such a level that daytime, and even certain nighttime activities make it not only acceptable, but appropriate and complimentary to dress in style with extreme comfort. It really is a win, win for everyone.."
20 • FOOTWEAR TODAY • OCTOBER 2012 Let's not forget, however, that a key driver for the comfort market is that
it does what it says on the tin. It is vital that these brands continue to communicate the functional aspects of their footwear and not let improved aesthetics take precedence. David comments: "Its very important that as a brand we communicate all the benefits of the Tamaris brand, that includes the look, the design, the backup service, the quality/value ratio and the functional aspects, it's who we are and what we do." Caroline agrees that this is
extremely important, "All brands need to stay true to their USP's and must not compromise on quality," she says. Ewen continues: "As a brand, Paul Green’s consumers are aware of our attributes, style and comfort, however we prefer to introduce the comfort through staff training. This allows the consumer to appreciate the benefits and removes some of the guilty pleasure of treating themselves to some lovely new footwear as they know they will get lots of use from them." For Aetrex too, the functional aspect of the footwear remains key. Bob
T amaris
explains: "For every line that we bring out, we have rigorous training sessions for our sales team, customer support team, and our retail partners. Every aspect of our footwear is covered. Design features such as adjustability, heel height, and arch support, as well as materials such as memory foam footbeds and anti-bacterial linings are explained in detail. The goal is to get the consumer to try the footwear, see how great it looks on the foot, and educate them to the health and comfort benefits that will allow them to continue to lead the life they are entitled to." There is no doubt that modern life is busy and with so many hours spent
on our feet rushing from one commitment to the next, it’s important that we look after them. With comfort brands offering so many stylish options, retailers are perfectly placed to communicate the dual benefits of this type of footwear and win customers that they would otherwise have missed.
Aetrex
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