HEALTHY FOOTWEAR Walking boots for swollen feet Do you sell to a mature customer base? Here’s what you need to know… T
he UK population is ageing, and this older market consists largely of highly sophisticated, fashion conscious consumers who don’t just want
slippers! They want to dress well, look good and remain active. Their footwear needs to reflect this, even if they now require an extra wide fitting due to swollen feet. We all know that taking regular exercise is good for us, but as we age and
our feet and ankles swell due to poorer circulation, arthritis or diabetes, what then? If our footwear pinches and is uncomfortable, a daily walk that would help us stay as healthy as possible as we age, rapidly becomes an impossibility. It’s easy to see how a vicious circle of inactivity and declining health can set in. According to the Office for National Statistics, in 2006, 15.9% of the UK population were aged 65 or over. By 2020 that figure is projected to increase to 20.5%. Over the same period, the UK population will have grown from just under 61,000,000 to almost 70,000,000, augmenting the mature sector still further.
What does this mean for the retailer? Selling to the mature consumer is good business, and as that sector expands, so can your profits. Range extension to include wide fitting footwear to accommodate a splayed foot is a sensible business decision, but what about those customers whose feet are swollen? Feet that swell require extra roomy footwear with good support and a shock absorbing sole. Built-in adjustability is also a must, because feet tend to swell during the day. Skin can also become thin and vulnerable, so a seam-free toe area can be important, especially for diabetics.
What to look for in a supplier Is the supplier a member of the Healthy F
ootwear Guide?
The Healthy Footwear Guide is acollaboration between UK footwear brands and foot health professionals. It promotes the importance of wearing healthy, comfortable footwear and specifies criteria for excellence in manufacture.
Is the supplier a member of the Society of Shoe Fitters? The Society of Shoe Fitters disseminates information about good shoe fitting and foot health. Manufacturers who are members maintain high standards.
Is the supplier recommended by Podiatrists and other healthcare professionals? If a supplier is recommended by healthcare professionals they will be able to back this up, and demonstrate a two-way channel of communication with the medical profession. Perhaps they send a newsletter to a list of HCPs (Healthcare professionals) who have opted into such emails. Perhaps they also seek advice from HCPs on product development.
How long has a supplier been trading? Establish how long a supplier has been serving their market. When was the company established? How frequently do they launch new styles? Can they demonstrate excellence in product manufacture?
How can a supplier support you, the retailer? Is there a sales representative with whom you can develop a working relationship? Can they assist with advice on styles, sizes and colours based on sales data? Can they provide display stands, a speedy replenishing service and an attractive margin? British company, Cosyfeet, pioneered the manufacture of footwear for
swollen feet over 30 years ago. The company recently notched up a first by launching a range of weatherproof, breathable shoes and boots for men and women with swollen feet. This 100% waterproof, windproof footwear has an extra wide fitting (EEEEE+ for women and HH+ for men). While these are not technical hiking boots, they do enable the wearer with swollen feet to take a walk outside even if it’s wet and windy.
The Minnie and Stanley walking shoes and the Moose and Livingstone alking boots are made with these design features:
he Minnie and Stanley walking shoes and the Moose and Livingstone walking boots are made with these design features:
• Extra wide fitting as standard • Secure lace fastening which adjusts to fit a range of swelling •Water-repellent leather upper with waterproof, breathable membrane • Lightweight, shock absorbing sole that’s cleated for grip • Sole unit incorporating ‘hidden depth’ for a streamlined appearance • Seam-free toe box to prevent chafing • Padded collar to fit swollen or slimmer ankles • Comfort footbed that’s removable for extra depth or bespoke orthotics
For women, the Minnie walking shoe is £95.00 SRP or the Moose walking boot is £105.00 SRP. Both styles come in Charcoal Nubuck, Petrol Blue Nubuck or Dark Khaki Leather, with the Moose women’s boot also available in Tan Grained Leather.
For men, the Stanley walking shoe is £119.00 SRP and the Livingstone walking boot is £139.00 SRP. Both styles come in Bison or Espresso Leather.
All Cosyfeet’s extra roomy styles offer an approx 40% margin for the retailer. Contact:
E:
wholesale@cosyfeet.com or call T: 01458 448888
24 • FOOTWEAR TODAY
• JANUARY 2018
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