INTERVIEW SS25: The Delfina Shoe & Clarinda Bag
SS25: The Chica Sandal
in in-creasing the brand’s visibility, whilst simultaneously introducing Lotus to a wider consumer audience.
In response to retailer feedback, Lotus is also looking to further extend the men’s collection to offer a wider range of styles. As well as being constructed in premium leather or suede, many styles will boast comfort elements to ensure enhanced wearability. Styles will span high Summer essentials, through to options that will certainly round off smart-casual looks and premium designs that are the perfect pairing to formal wear.
Q: Do you have any new product launches coming soon that retailers should be aware of? AS: AW24 sees the introduction of the new waterproof boot collection. Comprising three casual styles across a multitude of colour options that have been expertly crafted with a water repellent upper and a fully waterproof membrane.
Additional features include a zip gusset that gives a further moisture barrier, taped seams to ensure water doesn’t penetrate via stitching, and a bellows tongue to prevent water ingress from the sides of the tongue. Constructed on chunky sole units that have an on-trend aesthetic, as well as offering excellent support and traction to ensure each style is at the height of wearability. Looking forward to SS25, we will introduce more options that will give retailers and consumers a wider breadth of casual styles
16 • FOOTWEAR TODAY • JUNE 2024
that are perfect for transitioning seasons. These styles will be less weather dependent, giving retailers a wider selling window than the typical sandal focused season. Not only does this demonstrate the brand’s responsiveness to market opportunities and climate changes, but more importantly it addresses the needs of its retailers who can look to maximise the Summer selling window without having to discount product lines due to inclement seasonal weather.
Q: How are you finding the footwear sector in general? It can be a tough climate in retail so how do you ensure your brand remains relevant and appealing to consumers? AS: With soaring shipping rates, Lotus took to identifying new European sources that could mirror the quality and the ethos that the brand is renowned for. With new suppliers promising lower quantity commitments and competitive pricing with no compromise on quality, customers are presented with better value. As such, SS25 sees a more diverse collection with the introduction of several casual shoe options that are enhanced by premium features, including upgraded leather uppers, socks and linings. The number of leather sandals added to the collection for next year has also quadrupled. Across all ranges, styles have been enhanced with the inclusion of additional comfort elements to give added value in every purchase. It is also imperative that price points remain commercial, to ensure that the ongoing proposition is
attractive to retailers and consumers alike. Lotus prides itself on its sales support. With single pairs available, no minimum order value on repeated lines and with all stock held within the UK, orders can be dispatched on a next day service if placed before midday.
Q: How do you engage with your end consumers via your retail partners and other channels? AS: Striking campaign imagery, product descriptions that give styling tips and professional product photography are all freely available for retailers to utilise online in a selling capacity or in promotional context. In addition, the brand offers bespoke build POS to stores that require something for an event or a particular theme.
Lotus continues to grow its social media presence by creating more and more engaging content all the time. A brand ambassador programme was also introduced in 2023 to develop long term partnerships with influencers to gain consumer confidence and also support the influencer community. This will continue throughout 2024/2025 to widen the exposure of the brand to new and loyal consumers. Small direct mail campaigns and social advertising to specific demographics have also been implemented for the last 12 months. A key element within the brand’s marketing strategy is to introduce Lotus to new audiences whilst highlighting its impressive product offering.
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