increasing colourways, prints and metallics, provide appeal framing it a transitional style that ensures its continuous approval.


Q: And how do these reflect the direction of the brand right now? MR: At our core, we are dedicated to creating footwear that not only boasts aesthetic appeal but also excels in comfort and performance. Our waterproof casual boot collection demonstrates this commitment by seamlessly blending style and functionality to meet the needs of our valued customers.


We closely monitor current trends and popular styles. This enables us to offer in- demand and up-to-date designs that resonate with fashion-conscious individuals. With awareness of the ever-changing landscape of fashion, and wider social and economic influences, we ensure that our customers have access to the latest and most sought-after styles, such as the expanded direction for dressy boots.


Building on the confidence of the reaction to our leather offering, this category continues to expand its position within Lunar’s diverse product range, currently a stronger presence in our Spring/Summer collections, we are looking to explore taking the positive response into our Winter offerings going forward.


Attention to detail, quality craftsmanship and innovative styling are the cornerstones of our design process. We strive to deliver products that not only meet but exceed customer expectations, embracing their valuable feedback and incorporating it into our designs. By actively listening to our customers and understanding their desires, we can cater to their needs, both in terms of design and functionality. Improving on our most popular and sought-after designs, such as the St. Ives leather plimsoll, demonstrates how much we value our customer feedback and our desire to constantly cater to their needs.


Q: How are you finding the footwear sector in general right now? How do you ensure the Lunar brand remains relevant and appeals to consumers in this tough climate? MR: Throughout history, the Lunar brand has demonstrated resilience during recessionary periods, thanks to our keen retail price points and industry-leading retailer margins. When faced with a cost-of-living crisis that could potentially impact the retail sector, it becomes sensible for retailers to focus on selling fewer, more considered products with higher profit margins. Our brand has successfully adopted this approach, positioning ourselves to withstand economic downturns, with a focus on offering styles at competitive prices in line with the current market climate.


One of the advantages we pride ourselves on maintaining our reputation for delivering products of exceptional quality. Lunar shoes are known for versatility, sturdiness, and longevity. Customers trust that their Lunar purchase is an investment piece that will withstand the test of


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“Attention to detail, quality craftsmanship and innovative styling are the cornerstones of our design process. We strive to deliver products that not only meet but exceed customer expectations.”


time, rather than a disposable fast-fashion fad. This commitment to durability and craftsmanship strengthens our brand positioning and reinforces customer loyalty.


In addition, our partnerships with retailers have been instrumental in our success. By providing industry-leading margins to our retail partners, we establish mutually beneficial relationships that incentivise their long-term support and promotion of our brand. As we move forward, Lunar remains committed to delivering high-quality footwear that stands the test of time. We are well- positioned to navigate challenges in the retail sector, and on a service level, our commitment to offering retailers ‘single pair’ in stock repeats, ensures that Lunar retailers can maximise their sales & profits without overloading themselves with excess stock.


Q: How do you engage with retailers and the end consumer? MR: Since the creation of the MODA show here in the UK we have been an ever-present brand at the bi-annual event, showcasing our latest seasonal collections. Lunar has collaborated with wider exhibitors at the event to showcase some of our latest footwear styles, brought to life alongside womenswear and accessories at the MODA catwalk events in attendance of retailers and buyers.


We also exhibit at shows such as INDX and JUNE 2023 • FOOTWEAR TODAY • 13


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