THE VOICE OF INDEPENDENT SHOE RETAILERS

2016 MEDIA PLANNER #12footwearinsight.com

FOOTWEARINSIGHT.COM • JULY /AUGUST 2015

OUTDOOR PREVIEW SIZES & WIDTHS HIPSTER KIDS

CHUKKA BOOM

BOOTS FROM THE GROUND UP

SPRING 16 Outdoor Preview

FAMILY AFFAIRSWe analyze the $5 Billion Players

TALK THE WALK

MANSTYLE FUSION REEBOK RESETS AMERICAN SOLE

THE RETAILER’S GUIDE TO THE WALKING CATEGORY

FOOTWEARINSIGHT.COM • MAY/JUNE 2014

FITNESS KICKS MIXED MATERIALS 100 YEARS OF RETAIL

Comfort Trends

Bringing new life to tried-and-true style

FOOTWEARINSIGHT.COM • MARCH/APRIL 2013

21ST CENTURY RETAILING AT HARRYS, NEW YORK CITY

SKATE SHOES: ON THE RUN 50 YEARS: ECCO’S ANNIVERSARY COMFORT STRATEGIES

Footwear Insight provides the market with leading edge reporting in every issue. No fluff, no designers. Just ideas and useful information retailers can use to make buying decisions and run their businesses.

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Issue Features Category Coverage Deadlines Show

Calendar

January • Outdoor Lifestyle• Surf• Athletic• The Boot Book

• Hosiery

Ad Close 12/9/15

Material Due12/16/15

• ORWM • Agenda• Surf Expo• FFANY• Platform • Atlanta Shoe Market

Mar/Apr • Men’s Style • Walking• Accessories• Classic Comfort

• Athletic• Shoe Care

Ad Close 2/25/16

Material Due3/4/16

May/Jun • Women’s Athletic & Active Lifestyle• The Gold Medal Retailer Awards

• Made in USA Ad Close 5/1/16

Material Due 5/8/16

• FFANY• The Running & Fitness Event For Women

Jul/Aug • All About Boots• Outdoor Lifestyle and Performance• Hosiery

• Sandals• Insoles

Ad Close 6/26/16

Material Due7/6/16

• ORSM • Platform• FFANY • Atlanta

Sep/Oct • Women’s Comfort• Beach Lifestyle • Materials and Design

• Hosiery• Recovery

Ad Close 9/3/16

Material Due9/10/16

• PFA

Nov/Dec • Women’s Boots• Running• Workplace Footwear

• Kids Ad Close 11/2/16

Material Due11/9/16

• FFANY• The Running Event

TITLE CHANNEL

Published 7X each year. Key issues published for Outdoor Retailer Markets, FFANY, Platform, Atlanta Shoe Market, The Running Event, and The Running & Fitness Event For Women.

CIRCULATION: 14,179

IN EVERY ISSUE

Independent Footwear Stores, Boutiques and Chains

Owner/President

Buyer

Store Manager

Sports Specialty Stores (Outdoor, Running and Sporting Goods Stores)

Department Stores and Mass Merchants

Pedorthic Stores

Others Allied to the Industry

Manufacturers

54%65%

22%

13% 18% 8%

8%4%

9%

BUSINESS REPORTS

RETAIL PROFILES

MARKET INSIGHTS

BRAND STRATEGIES

SNEAKER BOOTS

They’re part sneaker and part boot. Some people are calling them sneaker boots.

Whatever you call them, they’re a style on the rise. What exactly is a sneaker boot?

It’s more laid back than a “dress sneaker” and less techy than a hiking boot. The recipe

is simple: Combine certain elements of a sneaker, such as a high-top athletic silhouette,

and add in a few boot-like ingredients, such as fancy upper materials or thick, molded

rubber soles. From the outdoor vibe of Patagonia to the skate style of Vans to the urban

appeal of Palladium, the trend is crossing boundaries. Sneakers + Boots = Style.

A HYBRID STYLE ON THE RISE

Vivobarefoot: The Scott (in black, above, left), MSRP $185 and the Gobi Suede, MSRP $150. The Scott is a winter-proof boot. The Gobi combines sneaker style into a desert boot style. Vans: The Breton Boot (above, far right), MSRP $140, has a Vans OTW sneaker silhouette with a Vibram outsole for maximum wear and grip. The upper’s shape, materials and colors offer a more sophisticated boot look.

WILD ABOUT HARRYS

Photo Frank James

footwearinsight.com March/April 2013 ~ Footwear Insight • 23

Story by Mark Sullivan / When Manhattan’s Harrys Shoes planned its expansion a little more than a year ago, Robert Goldberg and his sister Randi wanted to do more than make the store bigger. They wanted to create a 21st Century footwear store: one that combined the caring service of the store in which they grew up. But also a store that would offer a compelling selection of merchandise, purchased and displayed around the taste level of a demanding and sophisticated consumer base. Six months after the grand re-opening, industry pundits would say they’ve succeeded on all fronts. “This store is fantastic,” says Bruce Munro, the president of Munro Shoes and one of more than 100 vendors to Harrys. “I can see consumers driving hours to get here and shop.” Harrys has always drawn consumers from the tri-state area, but in the complex social geography of Manhattan – where longtime residents don’t leave their neighbor-hoods except to go to work – it was important to the Goldbergs that they offer a store that would appeal to residents of the Upper West Side, where Robert lives (and where the store is located) and the East Side where sister Randi lives. The goal was to “get younger” and in the process “more elegant and ophisticated,” according to Robert, who said before the re-model the average age of the shopper was about 50. “The average age in the country is 51, so we weren’t far off from that,” Robert explains, “but the store felt stodgy to us.”

Manhattan’s iconic shoe store offers its take on 21st Century retailing

The Harrys Team: Sister and brother Randi and Robert

Goldberg.

Dansko Bonita, a cut-out bootie from the

Barcelona Collection. MSRP $185.

FALL 2014 FORECAST

Fall 2014 is just about a year away, but some clarity is already starting to emerge. The boot trend

that has put money in everyone’s pockets over the past decade will abate and give way to a range

of shoes that emphasize design, color and material texture. Women’s shoes emphasize sleek

feminine silhouettes mixed with built-in comfort features, while color and new upper materials

are creating interest for the men’s category. Here’s a sneak peak at directional styles for Fall ’14.

Comfort & JOY

The running market remains the hottest

category in the footwear business.

The business has grown by almost 40 percent

since 2006 and runners have shown they will

run through the recession and continue to buy

the latest and greatest shoes, apparel and

accessories. Retailers, of course, are clamoring for this alpha

consumer. Dick’s Sporting Goods has opened a run specialty

store, True Runner, to target the running consumer. Finish Line

has formed a joint venture with Gart Capital Partners and has

already rolled up 25 run specialty stores, including the highly

regarded Run On! in Dallas. And Internet sellers love targeting

the affluent run consumer with choices and bargains. What do

runners make of all this attention and craven desire for their

wallets? We asked them. In a survey of about 1000 dedicated

runners nationwide, conducted exclusively for Formula4 Media

by Leisure Trends Group, we learned plenty. For this study, we

wanted real runners, so The Competitor Group, publishers of

Competitor magazine and owners of the Rock’N Roll Marathon

series of races, supplied us with a list that allowed us to obtain

967 responses nationwide from individuals who run at least 10

miles or three times a week. Respondents also had to have

purchased shoes, apparel and accessories in the last year and

most recently at a run specialty store.

INSIDE THE HEARTS, MINDS & WALLETS OF TODAY’S RUNNERS

This study breaks runners into three groups: High Frequency: 25-plus miles a weekMedium Frequency: 16-24 miles a week Low Frequency: 1-15 miles a week

More than half of consumers sampled have an income of $80,000 or more. Consumers ages 45-plus are particularly likely to belong to a running club/group.

28 • Footwear Insight ~ November/December 2012 footwearinsight.com footwearinsight.com November/December 2012 ~ Footwear Insight • 29

So many choices and so much money to spend. Our exclusive consumer research study reveals what runners think about the burning issues of the day: the specialty shopping experience, why they buy online and what they really think of the minimal footwear movement. The answers on the following pages offer up great insight, a few surprises and a road map to their spending.

14 • Footwear Insight ~ September/October 2014

THEFOOTWEAREYE

footwearinsight.com

Vibram Plots its Next MoveSTRATEGY

Wearing a pair of Vibram FiveFingers at a New York City café during a recent

sit-down interview, Michael Gion-friddo described to us how he once walked into quite a “muddy” situa-tion at work. A promotion catapult-ed the exec from COO to CEO of Vi-bram USA in July 2012, just around the time Vibram was experiencing some of its biggest challenges ever. Becoming CEO meant cleaning

out a closet cluttered with SKUs and ending a roller coaster ride of cyclical sales figures. In addition, a recent class action lawsuit hav-ing to do with alleged false claims about Vibram’s FiveFingers running shoes drained company resources, including time and money.

To right the ship, Vibram decided to settle claims that it

had falsely advertised health benefits associated with the FiveFingers shoes – including that shoes prevent injuries and strengthen muscles – and set up a $3.75 million settlement fund. The brand also voluntarily took down its “5 Reasons” platform from its site, which listed Vibram’s ability to improve range of motion, stimulate neural function and improve posture. “5 Reasons” was a large part of the brand’s DNA and competitive advantage over other minimalist offerings. While independent studies – some commissioned by the brand – concerning health benefits exist, Gionfriddo decided to drop the issue and start fresh. “We did it to move on,” the exec says.

Since the announcement of a settlement in May 2014, Vibram has witnessed a 17 percent increase in retail accounts, according to the firm. “It brought a lot of publicity, some bad, some good,” says Gionfriddo. In the press, some have equated settling with implied guilt.

On the consumer side, “there has been an increase in online activity and purchases. People may have seen it, heard about it and said, ‘I’m looking for these shoes again,’” says Michael Martin, business unit director for Vibram FiveFingers.

For consumers who may still be on the fence, Vibram has made a guarantee. Anyone who purchases a pair of FiveFingers from now until the end of the year through

VibramFiveFingers.com and is not satisfied after six weeks can return the shoe and get a full refund.

For Spring 2015, Vibram has slimmed down (SKUs have been cut by 50 percent over the last year) and refashioned its offerings. Gone are the Classic and the KSO models; in are new versions with better materials, along with the addition of several training and fitness shoes.

For off-roading (mud runs), the Spyridon MR has a molded 3D Cocoon nylon mesh technology midsole with a “rock block” effect to disperse impact over a wider

area of the shoe. Bikila EVO and Bikila EVO WP are positioned as offerings fit for those making the transition from traditional to minimalist running shoes. The KMD EVO can be used for running, as well as for cross training/CrossFit activities.

Specifically for women, the Alitza is positioned as an “elegant” offering for barre, yoga and training, while the Alitza Loop offers a barefoot experience with optimal traction. Unlike in other VIbram FiveFingers shoes, toes

are barely visible. “This is what women have been asking for,” Martin commented.

Similarly, consumers may squint to see those trademark toes in the Furoshiki lifestyle shoe. The digital-printed shoe is a fun, functional fashion piece that hugs the foot and showcases Vibram’s ability to produce fabrics interwoven with rubber. The

shoe could also open some new distribution possibilities due to its fashion quotient. “I can envision this in a fashion boutique,” says Martin.

The company’s execs feel that the slimmed down portfolio has benefits. “This is the first time retailers are saying we’re rightsized and stable,” Martin explains. Moving forward, the goal is to be lean and mean and continue to seek ways to serve unfulfilled needs.

— Suzanne Blecher

Michael Gionfriddo, CEO of Vibram USA

Vibram FiveFingers Bikila EVO

For consumers who may still be on the fence, Vibram has made a guarantee. Anyone who purchases a pair of FiveFingers from now until the end of the year through VibramFiveFingers.com and is not satisfied after six weeks can return the shoe and get a full refund.

8 • Footwear Insight ~ September/October 2014

A Female CAT

footwearinsight.com

When Margaret Doran joined CAT Footwear earlier this year to head up sales for its women’s

line, she admits that some retailers questioned the logic of a women’s shoe brand named after a tractor. “Most retailers know us as a men’s industrial boot brand,” says Doran of the line produced under license by Wolverine Worldwide. “But once people began seeing the product the common reac-tion was ‘this is not what I expected’.”

In fact, CAT has had a rather large women’s business outside the United States for a number of years now. CAT has more than 100 mono-brand-ed stores in 141 countries that carry men’s, women’s and children’s foot-wear and a range of accessories. CAT women’s is particularly strong in Latin America, which Doran attributes to a strong distributor and the fact that

stores and consumers don’t neces-sarily associate the CAT brand with gigantic yellow tractors.

The CAT women’s line features a mix of pumps, sandals and boots with retail prices ranging from $70 to $220 with an average of about $120. The consumer, according to Doran, is an age 20+ shopper looking for quality, comfort and understandable fashion.

For Spring 2015, CAT women’s introduced its first major collaboration, a line designed by London-based graphic print designer Camille Walala called Cat Footwear X Walala. The collection includes Walala’s version of work-influenced boots and will ship to retailers starting February 1, 2015.

Until Doran, who spent more than

a decade at Brown Shoe, joined CAT, the women’s line was sold by the same sales force that handled the men’s work boots. Doran has assembled a

team of 10 agencies who handle only the women’s product and has made sig-nificant inroads thus far. The line has been picked up by a range of online sellers including Zappos and Shop HQ as well as Zumiez and many independents. The line will also be featured in Hilton Hotels and Resorts shops.

The line currently features 150 skus and Doran says that number will double in the next year. “It’s an excit-ing time for the brand,” she says. “I want retailers to start thinking of us as a footwear brand that also makes tractors.”

THEFOOTWEAREYE

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ME

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STY

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Margaret Doran

Fashion-infused style runs throughout the CAT women’s line, which includes a mix of pumps, sandals and boots ranging in price from $70 to $220.

Mark Sullivan Editor-in-chief 646-319-7878 msullivan@formula4media.com

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