MEDIA PLANNER 2021

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It All Starts Here.

We believe in the foundation and success of independent specialty brick-and-mortar stores. Shopping is not just about commerce. There’s something called the in-store experience. The touching and feeling of product. The sit-and-fit process. The curated assortment and exciting impulse purchases. The trusted service after the purchase. And, the customer’s immediate gratification.

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News, trends and analysis of key markets that are most profitable to retailers.

TRENDS, PERSPECTIVE & ANALYSIS • AUGUST 2020 • A FORMULA4 MEDIA PUBLICATION TRENDS, PERSPECTIVE & ANALYSIS • SEPTEMBER/OCTOBER 2020 • A FORMULA4 MEDIA PUBLICATION

HOLIDAY SALES OPPORTUNITIES SURVEY: HOW THE BRANDS CONSUMERS ARE BOOT SUPPORTING SHOPPING NOW BOOK INDEPENDENT SPOTLIGHT ON RETAILERS RUN SAFETY SUPPORTING BRANDS

STEPPING OUT SNEAKERS TAKE CENTER HOME STAGE footwearinsight.com footwearinsight.com

TRENDS, PERSPECTIVE & ANALYSIS • JANUARY/FEBRUARY 2019 TRENDS, PERSPECTIVE & ANALYSIS • NOVEMBER/DECEMBER 2018

FFANY FIRST LOOK Comfort CAN BASKETBALL REBOUND? STRIDE RITE AT 100 BOOT UP Athletic Work Running STRONGER, LIGHTER, FASTER Insoles FOR FALL ’19 Hosiery

DRESS DEFYING Boots Kids Sneakers Sandals Heritage brands like Allen Edmonds WE DIVE DEEP INTO WORK / RUNNING INDUSTRY OUTLOOK and Bostonian are HOSIERY: ESSENTIAL PERFORMERS / BECK’S & LUCKY CELEBRATE MILESTONES looking to woo a new generation. FOOTWEARINSIGHT.COM • A FORMULA4 MEDIA PUBLICATION A FORMULA4 MEDIA PUBLICATION Casual

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Footwear Insight | Sports Edition: 2X Each Year Running Trail Running Hiking Insoles Accessories Socks

TRENDS, PERSPECTIVE & ANALYSIS • NOVEMBER 2020 TRENDS, PERSPECTIVE & ANALYSIS • MAY 2020 • A FORMULA4 MEDIA PUBLICATION

® FOOTWEAR INSIGHT SPORTS EDITION SAFETY

WE’RE IN IT ALL RUNNING TOGETHER ABOUT CROWDS UNPRECEDENTED THE RETAIL RUN INNOVATE STRONGREOPENING PLANNING FITNESS WALKING COMMUNITY PPP

INDEPENDENT RETAILERS SOCIAL DISTANCING CURBSIDE DELIVERY DISRUPTIONPIVOT BRICK & PERCEPTION MORTAR GIFT CARDS CUSTOMER WELL-BEING EXERCISE ADAPT BOOM DISINFECT GEAR

THE LOST SOLIDARITY SEASON TRAINING BRAND FOOTWEAR OUTLOOK 2021 • NEW PRODUCTS

APPAREL SUPPORT TRUST STORE ASSOCIATES’ WELL-BEING NEW TECHNOLOGIES • NEW RUNNERS STRATEGY THE RETAIL COMEBACK

May November

HOSIERY RETAIL THE SOCK AS ComeTHE back FOOT SOLDIER

Brands are stepping up with high-tech styles that go the extra mile.

BY NANCY A. RUHLING

Balega UltraLight, New & Improved, $13

Socks, whether they’re running marathons, hiking tough trails or just walking around the great outdoors, are continuing to refine themselves through technology and style. Regardless of activity, customers are demanding socks that are comfortable, form fitting, durable and versatile enough to run from the gym to the office. Customization continues to be a driving force. Some brands are even collaborating with specialty stores to create hyperlocal designs or branding products by purpose or activity to draw in customers. Advances in knitting techniques and new fibers are turning socks into superheroes for the feet — and for the environment. Here’s a look at what’s new for 2019. The new normal at Mill City Running in Minneapolis. Balega UltraLight (New & Improved), $13 produce graduated compression for improved circulation and quite frankly in true compression that can be a difficult trend to compete By Jennifer Ernst Beaudry After a rollercoaster of a year, retailers planning for 2021 face a daunting challenge. After Performance Athletic with since we are governed by standards for medical compression unprecedented business challenges and new hurdles to navigate seemingly daily, there’s no roadmap for envisioning the Why: Manufactured in the USA, the revamped sock features Drynamix production. What we have done is work with new threads and performance yarn, a triple “Y heel” construction that expands like a construction techniques that have made our new 2.0 products shape of the year to follow. The good news: Run shops see opportunity ahead. We spoke to running independents across fan to cup the heel for a precise fit, extended cushioning in the heel comfortable and easier to get on and off. That is not a small thing with a the country about what they’re planning for 2021 and what’s in the playbook smart stores are crafting for next year.. and toe areas for durability and comfort without added bulk and three real compression product. Seamless toes and anatomical construction levels of elastication. for socks are well established. Thread and construction techniques will be the greatest area of improvement in the future. Time on the What’s Up: “For a number of seasons, we have moved toward a combination knitting machine is the largest factor in costs.” — Luke Rowe, Senior Vice of natural and synthetic fibers and lighter weight construction. It is all President/General Manager 1. Make New Friends, and fitness in focus, and a lot aren’t City Running in Minneapolis, MN, about comfort and performance at the same time. We are pushing the But Keep the Old comfortable going to the gym, so confirmed. “Our client had typically boundaries by making the socks so comfortable that you hardly know Darn Tough Vermont Light Hiker Micro Crew Light Cushion One bright spot for the run chan- they’ve started running.” been a road runner, who ran mostly you are wearing them and creating innovative solutions for some of the nel has been the increase in people To keep new faces flowing in, around the city here. But we’re issues athletes struggle with. Outdoor Hike/Trek Performance turning to the sport. And whether he said, the store would be start- starting to see customers coming in Also, consumers seem to be more interested in the technical aspects Why: The update of the Light Hiker, one of the brand’s more popular socks, those runners were new to the run ing a referral contest next month, and saying I want to get out of my of the product than ever before.” — Tanya Pictor, VP–Marketing is jam packed with technology. To maximize breathability, mesh zones were or coming back after time away, where a new runner or walker who apartment and head outside.” added on the top of the foot to work with Flex Zones that improve fit; a their business made a measur- comes in to buy shoes is worth a Helping those runners expand CEP Run 2.0 Compression Sock, $59.99 new reinforced cushioning was extended over the Achilles heel for added able difference. “We have a higher $20 store gift card to the person their horizons is the plan for 2021, comfort when worn in a boot; and the smooth, narrow rib – it’s called 1X1 Five Big percentage of new customers than making the referral. Metzdorff said. Performance Athletic Compression knitting – up the leg stays in place no matter how rough the trail. Opportunities Why: Available in February 2019, the sock, which is made in the brand’s we used to have,” said Cody Angell, “What we see is either that runner “If they’re saying, ‘I want to run own factories, features medical graduated compression to facilitate blood What’s Up: “Lovers of the outdoors are seeking brands that demonstrate owner of St. Pete Running Co. in St. Run Specialty that is just new to the sport or a cur- at the state park and have another flow back through the veins to the heart and helps stabilize the muscles. a commitment to be good stewards through environmental and material Petersburg, Florida. “This setback Shops See rent runner who wants to expand arrow in my quiver,’ we can talk What’s Up: “Colors and designs have been the trend; however, we choices along with protection of garment workers. We see a focus on has placed people’s personal health in 2021 out,” Jeff Metzdorff, owner of Mill hydration and backpacks.”

14 • Sports Insight ~ December 2018 sportsinsightmag.com 14 • Footwear Insight Sports Edition ~ November 2020 footwearinsight.com

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Editorial Features

No fluff, celebrity coverage or party pictures. Just useful information retailers can use to make buying decisions and better run their businesses in today’s competitive, dynamic market.

RETAIL BOOT ENESLOW AT 110 Legendary New York City retail shoe and pedorthic/orthotic center is looking ahead. By Nancy A. Ruhling

neslow, New York’s iconic retail shoe and THE ENESLOW DNA “The reimbursements were 50 percent of our busi- pedorthic/orthotic center, is celebrating its ness,” he says. BOOK Eneslow, which is 110th birthday in a grand way: It’s opening pronounced N-S-LOW, He didn’t open another store until 2003, and it was another retail store. was founded in 1909 in Little Neck, Queens, not in Manhattan. by Edward and Nellie The new store, at 1319 Third Ave. in Stone Low. The name is Schwartz says that what sets Eneslow apart — and Manhattan, is the fourth in the family-run busi- her initials, N. S., plus what keeps it alive — is its people and their commit- WALKING THE ness enterprise. their last name, Low. ment to the company mantra of “comfort is always “We’re hopeful this location is a sweet spot,” says in fashion at Eneslow.” E The company’s iconic STYLE Robert S. Schwartz, the president and CEO of Eneslow logo and core to its “We will not compromise that,” he says. “The other THE PERFECT PAIR Pedorthic Enterprises, which runs the company. “The mission is based on difference is their training. Skilled pedorthic profes- the four perfectly FASHION FUNCTION neighborhood, in this, a walking city, fits our demographic sionals offer real solutions to help people live pain-free proportioned bare feet like a custom shoe. Our customers are professionals of Leonardo da Vinci’s lives. Our ability to accomplish this is through the and baby boomers; 80 percent are women.” Vitruvian Man, an ink- use of our pedorthic specialization. We can make any on-paper drawing that The two-floor, 4,200-square-foot store offers the same shoe more comfortable. We will only sell a shoe that RUNWAY dates to 1490. The selection of men’s and women’s comfort footwear and drawing includes text is designed to provide that benefit.” foot-care products as the company’s other stores. notes based on the He adds that Eneslow is the “go-to” source for work of the architect “The stock is curated by Eneslow from factories all Vitruvius. Together, footwear for any foot problem. over the world, with a heavy emphasis on Euro brands,” they often are referred “We frequently gets customer referrals from other Schwartz says. “Custom orthotics, footwear and repair to as the Canon of New York City shoe retailers and especially health-care Proportions or the As the boot continues its evolution into a one- services also are offered in each store.” Proportions of Man. The professionals,” he says. “Eneslow trains them through Eneslow’s 16,000-square-foot, three-level Park Avenue originals are in Italy. continuing-education classes at the Eneslow Pedorthic flagship store includes a 1,000-square-foot custom Institute. We handle the worst cases. These cases Eneslow aims to be workshop where shoes and orthotics are made to order, more than just a require time to solve. The shoe industry traditionally style-does-all footwear solution, it has put its modified and repaired. It houses the Eneslow Pedorthic commercial enterprise. is moderately low margin, and if we were just selling Institute, a pedorthic education and training center. It has as its mission shoes, we would not be around now.” “to improve the qual- Eneslow’s pedorthists are trained at the institute and ity of people’s lives.” He points out that 70 percent to 80 percent of the COMFORT credentialed by the American Board for Certification company’s shoe sales include an already built-in fashionable foot forward. From heel to toe, it in Orthotics, Prosthetics and Pedorthics. Eneslow provides free functioning orthotic device. shoes for the needy. The new Third Avenue store is twice as big as its It has sent more than “We add on these value-added internal and As the casualization of fashion takes over Second Avenue sibling, which was opened on Eneslow’s 100,000 pairs of shoes external modifications and adjustments,” he says. has been rebooted as a hard-working acces- 100th anniversary in 2009. to organizations, includ- “Approximately 15 percent of our revenue comes ing the international “Adding a store with double the space will allow us charitable footwear from footwear customization.” in the workplace and beyond, footwear to grow the business,” Schwartz says. “We’ll be able to foundation Soles4Souls, Eneslow has managed to survive for more than a add more fashionable styles that appeal to the Third the Council of century because it has evolved with the times. sory worthy of the catwalk. Regardless of their Concerned Medical Avenue shopper. The Third Avenue shopper does not Professionals, Tender “We pride ourselves on customer service,” Schwartz brands are responding with a tried and true shop on Second Avenue.” Care Human Services says. “But with the advent of things like Yelp reviews, Eneslow’s bold move comes at a time when some and the International the high level of service that we offered even five years Rescue Committee primary function – outdoor, work/safety, tacti- 50 percent of shoe purchases in the country are being ago is not enough to keep us in business. If someone combination — style plus comfort. Brands are made online, and brick-and-mortar stores are shuttering Eneslow makes house writes a critical review, we use it as an opportunity their doors at an alarming rate. calls for those who to keep improving.” cannot get to the “It’s a strategic decision,” Schwartz says. “With limited stores. It’s from $0 More than 10 years ago, when the economy took a serving up options that look good, feel good cal or rain – what’s most noticeable about the time left on my two other Manhattan leases, this store to $250 per visit. nose-dive and New York City was hard hit by the shut- is a hedge against the possibility that those leases will tering of Lehmann Brothers and the real estate bust, Consumers who have not be renewed.” questions about their Eneslow started searching for higher- margin products and add up to a “casual fashion” homerun. Schwartz knows well what it is like to lose stores. In the feet can ask Eneslow to counteract the reduction in traffic and transactions. Fall 2018 styles is how good they look. Here’s mid-1980s, he had transformed Eneslow into a regional at eneslow.com/ Eneslow’s solution was to stock a variety of European ask-eneslow.html. chain with eight stores, but was forced to close all but brands, including Solidus, Christian Dietz, Hassia, the flagship when New York State slashed Medicaid Berkemann and Hartjes, that were not distributed in a runway preview for the new year. reimbursements for medical shoes and orthotics. the United States.

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Comfort Boots Retail Profiles

HOSIERY

• HOW TO SELL • RETAIL Valley Sole, Huntsville, AL preaching, “Thank you so much for It’s up and down. We’ll have a great shopping family owned and local,” day, then an okay one — and okay is and more than ever, we’re reinforcing the new good. My doors are open and that message. Q&A we’re paying all the bills, so that’s —Holly McGinness, owner good. On Running and Birkenstock are our lifesavers right now, and Eneslow Foot Comfort Naot’s important. Category-wise, Center, New York, NY FOXFILES that’s what we already would have Running and walking is the key been expecting, but there’s more category — we’re doing whatever Dansko’s CEO on Tariffs, Trying New Things and Taking Over. By Jennifer Ernst Beaudry customers for those two brands. business there is there. We have an Dress shoes are dead in the water older population who want walking right now, unless somebody has shoes, and we had much more hen Jim Fox stepped into the CEO position done a great job of leveraging their reputation for all-day WHAT’S a wedding. But it’s never been a demand for walking comfort sandals. at Dansko on the first of the year, he knew comfortable shoes: everything they come out with, they’re If Merchandised Correctly, Brands Can Pay Lots of Bills via Sock Sales. significant category for us, so we’re New Balance, Hoka, Birkenstock and he was filling big shoes. trusted by the customer.” not feeling that as much. This is On Running were the top brands, The longtime CFO for the West Grove, Dansko is one of, if not the, top brand for the store, Habre We ask Executives to Share Best Practices In-Store. By Suzanne Blecher when we should have started our and Finn Comfort in sandals. We’re PA-based comfort brand is the first person says, and their commitment to the independent channel is preseason buying, and we’re keeping also doing orthotics. That part of the to serve in the top spot after taking over evident. “They’re actively trying to get customers to go through Clockwise from top left: Balega Enduro, Point6 Firecracker Light, Crew, it real tight. Julie [Pierce, co-owner business is at least working together. Wfrom founder Mandy Cabot. But Fox didn’t come unprepared. brick-and-mortar,” he said. Feetures! Atherton Crew and FootZen Hidden Comfort. and McGinness’ daughter] calls the There’s no dress shoe business — The CFO of the company since 2006, Fox was named president Here, Fox reflects on brick-and-mortar’s strengths, working SOCKS CAN BE A FICKLE BUSINESS. of the sock to prevent blisters. in 2013, part of a considered transition process that saw him for your shareholders and making transitions. Take weather, for example. It can For Spring 2019 Wigwam is also extras the “fluff” — we canceled the it’s only need-based at this point, sock makes high-intensity exercise definitely moves the needle for take over an increasing share of the company’s leadership. play a large role in the hosiery a adding more run and hike-specific fluff. It’s tricky: If we get the vaccine and people are very specific in what easier.” the sock vendor and the retail (Founders Cabot and husband Peter Kjellerup remain on Your tenure as CEO began on the first of the year, but you’ve consumer chooses to wear. “The socks to its offerings. and masks go away, people will want they need. In our Midtown Manhattan Dankso’s board of directors, Cabot as chair.) been preparing for the job for quite a while, as CFO for 13 years In trying to perfect the brand’s partner.” WORKING NOW store, it’s a ghost town. We’re still 75 new norm is that if we want to running socks, Point6 sales coor- Tom Weber, sales and mar- Gold Medal Award-Winning Shops Across the U.S. Talk Trends In his new position, Fox said he’s determined to continue and a president since 2016. What’s been the biggest challenge 2. Purpose-Driven Product percent down: The office building meet the retailer’s needs, we need dinator Mackenzie Yelvington’s keting director at Wrightsock, In years past, the trajectory the company has been on, growing sales in actually sitting in the top spot? to have the manufacturing ability As lifestyle and comfort inter- team talked to members of the run- says it’s even more important to turn, margin we’re in is completely unoccupied. and expanding the product line to serve Dansko’s core “A big issue for me is making sure it was a clean break from the to adjust and follow the regional sect in socks, “we are getting far ning community to see what they bring performance socks into the In our suburban stores, it’s down customer, who he describes as “that person who realizes CFO role. It’s a different perspective. In the president and CEO Skip Chandler, Chandler’s Walk Shoppe, Salt Lake City, Utah season retail trends,” comments more requests for lifestyle-ori- wanted in a sock. The answer was conversation before the try-on and volume were 60 percent and again, it’s only the that being comfortable so that they can get things done all role, you have to take on a broader perspective and view issues in Bruce Barrows, VP–business ented point-of-sale materials than day is really important.” more comfort, blister-free fit, quick process begins. “Asking the shoe The COVID-19 pandemic has caused a sea Chandler’s Walk Shoppe, men’s. We are currently selling masks more important. need-based customers. Other than development for Standard ever before,” Pictor continues. “I’m happy to say for 2019 that we’re ahead of last year in drying and bright designs. “We buying customer, ‘do you need any Salt Lake City, UT extremely well, and athletic socks filling in basics, we canceled every Merchandising Co. For optimal The exec is seeing younger con- totally redesigned our 2019 sport socks with those shoes?’ after the change in the retail landscape, altering not only This season is terms of sales and we’re ahead in terms of bookings, so all Athletic shoes still dominate our and insoles are strong riders on the order and stopped as many spring flexibility with its Fox River brand, sumers who want product with line to deliver on their needs, with decision is made to buy a shoe, those metrics are pointed in the right direction,” Fox said. what consumers buy but also when and how sales, as many people are getting out coattails of athletic shoes. Luckily, all about coming buys as we could. We’re working Standard Merchandising invested fashionable appeal. more support around the foot and chances are slim to add socks to Fox, who started his career in footwear with athletic brand to walk during this COVID time. Hoka Akron and Canton have not been as with vendors in every single case. $2 million in technology in 2017. QSD marketing executive Carine ankle and an improved fit, keeping the transaction,” he comments. out as clean And1 (founded by three of his freshman dormmates at Stanford) they buy it. It’s also changed every aspect of One One has been the leader for us. greatly affected as some areas. We We’re going to be 90 percent existing Catering to longer winters and Villeneuve explains that “consum- the foot hot-spot free.” “Socks with stories can claim as possible. has had a front-row seat to some of Dansko’s biggest changes. summers can lead to increased ers want products that help them additional, alternative merchandis- how stores run their business, from buying shoes Not much back to school shopping are in five different markets, and the inventory. Athletic vendors are the He’s seen the brand grow its distribution to 2,000 doors across as yet. Schools are still struggling in smaller the market, the better we only ones we reordered and filled in; sales and happier customers all heal.” EC3D compression socks 3. Personalized Placement ing locations in the apparel pad, as to building community. But stores across the independents, department stores, mall-based retailers, as well around. address foot pronation, supina- The key to in-store placement of well as the cash wrap,” says James their decisions to open, when and are doing. The larger cities are not our open-to-buy is 10 percent of what as select online accounts, including its own direct-to-consumer Lily Trotters Dots-A-Plenty Wearing Wrightsock and CEP sleeve Here are some other moves tion and plantar fasciitis pain. hosiery is making it work for your Jesserer, VP-sales at Thorlo. This country have risen to the occasion. Here, stores how, in person or online, or a mix faring as well. The goal is different it’s normally for fall. I would think business. He led the company’s transition to be 100 percent working for brands at retail. American-grown Merino wool want to use a performance fabric, Consumers want socks that store and your customer. “I have includes the brand’s Old School of the two. We’re still functioning this year. In years past, turn, margin the fluff. But we’ll order the basics that spring ’21 might have a little bit employee-owned as an ESOP (employee stock ownership plan). that are past winners of Footwear Insight’s at a 50 percent level, hoping for and volume were more important. blended with bamboo offers but sacrifice soft touch in doing solve problems. Fox River’s seen tremendous success in all line, which has Thorlos’ quality and we can fill in a few fun things of a bump, but it will fall ’21 when And while the brand’s iconic Professional stapled clog is still improvements soon. This season is all about coming out 1. Feel-Good Fabrics natural moisture management, so, you’re going to lose at retail. Barrows explains that shoppers different ways,” notes Darn Tough and standards of performance, Gold Medal Service Award for outstanding later. We’re keeping it pretty tight we will see a real recovery, when the a juggernaut, attracting fashion consumers and comfort fans sales and marketing director Mark gone retro. —Skip Chandler, owner as clean as possible. We have been “Consumers around the world thermo-regulation, odor resis- People will pick it up and put it “want to know what this product and conservative. But everything’s vaccines and other things get into alike, to say nothing of a robust medical and restaurant worker Comcowich. Large sock walls Farm to Feet had a successful customer service share what’s working for them, very aggressive with any product or fanbase, it’s no longer the majority of the brand’s sales. are making more conscious tance and all-day comfort, “giving right back,” says Joe Gaither, will do for me and it needs to on social media: Julie really stepped gear. One of the things we hope will peace of mind to those who want Feetures! VP-marketing. be communicated visually.” For create one-stop shopping, while program last year with multipacks Lucky Shoes, Fairlawn, OH category that we will not need this “That’s where the company started. But I’m especially proud buying choices by seeking out what categories they’re banking on and the up. I would have hibernated, to be happen is people will want a new fabrics that not only perform, to feel good about their pur- FootZen, which markets non- him, “it is not just acceptable to merchandising by end-use narrows in crates that retailers could put Athletic is dominant. Women’s fall and winter. Unfortunately, we — and I can’t take credit for it, because it’s a whole team of honest with you, but she jumped pair of shoes to go out for dinner or Jim Fox, Dansko CEO but also have a softer foot- chase,” the exec says. binding socks for the comfort list features.” Consumers want to options for the shopper. almost anywhere. “Many stores strategies they’re using to plan their future buys. sandals and casuals have made really had to revise our fall buy a lot in folks, from Mandy, the whole product development team and Comcowich likes to see Darn had great success with these in print on the planet” (and their “Texture and feel are very and footwear solutions market, see what the sock is designed for, a bit of a comeback, but sales are order to fit what is going on today. We in there and said, “We’re gonna lunch, to freshen up. so forth — [that now] we’re a well-rounded comfort footwear Tough on floor racks, allowing the areas near checkouts, especially By Jennifer Ernst Beaudry feet!), notes Sockwell director important — this is typically an uses synthetic MedDry yarns along with one or two key benefits. still down, and the business we are had to cut out a lot of dressier, more figure this out.” It’s a whole different —Robert Schwartz, president company, and we have a leadership position in things that consumer to learn about the brand, around the holidays,” says VP– of marketing, Sarah Bailey. indicator of quality,” shares Kim which are soft on the skin in its For example, the Swiftwick doing is very promotional. Eighteen fashionable offerings, and really focus landscape out there right now; have nothing to do with the stapled clog other than that while the retailer can take advan- sales Chris Nitzsche. Gross, chief strategist for sales line. Combined with antimicrobial Flite XT is a cross-training sock out of our top 20 women’s shoes are on function. A reality of northeast people are actually watching their Brown’s Shoe Fit Co., they’re good for your feet,” Fox said. “We’re not just tage of more socks in a small area, Eye-catching designs work on and marketing at Lily Trotters. mohair, MedDry offers “a very engineered to improve stability athletic. Our best seller in women’s Ohio is that it is going to snow, and Facebook and Instagram videos and Fort Collins, CO a clog company, we’re a footwear company, and equating to potential big return. the counter or a rack behind the is the New Balance 840. The Brooks it is going to be cold. We are hoping that’s super exciting.” “The sock department The brand provides retailers with gentle interaction with the skin to during activities that require lat- “The sock department should be counter to remind shoppers to opening up their emails to watch the I’ve been in the business for Ghost 12 holds two of the top 10 for an increase in our weather boot Erika Vala, owner of Shoe Market in Brooklyn, should be one of the free try-on socks “as we believe to avoid irritation and friction,” says eral motion. GripDry (a nanofiber one of the most profitable real- buy socks as “retailers have been videos. Julie has a huge following. 40-something years, and I’ve never spots, as does the Hoka Clifton 6. sales when the weather turns. Our NY said Dansko’s classic takes on the clogs are most profitable real- love us, is to wear us,” she adds. Tanya Pictor, VP-marketing for blended with olefin) prevents estate per square foot in the store asking us for more bright colors Back in March when she started this, seen anything like this. Men’s is a similar story, with 12 of spring buys are just about complete. trendy enough to bring in fashion-conscious estate per square foot Socks should not feel thick or FootZen parent company Implus. slippage and keeps the foot dry. and a lot of bills should be paid for and fun designs that work well as I wasn’t sure, but then the next day We’ve relied on core business the top 20 spots being athletic shoes. We will be carrying over a lot more women — but are accessible enough for in the store and a lot bulky and should have the ability At Wigwam, more styles from AnkleLock technology gives extra from sock sales,” he says. impulse buys,” comments Michael we had several customers come in more, but it’s been tightened a little The New Balance 990 is our top merchandise than we would like, so shoppers who want the trend but want of bills should be paid to “slide from sneakers into work the brand now incorporate support around the ankle. There Implus’ Pictor notes that in Foley, SockGuy president. Whether selling shoe, and New Balance really our spring ’21 buys reflect that. and say, “I watched Julie’s video bit. Running and walking styles wearable style. for from sock sales.” shoes,” according to Gross. Wigwam’s INgenius NXT technol- are other benefits, but these regards to the Balega brand, it’s a dash of donut or a splash of and I want that shoe.” So we’re just from Hoka One One, New Balance Holly McGinness, Valley Sole, Huntsville, Alabama Other retailers agree. Mark Comcowich, Feetures! new marled look is ogy, a strategically positioned are the meat of the product. In “when retailers spend time on the sriracha, “we have noticed a lot of dominates the top of the charts in —John Luck, president “The Dansko customer today is a broader Darn Tough sales and created through a new fabric for knit-in lining that moves moisture short, as per Swiftwick marketing footwear fit process, having socks demand for food-based socks,” the range in the market than it was even five years marketing director. a better, softer fit and feel. “If you away from skin to the outside manager Rebecca Henson, “this on hand and integrating them, it exec notes. l Family owned innovation and sustainable, integrity ago,” says Josh Habre, president of the Portland, made only in the U.S.A. Since 1905 14 • Footwear Insight ~ August 2020 footwearinsight.com footwearinsight.com August 2020 ~ Footwear Insight • 15 OR-based comfort chain Shoe Mill. “They’ve

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Hosiery Retail Strategies Brand Profiles

footwearinsight.com ® FOOTWEAR INSIGHT MEDIA PLANNER 2021

Consumer Surveys CARPE TRENDEM Trend Insight: A snapshot of what’s resonating with consumers to help make

smarter business decisions, inspire creative solutions, and generate original ideas. Seize the Trend

INSIGHT We surveyed 351 consumers. Here is what they told us. POWERED BY TRENDINSIGHT We surveyed 118 consumers. Here is what they told us. TREND We surveyed 155 consumers. Here is what they told us. TRENDINSIGHT www.mesh01.com

Fitness Shoppers Are When you’re shopping for footwear for your fitness workouts, what How often do you buy new running shoes and apparel? Looking for Versatility at a are the attributes that are most likely to clinch the sale? Do you have Runners Keep on Running; How many times a month (in order of importance) Spring a favorite Yes do you typically run? Great Price — And They’re footwear What Are they Buying? 49% n Shoes n Apparel Doing Their Research Shoppers #1 Price brand? Want Newness 44% 55% 26% 19% 33% 35% #2 Versatilty/Usefulness both in and out of gym 6% 25% No 22% 22% 20% #3 Aesthetic/Looks “right” 1-4 times 5-10 times 11-15 times 16+ times 19% 19%

#4 Technology How many years have When you go to a store to buy footwear, do you been running? 53% Where do you get the information you need about the attributes you you go in with a specific brand in mind to buy? 1x a year 2x a year 3x a year 4x a year or more selected above? 16% #1 Review or information online 9% 11% 9% 2% How much do you generally spend on running shoes and apparel? ustomers love spring shoes — and #2 Recommendation of Friends/Family they’re actively looking for new Less than 1 1-2 years 3-4 years 5-6 years 7-9 years 10+ years n Shoes n Apparel Coptions. That’s the takeaway from year our latest survey with MESH01. We asked Shoppers want more than ever from their fitness footwear 31% 32% #3 Brand Website 155 active men and women between 18 and (see story on page 50): great looks, the best price out there, 60 about their warm-weather shopping s the industry turns its focus to 2021, one thing that seems certain is that 26% 24% 24% and performance features to keep them at the top of their 50% 50% Where do you mostly run? habits, and almost 90 percent of them said runners are going to keep running. In our latest consumer survey, runners 21% game. And when it comes to those shoes, they’re doing #4 Recommendation by sales associate/Fit process at stores they are actively looking for new brands at 48% No Yes tell us how often they run, how often they purchase running gear and what their research — which includes an in-store try-on. Fully least some of the times they’re shopping their running and purchasing plans are for the months ahead. 11% 82 percent had researched their last buy, and 38 percent — and 23 percent of them said they’re on A 34% 10% Nearly half of our respondents report running 16 times or more per month and 75 percent 7% of them said they “virtually always” do. the hunt for new labels every single time 5% 4% Thinking about the last pair of shoes you bought, was it an they shop. What’s more, the field was of these devoted runners say they purchase new running shoes two or more times per We asked 118 active women and men aged 18 to 59 about 6% 1% 1% 2% impulse buy or a researched buy? evenly split when it came to purchasing 3% 4% what they’re looking for in their fitness shoes, what they year. More than half of respondents expect to pay more than $100 for their running shoes. intention: Half of our respondents said they 0% Sixty-seven percent of our running panel say that socks are “very important” to their Less than $50 $125-$150 $150-$175 $175+ use to research their decision, where they buy them, and had a brand in mind when they set out to $50-$75 $75-$100 $100-$125 I usually choose I usually go in with a running experience. Choice of insoles is deemed “very important” by 36 percent of Indoor Outdoor Park Treadmill Trail Street what keeps them coming back to your stores. We also asked 18% shop, but half didn’t. So how to get them Track Track between brands I know kind of shoe that I am respondents. The most popular destination for the respondents to buy their performance where they’re doing their research, and the answer was clear: interested in your latest and greatest? It and brands I have tried in going to buy for that particular running shoes is run specialty stores (38 percent). Aside from footwear and apparel, runners they’re checking retail social media. Sixty-two percent of our Researched Buy all comes down to the in-store experience. the past. The brands I have been reason. For hiking, I usually go with a Do you wear your running respondents follow a local retailer on at least one channel. Impulse Buy The biggest driver of consumer willingness happy with in the past are typically my bright-colored waterproof style with ankle tell us their most important running gear includes watches/fitness trackers, headphones/ How important is your choice of socks How important is your choice of shoes for activities other to try a new style was seeing the shoe on Have you participated in any virtual (Facebook, where 56 percent of survery-takers followed “go tos.” Male, 45 support. If there is another shoe that catches music and sunglasses. to your running experience? insoles to your running experience? than running? 82% display in-store: 41 percent of respondents running races during the Covid-pandemic? a neighborhood shop, was the most popular, followed by my eye, I will inquire about it. FeMale, 28 As for future plans as the weather gets colder in most parts of the country over the next said it was their major motivator, even I look at all the new products that are n few months, only 2 percent of those surveyed say they will stop running. And nearly 80 Instagram, where 39 percent followed a retailer.) trumping a friend’s recommendation. n available. FeMale, 44 I am always on the lookout for trendy new footwear, even if it is a different brand than percent indicate that they will purchase or have already purchased items for their cold NO The survey, conducted by MESH01, included 118 respondents, The survey, conducted by MESH01, included I go in with a specific idea of what I want I normally purchase. FeMale, 28 weather running needs, be it footwear, apparel or accessories. n 67% men and women active in sports and outdoors, ages 18 to 59. 155 respondents, active men and women, in a shoe, such as use, occasion, style, Where was the purchase made? 29% ages 18 to 60. color, etc. FeMale, 35 I never look for a specific brand — I look for what catches my eye. FeMale, 22 The survey, conducted by MESH01, included 351 respondents, men and 25% If I find a pair that catches my eye and they 57% 43% CARPE women, ages 18 to 60 who identify themselves as runners. NO YES 36% If I order online, I prefer brands I already 37% TRENDEM SEIZE THE TREND! fit comfortably, I will buy them. FeMale, 32 32% 35% CARPE know. When I go into a store for shoes, I’ll 29% 13% 14% TRENDEM SEIZE THE TREND! I look for what fits, then brand. Male, 24 CARPE try on what they have in the store. Male, 23 TRENDEM SEIZE THE TREND! 63% Depends on what type of footwear I’m Trend Insight Consumer is a feature within Footwear Insight that 10% I am open to new brands if the price-value Trend Insight Consumer is a feature within Textile Insight 1% delivers research conducted on the MESH01 Platform. MESH01 looking for. Sandals or dresswear I change. ratio is favorable. FeMale, 52 5% that delivers research conducted on the MESH01 Platform. collects data from a select panel of sports enthusiasts. For information 4% Sneakers, I tend to stick to brands I know MESH01 collects data from a select panel of sports on the Mesh1 Platform, contact Brian Bednarek at 603-766- are good for me because I have wide feet Sometimes I’m looking for a specific type Not important Somewhat Very Important enthusiasts. For information on the Mesh1 Platform, contact Trend Insight Consumer is a feature within Footwear Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh1 Platform, Not important Somewhat Very Important 0957 or [email protected]. For more information on of shoe that I have seen in ads. FeMale, 32 Brian Bednarek at 603-766-0957 or brian.bednarek@ and a high arch. FeMale, 29 contact Brian Bednarek at 603-766-0957or [email protected]. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or [email protected]. at all important at all important Trend Insight Consumer and how your company can participate, Department Discount Sporting Goods Footwear Specialty Independent Sport Specialty Online Store Store Store Chain Store mesh01.com. For more information on Trend Insight YES contact Jeff Nott at 516-305-4711 or [email protected]. Shoe Store Store Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or [email protected]. 30 • Footwear Insight Sports Edition ~ November 2020 footwearinsight.com

36 • Footwear Insight ~ July/August 2019 footwearinsight.com 46 • Footwear Insight ~ May/June 2019 footwearinsight.com

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Sit. Fit. And Be Recognized.

Footwear Insight, working with Franklin Retail Solutions, mystery shops and rates top footwear specialty stores in the United States. Each store is graded on more than 24 criteria (beginning with the greeting and extending through the fitting process, selection and all the way through to checkout). Top stores are recognized at an awards ceremony August 2021 and in a special report, published in the Sep/Oct issue of Footwear Insight.

For more information and criteria: www.footwearinsight.com/goldmedal ® FOOTWEAR INSIGHT MEDIA PLANNER 2021

Gold Medal Service Awards Program

TRENDS, PERSPECTIVE & ANALYSIS • SEPTEMBER/OCTOBER 2019

GOLD MEDAL SERVICE AWARD Local Retailer Wins Gold Medal Service Award WINNERS 2019

(September 2019) Great Neck, New York. Alan’s Shoes was named a winner of a Gold Medal Service Award for Outstanding Customer Service by Footwear Insight magazine. Alan’s Shoes will be featured in the September/October 2019 issue of Footwear Insight along with 77 other stores that were recognized as winners of the prestigious Gold Medal honors. “Customer Service is the best way that independent shoe stores can win out over bigger stores and online competitors,” said Jennifer Ernst Beaudry, editor of Footwear Insight, a leading trade publication serving the footwear industry. “It’s also the best way stores can take care of their customers and build a loyal following.” The Gold Medal Service Awards are presented to stores that earn a score of 70 or better based on the results of a mystery shopping evaluation authorized by Footwear Insight and conducted by an independent third party mystery shopping firm. Alan’s Shoes achieved its recognition by earning points on 24 different criteria involved in the shoe buying process, starting with “how promptly were you greeted,” to the measuring of the shopper’s foot, all the way through the check-out process and the quality of the bag the shopper received on the way out the door. “Alan’s Shoes should be very proud of their achievement and prouder still to share it with their shoppers and their community,” Beaudry said. “We evaluated more than 120 stores and those that made the list represent the absolute best of those stores.” This marks the fifth year that Footwear Insight has presented the Gold Medal Service Awards. The Awards are open HOW THE AWARD WINNERS EXCEL AT CUSTOMER SERVICE to all independently owned shoe stores and regional chains that have significant shoe businesses. Footwear Insight is published by Formula 4 Media, LLC. Formula4 Media, based in Great Neck, N.Y., established in ATTRACTING AND KEEPING 2005, publishes six trade publications: Footwear Insight, Sports Insight, Outdoor Insight, Team Insight, Textile Insight, SUPERSTAR EMPLOYEES and sportstyle. FULL LIST OF WINNERS For more information, please contact Jennifer Ernst Beaudry at [email protected].

VARSITY-LEVEL SNEAKER PICKS Alan and Annette Miklofsky, THE GREAT URBAN OUTDOORS owners of Alan’s Shoes, this year’s highest-scoring shop in the Gold Medal Service Awards. A FORMULA4 MEDIA PUBLICATION

2021 Sponsorship package • Logo on all Gold Medal Service Awards materials • Logo on all promotional ads in Footwear Insight promoting Awards • Logo on Gold Medal Service Award plaque • Nomination of up to 15 stores to be shopped • Full page ad in Sep/Oct issue of Footwear Insight • Table Top display at Awards presentation • Product Placement in swag bag at Awards presentation (supplied) • Personalized letter or coupon included in awards box given or sent to winners (supplied)

For sponsorship information, please contact Jeff Nott, Katie O’Donohue or Sam Selvaggio

For more information and criteria: www.footwearinsight.com/goldmedal ® FOOTWEAR INSIGHT MEDIA PLANNER 2021

2021 Editorial Calendar

Issue Features & Categories Show Calendar Ad Close Materials Due Issue Features & Categories Show Calendar Ad Close Materials Due

Jan/Feb Comfort 01/8/21 01/15/21 Jul/Aug Workplace Comfort FFANY Market Week 7/12/21 7/19/21 Sneaker Style Socks FSNYE NY Socks Insoles Atlanta Shoe Market Materials & Design Special Section: The Boot Book OR Summer Market Special Section: The Boot Book Fashion / Outdoor / Work / Tactical / Rain MICAM Americas Fashion / Outdoor / Work / Tactical / Rain

Mar/Apr Workplace Comfort 03/8/21 03/15/21 Sep/Oct Recovery NSRA Conference 9/10/21 9/17/21

Walking Wellness Kids Sneaker Style Accessories Special Section: The Gold Medal Service Awards

May Running OR Summer Market 4/12/21 4/19/21 November Running The Running Event 10/22/21 10/29/21 Trail Running Trail Running SPORTS EDITION SPORTS EDITION Hiking Hiking Socks Socks Insoles Insoles Materials & Design Materials & Design

June Comfort/Wellness FFANY Market Week 5/7/21 5/14/21 December Women’s Comfort FFANY Market Week 11/12/21 11/19/21 Sandals Men’s Casual FSNYE NY Style Trends Kids Accessories Kids Materials & Design

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Circulation and Advertising Rates

Independent Footwear Industry Suppliers, Media, Footwear Insight is mailed to a 9,750 retailers and brand Stores and Boutiques Financial Community. executives. In addition, Footwear Insight features bonus distribution at major industry trade shows and conferences. 49%

MAILED CIRCULATION 19% 9,750 4% 6% 14% 8%

Sports Specialty including Outdoor, Footwear Insight Magazine Print (8x per year) Running, Athletic, Pedorthic and Sporting Brand Stores Ad Size 1x 3x 6x 8x Goods Stores Executives Full Page $7,975 $7,295 $6,675 $6,150 1/2 Page $5,190 $4,750 $4,350 $3,985 1/3 Page $3,200 $2,935 $2,685 $2,465 Family Footwear Chains, 1/4 Page $2,000 $1,900 $1,865 $1,725 Department Stores, Mass Merchants, and E-commerce.

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footwearinsightextra.com Published every Wednesday. Original Content News Podcasts + The Footwear Insight Index: tracking 20 of the most important publicly traded companies that have a substantial footwear business (6 retailers, 14 brands).

50X 4,100+ 26.2% 32,000+ PUBLISHED DIGITAL OPEN RATE PAGE VIEWS EACH YEAR DISTRIBUTION

footwearinsightextra.com Digital Newsletter

Duration Top Banner Side Box 3 Months $2,500 $2,000 6 Months $4,050 $3,200 12 Months $7,000 $5,600 footwearinsightextra.com Sponsored Content Block Ad Size Per issue Sponsored Content Block (Advertorial + Web Ad) $2,500

Statistics source: Google Analytics October, 2019 - October, 2020

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Footwear Insight Magazine Web Site footwearinsight.com

Footwear Insight Magazine Website

Duration Top Banner Side Box 3 Months $2,500 $2,000 20,800+ 6 Months $4,000 $3,200 PAGE VIEWS 12 Months $7,000 $5,600

Footwear Insight Magazine E-Delivery Notification (8x per year)

Ad Size Per issue Side Box $350 Banner $500 Sponsored Content Block (Advertorial + Web Ad) $2,500 3,100+ DIGITAL DISTRIBUTION Sponsored Content Email Campaign

Ad Size Per issue Sponsored Content Block + Advertorial $2,000

Statistics source: Google Analytics October, 2019 - October, 2020

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Contact Information

Managing Editor Publisher Cara Griffin Jeff Nott 914-309-6100 516-305-4711 [email protected] [email protected]

Contributors Sales Jennifer Ernst Beaudry Katie O’Donohue Suzanne Blecher 828-244-3043 Bob McGee [email protected] Emily Walzer Sam Selvaggio 212-398-5021 [email protected]

Production Brandon Christie 516-305-4710 [email protected] formula4media.com/production.html

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