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2019 MEDIA PLANNER FOOTWEAR INSIGHT For Retailers of Active Lifestyle Footwear

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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 • JUly/AUGUsT 2019 Trends, perspecTive & AnAlysis • JUly/AUGUsT 2018

TAKE COVER CASUAL COOL CLOSED-UP SANDALS ARE SPRING’S BREAKOUT TREND WORKING

FOX FILES: DANSKO’S CEO ON TARIFFS, TRYING NEW THINGS AND TAKING OVER

FITNESS FOOTWEAR CHASES “THE ONE”

BOOT BOOK: KILLER NEW STYLES FOR EVERY NEED comfort ENESLOW AT 110

Espadrille Styles from Vionic and Patrizia by Spring Step

Inside This Issue: Urban Hiking Style The Casualization of Fashion How to Sell Socks Top Trends at Specialty Retail The Sneaker + Boot Fusion Inside: The Greatest Kids Market Report Shoe Dogs of All Time FOOTWEARINSIGHT.COM • A FORMULA4 MEDIA PUBLICATION A FOrMUlA4 MediA pUBlicATiOn FOOTWEARINSIGHT.COM • NOVEMBER/DECEMBER 2016

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

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

DRESS DEFYING Hosiery Boots Kids 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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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.

footwearinsight.com July/August 2018 ~ Footwear Insight • 29 footwearinsight.com July/August 2019 ~ Footwear Insight • 67

Comfort Boots Retail Proﬁles

HOSIERY

• HOW TO SELL • RETAIL STRATEGY IT WAS BORN IN THE FAST- food industry, but the 2012 launch of the Fight for $15 campaign has come to have Rethink Account Q&A ramifications for employers across the board in the Salaries for the United States. While the federal minimum has been Upstream Hidden Costs fixed at $7.25 per hour for 2 1 RETAILERS WHO HAVE RAISED WAGES SAY IT’S NOT JUST EVEN IF NO EMPLOYEES IN YOUR SHOP ARE DIRECTLY IMPACTED FOXFILES Minimum almost a decade (higher by a minimum wage hike, salaries that once sat comfortably THE hourly employee outlay that needs to be accounted for: wages can be mandated above minimum wage may no longer look so attractive It’s all the costs that go with it. Peter Mohr, president of the Dansko’s CEO on Tariffs, Trying New Things and Taking Over. By Jennifer Ernst Beaudry at the state or local level), to both current job holders and prospective hires. Dick Kitchener, ON-based Shoetopia Footwear chain, says that areas across the country Johnson, president, chairman and CEO of Foot Locker, taxes on the higher salaries as well as increased mandated have seen wages lift. On flagged the effect of the raises on paid vacation and sick time under January 1, 18 states raised The reality, with Some salaries have hen Jim Fox stepped into the CEO position done a great job of leveraging their reputation for all-day more senior-level employees as the new law (sometimes but not their minimum wages to unemployment being been raised, leading to at Dansko on the first of the year, he knew comfortable shoes: everything they come out with, they’re Wage an organizational challenge in an always an additional workplace fairly low, is that you’re other staff members to he was filling big shoes. trusted by the customer.” If Merchandised Correctly, Brands Can Pay Lots of Bills via Sock Sales. some degree and New York, interview with Footwear Insight. “It benefit passed in addition to the competing in a tighter ask for raises as well. The longtime CFO for the West Grove, Dansko is one of, if not the, top brand for the store, Habre California, Washington, is the reality, with unemployment raise in employee salaries) have pool of candidates. PA-based comfort brand is the first person says, and their commitment to the independent channel is We ask Executives to Share Best Practices In-Store. By Suzanne Blecher DC, and Seattle, among being fairly low, that you’re had an outsized impact. While many of Mohr’s employees others, have all instituted 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, competing in a tighter pool of candidates,” he said. “When across Shoetopia’s three suburban stores were making above progressive annual raises Wfrom founder Mandy Cabot. But Fox didn’t come unprepared. brick-and-mortar,” he said. Feetures! Atherton Crew and FootZen Hidden Comfort. you get [wage increases] in part-time jobs and the first tier minimum wage, the provincial rise has led other staff members The CFO of the company since 2006, Fox was named president Here, Fox reflects on brick-and-mortar’s strengths, working that will put the minimum in that market, it forces compression up the local food chain to ask for raises as well. “Our wage costs have gone through the SOCKS CAN BE A FICKLE BUSINESS. of the sock to prevent blisters. Raises in 2013, part of a considered transition process that saw him for your shareholders and making transitions. wage at $15 (or the roof,” he says. “It’s not just the minimum wage, it’s employee Take weather, for example. It can For Spring 2019 Wigwam is also to management ranks.” l sock makes high-intensity exercise definitely moves the needle for equivalent in benefits) in taxes. Everything’s exponentially larger.” l take over an increasing share of the company’s leadership. play a large role in the hosiery a adding more run and hike-specific easier.” the sock vendor and the retail the next few years. The (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. In trying to perfect the brand’s partner.” same effect is being seen Dankso’s board of directors, Cabot as chair.) been preparing for the job for quite a while, as CFO for 13 years new norm is that if we want to running socks, Point6 sales coor- Tom Weber, sales and mar- in Canada: In Ontario, In his new position, Fox said he’s determined to continue and a president since 2016. What’s been the biggest challenge meet the retailer’s needs, we need 2. Purpose-Driven Product in actually sitting in the top spot? dinator Mackenzie Yelvington’s keting director at Wrightsock, the provincial minimum the trajectory the company has been on, growing sales to have the manufacturing ability As lifestyle and comfort inter- 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 team talked to members of the run- says it’s even more important to wage rose to C$14 from to adjust and follow the regional sect in socks, “we are getting far customer, who he describes as “that person who realizes CFO role. It’s a different perspective. In the president and CEO ning community to see what they bring performance socks into the C$11.40 on January 1, and season retail trends,” comments more requests for lifestyle-ori- that being comfortable so that they can get things done all role, you have to take on a broader perspective and view issues in wanted in a sock. The answer was conversation before the try-on will rise again to C$15 on Bruce Barrows, VP–business ented point-of-sale materials than Four day is really important.” more comfort, blister-free fit, quick process begins. “Asking the shoe Jan. 1, 2019, and Alberta 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 is planning to raise its Merchandising Co. For optimal The exec is seeing younger con- terms of sales and we’re ahead in terms of bookings, so all totally redesigned our 2019 sport socks with those shoes?’ after the minimum wage to C$15 flexibility with its Fox River brand, sumers who want product with those metrics are pointed in the right direction,” Fox said. line to deliver on their needs, with decision is made to buy a shoe, in October. 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 And while a growing $2 million in technology in 2017. QSD marketing executive Carine ankle and an improved fit, keeping the transaction,” he comments. Takeaways And1 (founded by three of his freshman dormmates at Stanford) number of retailers will be Catering to longer winters and Villeneuve explains that “consum- the foot hot-spot free.” “Socks with stories can claim has had a front-row seat to some of Dansko’s biggest changes. impacted by state or local- summers can lead to increased ers want products that help them additional, alternative merchandis- He’s seen the brand grow its distribution to 2,000 doors across level changes, some think sales and happier customers all heal.” EC3D compression socks 3. Personalized Placement ing locations in the apparel pad, as independents, department stores, mall-based retailers, as well shoe shops will avoid the Think around. address foot pronation, supina- The key to in-store placement of well as the cash wrap,” says James as select online accounts, including its own direct-to-consumer Lily Trotters Dots-A-Plenty Wearing Wrightsock and CEP sleeve biggest effects. Here are some other moves tion and plantar fasciitis pain. hosiery is making it work for your Jesserer, VP-sales at Thorlo. This Get Outside business. He led the company’s transition to be 100 percent From “I’m not sure that 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 employee-owned as an ESOP (employee stock ownership plan). minimum wage increases 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 Efficient the Box And while the brand’s iconic Professional stapled clog is still will hit shoe retailers too 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, 3 4 a juggernaut, attracting fashion consumers and comfort fans hard,” says Andy Polk, SVP LYNN BOURQUE, OWNER OF THE RUNNERS SHOP IN TORONTO, SHOETOPIA’S MOHR SAYS MAINTAINING HIGH LEVELS OF “Consumers around the world thermo-regulation, odor resis- People will pick it up and put it “want to know what this product sales and marketing director Mark gone retro. alike, to say nothing of a robust medical and restaurant worker of the Footwear Distributors says that as an urban store in a high cost-of-living area, service means that cuts or changes to staff levels on the floor are making more conscious tance and all-day comfort, “giving right back,” says Joe Gaither, will do for me and it needs to Comcowich. Large sock walls Farm to Feet had a successful fanbase, it’s no longer the majority of the brand’s sales. create one-stop shopping, while program last year with multipacks Retailers and Retailers of America most of her small cohort of employees are salaried. And or in any customer-service positions are out of the question. buying choices by seeking out peace of mind to those who want Feetures! VP-marketing. be communicated visually.” For “That’s where the company started. But I’m especially proud trade group. According to while she has one employee who will need a raise to stay Instead, he says, he’s going to explore software options for 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 — and I can’t take credit for it, because it’s a whole team of Polk, the average hourly competitive after the second adjustment in the minimum outreach and follow-up that require 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 Automate as many folks, from Mandy, the whole product development team and Comcowich likes to see Darn had great success with these in earnings in shoe stores next year, she says the only employee directly affected less manual labor and less oversight print on the planet” (and their “Texture and feel are very and footwear solutions market, see what the sock is designed for, backend processes so forth — [that now] we’re a well-rounded comfort footwear Tough on floor racks, allowing the areas near checkouts, especially were $17.13 in February. by the wage hike is her teenage daughter, who helps out and will look to automate as many feet!), notes Sockwell director important — this is typically an uses synthetic MedDry yarns along with one or two key benefits. as possible. company, and we have a leadership position in things that consumer to learn about the brand, around the holidays,” says VP– “Some stores in certain occasionally in the store. Where it backend processes as possible. He’s of marketing, Sarah Bailey. indicator of quality,” shares Kim which are soft on the skin in its For example, the Swiftwick Who Have Clearly communicate have nothing to do with the stapled clog other than that will most affect her, she says, is in even considering exploring having some data entry and similar while the retailer can take advan- sales Chris Nitzsche. areas of the country may tasks and expectations they’re good for your feet,” Fox said. “We’re not just Gross, chief strategist for sales line. Combined with antimicrobial Flite XT is a cross-training sock the staffing decisions she makes work outsourced to a firm overseas, where, he says, the hourly tage of more socks in a small area, Eye-catching designs work on see an impact, but on a to employees to keep a clog company, we’re a footwear company, and and marketing at Lily Trotters. mohair, MedDry offers “a very engineered to improve stability for race expos and events, when prices are about half what they are in his region. “We need to equating to potential big return. the counter or a rack behind the whole shoe stores will not them productive. 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 she hires groups of often-teenage outsource and automate and find efficiencies in every place see much since wages are 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 staffers to ring up merchandise and work the expo floor. “I that before we never really looked at before,” he says. “You well above average.” 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 Been There need to become better at getting people working for me; as have to open up all of the different things.” l estate per square foot in the store asking us for more bright colors But stores in areas with 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 an employer, that’s a skill set I need to hone for myself.” wage raises say that’s the 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 To Bourque, that means advanced planning to make sure not the whole picture: 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 she has useful, productive tasks that employees can tackle There are other, real effects 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 during slow moments — and making sure she’s clearly that an increase in minimum 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 communicating what those tasks are and her expectations wage has on the local labor “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 By Jennifer around them. It also means being more decisive about market. Here, stores sound 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 sending hourly employees home early (once they’ve met off on their top takeaways. l ago,” says Josh Habre, president of the Portland, made only in the U.S.A. Since 1905 their minimum hours) if they aren’t needed. Ernst Beaudry OR-based comfort chain Shoe Mill. “They’ve

46 • Footwear Insight ~ July/August 2018 footwearinsight.com footwearinsight.com July/August 2018 ~ Footwear Insight • 47 32 • Footwear Insight ~ May/June 2018 footwearinsight.com footwearinsight.com May/June 2018 ~ Footwear Insight • 33 footwearinsight.com

Hosiery Retail Strategies Brand Proﬁles

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Introducing Footwear Insight | Sports Edition The perfect mix of sports and style.

TRENDS, PERSPECTIVE & ANALYSIS • JANUARY 2020 • A FORMULA4 MEDIA PUBLICATION

® FOOTWEAR INSIGHT SPORTS EDITION FOOTWEAR INSIGHT SPORTS EDITION FOOTWEAR INSIGHT SPORTS EDITION FOOTWEAR INSIGHT SPORTS EDITION

IT’S SELLING THE GREAT URBAN ALL OUTDOORS STYLE VIBRAM’S ABOUT RETAILERS SHARE CONSUMER PUSH TIPS ON MAKING THE THE APPAREL SALE RUNNING TRAIL SHOES TRAIL REEBOK AIMS DIAL IN FIT AND FOR GROWTH STRONG VARSITY LEVEL EVERYTHING OUTSIDE THE BOX: AFTER THE SUPER RETAIL ON WHEELS SNEAKER PICKS

SPECIALISTS WHAT'S HOT? READY FOR ANYTHING: WHAT'S NEW? FOOTWEAR THAT’S 5 SPECIALTY AT HOME WHEREVER RETAIL STANDOUTS SPORTSTYLE: THE DAY TAKES YOU IN THE SPOTLIGHT. FOOTWEAR TECH ACTIVE FASHION BLENDING SPORT BRANDS SOUND OFF: WHAT’S NEXT IN RUN AND STYLE EXECUTIVE OUTLOOK 2020 PLUS: RIA KICK SHOW REPORT footwearinsight.com Musician Grimes wears Adidas by Stella McCartney.

January May July November

NEW Running Trail Running Hiking Basketball Tennis Sneakers Skate Court Insoles Accessories Socks FOR 2020

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Footwear Insight | Sports Edition Editorial Features

RUNNING SHOES HAVE BEEN RUNNING accepted as casual footwear since the 1972 Nike Cortez broke out of the On Cloud X track team’s gym bag and appeared BASKETBALL on feet in all sorts of settings. Today, the Cortez and similar retro models are the height of sneaker fashion. Wearing today’s performance running shoes in a casual context, however, makes you look like you forgot to change out of your uniform. With their flashy colors, perfor- Turning mance-first fabrics and highlighted Retro technological features, running shoes feel more like sporting equipment than apparel. Keeping them on after a run is rather like wearing padded cycling shorts to the coffee shop or knicker-length baseball pants to a Heads post-game lunch. Renegades Top Tech in the Spotlight. Activity Agnostic The problem with these shoes is that they scream, “I’m a runner.” The new generation of athletes – Can fashion- Millennials and Gen Zs – eschew new balance re-Fuels in Performance running such labels. “We’re finding that they don’t want to be defined as one building a shoe specically to meet her de- specific thing,” says Brice Newton, forward styling mands and needs as a world-class miler. In senior manager of global footwear at Hoka One One Hupana addition to lab testing, both athletes tested Brooks. “They want to be defined as ‘I’m really fit.’” Brooks’ new Revel is it in last September’s 5th Avenue Mile, a designed for these consumers, who world class one-mile road race held in NYC, tend to run a few times a week, but and endorsers which Wightman won on the men’s side and also go to the gym, take classes or Simpson on the women’s. “ at is the ultimate join fitness training groups, maybe test,” Simpson says. “You can’t replicate the cycle or play pick-up team sports. AGNOSTIC Not only do these athletes not from the ’90s demands of a race in a lab, so wearing it and want to be defined by one sport, winning the 5th Avenue Mile — it passed the they’d like their shoes to be able ultimate test.” to transition as easily as they A closer look at the FuelCell platform: do. “The intention is to have one shoe to do everything,” says Joe breathe new life • FuelCell 5280: Speed without spikes, built Nguyen, product expert in ASICS’ from data from Team New Balance’s fastest performance running division, on New Balance FuelCell Rebel road milers. e FuelCell 5280 features a their Road Hawk FF. multidirectional carbon ber plate designed Gretchen Weimer, global VP– into basketball? product for Hoka One One, calls their to ex and accept the runner at initial contact Hupana, “A cross-over shoe for any ew Balance is focusing on “ is was one of the most fun, but focused and stien for superior propulsion at toe-o. activity — running, in the gym or speed and energy return with shoe projects we’ve ever done,” Danny Orr, MSRP $200. having a beer with your friends.” FuelCell, its new performance New Balance’s strategic business unit manager • FuelCell Rebel: Made for runners who are Companies are using various By Bob McGee running footwear platform. for performance and innovation says. ready to take their run to the next level, with names to distinguish this shoe category: Performance All Day ONCE UPON A TIME IN THE NOT TOO-DISTANT PAST, EVERY ATHLETIC BRAND HAD A Two years in development New Balance focused on propulsion, trac- energy return optimized, speed when needed. (Hoka), Life on the Run (Saucony), performance basketball shoe and marquee NBA player to endorse it and help sell it to young Nby the company’s Innovation Design Studio, tion, lightweight and t when developing the is model features FuelCell technology in 24/7 Performance (On), Versatility players. Dominque Wilkins hawked Brooks; Hakeem Olajuwon promoted Etonic; Clyde “The the idea behind FuelCell is “to make fast performance running shoe range, including a the forefoot to create a high-rebound but (Brooks). The core idea is to make Glide” Drexler pitched Avia; and Shaquille O’Neal began his still-going-strong endorsement athletes faster.” 40-degree angle at the toe to pitch the wearer lightweight running experience. MSRP $130. clear that these aren’t just running career wearing a signature shoe from Reebok. But recent seasons have proved troubling for shoes — they are activity agnostic, e new FuelCell footwear line features forward and help with better running form. • FuelCell Propel: Everyday energy return. something you can be comfortable in the silhouette. Participation in the game has tumbled and young consumers have migrated to what the brand describes as “the highest New Balance athletes Jenny Simpson and e FuelCell Propel is built for a speedy ride, wherever you are, whatever you are classic and sport lifestyle looks and away from pure performance basketball shoes, with the rebound properties” of any New Balance Jake Wightman, both of whom were involved using the high rebound FuelCell midsole doing. exception of some LeBron James models and a select few Air Jordans. Sales of performance performance foam. e rst FuelCell shoe in the design of the FuelCell 5280, spoke to foam that delivers underfoot liveliness and basketball shoe sales fell mid-single digits in the third quarter and have trended negatively Fashion Forward launched on Global Running Day in early us about the shoe and the R&D process. springy responsiveness. MSRP $110. since back-to-school 2015, according to The NPD Group. And the market is overwhelming Fashion is what first sets these June, with the FuelCell Rebel. New styles “The 5280 not only helps professional • FuelCell Echo: Fast and stylish, a lower pro- dominated by Nike and Brand Jordan, which together corner more than 90 percent of market new models apart from other lines will continue to drop throughout the fall. runners run faster but it will help everyone le, more streamlined silhouette for runners share to the tune of $4.4 billion in revenues in Nike’s most recent fiscal year. in traditional hard-core running e FuelCell line will range in price from run faster,” says Wightman. “It’s the best road that want to be quick on their feet. Designed brands. Unlike performance run- $100 for the FuelCell Echo to $200 for the at I’ve ever worn.” with a TPU heel counter for performance lock ning shoes that tend to have flashy colors, aggressive overlays and are Brooks Revel PHOTOS BY FRANK JAMES FuelCell 5280 — a road racing at that is the Simpson says it was “special” to be a part down, this road runner sits above a supportive, n

ACTIVITY BEVERLY BY JONATHAN SHOES, BUT DON’T CALL THEM ATHLEISURE. PERFORMANCE RUNNING BRANDS VENTURE INTO ‘ALL DAY’ plastered with logoed tech callouts, pinnacle product in the line. of a project whose initial concept was about full-length FuelCell midsole. MSRP $100. The AND1 Tai Chai, with its classic red suede side panel and mesh tongue with Yin-Yang logo, is being re-released after more than 18 years. MSRP $120. 32 • Footwear Insight ~ May/June 2017 November/December 2018 ~ Footwear Insight • 39 28 • Sports Insight May/June 2019 sportsinsightmag.com

Sports Style Running

HOSIERY Q&A Q&A

INSOLES & SHOECARE INSOLES & SHOECARE Todd Dalhausser was named president of running brand Altra last November. reason why the brand has been successful is because of how it approaches the business, from [the perspective of] By Jennifer Ernst Beaudry coveted sneaker drops and concert experi- working in a run specialty store and seeing consumer after ences. consumer walk in the door and say ‘I have a problem.’” nline? In store? As far as Foot “We have to be more than just a retailer,” That’s good news for running independents. THE SOCK AS Locker’s Dick Johnson is con- Johnson told Footwear Insight. “The retail Altra “Shoe companies that don’t offer a difference don’t cerned, it’s immaterial. of tomorrow doesn’t look like the retail of create a preference for their brand,” says Fleet Feet Foot O Almost 18 months after inte- yesterday.” Maine Running owner John Rogers, noting that the Superfeet ME3D Aftersport Custom Slide grating its digital and in-store operations, and Here, Johnson sounds off on navigating brand’s specialty channel focus is an asset. “Altra a year into an intensive back-end overhaul to the brick-and-mortar/digital divide, the Aims has continued to grow in our mix in trail and road speed up its site, Foot Locker has reaped the importance of retail basics and all those by evolving their Natural Foot Shape and Zero Drop.” rewards of a unified strategy that makes its new partnerships. Rogers says he sees opportunities for Altra to FOOT SOLDIER Locker web, mobile and brick-and-mortar operations gain share. faster and more seamlessly connected. It’s The growth in Foot Lockers’ same-store sales High “It’s primarily a male brand at the moment: Women a correction, Johnson said, that’s overdue. took analysts by surprise — in a good way — do hesitate due to the foot shape, but there is a loyal Brands are Foot Locker ended 2018 with sales of $7.9 in the 4th quarter. What changed about your Altra customer developing and there is an opportunity stepping up billion, energized by a fourth quarter where understanding of what the consumer wants? to grow the women’s business with a more feminine Forges comp-store sales jumped 9.7 percent and “It’s taken us a long time to truly understand approach or evolution of the Natural Foot Shape,” he says. with high-tech sales hit $158 million — a far cry from the that our customer’s driven by cool — that “The resources VF can offer and the leadership of Todd styles that go final quarter of 2017, where the retailer saw they don’t necessarily buy a brand, they Dalhausser, who really understands the run specialty a loss of $49 million. don’t necessarily buy a category. With the the extra mile. channel, business and relationships, should only enhance Stretching the Boundaries “We missed a shift in 2017 and we got digital device and the access our consumer the brand and help Altra grow. To succeed, they will BY NANCY A. RUHLING Ahead punched pretty hard, but the truth is that it has to data and visuals from all over the need to continue to evolve product, commit resources It’s a new year and with it comes new opportunities and new products that can fuel add-on sales. Here’s a was a great wake-up call,” said Johnson, Foot globe, our consumer’s really motivated by and clean distribution to run specialty, and focus on look at the latest from insole and shoecare brands — including a few “outside the box” product ideas. Locker’s president, CEO and chairman. “We whatever is the coolest, [and] they want developing product to grow the female consumer.” have to make sure we’re relevant with our to see the options presented to them in a Matt Powell, an analyst with The NPD Group, agrees Balega UltraLight, consumers, that we’ve got great connectivity great environment, either physical or digital. By Jennifer Ernst Beaudry that Altra is well positioned. New & Improved, $13 with our consumers and we build engaging They want us to be the place that has the Step Inside absorbing tough odors. The shoe tree-in- 2019. The brand has been focusing on col- “The performance running business remains challenged, both Powerstep Pulse Plus Met Full Length Insole Boa Fit System on the Saucony Switchback ISO Amfit Precise Insoles retail spaces for them, whether those spaces best of the best.” spired shape helps maintain the shape of laborations and color in its growing range of odd Dalhausser is getting used to life on the in the mass market and at specialty, but the small brands in run Powerstep’s new Pulse Plus Met Full are physical or digital.” Length Insoles, MSRP $41.95, offer an shoes, and the bamboo charcoal on the products. Hickies is following color trends go. Named as president of running brand Altra specialty like Altra, Hoka One One and On Running have had nice That’s meant change ups on the in-store Getting the company onto a new digital plat- last November, Dalhausser — the former SVP increases,” he says. “VF has always shown a real cautiousness encapsulated, semi-rigid arch support and inside absorbs and filters odor, moisture very closely and doing its best to match the Socks, whether they’re running marathons, hiking tough trails or just walking around the great outdoors, are continuing to refine themselves piece as well. In January, Foot Locker form was a priority in 2018. What made that of Sales for Saucony North America and an about new brands: they like to learn them and understand their double-layered cushioning with a built-in and mold. The inserts can be placed in most popular colors of sneakers each season. through technology and style. Regardless of activity, customers are demanding socks that are comfortable, form fitting, durable and versatile announced its new Power Store model, behind-the-scenes investment critical? industry veteran with history at both Reebok niche and what they’re doing, and they let that go for a period of metatarsal pad to help spread and cushion shoes overnight for mild odor and moisture The brand’s Color of the Month program which emphasizes connection to the local “Our core consumer starts their journey with enough to run from the gym to the office. Customization continues to be a driving force. Some brands are even collaborating with specialty and Vans — is joining the firm at a time of time. But every brand needs to grow, and there will be pressure the metatarsal heads. This design works to or left in shoes for two to three days — or releases a new color each month in small community and shop-in-shops dedicated us on their digital device all of the time — major transition. Started a decade ago by to grow and be more broadly distributed.” their window into our store is however we alleviate pain associated with metatarsalgia, longer for tougher odors. The inserts can batches exclusively for that month only. stores to create hyperlocal designs or branding products by purpose or activity to draw in customers. Advances in knitting techniques and to kids and women’s product. At the same high school friends Golden Harper and Brian Beckstead at the Powell says the challenge will be to take share of a market time, the retailer said it would wind down represent ourselves digitally. The customer With a new T Morton’s neuroma and ball of foot pain, be “refreshed” by being placed in the sun Lock Laces’ product lineup for 2019 height of the natural motion movement, Altra thrived even as that’s shrinking. new fibers are turning socks into superheroes for the feet — and for the environment. Here’s a look at what’s new for 2019. its women’s focused SIX:02 banner, which it didn’t really see it, but they saw that the site corporate according to the brand. Powerstep’s Pulse for one hour, two times a month. includes the Lock Laces Pro Series, MSRP the barefoot phenomenon fizzled thanks to the foot-shaped, “There’s definitely a desire for smaller, more niche brands, debuted in 2012 and had grown to 30 doors worked faster and worked better. The ‘store’ parent and zero-drop principals Harper had developed while working in his and I think they can do well,” he says. “It’s logical to keep their product line is exclusive to brick-and-mortar In 2019, Superfeet is continuing to focus $9.99, which is a no-tie shoelace optimized even as it struggled to find the right mix to is a combination of how we relate to the new Denver family’s specialty run shop. Last March, VF Corp. announced that specialty focus, but that doesn’t mean you can’t have a business stores and cannot be found online. on customization. The brand has introduced for obstacle course racers, trail runners, and Balega UltraLight (New & Improved), $13 produce graduated compression for improved circulation and quite appeal to style-focused women’s shoppers. consumer digitally and then deliver on their it had acquired Altra from Icon Fitness. The deal was completed outside of specialty.” frankly in true compression that can be a difficult trend to compete offices, Altra Sorbothane’s newest insole, the 3/4 its FitStation in specialty stores across the mountaineers. Robert Killian, an obstacle Under Johnson, who’s served as president expectations both physically and digitally. in June, just two months before it revealed plans to move its Here, Dalhausser sounds off on areas for growth, what VF is Performance Athletic with since we are governed by standards for medical compression is looking Length Ultra Plus, is an extension of the U.S. — the first product created from the data course racing world champion, worked with and CEO of Foot Locker Inc. since 2014 (and There’s lots of discussion in the retail industry operations — including Altra — to Denver. bringing to the table and what makes specialty special. Why: Manufactured in the USA, the revamped sock features Drynamix production. What we have done is work with new threads and brand’s Ultra Plus family. The Ultra Plus collected by the FitStation was the ME3D the brand to design the product. Sof Sole Deodorizing Shoe Inserts Sorbothane Ultra Plus 3/4 Sole Jasper Slip-on was named chairman in 2016), the firm also of what’s a digital sale and what’s a physical ahead, but “We’ll actually start moving people this month already, believe it performance yarn, a triple “Y heel” construction that expands like a construction techniques that have made our new 2.0 products entered a new era of extension: The New sale these days. If you happen to click the new brand or not, with the anticipation that everyone is going to be there by Footwear Insight: As you settle into the new position, what are Performance Insole integrates a custom Insole. This year Superfeet is releasing the Caterpy’s no-tie shoelace products use 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 York-based company made a slew of invest- ‘buy now’ button when you’re looking at your the end of June full-time,” Dalhausser says of the move. “We have a your priorities for Altra? composite stability system with impact ME3D Aftersport Custom Slide, MSRP elastic bump technology to hold customized and toe areas for durability and comfort without added bulk and three real compression product. Seamless toes and anatomical construction president ments in the fourth quarter of 2018, re-upping phone and you choose to have that delivered beautiful building right downtown, across from Union Station, but Todd Dalhausser: “Our biggest challenge is brand awareness: We protection and cushioning. The 3/4 length $99.95. The customized slide is built for the tension throughout all of a shoe’s eyelets. levels of elastication. for socks are well established. Thread and construction techniques Todd its investment in women’s online athletic to a store and pick it up — the inventory’s it’s in the process of being redone completely, so we’ll be located need to introduce ourselves to consumers. And part of that is Sorbothane Ultra Plus has an integrated shape of the customer’s foot and tuned to New pattern laces, Patriot and Tyedie, have will be the greatest area of improvement in the future. Time on the Dalhausser fashion player Carbon38 with an additional coming out of the store potentially but the in a temp space outside of Denver for a little less than a year.” that we need to convert at a greater rate with female consumers. arch support system with a deep heel cup to respond to the wearer’s individual move- just been released. Patterns and colors 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 $10 million, taking a $12.5 million minority click happened online. So is that a digital sale wants the of natural and synthetic fibers and lighter weight construction. It is all President/General Manager The move has meant that Dalhausser, a longtime Boston-area One of our innovations has been around building a last that’s help provide proper alignment and stability. ment pattern. coming in Spring 2019 include Boston, stake in kids’ subscription box firm Rockets or is that a physical sale? For me, it’s a Foot brand to stay about comfort and performance at the same time. We are pushing the resident, has spent the first 90 days of his position in the air as he specific to the female consumer’s foot shape, and that’s where Amfit’s Precise M+S (Mud+Snow) insoles Sole is also looking beyond insoles. While Charcoal Gray, and Coral. MSRP $11.95. of Awesome and a $3 million minority stake Locker sale. We all have to remove more boundaries by making the socks so comfortable that you hardly know Darn Tough Vermont Light Hiker Micro Crew Light Cushion focused on prepares to move his family to Denver at the end of the school year. our proprietary Fit4Her technology and how we’ve built the shoes the brand will expand on its footbed inven- Boa’s soft lace Boa Fit System is designed in kids’ sneaker brand Super Heroic. The friction from the experience — whether it’s “I live on airplanes. I’ve mastered the ability to have only two comes into play. We’ve already got this tremendous direction, but are designed to offer underfoot stability. you are wearing them and creating innovative solutions for some of the what’s made firm also put $2 million into a continuing digital friction or physical friction or delivery Footwear Insight Constructed with the H-1-5 “Stability tory in 2019, its Fall 2019 offerings will also to provide improved fit and performance in issues athletes struggle with. Outdoor Hike/Trek Performance outfits but have them last 8 days,” Dalhausser tells . we need to grow faster with the female consumer.” partnership with sneaker design school friction, last-mile friction, whatever it is. We them who But all that flight time has left him with time to work on plans Triangle” philosophy that provides flat, include a growing selection of footwear with low-cut athletic shoes. A new partnership 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, Pensole, and most eye-poppingly a $100 all need to be willing to remove that and they are. for the brand as it continues its integration into VF’s corporate How are you targeting the women’s market specifically? planed areas under the heel and first through recycled cork midsoles. A standout style in with Saucony will see the Boa Fit System in of the product than ever before.” — Tanya Pictor, VP–Marketing is jam packed with technology. To maximize breathability, mesh zones were million minority investment in secondary figure out the cost of doing that.” structure — one, he points out, he knows firsthand. “We’ve signed on some ambassadors and elite athletes who are fifth metatarsal heads, the insoles provide a the Fall 2019 range, the Jasper Wool Eco the new $140 Saucony Switchback ISO trail added on the top of the foot to work with Flex Zones that improve fit; a Foot Locker president, CEO and chairman Dick Johnson. sneaker market powerhouse GOAT Group, “I was at Vans when VF acquired it, so I’ve had a personal, vested going to help us tell the story. We have Kara Goucher now as one CEP Run 2.0 Compression Sock, $59.99 new reinforced cushioning was extended over the Achilles heel for added solid platform underfoot. Chukka, was selected as a finalist in the shoe. The Boa Fit System is a “textile-led fit which operates its eponymous sales site as During your Q4 earnings call, EVP and CFO interest in watching this particular [firm],” he says. “And what they of our athletes. Kara is a legend in the running community, and comfort when worn in a boot; and the smooth, narrow rib – it’s called 1X1 Outdoor Retailer Innovation Awards in system” that is engineered to hold shape and well as Flight Club, one of the first names in Lauren Peters called out a metric that doesn’t excel at is they really allow the brands to remain autonomous, we couldn’t be happier to have her to be part of the family. And Performance Athletic Compression knitting – up the leg stays in place no matter how rough the trail. Beyond Insoles November. interact smoothly with the lace, and has a the resell market. always get a lot of attention: inventory turns. and they allow them to stay connected to their core consumer.” within that alternative kind of obstacle course type of racing that’s Why: Available in February 2019, the sock, which is made in the brand’s And Johnson wants to push the envelope She was celebrating the fact that, as a com- Sof Sole’s Deodorizing Shoe Inserts are In the no-tie lace category, Hickies is low-profile dial designed to withstand mud, And staying connected to the brand identity Harper and Beckstead exploded in the market, we have Amelia Boone. We have almost own factories, features medical graduated compression to facilitate blood What’s Up: “Lovers of the outdoors are seeking brands that demonstrate even farther in 2019. One example? A new pany, Foot Locker had surpassed its long-time n Lock Laces Pro Series Caterpy Tiedye Hickies Muted Mint founded is Dalhausser’s priority. 20 athletes that we have as part of our team, and we’re finding designed to be an eco-friendly solution to aiming to grow its U.S. retail presence in water and grit on the trail. flow back through the veins to the heart and helps stabilize the muscles. a commitment to be good stewards through environmental and material loyalty program that rewards frequent buyers target of three turns. What made that a priority? “I’m in complete awe of what a couple of young entrepreneurs those elite female consumers who are going to help us to convert What’s Up: “Colors and designs have been the trend; however, we choices along with protection of garment workers. We see a focus on with desirable options like early access to “After people, inventory is our biggest asset, created in this brand, I really am,” he says. “There’s no doubt the consumers and grow our brands.” 12 • Sports Insight January/February 2019 sportsinsightmag.com sportsinsightmag.com January/February 2019 Sports Insight • 13

14 • Sports Insight ~ December 2018 sportsinsightmag.com 22 • Footwear Insight ~ May/June 2019 footwearinsight.com 28 • Footwear Insight ~ March/April 2019 footwearinsight.com

Insoles and Accessories Socks Retail Proﬁles Brand Proﬁles

footwearinsight.com ® FOOTWEAR INSIGHT MEDIA PLANNER 2020

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

TRENDINSIGHT We surveyed 118 consumers. Here’s what they told us. TRENDINSIGHT We surveyed 118 consumers. Here is what they told us. TRENDINSIGHT We surveyed 155 consumers. Here is what they told us.

Fitness Shoppers Are When you’re shopping for footwear for your ﬁtness workouts, what What types of boots do you regularly buy? are the attributes that are most likely to clinch the sale? Do you have Consumers Looking for Versatility at a (in order of importance) Spring Great Price — And They’re a favorite Yes Talk Boots footwear 22% 26% Doing Their Research Shoppers brand? 21% #1 Price 15% Want Newness 44% 55% 14% #2 Versatilty/Usefulness both in and out of gym

No Rain Boots Work Boots Hiking Boots Fashion Boots Cold Weather #3 Aesthetic/Looks “right” Boots

#4 Technology What type of stores do you shop for the boots that you regularly buy? When you go to a store to buy footwear, do Where do you get the information you need about the attributes you you go in with a speciﬁc brand in mind to buy? selected above? 19% 21% 15% 18% #1 9% 12% Review or information online WHEN IT COMES TO BOOTS, 6% consumers want them to perform. We ustomers love spring shoes — and asked consumers what they lookfor #2 Recommendation of Friends/Family they’re actively looking for new Men’s or Discount Online Online Independent Department Outdoor in their boots, and the results were Store specialty options. That’s the takeaway from Women’s Chain General Specialty Shoe C illuminating. Most respondents said Boutique Merchandise Store Store Store our latest survey with MESH01. We asked Shoppers want more than ever from their tness footwear #3 Brand Website 155 active men and women between 18 and the boots they regularly bought were (see story on page 50): great looks, the best price out there, 60 about their warm-weather shopping for function: cold weather boots, rain

and performance features to keep them at the top of their 50% 50% habits, and almost 90 percent of them said boots, work boots or hiking boots. What features are most important to you when choosing which boots 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 No Yes (22 percent said they regularly bought to purchase? their research — which includes an in-store try-on. Fully least some of the times they’re shopping fashion boots). Of all the qualities — and 23 percent of them said they’re on 82 percent had researched their last buy, and 38 percent shoppers looked for, durability was of them said they “virtually always” do. the hunt for new labels every single time 23% Thinking about the last pair of shoes you bought, was it an they shop. What’s more, the field was the most important. We also asked 20% We asked 118 active women and men aged 18 to 59 about 17% impulse buy or a researched buy? evenly split when it came to purchasing consumers how much the return 14% what they’re looking for in their tness shoes, what they 13% 14% intention: Half of our respondents said they process factored into their shopping use to research their decision, where they buy them, and had a brand in mind when they set out to I usually choose I usually go in with a decisions. A majority (69 percent) said what keeps them coming back to your stores. We also asked 18% shop, but half didn’t. So how to get them between brands I know kind of shoe that I am that a given retailer’s return policy 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 factors into their purchase. Read on Insulation/ Fashion/ Waterproof / Price Comfort Durability they’re checking retail social media. Sixty-two percent of our all comes down to the in-store experience. Researched Buy the past. The brands I have been reason. For hiking, I usually go with a for more insights into what consumers Warmth Style Water 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 Resistant to try a new style was seeing the shoe on are looking for — and what they’re (Facebook, where 56 percent of survery-takers followed “go tos.” MALE, 45 support. If there is another shoe that catches 82% display in-store: 41 percent of respondents taking back. n a neighborhood shop, was the most popular, followed by my eye, I will inquire about it. FEMALE, 28 said it was their major motivator, even I look at all the new products that are n The survey, conducted by MESH01, 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 When shopping for boots, how important is 53% footwear, even if it is a different brand than included 118 consumers ages 18 to 60. an anti-slip outsole to your purchase? e survey, conducted by MESH01, included 118 respondents, 46% The survey, conducted by MESH01, included I go in with a specific idea of what I want I normally purchase. FEMALE, 28 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, Comments 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 25% CARPE “I live in a rural location, If I find a pair that catches my eye and they TRENDEM SEIZE THE TREND! CARPE TRENDEM SEIZE THE TREND! fit comfortably, I will buy them. FEMALE, 32 If I order online, I prefer brands I already so I’m just as likely CARPE know. When I go into a store for shoes, I’ll to have to trek gravel 14% 13% TRENDEM SEIZE THE TREND! I look for what fits, then brand. MALE, 24 try on what they have in the store. MALE, 23 and mud as I do retail Trend Insight Consumer is a feature within Footwear Insight ﬂoors.” Female / 38 Depends on what type of footwear I’m that delivers research conducted on the MESH01 Platform. 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 MESH01 collects data from a select panel of sports delivers research conducted on the MESH01 Platform. MESH01 looking for. Sandals or dresswear I change. ratio is favorable. FEMALE, 52 “Slipping on a hike 5% that delivers research conducted on the MESH01 Platform. enthusiasts. For information on the Mesh1 Platform, contact 1% collects data from a select panel of sports enthusiasts. For information 4% Sneakers, I tend to stick to brands I know can have devastating MESH01 collects data from a select panel of sports Brian Bednarek at 603-766-0957 or brian.bednarek@ 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 mesh01.com. For more information on Trend Insight consequences.” enthusiasts. For information on the Mesh1 Platform, contact Not Important at all Somewhat Very Important 0957 or [email protected]. For more information on FEMALE, 29 of shoe that I have seen in ads. FEMALE, 32 Consumer and how your company can participate, contact Brian Bednarek at 603-766-0957 or brian.bednarek@ and a high arch. Male / 50 Important Trend Insight Consumer and how your company can participate, Department Discount Sporting Goods Footwear Specialty Independent Sport Specialty Online Jeff Nott at 516-305-4711 or [email protected]. contact Jeff Nott at 516-305-4711 or [email protected]. Store Store Store Chain Store Shoe Store Store mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or [email protected].

36 • Footwear Insight ~ July/August 2019 footwearinsight.com 54 • Footwear Insight ~ January/February 2019 footwearinsight.com 46 • Footwear Insight ~ May/June 2019 footwearinsight.com

footwearinsight.com ® FOOTWEAR INSIGHT MEDIA PLANNER 2020

Sit. Fit. And Be Recognized.

6TH ANNUAL

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 2020 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 2020

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

2020 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) Sponsorship Package A: $12,500 + 3X Full page ad program Sponsorship Package B: $21,500 with no ad program Sponsorship of custom award available.

For more information and criteria: www.footwearinsight.com/goldmedal ® FOOTWEAR INSIGHT MEDIA PLANNER 2020

2020 Editorial Calendar

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

January Hiking OR + Snow Show 12/10/19 12/17/19 July Heritage 6/16/20 6/23/20 Sports Edition: Running Racquet & Paddle Sports Edition: Sneaker Style Trail and Running Socks Sports Show Sport Lifestyle Running Tennis Trail Running Materials & Design Fitness Materials & Design

February The Boot Book Platform 12/27/19 1/6/20 Show Issue Comfort FFANY Market Week August The Boot Book 8/10/20 8/17/20 Sneaker Style Atlanta Shoe market Workin’ It Comfort Hosiery NSRA Conference The New 9 to 5 Sock Options Materials & Design Materials & Design

Mar/Apr Workplace 3/9/20 3/16/20 Casual Kids Sep/Oct Recovery 9/8/20 9/15/20 Accessories The Gold Medal Wellness Made in America Service Awards Issue Sneaker Style

May Hiking/Trail Running RIA KICK Show 4/13/20 4/17/20 Sports Edition: Running November Hiking The Running Event 10/23/20 10/30/20 Running Fitness Sports Edition: Trail Running Socks Running Running Insoles Socks Materials & Design Insoles Materials & Design

June Comfort/Wellness 6/1/20 6/8/20 Women’s Comfort FFANY Market Week 11/6/20 11/12/20 Comfort Sandals December Style Trends Working Comfort Men’s Dress FSNYE (Warwick) Kids Accessories Materials & Design Materials & Design

footwearinsight.com ® FOOTWEAR INSIGHT MEDIA PLANNER 2020

Circulation and Advertising Rates

Independent Footwear Industry Suppliers, Media, Footwear Insight is mailed to a 12,000 retailers and brand executives. Stores and Boutiques Financial Community. In addition, Footwear Insight features bonus distribution at major industry trade shows and conferences.

49%

MAILED CIRCULATION 19% 12,000 4% 6% 14% 8%

Sports Specialty including Outdoor, Advertising Rates Running, Athletic, Pedorthic Stores and Sporting Brand Ad Size 1x 3x 6x 10x Executives Goods Stores Full Page $7,975 $7,295 $6,675 $6,150

1/2 Page $5,190 $4,750 $4,350 $3,985

Family Footwear Chains, 1/4 Page $3,200 $2,935 $2,685 $2,465 Department Stores, Mass Merchants, and E-commerce.

footwearinsight.com ® FOOTWEAR INSIGHT MEDIA PLANNER 2020

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 6,725+ 26.2% 17,051+ PUBLISHED DIGITAL OPEN RATE PAGE VIEWS EACH YEAR DISTRIBUTION

Advertising Rates

Ad Size Top Banner Side Box

3 Months $2,500 $2,000

6 Months $4,000 $3,200

12 Months $7,000 $5,600