FOOTWEAR INSIGHT MEDIA PLANNER 2021
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MEDIA PLANNER 2021
FOOTWEAR INSIGHT
®
FOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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.
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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
footwearinsight.com
STAGE footwearinsight.com
TRENDS, PERSPECTIVE & ANALYSIS • JANUARY/FEBRUARY 2019
TRENDS, PERSPECTIVE & ANALYSIS • NOVEMBER/DECEMBER 2018
Comfort
BOOT UP
FFANY FIRST LOOK
DR E S S DE F Y IN G
CAN BASKETBALL REBOUND?
Athletic
STRIDE RITE AT 100
Work
Running
STRONGER,
LIGHTER,
FASTER
Insoles
FOR
FALL ’19
Hosiery
Boots
Kids
Sneakers
Sandals
A FORMULA4 MEDIA PUBLICATION
Heritage brands
like Allen Edmonds
WE DIVE DEEP INTO WORK / RUNNING INDUSTRY OUTLOOK
Casual
and Bostonian are
HOSIERY: ESSENTIAL PERFORMERS / BECK’S & LUCKY CELEBRATE MILESTONES looking to woo a
new generation.
FOOTWEARINSIGHT.COM • A FORMULA4 MEDIA PUBLICATION
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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
®
ALL
SAFETY
RUNNING WE’RE IN IT
TOGETHER ABOUT
RETAIL THE
CROWDS
INNOVATE
UNPRECEDENTED
RUN
STRONG
COMMUNITY PLANNING
REOPENING
PPP
FITNESS WALKING
INDEPENDENT RETAILERS
DISRUPTION
SOCIAL DISTANCING
CURBSIDE
SOLIDARITY
DELIVERY
BRICK & PERCEPTION
STRATEGY
PIVOT
ADAPT
MORTAR
CUSTOMER
TRAINING
GIFT CARDS
WELL-BEING
EXERCISE
APPAREL
BOOM
DISINFECT
GEAR
THE LOST
SEASON BRAND FOOTWEAR
OUTLOOK 2021 • NEW PRODUCTS
SUPPORT TRUST
STORE ASSOCIATES’ WELL-BEING NEW TECHNOLOGIES • NEW RUNNERS
THE RETAIL COMEBACK
May November
HOSIERY
RETAIL
THE SOCK AS Comeback
THE
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
Why: Manufactured in the USA, the revamped sock features Drynamix production. What we have done is work with new threads and
unprecedented business challenges and new hurdles to navigate seemingly daily, there’s no roadmap for envisioning the
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
percentage of new customers than
Five Big
Performance Athletic Compression knitting – up the leg stays in place no matter how rough the trail. making the referral. Metzdorff said.
we used to have,” said Cody Angell, Opportunities “What we see is either that runner “If they’re saying, ‘I want to run
Why: Available in February 2019, the sock, which is made in the brand’s
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
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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.
BOOT
RETAIL
ENESLOW AT 110
STYLE BOOK Legendary New York City retail shoe and pedorthic/orthotic center is looking ahead. By Nancy A. Ruhling
E
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 Eneslow, which is ness,” he says.
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.
WALKING THE
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-
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.”
THE PERFECT PAIR FASHION FUNCTION
The company’s iconic
Robert S. Schwartz, the president and CEO of Eneslow logo and core to its “We will not compromise that,” he says. “The other
Pedorthic Enterprises, which runs the company. “The mission is based on difference is their training. Skilled pedorthic profes-
the four perfectly
neighborhood, in this, a walking city, fits our demographic proportioned bare feet sionals offer real solutions to help people live pain-free
RUNWAY
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 dates to 1490. The shoe more comfortable. We will only sell a shoe that
selection of men’s and women’s comfort footwear and drawing includes text is designed to provide that benefit.”
COMFORT
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
As the boot continues its evolution into a one-
Schwartz says. “Custom orthotics, footwear and repair to as the Canon of New York City shoe retailers and especially health-care
Proportions or the
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
style-does-all footwear solution, it has put its
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
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 He points out that 70 percent to 80 percent of the
fashionable foot forward. From heel to toe, it
ity of people’s lives.”
credentialed by the American Board for Certification company’s shoe sales include an already built-in
in Orthotics, Prosthetics and Pedorthics. Eneslow provides free functioning orthotic device.
As the casualization of fashion takes over
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
has been rebooted as a hard-working acces- Second Avenue sibling, which was opened on Eneslow’s
100th anniversary in 2009.
100,000 pairs of shoes
to organizations, includ-
external modifications and adjustments,” he says.
“Approximately 15 percent of our revenue comes
in the workplace and beyond, footwear
ing the international
“Adding a store with double the space will allow us charitable footwear from footwear customization.”
to grow the business,” Schwartz says. “We’ll be able to foundation Soles4Souls, Eneslow has managed to survive for more than a
sory worthy of the catwalk. Regardless of their add more fashionable styles that appeal to the Third the Council of century because it has evolved with the times.
brands are responding with a tried and true
Concerned Medical
Avenue shopper. The Third Avenue shopper does not Professionals, Tender “We pride ourselves on customer service,” Schwartz
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
combination — style plus comfort. Brands are primary function – outdoor, work/safety, tacti- 50 percent of shoe purchases in the country are being
made online, and brick-and-mortar stores are shuttering
Rescue Committee
Eneslow makes house
ago is not enough to keep us in business. If someone
writes a critical review, we use it as an opportunity
their doors at an alarming rate. calls for those who to keep improving.”
serving up options that look good, feel good
cannot get to the
cal or rain – what’s most noticeable about the “It’s a strategic decision,” Schwartz says. “With limited
time left on my two other Manhattan leases, this store
stores. It’s from $0
to $250 per visit.
More than 10 years ago, when the economy took a
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,
and add up to a “casual fashion” homerun. Fall 2018 styles is how good they look. Here’s
not be renewed.”
Schwartz knows well what it is like to lose stores. In the
Consumers who have
questions about their
feet can ask Eneslow
at eneslow.com/
Eneslow started searching for higher- margin products
to counteract the reduction in traffic and transactions.
mid-1980s, he had transformed Eneslow into a regional 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
FOXFILES
• HOW TO SELL •
RETAIL Valley Sole, Huntsville, AL preaching, “Thank you so much for
WHAT’S
It’s up and down. We’ll have a great shopping family owned and local,”
day, then an okay one — and okay is
the new good. My doors are open and
and more than ever, we’re reinforcing
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
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
WORKING NOW W
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
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
significant category for us, so we’re New Balance, Hoka, Birkenstock and
If Merchandised Correctly, Brands Can Pay Lots of Bills via Sock Sales. not feeling that as much. This is On Running were the top brands,
he was filling big shoes.
The longtime CFO for the West Grove,
trusted by the customer.”
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. from 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
Gold Medal Award-Winning Shops Across the U.S. Talk Trends
In trying to perfect the brand’s partner.”
new norm is that if we want to store, it’s a ghost town. We’re still 75 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
running socks, Point6 sales coor-
dinator Mackenzie Yelvington’s
Tom Weber, sales and mar-
keting director at Wrightsock,
In years past, percent down: The office building the trajectory the company has been on, growing sales in actually sitting in the top spot?
to have the manufacturing ability
to adjust and follow the regional
As lifestyle and comfort inter-
sect in socks, “we are getting far
team talked to members of the run- says it’s even more important to turn, margin we’re in is completely unoccupied.
In our suburban stores, it’s down
and expanding the product line to serve Dansko’s core
customer, who he describes as “that person who realizes
“A big issue for me is making sure it was a clean break from the
CFO role. It’s a different perspective. In the president and CEO
season retail trends,” comments more requests for lifestyle-ori-
ning community to see what they
wanted in a sock. The answer was
bring performance socks into the
conversation before the try-on
and volume were 60 percent and again, it’s only the
Skip Chandler, Chandler’s Walk Shoppe, Salt Lake City, Utah
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
development for Standard
ented point-of-sale materials than
ever before,” Pictor continues.
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 day is really important.”
“I’m happy to say for 2019 that we’re ahead of last year in
Merchandising Co. For optimal The exec is seeing younger con-
drying and bright designs. “We
totally redesigned our 2019 sport
buying customer, ‘do you need any
socks with those shoes?’ after the change in the retail landscape, altering not only
Salt Lake City, UT extremely well, and athletic socks This season is filling in basics, we canceled every
order and stopped as many spring terms of sales and we’re ahead in terms of bookings, so all
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,
what consumers buy but also when and how
Athletic shoes still dominate our
sales, as many people are getting out
and insoles are strong riders on the
coattails of athletic shoes. Luckily, all about coming buys as we could. We’re working
those metrics are pointed in the right direction,” Fox said.
Standard Merchandising invested fashionable appeal.
$2 million in technology in 2017. QSD marketing executive Carine
more support around the foot and
ankle and an improved fit, keeping
chances are slim to add socks to
the transaction,” he comments. they buy it. It’s also changed every aspect of
to walk during this COVID time. Hoka Akron and Canton have not been as out as clean with vendors in every single case.
Fox, who started his career in footwear with athletic brand
And1 (founded by three of his freshman dormmates at Stanford)
Catering to longer winters and Villeneuve explains that “consum- the foot hot-spot free.” “Socks with stories can claim
One One has been the leader for us.
Not much back to school shopping
greatly affected as some areas. We
are in five different markets, and the
as possible. We’re going to be 90 percent existing
inventory. Athletic vendors are the
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 He’s seen the brand grow its distribution to 2,000 doors across
sales and happier customers all heal.” EC3D compression socks 3. Personalized Placement ing locations in the apparel pad, as as yet. Schools are still struggling in smaller the market, the better we only ones we reordered and filled in; independents, department stores, mall-based retailers, as well
to building community. But stores across the their decisions to open, when and are doing. The larger cities are not our open-to-buy is 10 percent of what
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 how, in person or online, or a mix faring as well. The goal is different
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 it’s normally for fall. I would think business. He led the company’s transition to be 100 percent
working for brands at retail. 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 employee-owned as an ESOP (employee stock ownership plan).
American-grown Merino wool want to use a performance fabric, Consumers want socks that the fluff. But we’ll order the basics that spring ’21 might have a little bit
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 that are past winners of Footwear Insight’s at a 50 percent level, hoping for and volume were more important. And while the brand’s iconic Professional stapled clog is still
and we can fill in a few fun things of a bump, but it will fall ’21 when
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, improvements soon. This season is all about coming out a juggernaut, attracting fashion consumers and comfort fans
Gold Medal Service Award for outstanding later. We’re keeping it pretty tight we will see a real recovery, when the
“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. —Skip Chandler, owner as clean as possible. We have been alike, to say nothing of a robust medical and restaurant worker
very aggressive with any product or and conservative. But everything’s vaccines and other things get into
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 customer service share what’s working for them, fanbase, it’s no longer the majority of the brand’s sales.
create one-stop shopping, while program last year with multipacks Lucky Shoes, Fairlawn, OH category that we will not need this on social media: Julie really stepped gear. One of the things we hope will
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
merchandising by end-use narrows in crates that retailers could put what categories they’re banking on and the Athletic is dominant. Women’s fall and winter. Unfortunately, we 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 — and I can’t take credit for it, because it’s a whole team of Jim Fox, Dansko CEO
options for the shopper. almost anywhere. “Many stores sandals and casuals have made really had to revise our fall buy a lot in honest with you, but she jumped pair of shoes to go out for dinner or
but also have a softer foot- chase,” the exec says. binding socks for the comfort list features.” Consumers want to strategies they’re using to plan their future buys. folks, from Mandy, the whole product development team and
print on the planet” (and their “Texture and feel are very and footwear solutions market, see what the sock is designed for,
Comcowich likes to see Darn had great success with these in 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
feet!), notes Sockwell director important — this is typically an uses synthetic MedDry yarns along with one or two key benefits.
Tough on floor racks, allowing the areas near checkouts, especially By Jennifer Ernst Beaudry 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– 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
of marketing, Sarah Bailey. indicator of quality,” shares Kim which are soft on the skin in its For example, the Swiftwick
while the retailer can take advan- sales Chris Nitzsche. 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
Gross, chief strategist for sales line. Combined with antimicrobial Flite XT is a cross-training sock
tage of more socks in a small area, Eye-catching designs work on athletic. Our best seller in women’s Ohio is that it is going to snow, and a clog company, we’re a footwear company, and
and marketing at Lily Trotters. mohair, MedDry offers “a very engineered to improve stability Facebook and Instagram videos and Fort Collins, CO
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
“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 that’s super exciting.”
should be one of the free try-on socks “as we believe to avoid irritation and friction,” says eral motion. GripDry (a nanofiber Ghost 12 holds two of the top 10 for an increase in our weather boot videos. Julie has a huge following. 40-something years, and I’ve never Erika Vala, owner of Shoe Market in Brooklyn,
one of the most profitable real- buy socks as “retailers have been
most profitable real- love us, is to wear us,” she adds. Tanya Pictor, VP-marketing for blended with olefin) prevents spots, as does the Hoka Clifton 6. sales when the weather turns. Our Back in March when she started this, seen anything like this. NY said Dansko’s classic takes on the clogs are
estate per square foot in the store asking us for more bright colors
estate per square foot Socks should not feel thick or FootZen parent company Implus. slippage and keeps the foot dry. Men’s is a similar story, with 12 of spring buys are just about complete. trendy enough to bring in fashion-conscious
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
in the store and a lot bulky and should have the ability At Wigwam, more styles from AnkleLock technology gives extra the top 20 spots being athletic shoes. We will be carrying over a lot more women — but are accessible enough for
from sock sales,” he says. impulse buys,” comments Michael we had several customers come in more, but it’s been tightened a little
of bills should be paid to “slide from sneakers into work the brand now incorporate support around the ankle. There The New Balance 990 is our top merchandise than we would like, so shoppers who want the trend but want
Implus’ Pictor notes that in Foley, SockGuy president. Whether and say, “I watched Julie’s video bit. Running and walking styles
for from sock sales.” shoes,” according to Gross. Wigwam’s INgenius NXT technol- are other benefits, but these selling shoe, and New Balance really our spring ’21 buys reflect that. wearable style.
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
Mark Comcowich, Feetures! new marled look is ogy, a strategically positioned are the meat of the product. In dominates the top of the charts in —John Luck, president Other retailers agree.
“when retailers spend time on the sriracha, “we have noticed a lot of
Darn Tough sales and created through a new fabric for knit-in lining that moves moisture short, as per Swiftwick marketing “The Dansko customer today is a broader
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
46 • Footwear Insight ~ July/August 2018 footwearinsight.com footwearinsight.com July/August 2018 ~ Footwear Insight • 47
footwearinsight.com
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
TRENDINSIGHT We surveyed 118 consumers. Here is what they told us.
TRENDINSIGHT We surveyed 155 consumers. Here is what they told us.
TRENDINSIGHT We surveyed 351 consumers. Here is what they told us.
Fitness Shoppers Are When you’re shopping for footwear for your fitness workouts, what
Runners Keep on Running; How often do you buy
Do you have How many times a month
Looking for Versatility at a
Great Price — And They’re
are the attributes that are most likely to clinch the sale?
(in order of importance) Spring a favorite Yes What Are they Buying? do you typically run?
49%
Doing Their Research Shoppers footwear
brand?
#1 Price
Want Newness 44% 55% 26%
19%
#2 Versatilty/Usefulness both in and out of gym
No 6%
22% 19
#3 Aesthetic/Looks “right” 1-4 times 5-10 times 11-15 times 16+ times
#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
selected above?
you go in with a specific brand in mind to buy? 1x a year
#1 Review or information online 9% 11% 16% 9%
2% How much do you gene
C
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
options. That’s the takeaway from year
Shoppers want more than ever from their fitness footwear
#3 Brand Website
our latest survey with MESH01. We asked 31%
A
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
50% 50% s the industry turns its focus to 2021, one thing that seems certain is that
Yes
Where do you mostly run?
No
and performance features to keep them at the top of their
game. And when it comes to those shoes, they’re doing #4 Recommendation by sales associate/Fit process at stores
habits, and almost 90 percent of them said
they are actively looking for new brands at
runners are going to keep running. In our latest consumer survey, runners
tell us how often they run, how often they purchase running gear and what
48%
their research — which includes an in-store try-on. Fully least some of the times they’re shopping
82 percent had researched their last buy, and 38 percent — and 23 percent of them said they’re on
the hunt for new labels every single time
their running and purchasing plans are for the months ahead.
Nearly half of our respondents report running 16 times or more per month and 75 percent 34% 1
of them said they “virtually always” do.
We asked 118 active women and men aged 18 to 59 about
Thinking about the last pair of shoes you bought, was it an
impulse buy or a researched buy?
they shop. What’s more, the field was of these devoted runners say they purchase new running shoes two or more times per
3% 4% 6% 1%
what they’re looking for in their fitness shoes, what they
evenly split when it came to purchasing
intention: Half of our respondents said they
year. More than half of respondents expect to pay more than $100 for their running shoes.
Sixty-seven percent of our running panel say that socks are “very important” to their
0%
use to research their decision, where they buy them, and had a brand in mind when they set out to Less than $50
what keeps them coming back to your stores. We also asked
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
18% shop, but half didn’t. So how to get them between brands I know kind of shoe that I am respondents. The most popular destination for the respondents to buy their performance
Track Track
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
they’re checking retail social media. Sixty-two percent of our all comes down to the in-store experience. running shoes is run specialty stores (38 percent). Aside from footwear and apparel, runners
respondents follow a local retailer on at least one channel. Impulse Buy Researched Buy The biggest driver of consumer willingness
the past. The brands I have been reason. For hiking, I usually go with a
tell us their most important running gear includes watches/fitness trackers, headphones/
happy with in the past are typically my bright-colored waterproof style with ankle How important is your
to try a new style was seeing the shoe on music and sunglasses. 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 to your running experie
82% display in-store: 41 percent of respondents 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
running races during the Covid-pandemic?
a neighborhood shop, was the most popular, followed by
said it was their major motivator, even I look at all the new products that are
Instagram, where 39 percent followed a retailer.) n few months, only 2 percent of those surveyed say they will stop running. And nearly 80
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
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
men and women active in sports and outdoors, ages 18 to 59. in a shoe, such as use, occasion, style,
NO YES
155 respondents, active men and women,
57% 43%
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
32%
25% If I find a pair that catches my eye and they
CARPE women, ages 18 to 60 who identify themselves as runners.
TRENDEM SEIZE THE TREND! fit comfortably, I will buy them. FEMALE, 32 If I order online, I prefer brands I already
CARPE know. When I go into a store for shoes, I’ll
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 SEIZE THE TREND!
1%
TRENDEM
10% Depends on what type of footwear I’m I am open to new brands if the price-value
Trend Insight Consumer is a feature within Footwear Insight that
delivers research conducted on the MESH01 Platform. MESH01
Trend Insight Consumer is a feature within Textile Insight looking for. Sandals or dresswear I change. ratio is favorable. FEMALE, 52
5% that delivers research conducted on the MESH01 Platform. Sneakers, I tend to stick to brands I know
collects data from a select panel of sports enthusiasts. For information 4%
MESH01 collects data from a select panel of sports Sometimes I’m looking for a specific type
on the Mesh1 Platform, contact Brian Bednarek at 603-766-
enthusiasts. For information on the Mesh1 Platform, contact
are good for me because I have wide feet 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 Somewh
0957 or brian.bednarek@mesh01.com. For more information on
Brian Bednarek at 603-766-0957 or brian.bednarek@ and a high arch. FEMALE, 29 of shoe that I have seen in ads. FEMALE, 32 contact Brian Bednarek at 603-766-0957 or brian.bednarek@mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. at all importan
Trend Insight Consumer and how your company can participate, Department Discount Sporting Goods Footwear Specialty Independent Sport Specialty Online
contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. 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 jnott@formula4media.com. 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
Powered by Mesh 01
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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
Local Retailer Wins Gold Medal Service Award
SERVICE AWARD
(September 2019) Great Neck, New York. Alan’s Shoes was named a winner of a Gold Medal Service Award for
WINNERS 2019
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
to all independently owned shoe stores and regional chains that have significant shoe businesses. HOW THE AWARD WINNERS
Footwear Insight is published by Formula 4 Media, LLC. Formula4 Media, based in Great Neck, N.Y., established in EXCEL AT CUSTOMER SERVICE
2005, publishes six trade publications: Footwear Insight, Sports Insight, Outdoor Insight, Team Insight, Textile Insight, ATTRACTING AND KEEPING
and sportstyle. SUPERSTAR EMPLOYEES
FULL LIST OF WINNERS
For more information, please contact Jennifer Ernst Beaudry at jbeaudry@formula4media.com.
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 Atlanta Shoe Market
Socks Insoles
Materials & Design Special Section: The Boot Book
Special Section: The Boot Book Fashion / Outdoor / Work / Tactical / Rain
Fashion / Outdoor / Work / Tactical / Rain
Mar / Apr Workplace 03/8/21 03/15/21 Sep / Oct Recovery NSRA Conference 9/10/21 9/17/21
Kids Wellness
Accessories Sneaker Style
Made in America Special Section:
The Gold Medal Service Awards
May Running RIA Kick Show 4/12/21 4/19/21 November Running The Running Event 10/22/21 1029/21
Trail Running OR Summer Market Trail Running
SPORTS EDITION SPORTS EDITION
Hiking Hiking
Socks Socks
Insoles Insoles
Materials & Design Materials & Design
June Comfort/Wellness FFANY Market Week 5/11/21 5/18/21 December Women’s Comfort FFANY Market Week 11/12/21 11/19/21
Sandals Men’s Casual
Style Trends Kids Accessories
Kids
Materials & Design
footwearinsight.com
FOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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.
footwearinsight.comFOOTWEAR INSIGHT MEDIA PLANNER 2021
®
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
Frequency Top Banner Side Box
12x $2,500 $2,000
24x $4,050 $3,200
50x $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
footwearinsightextra.comFOOTWEAR INSIGHT MEDIA PLANNER 2021
®
Footwear Insight Magazine Web Site
footwearinsight.com
Footwear Insight Magazine Website
Duration Top Banner Side Box
3 Months $1,500 $1,000 20,800+
6 Months $2,750 $2,000 PAGE VIEWS
12 Months $5,000 $4,000
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
footwearinsight.comFOOTWEAR INSIGHT MEDIA PLANNER 2021
®
Contact Information
Managing Editor Publisher
Cara Griffin Jeff Nott
914-309-6100 516-305-4711
cgriffin@formula4media.com jnott@formula4media.com
Contributors Sales
Jennifer Ernst Beaudry Katie O’Donohue
Suzanne Blecher 828-244-3043
Bob McGee kodonohue@formula4media.com
Emily Walzer
Sam Selvaggio
212-398-5021
sselvaggio@formula4media.com
Production
Brandon Christie
516-305-4710
bchristie@formula4media.com
formula4media.com/production.html
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