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PostPosted: چهارشنبه، 10 خرداد ماه ، 1396 06:12:03 Reply with quote

Connecting with consumers is more important than ever for companies when it comes to developing new products. Many brands are taking advantage of online customer reviews for input. Comfort brands, in particular, want to know what features consumers liked about their footwear as well as what improvements can be made.Here, five comfort brands weigh on on the importance of customer feedback

in designing their footwear collections.“In spring ’14, we [introduced] a T-strap shoe with a heel zipper as a fashionable detail that was a great success. We repeatedly heard how convenient it was for women to zip in and out and not have to always adjust the buckle. Now we’re always aware of

creating an easy entry and have incorporated heel zippers into a lot of our caged spring ’17 sandals and fall ’17 boots.”“Dansko is not about a marshmallow-like [feeling underfoot]. But we’ve heard that on the selling fl oor, people want to [instantly] feel something di erent. So in spring ’16, we [began

updating] our footbeds with our soft landing feature — a top layer of memory foam. You can feel the 4 millimeters of foam compress as it reaches the supportive

foam underneath. We’re now adding these footbeds to more closed-toe product for fall ’17.”“Be Wandered — the most recent innovation in our spring ’17 Be Series featuring our proprietary Be Energized insole comfort system — was directly inspired by consumers who asked for footwear that can move with them throughout the day. The sporty casual shoes include water-repellent properties and a sawtooth tread for [enhanced] traction. They also feature our proprietary refl ective accents that make them perfect for everyday

adventures.”“It’s important for our design team and biomechanics scientists to listen to both positive and negative feedback. For instance, after receiving customer feedback about our [o ce-appropriate] skate slip-ons and sneakers, we retooled the toe shape for fall ’17 in order to streamline the silhouette. Women wanted a more modern, chic look.”“I

get feedback from our [sales] team as well as Zappos.com, where you hear the real truth. Athletic and athletic-inspired shoes are getting lighter each year. Recently, we improved on our men’s Journey sneaker that’s been in the line for years, making the forepart more fl exible and the outsole lighter. For fall

’17, we kept the classic design for loyal customers in our new Venture style, but also incorporated [these updated] features that customers look for.”
“Our men’s sandal business is good on a regular basis, [but we] expanded due to [last] year’s success. The lion’s share comes from comfort-sport [looks] at $100 and

under. The No. 1 style is OluKai’s Ohana, a water-friendly flip-flop with great arch support at $69.95. We also do well with comfort [sandals] with adjustable Velcro straps that fit a lot of sizes. We [carry] some from Josef Seibel and Ecco.”“I expected sandals to be better this season, and they were,

to an extent. I did well with To Boot’s fisherman, crisscross, slide and flip-flop styles. I [typically] don’t do well with really expensive sandals. I can’t do styles over $200. I also carry Teva and had a variety from Hari Mari in different colors. For spring ’16, I’ll stay flat with my

buying since I don’t feel there will be growth.”“Our men’s sandal business seems to be trending down. The one bright spot for us has been Birkenstock. But we’re finding our guys are not looking for sandals as [much as] summer slip-ons and sneakers in lightweight meshes and fabrics. We always try to

offer some sandal options. Right now, we have a few Keen flip-flops and waterproof fisherman sandals. They’re performing OK, but not gangbusters.”“I’m a fashion guy and love mandals, but unfortunately, they don’t retail as well as we’d [like] them to. We buy them with good intentions, but we never have full sell-through

with them — even the fashion guy is wearing simple flip-flops. Due to bad weather, we cancelled our flip-flop order to not compete with clearance sales everywhere. For spring ’16, we’ll dabble in [more trend-driven] looks, but our biggest dollars will be in classic flip-flops and easy, simple styles.”“We’ve had seasons where

we don’t carry sandals at all, [but] we had a little bit this season, such as Birkenstock’s Arizona style and a flip-flop and slide from Cushe. Our guy tends not to be a big sandal wearer. He’ll go [for] a barefoot slip-on [from] SeaVees or Vans. Guys want super-comfort at a [good]

price. For spring ’16, I don’t see a big sandal resurgence, [especially] in the Northwest, where our weather doesn’t scream for sandals.”
Nearly a year after naming Ken Pucker as interim global CEO, MBT has made a permanent hire for the top spot. The Swiss footwear company this week named Jan Stig

Andersen, an ex-Ecco CEO, as its new chief executive. He will officially join the company next month, when Pucker departs.Andersen, who will be based in Zurich, comes to MBT from the European textile fashion company BTX Group A/S, where he has served as CEO since 2005. Prior to that, Andersen was the

CEO of Ecco North America and held various positions at that footwear firm for 15 years.Reached by phone in Denmark, Andersen told FN that he believes MBT’s “potential is enormous.” However, he plans to grow strategically by partnering with “strong key independents, chains and department stores in the American market,” he said.

“I believe that if you get the quality right, then the volume will come, but it needs to be controlled and in the right channels.” Anderson is the second major hire — and second ex-Ecco exec — to join MBT in recent months; the company brought on Paul Grimble as its North

American managing director in July.


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