While the upcoming election and the unpredictable economy were top of mind for buyers and exhibitors alike at the August edition of The Atlanta Shoe Market, footwear leaders were optimistic as the industry rolls into the second half of the year.
“The overall mood among the attendees was very positive and upbeat,” said the show’s executive director, Laura Conwell-O’Brien. “The event was characterized by a lot of energy and a great vibe.”
Executives at the trade show predicted a solid finish to 2024 while also leaning in to strategies that will help ensure a strong start to 2025. Spring 2025 collections, for instance, aimed to entice customers to part with their closely guarded dollars by focusing on versatility, comfort and value nearly across the board.
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“Customers just want their dollar to stretch further,” noted Dan Guenther, senior director of sales for Dr. Scholl’s. “They’re spending only on what they really want. So nailing the product and the price to offer the consumer value, is critical.”
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Dr. Scholls, celebrating its 100th anniversary this year, is rolling out products that offer a bridge option between some of its price points and that bank upon the continued success of its iconic wooden-soled sandals. The new Original Flex sandals, priced at $80, have a chunky platform shape but in a flexible, cushioned midsole with translucent jelly or cork features.
At Carhartt, national sales director Alan Jones anticipates that the company will finish 2024 strong. “Last year, retailers had too much inventory,” he said. “Now, they’ve worked through that, so I think we will see less promotional activity and higher receipts. We had single-digit growth in the first half of the year and we expect low double-digit growth for the fall season.”
The new Frontier Collection from Carhartt aims to fill in price points at all levels with a value-focused assortment that still has the safety technology for which the company is known. It includes a fashion-forward Chelsea style pull-on option.
Dansko, too, expects a good second half. “I think that it will be a Q4 story,” predicted Kaura Kain, director of sales for Dansko. “Economic pressures exist, but the impact hasn’t weighed in.” Several new products from Dansko will help drive business and bring in a younger consumer base: its new leisure-style sneakers, its Delmar sandals that are similar to recovery shoes but intended for all-day wear, and beautiful wood-bottomed sandals with a cutout in the heel and a cushioned footbed.
For the first time at The Atlanta Shoe Market, all of the Wolverine work shoe brand booths were showcased in a single consecutive row, said Tom Kennedy, president of Wolverine Boot Group.
“Our opportunity moving forward is the power of our portfolio,” he said. “It’s the first time we have done a strategy that leverages the portfolio and making sure we sell [retailers] the portion of our brands that are suitable for their consumers.” Among the highlights of the Wolverine brands are Caterpillar’s entry into the Western boot segment with its Colorado Frontier line and a relaunch of Wolverine’s DuraShocks technology that showcases how the cushioning and stability technology can be applied to specific placement within the shoe.
Makers of hiking boots and other technical footwear are looking to make their options more versatile and less specialized.
“With athletic footwear, we are doing well with blending athletic and hike to create fast and light hike models,” said Tom Hammond, regional rep for Oboz. The company’s Katabastic 4T, for instance, has a new Gore-Tex treatment that laminates the waterproof layer to the body of the shoe, so it has more breathability and minimizes moisture collection. “It’s a good transition from athletic to hiking,” said Hammond.
Keen, too, is focusing on “faster and lighter” when it comes to work boots, said Kevin Kious, senior director of sales. A new carbon toe is lighter weight and allows for a sleeker profile. “It doesn’t look as much like a work shoe,” he added.
And Vasque is rolling out new designs that are more versatile and lightweight than its traditional hiking boots. “It’s a comfort thing,” said Peter Wilson, Vasque’s sales and service representative for the Southeast. “For most folks, the big hiking boot is not necessary.”
Whether you call it athleisure, casual athletic or travel footwear, the fashion sneaker category continued to grow, with shoe designers tweaking styles and incorporating features.
“Athleisure still dominates the business,” confirmed Greg Nicoghosian, vice president of global sales for Pajar. The company is focusing on sneakers that are functional and high-performing, such as its lightweight, travel-friendly Premium Cup line.
The new Rebel Sport sneakers from Dr. Scholl’s play off the success of the company’s Time Off sneaker, which has gone viral multiple times since its introduction less than two years ago. The line features elevated retro colorways and a contrasting stitched chevron design, and it is positioned as a comfortable sneaker that goes with any outfit.
French brand Palladium continues its strategy to re-enter the U.S. market, banking on its Palla Ace collection of colorful canvas shoes to excite customers. The competitively priced shoe distinguishes itself as a comfortable option with 4 millimeters of cushioning and an eco-friendly story: 10 plastic water bottles are recycled to make the uppers on each pair.
“Casual is just getting stronger and stronger,” said Cape Apener, brand director for Palladium.
K-Swiss, too, is capitalizing on a continued interest in lifestyle sneakers by adding new price points, as well as fresh colors and materials, into its collections. Expect to see fade uppers, leather with suede overlays and other details in the company’s spring 2025 introductions. What’s more, the company is seeing significant business in wide size options and will continue to make these available in its collections.
More width options are also a focus of Brooks, which sees a variety of shoe widths as an aspect of its full fit experience.
As brands finalize their strategies for 2025, many are focusing on better serving their retail customer, particularly independents.
“Our plan out of the gate was to be at smaller retailer partners,” said David Brown, vice president of sales for Kizik. As the company finishes up its first year of wholesale distribution, he said the plan will be to educate retailers about the company’s slip-on shoes. “Education and teaching associates, and how we communicate our message in stores, will encourage the biggest growth.”
At Keen, part of next year’s strategy includes a relaunch of its American Built collection, featuring more relevant styles and new packaging.
And Mephisto is continuing to focus on its three-pillar strategy of servicing retail, wholesale and e-commerce business. “It is to be determined whether we give one or the other [of these channels] a push,” said Rusty Hall, president and chief executive officer. “E-commerce is the area of biggest growth at the moment.”
The Atlanta Shoe Market celebrated its 80th anniversary at the show, highlighting its long history of bringing the industry together in the spirit of collaboration. “This milestone reflects the strength and longevity of the show, its members and attendees,” said Conwell-O’Brien. “As the executive director, who has served for 40 of those 80 years, I cannot express enough how much pride I have in the community that has been built, highlighting the successful connections made between retailers and sales representatives over the decades.”
The next edition of the trade show will take place Feb. 15-17, 2025, at the Cobb Galleria Centre. Conwell-O’Brien noted that some changes could be in the works. “To accommodate the needs of retailers, there is consideration to open the show earlier and keep it open later, giving attendees more time to shop,” she said. “The ongoing commitment to improving the show and enhancing the experience for all attendees is a key focus.”
— with contributions from Jennie Bell
