Footwear Insight

footwearinsight.com July/August 2018 ~ Footwear Insight • 47 sock makes high-intensity exercise easier." In trying to perfect the brand's running socks, Point6 sales coor- dinator Mackenzie Yelvington's team talked to members of the run- ning community to see what they wanted in a sock. The answer was more comfort, blister-free fit, quick drying and bright designs. "We totally redesigned our 2019 sport line to deliver on their needs, with more support around the foot and ankle and an improved fit, keeping the foot hot-spot free." 3. Personalized Placement The key to in-store placement of hosiery is making it work for your store and your customer. "I have seen tremendous success in all different ways," notes Darn Tough sales and marketing director Mark Comcowich. Large sock walls create one-stop shopping, while merchandising by end-use narrows options for the shopper. Comcowich likes to see Darn Tough on floor racks, allowing the consumer to learn about the brand, while the retailer can take advan- tage of more socks in a small area, equating to potential big return. "The sock department should be one of the most profitable real- estate per square foot in the store and a lot of bills should be paid for from sock sales," he says. Implus' Pictor notes that in regards to the Balega brand, "when retailers spend time on the footwear fit process, having socks on hand and integrating them, it definitely moves the needle for the sock vendor and the retail partner." Tom Weber, sales and mar- keting director at Wrightsock, says it's even more important to bring performance socks into the conversation before the try-on process begins. "Asking the shoe buying customer, 'do you need any socks with those shoes?' after the decision is made to buy a shoe, chances are slim to add socks to the transaction," he comments. "Socks with stories can claim additional, alternative merchandis- ing locations in the apparel pad, as well as the cash wrap," says James Jesserer, VP-sales at Thorlo. This includes the brand's Old School line, which has Thorlos' quality and standards of performance, gone retro. Farm to Feet had a successful program last year with multipacks in crates that retailers could put almost anywhere. "Many stores had great success with these in areas near checkouts, especially around the holidays," says VP– sales Chris Nitzsche. Eye-catching designs work on the counter or a rack behind the counter to remind shoppers to buy socks as "retailers have been asking us for more bright colors and fun designs that work well as impulse buys," comments Michael Foley, SockGuy president. Whether it's a dash of donut or a splash of sriracha, "we have noticed a lot of demand for food-based socks," the exec notes. O Clockwise from top left: Balega Enduro, Point6 Firecracker Light, Crew, Feetures! Atherton Crew and FootZen Hidden Comfort. Family owned innovation and sustainable, integrity made only in the U.S.A. Since 1905

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