Issue link: http://viewer.e-digitaledition.com/i/1004249
outdoorinsightmag.com sock makes high-intensity exercise easier." In trying to perfect the brand's running socks, Point6 sales coordi- nator Mackenzie Yelvington's team talked to members of the running community (from 5Kers to mara- thoners) to see what they wanted more of 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 shop- per. 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 for the Balega brand, "when retail- ers 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," com- ments James Jesserer, VP-sales at Thorlo. This includes the brand's Old School line, which has Thorlos' quality and standards of perfor- mance, 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 Chris Nitzsche, VP-sales. 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. Q Clockwise from top left: Balega Enduro, Point6 Firecracker Light, Crew, Feetures! Atherton Crew and FootZen Hidden Comfort. INgenius ® Zone-Lining for better comfort and less bulk For 2018, we've elevated this concept to the next level with NXT, a zone lining design for strategic moisture control and blister prevention. This is the most targeted technology that we've ever developed and it provides the wearer with unprecidented comfort and protection. The first and only sock with a knit-in lining that moves moisture from inside the sock to the outside where it can evaporate quickly U.S. Patent No. 6,612,136. August 2018 • Outdoor Insight • 43