Footwear Insight

24 • Footwear Insight ~ November/December 2018 footwearinsight.com ROCKPORT HERO PRODUCT: TOTAL MOTION SCALLOP PUMP, TOTAL MOTION OAKLEE RUFFLE BOOTIE (PICTURED). Features: The Total Motion Scallop pump is a three-inch, wear-to-work, rounded heel with a strong pointy toe and a hint of feminine scallop detailing. The Total Motion Oaklee Ruffle Bootie gives a slight nod to the 1970s with a block heel and round-shaped toe. These styles are for someone who "does not go-easy on her shoes and expects that they will withstand lots of wear regardless of occasion," explains Stefanie Brunnthaler, senior director of product, women's collections. Target Consumer: "From the bus stop to the boardroom and drinks with co-workers, our Rockport power woman is busy engaging with family, friends and work. Total Motion is the collection that will withstand this busy lifestyle, allowing for all-day comfort, and is versatile enough to take her anywhere," she says. SAS HERO PRODUCT: LARA LOAFER Features: The Lara includes the brand's own proprietary last that "has a proven track record of incredible comfort and understated style for over 25 years," according to Tyler Remmert, product manager for SAS shoes. Ornamental features and genuine, rich leather highlight add style. Target Consumer: The demographic is working women 35-50. "They primarily use Instagram to get the latest trends, following influencers in their local area that they trust to give the best advice on upcoming and established brands," the exec notes. While this consumer might have worn more fashion-only shoes in the past, because she found out that those hurt her feet she's now looking for just the right blend of fashion and comfort. ALEGRIA HERO PRODUCT: TRAQ BY ALEGRIA QARMA Features: This lace-up walking shoe is the first comfort smart shoe with a built-in Q chip for tracking steps. It also syncs with the Traq by Alegria app, which allows users to monitor daily walking activity, set goals and create groups with friends and family. Target Consumer: "We styled the shoes using the classic silhouette of a walking shoe, but with our own flair that fits with everyone's wardrobe," notes Alegria CEO Luke Chen. "Wellness has become an enormous life style trend and we see TRAQ as a branch of that lifestyle by using technology which can encourage customers to walk more in a fun, and even competitive, way through the TRAQ app," he adds. l WOMEN'SCOMFORT

• Cover