Footwear Insight

footwearinsight.com November/December 2018 ~ Footwear Insight • 45 the 100 year anniversary we redesigned the collection with modern updates. In the past the shoes have had hard, rigid, inflexible leather soles. We've added flexible, lightweight rubber out- soles. [Similarly], lots of classic shoes were full lace-ups, even for little kids. We've added hook-and-loop closures with elastic laces. We wanted a clas- sic look, but kept functionality in mind to make things easier for parents and kids on the go. We also know Millennial parents are one of the biggest organic consumers in America. They are the generation that cares most about sus- tainability, what goes into their bodies and especially what comes in contact with their children, so this entire col- lection will feature premium leather and organic canvas linings. And we've put in a molded footbed with the Stride Rite Fit Check system. It's a soft cush- ioned leather molded footbed with a visual system. If their toddler's foot passes the red shaded area near the toe, it's time to get them refit or move up in size." As you design the line as a whole, where are you looking for of-the- moment trend inspiration? Lee: "Before we start the season, we make sure that we shop the market so we can identify the trends and try to find white spaces within our lines and in the marketplace. This season we shopped major cities within North America, from New York to LA, and Toronto and Montreal, [as well as] Paris, London, Stockholm and Barcelona. We find inspiration any- where while we're traveling — from visiting a museum or looking at a pat- tern on a building. We shop the world and bring it all back to find the stories we're going to go after. One of the big ones we identified for Fall '19 is using different, cozy materials like warm plaids or checks. We'll seeing a lot of blended-type knits." What's your goal with the Stride Rite line as a whole? Lee: "The biggest initiative is to make sure that Stride Rite can be a 'want' purchase more than just a 'need' pur- chase. The brand has always made great-fitting shoes. But what we're noticing is that for the Millennial mom styling is key, so we're making sure we're trend right — we don't have to be the very trendiest, but it has to appeal. We're putting in the work to make sure it's trend-forward with an elevated design sense." McManus: "Everything we're doing as a business is to glorify fit — it always comes back to that. But today's inter- pretation is different and the shoes need to fit [those mom's] style, too." How does the FitZone system bring you closer to that modern mom? McManus: "Since I was a kid, I worked on fittings and I really think this will help revolutionize the kids' business. Our first installation has been with our partner store in Pittsburgh, which was remodeled into the new concept in August. We have two more deals signed and one more in works and you'll start to see them roll out next year. Kids love it and it's something mom can have on her phone and take with her afterwards." l "We need to make shoes that are great for kids, with exceptional fit and exceptional quality. But it's a different mom today and the shoes have to appeal to the moms." Brian McManus, EVP and GM at Vida Group Blowing Out the Candles To celebrate its centennial, Stride Rite will be hosting an experiential event tour this Spring. According to Michelle Hinsvark, market- ing director for Vida Shoes, the celebration kicks off with pop-up events in stores early in Q2 and will be followed by a 10 to 15 market tour of experiential events. "We're hoping all of our brand partners — some independents and some on the premium tier — will be cel- ebrating with us by hosting a store event or birthday party," she says. "We want to do some fun things — because birthdays are fun."

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