Textile Insight

FOOTWEAR | WORK BOOTS Work it Out Brands Sound Off on Real Opportunity in the Women's Space Right Now. By Jennifer Ernst Beaudry s a global labor shortage drives more and more trades to recruit women, and online communities bring women in the field together and let their voices be heard, brands in the work space say women's product isn't just a service they can provide their consumers — it's a business opportunity. Execs believe the market is overdue for smart, well-fitted, job-appropriate footwear for women. "Society overall has made tremendous strides in viewing women in an equal way — it's a perfect storm coming," says Ben Ashe, director, product management for Timberland Pro. "This is absolutely a tipping point for women and work," agrees Garrett McGuire, category manager for Work at CAT Footwear. "Brands have dabbled in it, but dabbling isn't going to get the job done." CAT has made a strategic commitment to serving the needs of women in work. "I'm particularly passionate about this," says McGuire. "I find women to be vastly underserved in work and I find it, frankly, unjust." McGuire says the numbers tell the story — and not just in the United States. "We see women making up nine percent of construction jobs in the U.S., and it's similar in other countries. Job sites are becoming more inclusive, and more women graduate with construction management degrees now than men," he says. And that looks to continue, he adds: "The labor shortage is not just in the U.S., it's in almost every global market. And one of the ways they are attracting new talent is recruiting younger people and women." The status quo already shows room for improvement. "Women buy 25 percent of work boots, but only three percent of the boots sold are women's styles. [Buying men's only styles] means the fit doesn't work, the comfort doesn't work, and they can't find it at retail and have to adjust their shopping behaviors," McGuire says. That blank space in the market is an opportunity for CAT, he says. "For us going forward, there will be an over-index of women's-specific product and attention given to women." Upcoming CAT styles will meld lifestyle aesthetic and work product. "If we have really good-looking product that still has all the attributes of work, it becomes less difficult [of a sell]," he says. It's also a more attractive proposition for retailers who haven't added a women's component yet: "It's a good entry point," he says. "It opens up new retail opportunities." A textileinsight.com Keen Utility's chelsea-style Romeo boot from its Seattle line.

• Cover