Issue link: https://viewer.e-digitaledition.com/i/1354534
The Wool Advantage MATERIALS S arah Schlenger remembers as a four-year old wearing her favorite Jelly shoes around the farm, and Connie Huffa recalls the hand sewn moccasins that she wore everywhere as a kid. More than likely all of us have a shoe memory to share, which goes to show the powerful emotional pull of footwear. The question is, how much of that emotional response can be attributed to the material featured in the footwear? Wool is a natural for creating an emotional connection and is a material individuals can relate to in terms of design and functionality. "Wool works because it has lots of inherent features and fits with contemporary desires," says Connie Huffa, co-owner of Fabdesigns, Inc. Sarah Schlenger, R&D commercialization manager for The Woolmark Company, points out that consumers are familiar with wool from sweaters, socks and linens and feel open to wool in footwear. The wool experts weighed in on data sourced from Quartr's mobile insights platform during a recent online discussion on trends within the U.S. footwear market moderated by Denine Pezone, CEO, of Ardent Associates. A Quar tr survey revealed that most people do think about the materials their shoes are made from and look for a specific material when shopping for footwear. Now is an opportune time for wool in the footwear market, asserts Tim Rich, co-founder of The Convergence Collective. He explains that the unique tactility of wool is a big benefit. But consumer awareness of the wool shoe market is limited, according to a Quartr survey that showed that most consumers can't name a wool shoe brand. "There is a lot of open space to expand wool," Rich says, advising companies to lead with a material-first approach in wool promotions and storytelling. — By Emily Walzer How the Power of Material Triggers Emotional Connection with Shoes. 80% 7% DON'T KNOW UGG ALLBIRDS NIKE TOMS 5% 1% 1% footwearinsight.com March/April 2021 ~ Footwear Insight • 11 The vast majority of people can't name a shoe brand that sells wool shoes.