Footwear Insight

28 • Footwear Insight ~ September/October 2021 footwearinsight.com feedback on what is and is not resonating with their consumers. We supply the products that allow our retailers to build their reputation and their business, and we take that partnership extremely seriously." n Dansko "The independent retail channel is the foundation on which Dansko established itself as a premium comfort brand and remains critical to Dansko's business and overall success," says Jim Fox, CEO, Dansko. "Our sales force and customer service teams remain structured so that they know the independent retailers, understand their business, and can provide a high level of service and responsiveness. Dansko continues to run its business so that independent retailers can offer a broad range of Dansko footwear that includes a balance of perennial sellers and new launches that help retailers maintain a high margin on Dansko sales." When it comes to addressing the challenges currently facing the market, Fox notes that since March 2020 Dansko "has run the full spectrum of working with retailers to accommodate the initial period of reduced foot traffic and excess inventory, to more recently chasing product and ramping up futures orders to meet greater than antic- ipated demand." Adds Fox, "Our goal is that independent retailers see Dansko as a partner that they can count on through thick and thin. The key is the communication among the retailers, our sales reps, and our corporate office to be clear about the challenges and adjust when possible. Continuing to move forward with focused new product development that provided new stories and fresh product in 2021-22 has also had a positive impact for independent retailers." The key elements of a successful brand and retail relationship can be seen where there is an overlap in terms of knowledge and respect for the consumer, says Fox. "Both the retailers and Dansko want to exceed consumers' high expectations in terms of both service and footwear. The high level of trust that comes from working together over several decades makes it easier to communicate and share information so we can both succeed. Consumers depend upon independent retailers' deep understanding of their specific needs and the overall market that results in a curated product selection, and retailers in turn trust Dansko to provide product that they can confidently recommend to consumers." n Rieker "The Rieker brand has evolved, and blossomed in the USA with the partnership of the independent retailer," says Rich Rask, president, Rieker Shoe Corporation. "The Independent Retailer is in the DNA of the Rieker and Remonte collections. It is of the utmost importance." Of the added challenges of this past year and how it has impacted the company's relationships with retail partners, Rask says, "Frankly, it has strengthened our relationships and partnerships. We rely on each other to succeed. Communication [with retail partners] is the key element. All situations are unique and require solutions on an individual or case-by-case basis." In Spring 2022, Rieker is launching a new R-Evolution Lifestyle brand for both men and women — the collection is geared for the independent retailer with "long margins," says Rask. n HOKA "Specialty [shops] are where consumers had their first experience with the HOKA brand, and they represent an area of the business that we have a great appreciation for, and commitment to," says Chris Cohen, VP of U.S. sales, HOKA, noting that a brand "goal" at HOKA is to operate in a high touch, high service manner. This is best demonstrated, Cohen says, through the efforts and alignment of the brand's field team of AEs & FER (Field Experience Reps), which currently numbers over 60, with the sales team focused on all specialty channels, including Run Specialty, Outdoor Specialty, and Better Footwear. "As a brand, we believe in the power of story-telling and the kind of experiential retail that today's consumer has come to expect, and know that the specialty and independent community has the ability to provide the expertise, while also bringing the HOKA brand to life in a powerful and meaningful way," says Cohen. The added challenges of this past year have yielded some benefits when it comes to retail relation- ships, according to Cohen. "I think it's impacted our relationships in a positive way, as we were able to provide some solutions to the specialty community early on," he says. "As market conditions have shifted, our [reps] have been very engaged, working closely with our retail partners to identify oppor- tunities, from product to events, resulting in a win for both. Also, as consumers have had more time to devote to all things outdoors, or perhaps recently discovered run- ning, walking, or hiking, demand for HOKA increased significantly, creating value for both brands (HOKA and retailer), while providing a positive brand experience for the consumer." When it comes to pinpointing the key elements of a successful brand and retail relationship, Cohen, says, "First and foremost, trust POWER IN PARTNERSHIP Rieker R-Evolution, new for Spring '22. Dansko Maddy Demand is high for HOKA.

• Cover