Footwear Insight

34 • Footwear Insight ~ September/October 2021 footwearinsight.com supply chain issues are a challenge, but, they are industry-wide. We have been impacted, but, less than most. I think that the recent booking season has demonstrated to us that we have weathered the storm better than most and with our most important relationships intact. We are very bullish about the future of the independent channel and ECCO." The two biggest factors for the brand in its retail relationships are transparency and communication, says Thomas Dixon, national sales/product manager, outdoor, ECCO. "That is how we have, and continue, to develop great partnerships in the independent channel. Obviously with what is happening now with supply chain it's even more important. However that philosophy has always been there for us since we get great feedback and insight from our partners on products, go-to-market plans, programs, etc. It's an extremely important channel for us in outdoor because it helps us build our brand and credibility. We see the outdoor independent shops as corner stones for customers searching for the best gear." n Twisted X "Twisted X has small-town character and operates with a small-town mentality," says Prasad Reddy, CEO, Twisted X. "We support the community and local independent retailers because we feel those companies build the community up. If the community is successful, then their business is successful and then Twisted X is successful, and everyone benefits. We understand and acknowledge that these retailers have built our company all the way up from day one. They are the ones that made Twisted X what it is now, and we could never abandon them. We are committed to supporting and helping these key partners be successful. It is in our DNA and that's why we continue to find ways to be there for them." Twisted X's commitment to independent retail is evident from the fact that the brand does not sell Direct-To-Consumer, nor is it in Big Box stores, says Lee Lemon, VP of sales. "And our salesforce is committed to that independent base. They are out there face-to-face every day and every week," Lemon adds, noting that Twisted X is adding to its salesforce to "make sure we've got the retailers needs covered." Despite the added challenges of this past year, Twisted X's relationship with its retail partners has gotten stronger during this time, says Scott Sessa, SVP business development. Since the brand does not sell DTC, he explains, Twisted X has inventory available solely for retailers — "and our focus has consistently been on how we can support and have their backs during a difficult year." This support goes beyond just providing inventory. "When the pandemic first hit, we dropped off PeraSpray to all retailers so that they could spray and sanitize shoes before and after customers tried them on to help keep everyone safe," says Sessa. He adds, "Our sales reps continued to go on sales calls and meet with the retailers/buyers during this time because our reps wanted to be on the front lines with the retailers and provide the support they needed. Even our management team was out travelling too. We did this safely and with the permission of the retailers, even having meetings in the parking lot to practice safe distancing." In his 50 years in the footwear business, Reddy says, "I've never seen anything like this. The last 18 months have been so unpredictable and uncertain, especially for retailers trying to survive. We knew we could increase our inventory and support them so that is what we did. We helped with marketing assets and created various programs that made them feel more self-confident - including everything from the financial side, inventory, marketing, and product development." The brand's successful retail partnerships are driven by the fact that "we need them as much as they need us," says Reddy. "That's why our approach focuses on the idea that 'it's always about you,' the retailer. That customi- zation is so important because our mission is to innovate in any way we can to make them successful, and success could look different from one retailer to the next." Adds Lemon, "Trust is so important in a partnership. Our retailers trust the fact that when we say Twisted X does not sell DTC, we mean no DTC. Some people will question what would happen if that ever changed but it won't because it's part of our core DNA." Twisted X recently launched Rapid Response, a retail partner program offering direct access to the brand's inventory with immediate order fulfillment and prioritized shipping. With Rapid Response, retailers of all sizes can directly access inventory quickly and easily so they never lose a sale, while providing their cus- tomers with expedited shipping. "It is one more way we are trying to give an advantage to our independent base," says Sessa. "Many of our partners are understaffed right now and struggling to get people to work. Rapid Response is one more tool for them to incorporate in their businesses model and provides the ability to save a sale by offering consumers a quick turnaround. Whether the retailer is out of stock or requires special ordering, we've made it simple to implement with 4 different ways to engage our entire team through Rapid Response." The name Rapid Response is very literal, explains Tricia Mahoney, CMO, Twisted X. "Throughout the entire pandemic, there has been one challenge after another, and our goal was to create a solution immediately that can deliver against any of those potential issues. It's all about looking ahead and taking care of the problem before it even gets here." The biggest concern retailers have been expressing to the brand is what the inventory situation would look like in the fourth quarter, notes Reddy. "There were concerns that all inventory would only go to large retailers instead of smaller independents or would go directly to consumers instead. They needed the reassurance that someone would be there to help them when buyers will be buying. In addition to our 'no DTC' commitment and Rapid Response initiative, we are also launching Reserved Inventory, a new initiative whereby we are creating a virtual warehouse with top styles and reserving inventory for independent retailers." Twisted X is able to provide its Reserved Inventory program in addition to the Rapid Response support because during the pandemic the company increased its own inventory, says Mahoney. "Like many others, we too have felt the challenges of supply chain slowdown, but planning ahead provided us with inventory that is continually arriving, and a plan to distribute it so it serves all of our retailers." Continuing to invest in developing new prod- ucts is also still a key focus, the brand team is quick to point out. "We have doubled down on bringing new products and technology to the market in order to create excitement and drive business for our retailers," says Sessa. "Everyone is looking for something new and we've got it." n POWER IN PARTNERSHIP Twisted X CEO Prasad Reddy.

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