Footwear Insight

by providing the same service model across channels to create the experience they want when looking for information, researching gear and buying (of course!). eir expertise and the personalized touch that's a part of the specialty run experience is a central part to helping Brooks reach these strategic goals, and always will be. Making it easy for runners to find our brand is a focus for how we execute, and that puts our retail partners right in the middle of the conversation." ECCO According to Tom Berry, president & CEO, ECCO US, the brand's independent retail channel philosophy is simple – "Dance with the one that brought you!" Product Highlight: For Spring 2023, ECCO will launch a new program for women and men called Gruuv. Craed in buttery so Nappa leather by ECCO, these shoes have an eye-catching design, with rubber outsoles and a midsole material of Polyurethane to provide flexibility and underfoot support. Matt ibeau, channel manager, ECCO US, notes that because independent retailers have "led the market as early adopters of new product initiatives, they provide an essential relationship for ECCO." He points to the Helsinki and now, the new Helsinki 2.0 as critical ECCO offerings in the casual/dress space. "e Helsinki 2.0 has great flexibility to bridge the gap between casual and dress. is Swiss Army knife of a shoe can also look appropriate paired casually with a pair of jeans, or khakis. e key to its success in independent outlets is the universality of the pattern, the accessible price point, the fact that it is Euro-sized and features the extra-width feature (removable insole that creates more depth in the shoe for wider feet). All of these factors combine to drive higher ROI's and make this an independent shoe store superstar." ibeau notes that, "Since 1991, when ECCO entered the American market, independent retailers have been in the forefront of introducing new and innovative technologies (such as our FluidformT technolog y and Phorene midsoles) as well as new categories (e.g. Outdoor). Another great example of how our best independent accounts remain important avenues to launch new programs is with the Biom 2.0 and 2.1 series. is new classification of Outdoor Lifestyle product incorporates several innovative technologies and features that have expanded the entire category for us, led by our relationships with independent retailers." Strategic Insight: "ECCO has a long and successful history of partnership with the independent channel, and they will continue to be our priority," affirms Berry. "Consultants always suggest 'cutting the long tail' and exiting independent retail – but we don't see independent retailers as a 'long tail' – we see them as 'e Core of ECCO' and look forward to many more years of future success." Like ECCO, most independent retailers are family businesses that "focus on the long-term," notes Berry. "ey succeed by offering premium and curated products, exceptional and expert service, and a great customer experience." He concludes, "I believe that the key to our ongoing partnership with this channel is in the strategic decisions that we have made and in the nature of our brand itself. We are a premium brand obsessed with fit and quality. We have a very limited distribution of best-in-class partners. And while we have a DTC business, our philosophy, (unlike many other brands), is not to become DTC dominant but rather to have a balanced and segmented marketplace with different roles for each channel… Wholesale, and in particular Independents and Specialists (like those of our leading Golf business), will always be the primary focus of our brand in the US." ALEGRIA Scott Cates, president of sales, Alegria, describes the brand's retail partners as "our mouthpiece, especially the independents that understand us and the product we create." He adds, "We rely on the voice and expertise of explanation through our retailers, to today's savvy consumers. When a consumer needs us, then she'll know how important our product is based on the benefits." Product Highlight: e brand is currently launching ROK n ROLL by Alegria. The collection is Alegria's "Next Generation Rocker Outsole." Explains Cates, "Rocker outsoles have been the root of our brand for 15 years. e outsole material is long-wearing, slip-resistant, resilient, and grounded in wellness. Our footbed has the same ingredients that millions of service professionals have worn on long shis and hard floors since Alegria's inception. e uppers are available in a variety of materials such as water-repellent mesh to vegan leather with fashionable and inspirational colors." Strategic Insight: "Our philosophy has always been very consistent over the years," says Cates. "We found a mutually profitable niche in the independent footwear channel, and we offer programs to support those channels. We believe in providing a gratis product that sales associates can wear to enable them to explain Alegria benefits firsthand. We believe 54 • Footwear Insight ~ September/October 2022 footwearinsight.com ECCO Gruuv is launching in Spring 2023. Alegria Solstyce in Moon Grey POWER IN PARTNERSHIP

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