Footwear Insight

celebrated its 130-year anniversary this year. From the start the brand was known for high quality products at affordable prices. e brand was sold to Sara Lee in the 1990s and later to SC Johnson in 2010, before being brought back to market under new ownership in 2020. e brand is now back in thousands of stores today. "To this day we receive many emails from customers sharing their Meltonian stories how it makes their leather products look their best," says Komashinskiy. ECCO e importance of independent retail to the brand's strategy: "Independent retailers have been crucial to ECCO establishing a business that speaks directly to consumers," ECCO's North America sales team tells us. "In looking forward with that heritage, ECCO considers independent retailers to remain among our top priorities for the brands future strategy. Knowing that they are the bedrock to our current statue, we're aware we will only be able to build future success with independent retailers' continued support, vision and partnership." Keys to a good brand/retail relationship: "We believe in strong, constructive and engaging partnerships. is includes the staff within our company as well as external partners sharing their point of views in an open dialogue. Retail is essential to our business, so a dialogue between the brand and retailers and a willingness to learn from each other mean we can thrive together." How the brand navigates hot button issues for retailers such as product availability, product pricing and DTC: "ECCO looks at the business from a consumer's perspective. When it comes to hot buttons with prod- uct, pricing and other consumer facing situations, ECCO will always do what is right for the marketplace and consumer. Protecting the relationship with customers is essential for long term success, and far more important than short term wins." Product Standout: In SS24, the brand is excited to launch the SOFT 60 sneaker to the independent retail channel. e SOFT 60 is an extension of ECCO's popular SOFT style, created to celebrate ECCO's 60th anniversary. MEDI e importance of independent retail to the brand's strategy: "e independent retailer is essential in telling the medi brand story to el- evate our products in a competitive category. Independent retail enhances the customer ex- perience through education and expertise in product selection," says April Wilson, medi. Keys to a good brand/retail relationship: "We support our retail partners through marketing efforts, clinician referrals and strong selling policies to help them build and maintain long-term, consumer relationships," says Wilson. "Additionally, providing a com- pelling product and technical story that is easy to execute builds success early and oen." How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: "e most critical issue our retailers face today is staffing," Wilson notes. "By providing multi-channel educational opportunities, in-store support, and creating business operational efficiencies, this generates more effective retail associates, allowing manag- ers to focus on business-driving activities." Standout Innovation: e medi protect foot support line is based around function- ality and quality. Medi foot supports are constructed around the specific indication they treat through the layering of different materials to achieve the perfect performance outcome. All medi insoles are handcraed in Germany with multiple layers of material using the most advanced technology to treat indication-specific conditions. e latest innovation is the brand's Hydrofresh interface cover that helps manage moisture and odor within the shoe. SWIFTWICK e importance of independent retail to the brand's strategy: "e independent re- tailer is an extension of the Swiwick brand," says Andy Keel, national sales manager, Swiwick. "Independent retailers act as a critical link between us and the customer. ere is no better place for a customer to learn the benefits of a highly engineered performance sock than in a conversation with a specialty retail associate. Swiwick is a challenger brand. We are not in big-box retail and have limited marketing resources, so we highly value and support our inde- pendent retailers as true partners to help introduce Swiftwick to new customers." Keys to a good brand/retail relationship: "A brand must provide a value proposition for the retailer to be a good partner," says Keel. "We think that starts with exceptional, differentiated products that help set indepen- dent retailers apart. As an accessory brand, we must be easy to work with. Streamlined programs, easy ordering, and exceptional customer service are paramount. en, we try to structure our business to address common retailer pain points. Being made in the USA allows us to avoid forcing pre-booking pro- grams, huge buy-ins, and other traditional mechanics onto retailers that rob them of operating cash. We have inventory available 36 • Footwear Insight ~ September/October 2023 footwearinsight.com B R A N D S S U P P O R T I N G I N D E P E N D E N T R E TA I L E R S S U P P O R T I N G B R A N D S POWER IN PARTNERSHIP

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