Footwear Insight

38 • Footwear Insight ~ September/October 2023 footwearinsight.com throughout the season, no minimums, exceptional margins, and even fast free ship- ping on all orders placed via our B2B site." How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: "Being made in the USA, we were able to minimize product availability issues during the pan- demic, as well as avoid the glut of inventory that many brands faced earlier this year," says Keel. "We have a thoughtful MAP policy and maintain strict channel control, especially over 3rd-party marketplaces like Amazon. Local production in small lot sizes allows us to avoid excess closeout inventory that eats into our retailer's margin and fills demand with off-price products. Swiwick strives to be the easiest vendor our retailers work with." Product Standout: Swiwick's tech-infused Flite XT and Flite XT Trail socks provide differentiated features that align with the in-store experience offered by great inde- pendent retailers. e brand also offers its sit and fit retail partners Swiwick's off-the-wall program – which allows them to offer a new pair of socks for every fitting and elevate the experience for the customer. "Ultimately, this will get Swiwick on more customers' feet and more dollars in the registers of retail partners," says Keel. ALEGRIA e importance of independent retail to the brand's strategy: "From our launch into the U.S. market 15 years ago, the Alegria brand has placed independent retailers on the top of our distribution priorities," says Scott Cates, president of sales, Alegria. "e value of what we offer as a brand is expressed and communicated the best at this level. It's where a product like ours belongs so our story can be told." Keys to a good brand/retail relationship: "Communication and connection is key to a good partnership," says Cates. "An in- dependent retailer must know they can make money with your brand, first and foremost. e quality and consistency of the product gives the retailer confidence in what they are marketing daily to the consumer. The Alegria brand thrives in the work and wellness world, therefore the product must function effectively in that space. A good brand/retail relation- ship starts with the retailer's needs first!" How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: "Product availability has always been a strong suit for us," says Cates. "Many years ago, we supported a 'never-out' program but then realized our consumer wanted basics first and fashion second. We still try and maintain solid in-stock core goods, while season- ally flowing in fashion. Originally, when a consumer bought her first pair of Alegria's she then followed it up with 3-5 pairs in a calendar year. Her choices are now greater than when we started, therefore we turn new product quicker to keep up with consumer trends." Adds Cates, "While our DTC is something we try to underemphasize, it's the only way for a brand to control their message. e challenge is doing it properly while enhancing the brand's story and marketing. A brand always pushing sales versus messaging is not a successful long-term strategy and eventually deteriorates the retail/wholesale relationship." Product Standout: The new ReBounce collection offers a gross margin percentage that is above industry average, notes Cates. e athleisure-inspired collection is Alegria's most lightweight and supportive footwear to date. e brand is reinforcing it with in-store POP and a 30-Day Walk Test to entice first-time consumers to experience the comfort. And Alegria is aiming to reach younger consumers via social media with influencers and social ads. POWERSTEP e importance of independent retail to the brand's strategy: "Independent retail is at the core of PowerStep's brand strategy, and its success is rooted in the sit and fit try on process," says Nicholas Adams, chief sales officer, Foundation Wellness. "It is in- dependent retailers around the country that introduce, recommend, and fit end-consum- ers with PowerStep products. We partner with retailers to drive store traffic, promote the products, and service the stores with a dedi- cated sales team. Ultimately our brand growth happens when we are winning together." Keys to a good brand/retail relation- ship: "Communication and shared goals," says Adams. "PowerStep's goals as a brand must be aligned with the retailer's goals of providing the customer with the best service, products, and experience." How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: "Being a brand manufactured in Ohio we don't have product availability issues and we make de- cisions on product pricing and ecommerce with the independent retailers in mind," says Adams. "Ensuring retailers have the ability to price the products competitively and win on service in an omnichannel en- vironment is key to both of our successes." Combined Brand Power: Earlier this year, PowerStep's parent co. Foundation Wellness acquired Currex. "We are excited to bring the brand power of PowerStep and Currex to our retail partners," says Adams. "With the no. 1 Podiatrist recommended brand driving referrals into stores and the no. 1 brand in independent running stores offering a com- fort and performance option, Foundation Wellness has our retailers covered." 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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