Footwear Insight

"We've noticed a significant rise in consumer demand for comfort, a trend amplified by the pandemic as we embraced all-day slipper wear. In our product development, ensuring optimal foot support and comfort is as crucial to us as shielding feet from the elements and maintaining warmth. It remains a top priority in every new footwear design." – Gillian Meek, CEO, Kamik "We are seeing an increased emphasis on comfort not just as a preference, but as a lifestyle and fashion statement. Traditionally, companies have used one basic last for both women's and men's, and refer to it as 'unisex.' If women are wearing boots made from a 'unisex' or men's last, the contours of the shoe are not going to hit at the right places on the foot. One result is the foot having to do too much work to support itself, leading to injury." – Emily Soloby, CEO, Juno Jones "We continue to enhance comfort and lead with technology every season. Our styles look like the latest in running shoes with composite toe protection. You can be on your feet all day in most work environments without the fatigue you would expect. e end consumers expect style, and they expect comfort." – John Spotts, director of sales, North America, Puma Safety "Leather has been used in the footwear industry for so long because it's not only durable, but gets more comfortable the more you wear it in. While we have been handcraing leather goods for over four generations, we have mastered the timeless techniques and continued to put an emphasis on new technologies along the way. Our customers are investing in something that will last for a long time." – Phillip Dumond, VP of sales, Milwaukee Boot Co. "Modern lifestyles oen involve long hours of standing, walking, community and hiking, so comfortable footwear is essential for overall well-being. Consumers are looking for athletic, faster, lighter hikers that still deliver on comfort, traction and durability. Comfort directly impacts performance and overall satisfaction – so it is crucial to consumers when choosing a boot." – Shaun Bohnsack, VP of product management, Merrell "Our comfort promise always starts with fit. We make an extended range of widths and sizes to help ensure a perfect fit. We also offer many items including the Cortland with two removable insoles to further help the consumer find the zmost comfortable fit for their foot shape and size." – Jennifer Sokso, director of marketing, Propét "Yes, consumers have shown an increased emphasis on comfort for sure – it is one of the first components we think about when it comes to our product offering. is upcoming FW24 season, we've included OrthoLite insoles in many of our new styles to enhance our comfort angle. We also focus on bringing forth fashion-right styles and added features, such as NeverWet water resistant protection." - Jerry Breig, COO, LâMO "e comfort trend is driven by the physical demands of professions like prolonged standing, advancements in footwear technology enabling more comfortable designs, a competitive market landscape incentivizing brands to prioritize comfort, and a growing awareness among the workforce of the importance of foot health on overall well-being. As the safety footwear market grows and becomes more competitive, delivering superior comfort has become a key selling point." – Brent Jennings, VP of marketing, Warson Brands "Comfort is always the priority. Consumers have an abundance of options. If the style passes the sight test, winning the try-on 'comfort' test is crucial for executing the sale." – Rich Rask, president, Rieker Shoe Corp. 24 • Footwear Insight ~ July/August 2024 footwearinsight.com COMFORT KICK While the feel-good factor of a boot has always been an added bonus, brand executives are now seeing wellness come to the forefront in purchasing decisions. "Consumers are placing an increased emphasis on comfort when it comes to work boots," according to Brent Jennings, VP of marketing for Warson Brands. With that in mind, Jennings' team is prioritizing sneaker-like comfort in both work shoes and boots. is means features like cushioned footbeds, arch support, breathable linings and shock- absorbing soles. "Many workplaces are now allowing more comfortable styles, including rubber soles and fashionable sneaker styles in place of their previous hardline rules," commented Juno Jones CEO Emily Soloby, adding, "the younger generations have made it clear that comfort is empowerment, and the middle and older generations are agreeing with this." We asked execs around the industry about the role of comfort innovation in new boot trends, and they had plenty to say. Where dOeS COmFOrT COMe InTO The eQUaTIOn FOr BOTh BRandS and COnsumeRS?

• Cover