Footwear Insight

30 • Footwear Insight ~ September/October 2024 footwearinsight.com winning by keeping our focus on service. Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: Brooks is the only major running brand that has a multiple channel strategy to ensure the runner finds Brooks products wherever our brand is sold. By keeping the runner at the center of our decisions, and knowing no one owns the runner, we do not put our own DTC ahead of the specialty channel, but we let the runner decide where and when they want to shop. We are currently running a localized email campaign (30 million/month), where each footer on the email has the local running store closest to the individual receiving the email. We also drop ship product for specialty retailers so they don't lose a customer when they may be out of a size or color. Key Product: Glycerin Maxi introduces DNA Tuned, the newest iteration of nitrogen infused foam, created with a tuned dualcell technique. The heel features large cells for plush landings, while the forefoot features small cells for responsive toeoffs. — Rick Wilhelm, VP of US Specialty, Brooks CADENCE What role does the independent retail channel play in the brand's overall strategy? A huge role. Independent retail accounts for the vast majority of our sales and is relied upon to introduce and educate customers and potential customers about our products. We enjoy working together and creating win-win scenarios for their customers. When you think of some of your best retail partners, what words come to mind? Loyal, dedicated (to providing the best options for their customers), hardworking, gritty, honest, authentic, philanthropic. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? Maintaining inventory. I guess it's a good problem to have but sales continue to exceed forecasts so maintaining inventory levels has sometimes been challenging. Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: We have a variety of models that are exclusive for in-store only sales. And due to frequent requests we are considering allowing online sales from their proprietary (non-Amazon or other 3rd party) websites to help them maintain sales with their dedicated customers who want to shop on their websites. Shipping costs and timeliness are definitely issues, but out of our hands, unfortunately, so not much we can do there. Key Product: Cadence EX, one of our exclusive models and most supportive model. e EX provides semirigid support and enhanced shock absorbing comfort from heel to toe using our hi-rebound foam. — John Hinds, PT, Founder, Owner, Cadence insoles DANSKO What role does the independent retail channel play in the brand's overall strategy? e independent retailer is the backbone of Dansko's success. ey adopted us over 30 years ago and brought our brand to the consumer. As we develop new products we listen carefully to the feedback from these folks because they interact with our consumer daily. eir attention to fit, comfort and quality informs many of the decisions that we make about product. In terms of our business model, we do not believe that limiting distribution in this channel would be a smart decision for Dansko. When you think of some of your best retail partners, what words come to mind? Well informed, analytical, thoughtful and really enjoyable to spend time with. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? In 2024 we doubled down on listening to the product imperatives communicated by the independent retailers. I believe t hat t his is e v ident in our pro duc t offerings in Fall 2024 and Spring 2025. Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: We hear most frequently about shipping costs so in 2024 we offered to pay half of an independent retailer's cost to join the NSRA knowing that the NSRA has negotiated advantageous shipping rates that we want every retailer to be able to access. — Kitty Bolinger, President, Dansko DARN TOUGH What role does the independent retail channel play in the brand's overall strategy? Darn Tough has maintained a steadfast focus on independent retail since our inception in 2004. From product design to sales team directives, every aspect of the business is tailored to support independent retailers. is unwavering commitment has been instrumental in establishing Darn Tough as a leading brand in the market. When you think of some of your best retail partners, what words come to mind? Words like passionate, knowledgeable, and dedicated come to mind. ese retailers are oen enthusiasts themselves, sharing their love for the sport or activity with their customers. eir deep understanding of the products and their ability to connect with customers on a personal level make them invaluable partners and a true extension of our brand. POWER IN PARTNERSHIP

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