Footwear Insight

10 • Footwear Insight ~ January/February 2018 THE FOOTWEAR EYE footwearinsight.com D ansko has introduced a refreshed look and feel for its brand under the concept "Embrace Your Journey." The new assets Dansko is provid- ing to retailers include an updated brand color palette, an expanded assortment of both lifestyle and product photography, which incorporates joyful elements in the form of color and composition, and additional in-store tools to support the brand in a consistent and authentic manner. "Embrace Your Journey is about celebrating those who have chosen a path worth taking and live their lives to the fullest," says Tiss Dahan, Dansko's VP– marketing. "They do what they love, love what they do, and take the time to celebrate. We have always had a close connection to our consumers and seek to deepen that connection through sharing our stories and telling theirs." Dansko launched the first Embrace Your Journey video in January, sharing the personal story of one of Dansko's consumers. The video launched on social media channels, including Facebook and Youtube. O I n what the brand is calling the first comfort shoe with Q technology, Alegria is introduc- ing the TRAQ collection. The shoes in the new TRAQ line feature a chip embedded in the outsole that tracks steps and uses Bluetooth wireless technology to synch up with an app that is compatible with IOS and Android phones. All five styles in the collection have Q names, playing off the "Q" technology. The Qutie, Qwik, Quarma and Qest will all retail for $99.95. The Qin, which features premium leather uppers, will retail for $119.95 The collection has been in development for sev- eral years and Alegria execs hope the TRAQ App will encourage consumers to create walking groups, invite other folks into these groups and share data and leaderboards. TRAQ should appeal to a more tech-savvy younger consumer than the current Alegria customer, execs say. They also see it appealing to nurses and medical professionals who currently wear athletic shoes. The line will be sold into existing Alegria accounts as well as stores that are more athletic in their orientation. The battery life in the chips embedded in the shoe have a projected life of eight years. The shoes come with one pair of washable antimicrobial footbeds. O Dansko Shares Its Journey Alegria's Smart Comfort line BRANDING TECHY Left: A scene from Dansko's Embrace Your Journey campaign. The Qin in Red Butter and the Qarma in Wild Child Blues are part of the TRAQ line.

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