just in our DNA,” says Quel. “It’s baked into who we are. A women’s pump may not be as comfortable as a women’s casual shoe, but a women’s pump from Ecco is going to be the most comfortable one she can put her foot into.” Speaking of pumps, Ecco’s sights for the future are set firmly on growing the female side of its U.S. business with the launch of a new collection of styled, heeled footwear this fall called Shape. The collection incorporates Ecco’s hallmark direct-injection process (DIP) that negates the need of glue or stitching and fits the contours of the foot beautifully. “It’s our most streamlined, feminine heel construction to date,” notes Marchini. “In addition to the tremendous women’s growth potential in the U.S., we see significant potential in the sport lifestyle and outdoor lifestyle categories,” Marchini adds. In outdoor/sport, Ecco is launching the second generation of Gore-Tex Surround with Biom Venture and Ecco Cool 2.0 styles for Spring ’17. Meanwhile in golf, the brand is incorporating Gore-Tex Surround, Spydr-Grip soles and BOA enclosures to various Cage, Biom and Cool products.
THE ROAD AHEAD Looking to the future, Ecco is investing in learning more about its consumers through research and face-to-face interactions at its own retail shops. In fact, the growth of these owned and operated shops, albeit modest, has been among the biggest changes in Ecco’s distribution strategy during its quarter century in the U.S., says Marchini. “In 2016 and beyond, we’re creating a healthy, balanced portfolio of distribution points that allows consumers access to all of our product categories (women’s, men’s, sport, golf and leather accessories) as well as making shopping experiences seamless between the offline and online world.” The goal, according to Quel and Marchini, is to get to know their fan base better so Ecco can not only design products that resonate with shoppers, but also engage them in a more personal manner and ultimately provide the kind of meaningful shopping experiences that build loyalty. Beyond that, “our positioning as a premium, high-quality brand driven by Danish design principles will not change,” Quel promises. “We will continue to be a super-premium brand that consumers respond to and a profitable brand for our retail partners.” No matter what trials and triumphs lie ahead, Ecco will always strive to meet the high standards set by its founding father, Quel assures. And if Toosbuy were here to celebrate his brand’s silver anniversary in the U.S., would he be pleased with his team’s progress? Quel chuckles, “He’d say, ‘It’s good so far…but you can do better.’ And we will.” • 58 footwearplusmagazine.com • august 2016
Ecco Innovation A RUNDOWN OF BREAKTHROUGH DESIGNS INTRODUCED OVER THE YEARS.
RULE NUMBER ONE of legendary shoemaker and Ecco founder Karl Toosbuy: “Always be open to improvements and new ideas.” It’s been a hallmark of Ecco design always. The brand is constantly working on ways to make a shoe better—not just aesthetically, but how it feels on the foot. And one of the beauties of Scandinavian design is that Ecco’s shoes are never overbuilt or too technical looking. Simplicity, wearability and, of course, comfort are its leading design tenants. Here are some notable examples of that process that have enabled Ecco to become a leading brand in the U.S. —K.P.
1. In 2009, Ecco unveiled a new running concept dubbed Biom Natural Motion. The soles and footbeds are like a 360-degree mold of a foot, including every curve and nuance. Biom is constructed on an anatomically precise last created after scanning the feet of 2,500 athletes. Since its launch, the technology has expanded into other categories such as walking, hiking, fitness and golf. 2. The following year, Ecco launched Golf Street Premiere, revolutionizing the traditionally spiked footwear category. Fred Couples wore the hybrid shoe at the Masters Tournament in Augusta, GA, and played phenomenally well, showcasing the new concept didn’t hinder his game. The outsole, constructed from a durable, wear-resistant TPU material, consists of approximately 100 molded bars that boast 800-plus traction angles to provide superior grip in a wide variety of conditions. The added benefit of Ecco’s hybrid golf shoes is their style attributes—they wear and look as good on or off the course. 3. Last year Ecco introduced its first Gore-Tex Surround product called Cool. For years, the brand and Gore-Tex have collaborated on innovative designs that feature its waterproof technology across a range of styles. Specifically, Cool features Gore-Tex Surround technology, providing 360 degrees ventilation and breathability. The eye-catching design aspect is the holes on the side of the outsole to allow air to flow into the shoe trough. Next year, the next generation—Cool 2.0—will be launched. 4. This year, Ecco is launching another revolutionary design concept that modernizes high-heel comfort in the women’s dress category. It’s called Shape, and it’s currently being shipped to the first retailers for fall delivery. While the idea of high heel comfort is not new, Ecco’s creative minds found a way of combining its direct-injection process (DIP) with an appealing, feminine look. DIP ensures that the liquid polyurethane (PU) is injected to shape an anatomically correct midsole and outsole. In addition, designers have separately attached a non-PU heel to give Shape products a contemporary and attractive aesthetic.