UPCLOSE COMFORT
In the Game Ecco pushes further into the sports arena for Spring ’17.
KNOWN FOR ITS traditional comfort and dress classics, many of Ecco’s Spring ’17 expansions are notably sportier in design and aesthetic. The step in the athletic direction is partly in response to millions of yoga pants–wearing consumers that simply can’t be ignored. Athleisure is more a lifestyle shift than a fleeting trend. Led by the inclusion of new technologies, like Gore-Tex Surround that provides 360 degrees of climate control and waterproofing, Ecco is focused on offering meaningful performance benefits in addition to sport style that has been incorporated into designs suitable for the trail, the gym and the street. Take the Biom Venture, for example. It’s a multi-sport trail shoe that, with the addition of Gore-Tex Surround, turns into all-conditions (wet, dry, hot or cool) gear. “It’s 360-degree breathability,” says Thomas Dixon, product manger golf and sport, Ecco Americas. “It’s like climate control for the shoe.” Available in women’s and men’s versions, a pedal pad on the outsole makes the trail sneaker ideal to go from a hike to a bike ride.
Budget Fashion Introducing Koolaburra by Ugg, a more affordable sheepskin-based brand.
DEBUTING IN A select group of national chains this fall, Koolaburra by Ugg—described as the free-spirited little sister to the reigning shearling brand—aims to attract Millennial-aged fashionistas on a budget. “So many people in the market have been leveraging our designs at this tier,” says Jennifer Somer, vice president of Ugg women’s lifestyle and GM of Koolaburra, both divisions of Deckers Brands. Rather than take Ugg down market or just forfeit sales to those competitors, Somers says Koolaburra by Ugg aims to capture this sizeable audience. All styles in the Koolaburra line are priced under $100 retail and offer “all of the comfort 44 footwearplusmagazine.com • september 2016
For those traversing tamer concrete jungles, Ecco is launching an athleisure style for women dubbed the Biom AMRAP (“as many reps as possible”). It features a mid-foot strap for various training workouts. “It’s very functional for working out with athleisure style that can be worn every day,” notes Dixon of the shoe’s stylish profile. He adds that it’s designed to pair with gym outfits as easily with skinny jeans. The style is available as a slip-on with a sock-like upper or as more traditional lace-up. Along those lines, the Exceed is another sneaker that features a textile upper with PU-based cage system and foam midsole. The sport chic style is designed as an active walking shoe that translates from country to city. Also embodying those aesthetics is the new Intrinsic sandal. A neoprene upper has lots of stretch while lowto-the-ground sole construction offers exceptional walking comfort. “We wanted to create a sport lifestyle sandal that fit the athleisure trend and, specifically, Millennials,” Dixon says, adding, “We have had great success with our Intrinsic line and have always done well with sandals.” Plus, an all-leather gladiator style for women ups the fashion quotient next spring. The sportier slant for spring, overall, is aimed at capturing a broader share of consumer closets. “Athleisure has shifted from a trend to a complete lifestyle,” Dixon says, adding that the category is broad. “The great thing about athleisure is that it spans across different generations and demographics,” he says. “When you make shoes that appeal to a variety of consumers, you can reach so many different types of people.” —Ann Loynd
our customers have come to love us for,” Somer assures. For example, sandals will feature Deckers Brands’ standard comfort footbeds and all boots feature EVA outsoles. Adjustments to keep the price point low are more aesthetic-based. For example, the collar on classic boot styles feature real shearling with a faux lining underneath as opposed to Ugg, where the boots have 100-percent shearling lining. The follow-up to the tight inaugural fall line offers nine new silhouettes for Spring ’17. The collection spans sporty trainers, sky-high wedges and strappy sandals. Metallic, cork and canvas are key design elements while touches of fringe, jute and braided leather ups the style ante. Somer notes that cork, in particular, is an important material due to its natural comfort properties. The collection is priced from $35 to $60 retail.
Koolaburra by Ugg will debut in Kohl’s, DSW, Shoe Carnival, Rack Room and Off Broadway Shoe Warehouse—chains that, for the most part, represent new business for Deckers Brands. And while these consumers may be seeking low prices, they have high style standards. Unable to resist a good playon words, Somer describes the target consumer as the “Koola girl.” She’s a slightly younger consumer (18 to 35 years old) than Ugg’s target audience (28 to 45 years old) and a free spirit who lives a busy lifestyle. She ranges from a college student to a working Millennial mom and possesses a high fashion IQ. Demographically speaking, Somer adds, it’s a broad audience with plenty of growth potential. “We see a lot of opportunity going forward,” she confirms, adding that for Fall ’17 the brand plans to add weatherproof offerings to its casual boots as well as a kid’s collection. “At some point, I could see multiple categories,” Somer says. “And North America is the [current] target, but we may begin to look internationally.” In the meantime, Somer is confident that Koolaburra by Ugg won’t overlap with Ugg’s business. “We did a tremendous amount of consumer research,” she reports. “Ugg has always had a premium position in the market. This is a way to get new people into the Deckers Brands family.” —A.L.