Trends

Molded comfort sets the trend

The SA consumers have embraced the molded comfort sandal style with gusto – and many visiting tourists are stocking up to take home.

Founded by two American watersport enthusiasts, Crocs was first introduced to the SA retail market by Jandi fishing tackle distributors at the annual Fishing Tackle Trade Show in 2003. The new style did not make an immediate impact — especially not among the more conservative tackle traders — and Tersia Wessels of Tidal Trade took over the distributorship the following year. She started slow, marketing directly to the public and at shows, but then the tidal wave broke and now retailers are vying for stock to satisfy the insatiable demand.

As in all sporting products, an innovation only remains unique for one season and it was soon clear that Crocs had pioneered a new footwear category as more and more wearers were converted by reports of their comfort. Crocs are now available in flip flops, pumps, boots and lace-ups — all made from the patented croslite™ PCCR ultra-light material that "moulds" to the foot and dispels bacteria and odours.

New brands, designs, and styles were rapidly introduced.

The introduction of Solmates into the local market has also gone "beyond expectations", says Tony Barker of Optimum Sports, who introduced his range to the trade at the 2006 SASGAM Show.

He will be introducing his new range at the end of March, which includes a camouflage style, interesting dual-colour blends and design innovations like a strapless clog styles and a slipper style that promises to be as comfortable as bedroom slippers.

The next new range will be coming in August with completely new shapes and designs added to the current range, says Barker.

"This new footwear style has been very well received by SA retailers as well as internationally," agrees Russell Kwong Hing of local distributors LGB Distributorship.

At the recent WSA Show, Cloggens™ introduced a whole new concept in molded comfort shoes: they showed them in designer denim, full-grain leather and air mesh.

"From the outset, we’ve made it our goal to evolve this category through technological innovation and design creativity," says Cloggens co-founder Troy Lewis. "The market relevance of this segment far exceeds a garden clog, and we’re adding fashion elements to meet consumer demands for stylish, lightweight and comfortable shoes at a great price."

Over the last 12 months, Cloggens has introduced innovations like the first shoes to feature a women’s-specific last, removable patent-pending Comfasoles™ footbeds, groundbreaking 3d™ technology and, now, introducing new elements.

Lewis predicts that the company’s growth from Cloggens will be 10 times more in 2007 than in 2006, despite the fact that he expects more brands to enter the market.

"With that in mind, it’s critical that our product remains fresh and we continue to evolve," he says.

Their new Comfort Casual Line includes industry firsts like 3d technology to create shoes with three specific densities for enhanced comfort, fit and durability; two-shot colour designs; and a women’s-specific last. All styles are built on Cloggens’ proprietary C-Forma anti-microbial and anti-bacterial material, and feature an odor-resistant upper and strategically placed venting in the toebox to help keep feet cool and dry.

The Pada, due to land in SA in April, is the first molded shoe developed using Cloggens’ 3d technology.

Unique features and benefits include the company’s lightweight C-Forma material, and removable patent-pending Comfasoles footbeds which absorb sweat, naturally support the arch and enhance flexibility and cushioning. In addition, Cloggens’ cupped heel ensures that every shoe moves in unison with the foot for protection and stability. The heel strap’s proprietary design includes snaps to easily detach the strap for added versatility. A durable, abrasion-resistant, non-marking outsole incorporates Cloggens’ distinctive lug pattern to increase traction.