Trends

Sandals compete with watershoes for summer

As can be seen from the accompanying chart compiled by GfK Marketing Services SA*, watershoe sales comprised a fifth to a quarter of the outdoor footwear units sold in SA during the summer months (November-March). In the warmest months, January-March, the percentage of watershoe units sold were getting pretty close to the number of sport sandals sold.

Well-ventilated, multifunctional and lightweight, consumers obviously found these shoes a good alternative to outdoor sandals as they offer more foot protection for the active outdoorsperson, whether he or she ever get their feet wet while canoeing, kayaking or fishing. The relatively high number of units sold also indicate that water (or amphibious) shoes are not only worn by watersport participants, but have a wider appeal as summer lifestyle footwear.

Sandals still tops

But, sandals remain the main sales category for summer. And at this year’s OutDoor Europe trade show in Frierichshafen, it was clear that the main international brands intend to keep it that way.

Many outdoor performance sandals look like fashion sandals with thinner straps, suede uppers and a more elegant look — even a core brand like Patagonia has introduced suede flip flops that will look quite at home in a fashion store.

Despite paying a lot of attention to cosmetics, most outdoor designers have added additional functional features like raised bumper areas in front of the toe for protection against grit and stones and heel bumpers to ensure a more snug fit. This cradles the foot so that it doesn’t move around. Some sandal ranges even have a toe bumper so pronounced that it curls over the toes.

Increased comfort is clearly the new motto.

Sandal features

Hi-Tec’s summer 2010 sandal range, for example, features a stretch fit that moulds around the foot so that the wearer can move with greater freedom. They also have a pronounced toe bumper for protection.

Karrimor’s newly-introduced sandal range was very well received in all markets in the past season, says Simon Wilkinson of Dragonfly, the international Karrimor footwear developer. “Customers were very happy with the offering and we got very good feedback,” he says.

Features like a toespring (although not as pronounced as some other brands) and also more protection at the back with heel padding and the outsole moulded upwards, were well received. Uppers are made from soft, yet durable, suede, nubucks and webbing that are easy to care for. The suede upper of the top end Grenada has a stain resistant waterproof membrane.

The new colourway introduced in the Antiga range is expected to do well in the new season.

Watershoes for landlubbers

Hi-Tec have also made provision for the new demand for watershoes: their ultra-light model features their award-winning ion mask technology. Drainage lugs allow water to run out, but ion mask prevents water from entering through the mesh. Although lightweight and breathable, they protect feet on rocks and are ideal for sports like canoeing etc., says Hi-Tec Global PR Manager Helen Durant.

In line with the new trend to provide multi-purpose products, athletic shoe brand New Balance has claimed a stake in the outdoor market — apart from their local award winning trail running range, they also offer a watershoe that should not only appeal to the active canoeist, fisherman or yachtsman, but also offer an alternative to outdoor sandals. “The SM920 features H2Flow technology and promises to be the most innovative water shoe ever created by New Balance,” says Graham Dicken, marketing manager for Europe. “The Quick-pull lacing system eases the transition from water to land with great traction for slippery surfaces, quick drainage and full foot protection.”

The Salomon Techamphibian watershoe, used by Martin Dreyer in the Duzi Canoe marathon, has now been upgraded to the Techamphibian 2. Developed for canoeists, kayakers, anglers and other watersport enthusiasts, this watershoe was one of the top-selling Salomon products over the past four years, says local brand manager Bennie Botes. The revamped version has non-marking soles, a friction free lining that conceals all internal stitching and a flexible mesh upper.

Salomon has aimed this model at the active participant, and have signed sponsorship deals with prominent participants like Mark Yelland, captain of the Springbok fly-fishing team, while Brad Challenor of Stealth canoe fame, is their Durban agent.

Outdoor shoes June 2007-June 2008