Footwear is probably one of the most irrational products groups when it comes to consumer goods. People often get really excited about what to wear on their feet. No surprises then that footwear sells so well in the outdoor sector. Outdoor footwear is functional, technical, looks good and is also comfortable to boot. At the OutDoor 2016 (July 13 – 16) in Friedrichshafen, the world’s leading footwear manufacturers will be presenting the latest trends for the coming season.
Outdoor footwear, not mountaineering boots or hiking shoes, is now the second-most important product category in the industry. And when it comes to the latest looks, leather and wax belong to the past. These natural materials are still widely used, but flatter, more colourful and crazier shoes that can be worn both for outdoor activities and everyday use are the order of the day.
“The urban outdoor trend definitely has plenty of growth potential,” says Selim Say, Product Manager Keen. Merrell’s Country Manager for Germany, Thomas Kamm agrees: “Multi-functional and urban outdoor footwear are definitely on trend. Take the Moab FST, for example, it’s an extremely versatile shoe that offers all-day comfort and is fun to run in and comes in a fresh, young design. At the same time, it’s a multifunctional shoe that is stable enough for rugged terrain and off-trail use.” This is what customers want as they pursue a wide range of different outdoor activities which could involve hiking, mountain biking, bouldering and urban exploration, all in the course of the same weekend. At OutDoor 2016, Dachstein is presenting a new and interesting model – the Skylite Thermocolor. “Heat-sensitive colour pigments change colour as the temperature alters, making this shoe a real fashionable highlight”, explains Dachstein CEO Oliver Wieser.
In addition to urban outdoor footwear, sporty multifunctional shoes are proving very popular. “People want lighter, sporty products that cover a wide range of activities,” comments Marc Fischer, Senior Director Adidas Outdoor Europe. American brand, Columbia, is of a similar opinion: “Multisport remains the major trend and will continue to be an important focus in the future,” announces Dana Eichinger, Marketing Germany.
Jack Wolfskin, Germany’s biggest outdoor brand doesn’t use the term trend, instead it talks of an institution. “Trail running and Outdoor Training are more than trends, they have become compulsory categories for all serious outdoor companies,” says Footwear Director Markus Baum.
Lighter, faster – and more secure? Not without proper expert advice, says Jürgen Siegwarth, Brand Manager Hanwag. “A lightweight design may determine whether a customer makes a purchase or not. When somebody buys a pair of shoes, they hold them in their hands and immediately feel the difference. However, providing expert sales advice also means explaining that hiking boots and shoes are always going to weigh slightly more as they need to provide a certain amount of stability. And stability is where classic shoemakers come in. There are plenty of them in Europe from Lundhags in Sweden, via Hanwag, Lowa, Meindl in Germany to AKU, Scarpa and Zamberlan in Italy or Bestard in Spain.
In addition to the trends urban outdoors, multi-functionality and trail running, there is another important issue. “Sustainability has been on the agenda for a while now and will continue to become more important in the future,” predicts Alex Nicolai, Head of Design & Development at Lowa. Recycling is difficult, as shoes are often made of over 200 parts that are stitched and glued together. Instead durability is key. This is particularly important in times where consumers often look very carefully at the price tag. “We are seeing an important development on the market, people are actively asking for hard-wearing, long-lasting products,” confirms Jürgen Siegwarth. This is one area where the outdoor footwear industry can really set itself apart from the fashion sector, explains a pleased Johanna Rastner, Head of Sales at Scarpa: “A further important factor that influences purchase decisions is that all Scarpa footwear is resoleable.” However, only footwear with a high-quality construction can be resoled. Only this will enable customers to build up a long-term relationship to their boots or shoes and ensure that outdoor footwear remains a success.
The OutDoor trade show is open to industry visitors only from July 13 to 16, 2016. For more information, please visit: www.outdoor-show.de and www.facebook.com/OutDoor.Show
