CATEGORY: HANGING SHOES
INTERVIEWEE: SEAN MORRISON (COBIAN USA)
What are the key trends in this segment for 2018 and how are you serving this in your SS18 collection?
Bringing comfort and support, without sacrificing style, is now expected within the market. We are offering pillowing and comfort features within key strike points on the footbed, such as the heel and transverse arch. As well, the entire line (other than basics) has arch support and anatomically molded footbeds.
What shapes / forms are most popular in your range?
The ARV2 and Draino are the key selling styles for Men, which is why we have taken key elements from these styles (such as the molding and pillow top construction) and expanded them into as much of the line as possible.
What manufacturing techniques are you working with?
We use cold press and hot press molds for the footbeds, applied to multi-layer density EVA. The straps are all lasted and have one of the most stringent fit and lasting procedures within the action sports industry. We do this to ensure that the foot is positioned correctly on the footbed, and ensure that the developed features of the footbed are supporting the foot in the correct locations.
How do you ensure fit?
Our lasts are developed over a large average of sizes. The last looks to cover the largest segment of the sizing bell curve possible so that we can accommodate as many feet with our comfort as possible.
What materials are you using? Any innovations to talk about?
We use vegan and water friendly synthetic leathers, which we feel attributes to our customers’ lifestyle more closely. We also have a new silicon based top-sole material which we are starting to integrate into the footbed. This material should wear much better with less breakdown over time, and provide better rebound. We are initially launching the material on select styles, but will expand the program as we see the market’s reaction to it.
What about colour palettes and prints? Any crossovers from other parts of your range?
With a blending of the Outdoor and Surf segments becoming greater and greater, most of the additional colour ways have inspiration taken from the outdoor and athletic markets.
Why should retailers stock your brand & your latest collection?
Cobian offers unique comfort and support. An increased product value at a lower cost within the market, coupled with its simple clean design and styling, Cobian is sure to appeal to a wide range of customers which may enter and shop within any given store or shop. This is why Cobian has such great sell through. the brand’s product offerings and quality bring customers returning over and over again.
What POS are you heeling retailers out with? Anything special to talk of in packaging / hangers?
Along with all the standard pegs, racks, hangers and headers; Cobian has the only “hanger tie” pop within the market. This is a special hangtag that extends off the hanger and over the sandals with specific messaging about the product. The main difference is that it is facing the consumer as the product hangs in front of them, so that they can clearly see the unique marketing of that particular style. This is also an attribute to Cobian’s strong sell through rates.