Fallen Footwear SS21 Skate Shoes

Fallen Footwear SS21 Skate Shoes Preview

Brand: Fallen Footwear  

Interviewee: Ronnie Mazzei, CEO

MARKET

What are your main price points for next season?

Our main price point shoe is the Bomber with a wide range of Colors, 3 of them have been staples since our relaunch in SP19.

How is the overall health of the European skate shoes market right now?

Our overall health as a company is strong. We’ve also had multiple calls in the last week on repositioning in some countries so everything is looking promising.

Fallen Footwear SS21 Skate Shoes

Tgunz Green

How has coronavirus impacted sales expectations in this segment?

At the beginning I think everyone felt as if it was the end of the universe, and now people are learning how to live with it and learning to adapt to whatever the new normal is going to be.

Things are getting back to normal even without a vaccine now and we’re really lucky because skateboarding is one of the few things that can be done anywhere while practicing social distancing at the same time.

How has Covid affected your SS21 sell in plans in terms of delays/ range cancellations and carry over etc?

We’re not looking past Covid or ignoring it, but in order for us to stay focused and on track we have to stay the course that we’ve chosen. Our launch plans are 15th of July, same as last year and we are always optimistic at Fallen and we trust our path and feel really confident for this season. Our growth plans are aggressive but achievable at 30 to 50%.

Fallen Footwear SS21 Skate Shoes

Trooper ICE White

MARKETING

What is your collection theme and which stories are you telling to get customers stoked on skate shoes this season?

Fallen was established in 2003, so we always have a piece of history to tell in our collections. For this season we brought back the Rising Sun model which a ton of our customers have been asking for. The Liberty and The Goat are two more models that we’re also relaunching. Those three additions alone will make this next collection perfect in our opinion. We also have two ”Limited Edition” models with transparent soles and the bottom printed that’s set to release as well.

How are you serving the needs of retailers as more marketing shifts to digital channels?

Thanks to digital, we relaunched the brand from the US site which helped get the attention from most of the distributors around the world. Also, all of our marketing tools and assets are created and produced by Two Two4 Media in California, so they are always available for updating and jumping in wherever is needed.

What general trends are you noticing in Europe right now?

We try not to follow trends; we prefer to create them! We listen to our riders, staff, customers and fans when we design in order to give the people what they want.

DESIGN

What is THE skate shoe style retailers need to stock this season?

The Patriots! These Cupsoles are getting stronger season after season and are constantly evolving with new features.

Which technical features are you the most proud of?

We’re proud to announce our new Impact Foam2 Insole with the highest quality of PU with a 40-degree hardness, for all the shoes in our line-up.

What are the cuts, silhouettes and materials for this season?

Regarding material, we have new Vegan friendly models but most of the collection are Suede combined with Cotton Twill. Our goal is to make uniquely designed shoes with bold colors for all who love Fallen, and we will continue with our classic silhouettes for our staple models.

BEST SELLERS 

Please name your 3 highlight pieces and items that retailers should definitely order.

Rising Sun Black Red

Trooper Ice White

T gun Green Black Brown

Brand Previews

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102 PACSAFE BACKPACKS

Retail Buyer’s Guides

Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Snow Helmets FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Snowboard Boots FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20

SUP SS20

Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

Facemasks FW19/20

Powsurf FW19/20

Beanies FW19/20

Wetsuits FW19/20

Cruisers 2019

Goggles FW19/20

Snow Safety FW19/20

Socks 2019

Snowboards FW19/20

Snow Helmets FW19/20

Magazine

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