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

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YES

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BRIGHTxSEEK_PRESSE_CONRADBAUER (2 von 26)
Marseille Red Bull Bowl Rippers 2019
Pill Base camp 2023
Screenshot 2023-11-14 at 21.33.51
Slide x Outdoor Trade Show [Winter]
Photo by Jacob Lambert
Go Foil
Jamie, Watershed
Market Intel Germany
Endeavor Sandbox
Griffin Colapinto FCS
DVS FW20/21 Skate Shoes

DVS

The Wave London
Lightning Bolt x Gerry Lopez
K2PatMoore
FW 2023/2024 Women's Outerwear Preview

FW

Kevin Casillo - Sr. Global Marketing Manager, Surf & Snow. Photo HMT.
686 SS21 Great Outdoors Preview

686

Nelly - hardflip Southbank 2014 - photo by Sam Ashley
Screenshot 2019-03-21 at 09.48.12
Surf Expo
Skateistan x Be That Girl Foundation
Slappy Feast Poster
Screenshot 2019-03-01 at 06.43.08
NITRO Presents Truly Offline
Loaded Boards & Orangatang wheels
BANKED_LAAX_Overview_Ruggli
Screenshot 2019-03-22 at 16.25.07
On Good Authority_1
Volcom Ozzie Wright
I'm The Mountain
Honey by Vans
JanSallawitz_©carrouxcom_IMG_2071
Eurosima
FALLEN
Metallica
Screenshot 2023-11-02 at 12.54.40
clarus logo
VF Corp
Pax HD © Nicolas Jacquemin_0344
The Wave Founder Nick Hounsfield Credit@ImageCabin
HOV_SN2018_1920x1080_FB2
Surf Summit Online sessions
Absinthe Films Isle of Snow European Tour
elooa_Wi1819_1200_628_FB_Link_PosT_SNB
Element x Hotel Radio
WSL Champ Gabriel Medina x Rip Curl
Palm & Pine Logo
Pill Base camp 2023
Patagonia Gift of Giving
Protec_Gus Warbington shot by Pete Alport
2021 World rookie snowboard & freeski finals
HQ of the French Federation). Credit is Photos © FFSurf
Aquaglide Chinook
Quivers ecommerce source boardsports
Brandwave event
Rollin'stoke Sly_Skate_
Alaïa Bay wavegarden
Roxy Maritxu surf2001
Funky The Guardian header
Full Stack Supply Co x FSSC
Longboard Classic 2022
4 The entrance to the village of the Base Camp
Sicomin header
Jones 20-21_Freedom-Tools_Solution-Series_3D-Contour-Base_Solution_
Nitro x Swiss Press Release Image
Black Lives Matter BoardSport Source Mag
ALl for On CH
Surfing Olympic Pictogram
Portugal Market Insight
SOURCE Snowboard Industry COVID 1
K47A6982
Johannes Ritter & Gregor Common Pally'Hi
Cosmos sports
Portugal Market Insight
1 Surf Expo is held at the Orange County convention center in Orlando
Tahe Outdoors France
Slide OTS 2022
B4BC wellness series
MarketIntelFrance
Fest Creative surfing, NY
Women in Action Sports membership program
0.7-Entrance-into-the-show-nlm8w4zpl3n12ppvle85x5xlcc5oiu9qzrizxb1w74
VF Corp
FW FW20/21 Men's Outerwear Preview

FW

Surf for Tomorrow documentary series
Binckhorst loods_Scene 15 blended
Vans Delay Scene, Netherlands
Coping Festival 2021
Blake Moller 2nd Snowboard Men_@Freeride World Tour_ Dominique Daher
DC S/S 2022 Women's Streetwear Preview

DC

Rose Marcario
Karma Skateboards logo
FRAN-MARTINEZ-FLIP-MATARO-photo credit-HELENA-PINTOR
LSFF Sweet Adventure
Screenshot 2019-07-11 at 22.26.04
Screenshot 2019-01-17 at 18.24.22
Paris Surf & Skate Film Festival, 2019
Hotzone Opening
Shore Storefront
TSG 2022/23 Snow Helmets Preview

TSG

SP 2022/23 Snowboard Bindings Preview

SP