They say retail never stops moving. So as a footwear brand in the marketplace, neither should you. Here are three ways to diversify your business.

1. Be flexible: align your calendar for success

Whether you're a boutique owner with VIP clients or a brand with a strong export market, drop stock when it's hottest. Brazilian footwear brand Havaianas did just that last month, launching its new slides in the Australian and New Zealand markets in December. The Havaianas slides launched in the Southern Hemisphere first because the region aligned with the summer and gifting seasons. By using seasonality and peak purchasing periods, the brand moved its merchandise for maximum revenue.

2. Collaborate: two feet are better than one

Keen to tap into a new customer base? Research brands which hit that target market and get ready to collaborate. Apparel label Assembly Label and footwear brand St. Agni introduced themselves to a new pool of shoppers with a recent pool slide collaboration. Assembly Label co-founder Daniel Oliver said that the pairing was an organic step for both brands. “St. Agni footwear seamlessly aligns with the Assembly Label apparel offering so it’s a very natural collaboration. The new style is unisex in nature – a functional, clean design that can be worn to the beach or out to dinner.”

3. Listen. To. Your. Customers.

Sometimes, the most successful ventures are the simplest. R.M. Williams expanded its women's range last year, adding three new styles to its footwear offering. After launching the burnished Victorian Blue and Eucalypt Adelaide styles for men in July, R.M. Williams extended the offer to all customers in November. “The brand introduced these burnished colourways to the men’s collection this July and after much interest from female customers, R.M. Williams has brought a women’s version to life in the most popular women’s style in the collection,” the company said.

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