Rockport is unleashing a new look for spring/summer 2010, adding a consistent fit system and a trend boost to its women’s footwear offer.
Newly appointed US-based women’s category director Haysun Hahn is driving the change, which will translate into Australian stores next month. Hahn previously worked for three years as international director of colour and trend at adidas International.
Hahn has injected fashion oriented rainboots, heeled shoes, heeled sandals, wedges, espadrilles and a more vivid colour palette into the 95-piece range. Established in 1971, the brand was previously focused on comfort walking shoe styles such as lace-ups and loafers.
Australian Rockport brand manager Adam Gibbons said the shift will cater for the brand’s increasingly fashion-savvy customer base.
“Whilst it is still more of a mature customer, this woman is now a lot more aware of trends and hence, wants to wear a more current shoe,” he said. “A lot of inspiration is drawn from runway silhouettes and colours.”
Gibbons said maintaining the original comfort element within each style remains a priority, while improving the fashion factor. “We now have a standard that will be a consistent fit specific for our brand. The second [change] is ... femininity throughout our collection.”
Targeting professional women with the idea of offering footwear to take them from morning until evening, the new collection for spring/summer 2010 draws on the brand’s New England heritage, with nautical-inspired detailing prominent.
Bold colours such as red, silver, mosaic blue, orange and magenta pink are key, along with metallic finishes, patent and mixed fabric combinations.
Active and casual styles such as Mary Janes, loafers and boat shoes remain available, but with an increased fashion edge.
Advanced elements in the shoes include Adiprene and Adiprene+ technology, which offer shock absorption and rebound effects in the toe and heel areas. Some styles are machine washable. Retail prices for the collection span $139 to $199.
Gibbons said the brand’s new marketing campaign, themed ‘Choose to Walk’, features point of sale marketing and an online strategy which will launch in October 2010. He said Rockport is sponsoring the Pedestrian Council of Australia’s “Walk to Work” day.
The local Rockport licence is held by True Alliance, which operates six Rockport stores across the country. It is stocked in over 90 independent stores, The Athlete’s Foot chain, 24 David Jones and eight Myer stores.
Melinda Oliver