Slopes slogan

Hot summer is the season when all kinds of slippers make a grand debut. It seems that the capital market has not yet launched an attack on the slipper market. Is it because there are no tricks to play in the slippers market?

In China, one pair of sandals and slippers and one pair of cotton slippers have basically become standard. Qian Bing, the founder of a well-known clothing brand, said that due to the huge user group and huge industry market scale, the industry market scale in 20021year has exceeded 30 billion yuan.

No, brands are unwilling to be lonely. They try their best to make a fortune this season.

In order to win the hearts of consumers, major fashion brands have made their own unique moves and successively launched eye-catching designs.

A new brand broke out.

At the beginning of June, sports slipper OASIS launched by sports technology company EQLZ INC sold out quickly every time.

Crocs cooperates with Balenciaga, MCM and other fashion brands to make the "hole shoes" known as ugly shoes instantly become a sought-after item and a fashionable and exquisite dressing weapon.

In addition to fashion brands, first-line brands have also started the slipper business. Dior released DIOR BY BIRKENSTOCK slippers for the first time at the 2022 autumn and winter men's wear series show.

Shoes are made of comfortable materials and dyed in natural colors. The outsole is interwoven with Dior diagonal pattern, and the surface is decorated with hand-made flower embroidery, which is exquisite and extraordinary.

Chanel flip-flops are very popular this season. The combination of soft texture and the brand's iconic double C logo makes it look better and better, and it is more and more difficult to find a shoe.

Judging from the actions and market reactions of various brands, slippers are becoming a major trend in the sports shoes market today.

This sudden "slipper involution" makes the battle for fashionable items in summer more and more exciting, so the question is, why do brands have the idea of slippers?

Please consumers.

Compared with other styles of shoes, the biggest selling point of slippers is comfort, but the more comfortable slippers look more casual and there is no problem walking around, so commuting and attending formal occasions seem a bit out of place; Secondly, ordinary slippers are the same, and it is difficult to reflect a person's taste.

While ensuring comfort, slippers that incorporate the brand's own strong taste and style, plus the most popular fashion elements of the season, are the products that consumers just need.

Grasping this signal, the brand of existing slipper series has made adjustments in the style and function of slippers.

In terms of style, while paying attention to comfort, it complements the popular casual clothing styles, thus making the matching clothing styles more extensive.

Functionally, by combining the latest technology, a technological buff is added to ordinary slippers.

Nike Offline 3.0 Muller Shoes provide a massage experience for the feet with Sensation insoles. The upper is made of quilted material and sock lining, which makes it soft and breathable.

Through technology to increase comfort, at the same time, it incorporates futuristic design, which breaks the restrictions on the use of slippers in the past.

Zellerfeld, a German emerging technology company, cooperated with Heron Preston and AMBUSH to launch shoes through 3D printing technology, which combined bionic design with advanced shoemaking concept, which made generate slippers have great market potential.

Start a new business

Although many people scoff at co-branding, co-branding is undoubtedly an effective means of brand innovation and traffic.

Brands that are not good at selling slippers want to occupy a place in the slipper market quickly, and "joint name" is the fastest and most effective way.

It can not only bring the fashion language of different designers to basic shoes, but also make more expensive brands find another way to benefit the public and spread it to more consumers, thus narrowing the gap between high-end design and popular fashion design.

As just mentioned, Crocs' strong joint cooperation with many brands in recent years has made its revenue in the third quarter of 2020 reach 366,543.8+07 million US dollars, up 65,438+05% year-on-year, and its brand image and performance have greatly increased.

Birkenstock takes the "1774" series as a window of brand cooperation, and the joint series with Rick Owens, Dior, Jil Sander and other brands has received very good response.

Co-brands can drain the consumer groups of their own brands into two brands, showing freshness and high added value.

If the brand wants to expand its business, it can achieve cross-border development by choosing and preheating the trump card in the segmentation field. The effect of 1+ 1 is greater than 2.

Comfortable winds occupy the highlands.

According to the early data of countries that have lifted the isolation, consumers still give priority to comfortable and easy-to-wear clothes, and once the isolation restrictions are relaxed, this habit may be difficult to change.

Therefore, with the home as the background, comfortable, out-of-date and highly textured home clothes came into being. This trend has affected the shoe performance industry, as well as footwear represented by slippers, which highlight the comfort of wearing.

StyleSage, a retail data platform, tracks the inventory levels of fashion stores around the world, and finds that slippers are most likely to be out of stock in countries that relax isolation restrictions, which shows that people have not given up their concern about home comfort.

As far as the brand is concerned, the differentiated new style of returning to the comfortable scene will expand more potential fashion consumers for the brand.

Suicoke, a Japanese functional slipper brand, cooperated with Tom Wood, a Norwegian fashion accessory brand, to launch joint shoes, which reorganized Japanese functional style with Nordic simplicity and creativity, presenting a brand-new style.

This style of slippers, whether worn indoors or outdoors, can show a sense of modernity and exquisiteness, and skillfully combine outdoor style with home leisure style.

Casual, concise and practical wearing of slippers is very accurate, which conforms to the main theme of current fashion trends.

At the same time, it also gives consumers a psychological hint that they can stick to aesthetics online even in the special period of limited travel, which is undoubtedly another value-added service value.

In the future, when the style of slippers becomes more changeable and different price segments have corresponding choices, this style of shoes will become the choice of more people. It can be seen that slippers are gradually becoming the brand's new growth products, and the competition in this area will become more and more fierce.

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