The powerful merging of casualization, comfort, and personalization is reshaping how individuals perceive and engage with brands. Brands that comprehend and embrace these values are not only cultivating customer loyalty but also paving the way for a more customer-focused future.
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GLOThe powerful merging of casualization, comfort, and personalization is reshaping how individuals perceive and engage with brands. Today’s consumers seek more than just attire and accessories; they desire a representation of their values, requirements, and identity. The convergence of casualization, comfort, and personalization is driving a new paradigm within the fashion industry. Brands that comprehend and embrace these values are not only cultivating customer loyalty but also paving the way for a more customer-focused future.
In a conversation with PYMNTS, Mike Maloney, Vice President/General Manager of Lucky Brand, Hush Puppies, Crown Vintage, and Le Tigre at Designer Brands, discusses the company’s recent acquisition of Le Tigre, Keds, and Topo Athletic. They are capitalizing on the casualization trend while also leveraging insights, heritage, and storytelling to foster customer loyalty.
Maloney explains that a crucial aspect of their brand journey involves anticipating the direction in which their brands must evolve to meet customer needs. He emphasizes that Designer Brands has identified a strategic opportunity in sportswear, particularly in the realm of athletics and athleisure. This segment represents a substantial prospect within the market.
The significance of athleisure has surged since the pandemic, as comfort has evolved from a preference into a necessity. Prolonged periods of remote work and limited social interactions have underscored the importance of clothing that not only looks good but also aligns with the demands of the new normal. The restrictive nature of traditional clothing has become burdensome. This shift has also influenced footwear, a fundamental component of personal style and comfort. Brands that recognized this change and adapted their offerings saw increased demand. Sneakers, slip-on shoes, and hybrid designs emerged to blend style and comfort seamlessly, incorporating ergonomic features, cushioning technologies, and breathable materials.
The evolution of sportswear and athleisure is intertwined with the trend of casualization, as exemplified by the success of brands like Crocs. Casualization is evidenced by the increasing number of people opting for sneakers even in formal settings. Crocs, for instance, witnessed a 53% growth, responding to the demand for casual clothing through strategic collaborations. Birkenstock similarly capitalized on casualization, experiencing a 29% revenue increase. Collaborations with luxury brands have further bolstered Birkenstock’s success.
Le Tigre’s entry into the footwear space aligns with affordable options spanning court shoes, running shoes, and platforms. The brand also offers a narrative that resonates with consumers valuing brand legacy and nostalgia. Designer Brands partnered with a digital agency to amplify Le Tigre’s preppy style with a unique twist. This collaboration aims to attract an audience drawn to vintage-inspired American heritage aesthetics combined with contemporary design perspectives.
Le Tigre’s footwear range is accessible through various channels, including direct-to-consumer outlets, online platforms, and specific wholesale partners. This expansion underscores the ongoing transformation of the fashion and footwear industry in response to changing consumer preferences and values.
Source: PYMNTS
