Fashion evolves with the times, and for the current mood of the footwear market, that means going outside with a very elegant and utilitarian aesthetic.
The explosive growth of the outdoor category is much more than a yearning for nature. In 2020, a greater general emphasis on the "outdoor" lifestyle, which included products related to socially distant and friendly activities, such as grills, coolers, recreation tents, hammocks and paddle boards, led to widespread changes in consumer behavior and an enduring attraction to the outdoors, according to a report by NPD Group.
And it follows that footwear brands are exploring these trends and meeting changing demands with a product that reflects what consumers want and need now: an all-encompassing, multipurpose shoe, "built for everyday extremes." That's why shoe brand Wolverine is eager to introduce Torrent, a classic duck boot for women that will officially launch in September.
Constructed from premium waterproof full grain leather and a vulcanized rubber shell that keeps your feet protected, the Torrent delivers on its promise of highly stylish, practical design and all-weather functionality. Its aggressive rubber sole adheres to whatever surface it is stepped on; its fleece lining provides that warm and cozy feeling when the temperatures drop; And it's completely waterproof, so when the weather changes, your feet stay dry.
Jessie N., owner of @rubyandrevolver
After a soft launch in late 2020 and early 2021, the Torrent was warmly received by retailers and a host of early consumers and influencers who tried the product. Upon closer inspection of the Torrent, the boot lives up to the hype - the Torrent's allure lies in its feline, ultra-feminine contour, replete with a short heel that is both responsive and elegant.
Here, Denise Trella, Sales Director, and Michael Boss, Wolverine's Digital Marketing Manager, chat with FN about Torrent's debut, the brand's evolving and strategic approach to consumer engagement, and emerging trends in footwear for outdoor activities.
FN: Tell us about the Torrent. How is this shoe different in the market? What are some of its most unique features?
Denise Trella: It is the best example of fashionable meeting function. We took our brand's DNA and heritage and brought it to the classic duck boot. The result is a pair of boots that are comfortable the moment you put them on.
FN: What can you share about the retailers' feedback from the virtual Torrent presentation last fall? What feelings or views have retailers shared so far?
DT: The response from retailers has been that Torrent is a remake of a classic. They are excited to bring a new style to this growing category and excited that it comes from a brand they can trust. They are familiar with Wolverine and agree that we have a right to play.
FN: What about consumer feedback? What has been the response in the first pairs you sold in late winter / early 2021?
Michael Boss: "Sleek and tough," "the perfect winter boot" and "super comfortable with great support" are just a few of the review headlines we've received so far from early sales. The response has been overwhelmingly positive. Early reviews have praised the boots for quality, comfort, and versatility, with one praising the ability to "wear the boots with jeans or leggings, in the rain or snow, or just because I want to."
Sarah P., Blogger @fiftytwothursdays
FN: How has Wolverine Boots worked with influencers to popularize the Torrent? What was your social media strategy?
MEGABYTE: We're partnering with a wide variety of influential women to help us spread the word about Wolverine getting into the women's seasonal boots business with Torrent. From fashion and lifestyle bloggers in Washington DC to female entrepreneurs in Montana, we've found women across the US who will help us launch the collection once the weather starts to turn this fall, bringing consumers to our channels. social and website where they can browse and shop. the full offering. Partnering with these women helps us gain a sense of credibility in this new category for us.
FN: What are some of the emerging trends that you have seen in outer space for women? How has the market changed in the last year for female consumers?
DT: The outdoors is a trend throughout the country. It is no longer regional. Everyone (including women) spends more time outdoors, through a variety of activities. With women in particular, we have seen that color plays a key role in what they want. They are not afraid to experiment with color in their footwear, while browns and neutrals have dominated the outdoor market in the past. They want options, so we're launching an additional seasonal color collection closer to the holidays, and we'll take advantage of this initial offer next year with more patterns, colors, and silhouettes.
FN: In what ways is Wolverine Boots taking a more fashion-oriented approach to footwear?
MEGABYTE: It all starts with the Torrent. We are taking advantage of colors and design details that we have never used before, and we know that they will be successful because we have invested in more research than ever on the end consumer. Wolverine has tested everything from colors to silhouettes to messaging to make sure the package we bring to market is on trend and in line with consumers' wishes.
FN: How would you describe the current landscape of outdoor footwear? Where is the market going?
DT: With more people going out into the open informally, they don't need overly specialized gear for multi-day trips. They need something that will withstand the elements if the weather changes while they are away. Outdoor footwear should span multiple activities. Nobody wants to look like they are going to climb a mountain when they are simply heading to the subway to meet friends or go to work. They want something that they can quickly put on that looks good and protects them from the elements. With the Torrent, you get a boot that can be worn at home, spending time on a trail, and then eating something in town.
FN: What's next for Wolverine Boots?
DT: Follow @wolverineoutdoor. The Torrent launches this September, and we have some additional seasonal colors heading into the holidays. In 2022, we'll look to build on that success with even more colors, patterns, and iterations. We don't see this category going anywhere, and we plan to evolve with it while remaining true to who we are.
