How Brands Can Make More Innovative and Multifunctional Footwear
The success of footwear brands follows a fairly trusted pattern of identifying and meeting consumer needs. These needs can differ by lifestyle, fashion, function, or even health — and they’re evolving constantly.
In this competitive retail marketplace, innovation in the footwear industry is truly the key to taking the lead. Footwear brands that not only spot, but also create trends will position their companies to become choice brands among diverse buyers. Why? Brands that innovate might have an easier time maintaining and increasing loyalty. When consumers feel that their needs and wants (including those they haven’t voiced or named) are supported by a brand, they see the brand as solving their problems. Maximum brand research and innovation lead to minimal consumer efforts.
Innovative brands that invest in research and development also stay in the pole position by not having to constantly catch up to the competition or the marketplace. When adequate funding is removed from brand research and development or when R&D partners, such as ingredient brands, are no longer being considered, it puts a burden on the speed at which a brand can pivot. It limits the possibility for a brand to stay on the leading edge of any trending curve without appropriate funding.
There’s another reason footwear innovation can drive more fans for a certain footwear product: Innovation intensifies intention. For instance, brands that are intentional about the business of solving consumers’ pain points will naturally become more interested in uncovering their consumers’ unmet needs. This leads to additional research and perhaps makes room to tap into untested audiences. As they become more aware of those audiences (and vice versa), brands should begin to support core product growth and offerings.
Seeing Innovation in Footwear From a New Perspective
To foster footwear innovation, brands must understand their audiences’ needs and find ways to meet those needs. A single footwear product comprises numerous components and features that offer opportunities for subtle, yet impactful, enhancements. Here are a few key areas where footwear brands can begin:
- Textiles
Today, many ingredient brands are changing the performance of customary textiles. Take infrared technology, for instance. Adding an infrared technology ingredient into the upper textile of a shoe could be a significant enhancement for the wearer.
When added to a textile, this technology allows body heat to be converted into infrared energy. Infrared energy can support heat generation and improve recovery for the wearer’s feet.
Why the upper textile? This part of the shoe holds the footwear firmly yet comfortably against the foot. Being equipped with infrared features and moisture-wicking elements not only limits bacterial and moisture buildup, but also allows the upper textile to potentially improve the wearer’s local circulation during normal and high-intensive activity.
- Insoles, midsoles, and outsoles
A shoe’s insoles, midsoles, and outsoles are core opportunities for footwear innovation. The insole directly interacts with the bottom of the foot, becoming an essential feature for any consumer with a condition that might affect comfort, such as plantar fasciitis or diabetes. Even slight manipulations of insole characteristics can reduce the magnitude of the force on the surrounding bones, cartilage, and soft tissues.
For its part, the midsole is the supportive area of the shoe where cushioning and shock absorption is most preferred. Like the “crumple zone” of a vehicle, the midsole should be able to take on a lot of the outside stressors.
The outsole doesn’t touch the foot directly but rather connects with the ground. Many inclusive footwear companies are experimenting with adding multiple layers to outsoles to increase rigidity and reduce pressure and physical load points.
- Sanitization
Footwear that can remain clean and odor-free during and after interaction with the feet is a desire for some consumers. Footwear brands can lean into this desire by focusing on ways to bring antimicrobial elements into their products. People with certain medical conditions may not be able to fight off bacterial agents, pathogenic microorganisms, or fungi caused by sweat and lack of breathability. Consequently, having their shoes intentionally perform this function on their behalf is ideal.
As discussed above, breathability within the shoe’s makeup can also help reduce the chances of a shoe contributing to unhealthy or risky medical conditions. When feet are exposed to excessive moisture due to perspiration, they’re more prone to blisters and swelling. By exploring innovative materials that disperse heat and moisture away from the foot’s surface, brand leaders can promise not just coolness and comfort but a nod to overall wellness, too.
It’s worth mentioning that correctly fitting shoes can be another way to promote healthier footwear products. For instance, a tight toe box will restrict the foot and could lead to hammer toes, bunions, and corns. By contrast, inclusive footwear that could be tailored to a wearer’s foot size and shape could promote better posture and lower the likelihood of developing musculoskeletal disorders and pain.
Though style and design will guide some aspects of innovative shoe design and development, multifunctionality is going to play a growing part in the overall equation of which shoe stands out. Companies that champion true creativity and status quo disruption will be more apt to find the momentum they and their shareholders seek. This is a true opportunity for future-leaning footwear brands to step forward and become leaders in a market that’s ready for a practical — and fashionable — transformation.
Dr. Kedena P. Henriques-Thompson is the Senior Product Development & Supply Chain Manager for Hologenix, a materials science company dedicated to developing products that amplify and improve health and wellness. CELLIANT®, its flagship technology, is an infrared ingredient brand that enhances textile-based products with health and wellness benefits across performance, recovery, and sleep. CELLIANT’s natural blend of IR-generating minerals is embedded into fibers, yarns, and fabrics, powering bio-responsive textiles utilized by world-class brands in products spanning apparel, sleepwear, bedding, upholstery, uniforms, and medical supplies. Dr. Henriques-Thompson holds an associate degree in fashion design, a bachelor’s in agribusiness, and a master’s in agricultural education-professional service. She obtained her Ph.D. from NC State University Wilson College of Textiles, where she focused on textile science, material innovation, footwear, and foot health.
