Southern California footwear brand LAMO stretched beyond the uncertainty of COVID-19, reaching new milestones by staying focused on product quality and evolving its business strategy with the changing climate.
In addition to realigning its focus to meet increased demand from retailers and direct online customers with new styles, it strengthened its customer service team to meet direct-to-consumer, large retail, and small independent and boutique sales.
This year, comfortable, fashion-forward footwear suited the new standard for work from home attire. LAMO’s brand strategy has always taken a 365-day comfort approach to its designs, and the sudden and sustained demand for its original sheepskin slippers, boots and moccasins have continued to strengthen its direct-to-consumer sales.
“2020 has introduced many changes both within the industry and for us internally. While many of our large retailers were able to prebook inventory, as usual, it was important for us to ensure that our trusted small chains, independent retailers and boutiques could order closer to each season and receive the product they needed,” said Jerry Breig, COO, LAMO. “We are also immensely appreciative of the growth of our direct-to-consumer sales as a result of the shift to online shopping. With
so many Americans working and learning from home, the “new normal” work shoe has truly allowed for our Cozy 365-day initiative to shine,” he continued.
2020 also marked LAMO’s 25th Anniversary. To celebrate, it recognized 25 LAMO customers who have given back to their communities. LAMO’s social media and website featured the “LAMO heroes” to discuss their work and the organizations they support. “Even though our 25th Anniversary event was virtual due to the pandemic, it was heartwarming to see the difference our customers are making during difficult times,” said Breig.
The organizations supported range from national charities to independent local groups that bring aid and awareness to bullying, battered women, cancer research, and mental health. The company hopes to continue highlighting its customers and the impact they are making in their own communities and around the country.
LAMO uses 100 percent Australian sheepskin in its cornerstone products for men, women and kids. Over the past 25 years, it has evolved its product line to meet consumers’ changing needs and the footwear industry’s demands. Providing a combination of sheepskin and active casual styles has allowed the brand to remain on the cutting-edge. LAMO Footwear is available across 4,000 retail locations globally. Photo courtesy LAMO
