What’s trending in watersandals and sandals for 2017.
By Thomas J. Ryan
Consumers are looking for their water sandals to do more than just manage a river bed, and that includes enabling them to tackle other nearby activities as well as socialize.
While expectations remain high around grip, drainage and moisture control, in addition to the core demands around fit and comfort, looks have become more important.
“Performance features are imperative to the sandal,” said Kelly Santos, vice president of Bogs Footwear. “But if consumers don’t have to think twice about the featured technologies — like waterproof treatments and cushioning that last the life of the product and outsoles that offer traction on any terrain — companies can ensure consumers are focusing on the moment instead of their shoes.”
“The days of function or style are over,” added Nol Gerritse, Keen’s marketing director, outdoor. “The combination is essential and expected by today’s outside consumer. The combination of compelling designs with true performance elements that speak to grip and durability, breathability and drainage, fast style and ease of use, all showcase the desire for versatility — both in style and end-use.”
Photo courtesy Bogs
Toned-Down Tech
The overall design of sandals is trending toward a clean and simple aesthetic.
“No fuss, no frills,” said Chaco Product Line Manager Rachel Vormittag. “The need is to just deliver on the core functional needs, and look good. He or she wants a product that can blend with the many facets of their lifestyle.”
The overall message from consumers is that they demand the same high level of technical details they’ve long expected from a water sandal, but don’t want the techy looks of the past.
“Consumers aren’t looking for tech-logos to tell them what their shoes can and can’t do,” said Bogs’ Santos. “They want a clean aesthetic and a sandal that has more technical benefits than meets the eye.”
Erika Derylo, product marketing specialist at Merrell, said that historically, the sandal category was made up of clunky brown shoes with big cutouts in them so moisture could escape. As materials have advanced, footwear developers now have more opportunities to use synthetics, meshes and webbing to give consumers more aesthetic choices.
“This gives us opportunity to introduce more color,” noted Derylo. “And it also gives us the opportunity to use less traditional silhouettes because now we have materials that are inherently hydrophobic, wicking or quick drying.”
Photo courtesy Keen
Moving Beyond Water
Derylo also noted consumers are looking for their water sandals to be more versatile than ever. Merrell calls its water sandal category “hydrohike” because the shoes are designed to handle much more than water.
“They’re made to perform on varied surfaces, in all sorts of conditions,” Derylo said. “You can hike in them just as well as you can portage a river in them. It’s one of the most versatile categories in the performance market, and that’s usually top of the list in terms of considerations for us when we’re designing shoes in this space.”
“First and foremost, consumers want their performance sandals to be versatile and functional in multiple settings,” agreed Bogs’ Santos. “They’re willing to purchase a more expensive sandal as long as it’s comfortable, looks good and can perform in any environment.”
Understanding the level of intensity of the shoe’s end use remains critical.
“Safety is always a factor when venturing outdoors,” said Keen’s Gerritse, “For those planning to travel across slippery terrain, traction and siped outsoles that will grip to a variety of surfaces is a key feature — there’s a real sense of happiness in the freedom that truly versatile footwear that lets you go anywhere offers.”
Chaco’s Vormittag still believes the most important aspect of purchasing a performance sandal remains comfort and fit. Around the water, fit “needs to be precise so you can move efficiently.” But she agrees that utility is next in line for importance.
Photo courtesy Merrell
Urban Influence
With urban centers making a comeback, a strong movement is addressing people who live in and around the city but love getting their workouts in outside environments.
“Whether they’re quick adventures or getting in an early-morning session, the gear they wear is influenced by their connection with outdoor brands and the lifestyle as much as it is with design influences from the city and athletic designs from their gym workouts,” said Keen’s Gerritse.
This has created opportunities to address urban inhabitants’ fast-paced lifestyles. “Because of this, we offer sandals that effortlessly transition from hydro terrain to the sidewalk,” Gerritse added.
Athletic Influence
The rise and continued popularity of athleisure is creating a strong influence on outdoor footwear aesthetics. Said Gerritse, “Today’s outdoor activists search for shoes that pair with their versatile lives and favorite apparel pieces.”
Merrell’s Derylo added that with the material advancements, designers can do more with athletic designs and silhouettes than ever before.
“Another thing we’re considering is visible technology,” she said. “We use visual cues to indicate drainage, and this will be a continued focus for us in terms of design in the seasons to come, particularly in this category. Consumers want to know what technology is in the shoe, and they’re not always going to have a TV commercial or leaflet to tell them, so it’s important to let the product speak for itself.”
Lead photo courtesy Chaco
