Int’l brand reels in consumers mindful of their budget
FitFlop Banda Toe Post
PANGLAO, Bohol—Fitflop has strengthened its market dominance in Asia with the launch of its Spring Summer 2015 Collection.
People are drawn to the international footwear company because of its deliberate approach to reach out to Filipino customers, particularly the budget conscious, according to Jill Coglan, Fitflop Asia’s global sourcing and product development director.
Coglan says the international footwear company is now developing a product that is perfect for those mindful of their spending. The company hopes to launch the product line by late 2016.
“We are very much aware that people look at the brand. But there are a lot of people who cannot afford to buy [the product]. That is why we tried to develop to achieve cheaper products,” Coglan explains.
“As we grow as a brand, we need to really expand how we develop our shoes, make our shoes,” she adds.
Coglan points out that Fitflop sells because of its awareness of what the market demands.
Their products are a top seller in Asian countries, especially in Thailand and the Philippines, as well as in the United States and the
FITFLOP Denim Sandals
United Kingdom.
The company produces 4.5 million pairs a year. In the last eight years, it produced at least 24 million pairs.
For a brand that’s only 8 years old, that is quiet amazing, Coglan says.
Fitflop has become a hit among Asians because of its strong stone and jewel details that make the sandals sparkle.
Coglan says the footwear brand studies its market before it comes up with designs.
“We think, what else does Asia want? What else does America want? What else Europe want? There are particular products that we developed for Asia because we know the particular market,” she explains.
“The jewels and the glitz and the flowers work particularly well for the Asian market,” Coglan says.
In Thailand, the company also developed products for the Thai princess, one of which is Cha Cha that comes in silver, black, bronze, flame, sapphire and nimbus silver colors.
“When we develop our range of products, we look at that and we say OK. We need a cool range of fitflop that will sell across the world,” she says.
In coming up with new designs, Coglan says, members of the design team visit different cities in the world, museums and art galleries to look for inspiration. They then gather for a design camp that would normally last a week.
FITFLOP Banda Red
They also outsource talents or partner with other product designers.
“We want our shoes to just let you do what your body wants you to do. It’s not restricting you in a way. That’s why its so comfortable,” Coglan points out.
Microcrystals adorn sandals under Fitflop’s Lustre Collection, turning the footwear into something glamorous and stylish—perfect for night wear.
The indigo collection features a combination of Fitflops skinny sandals, and a play of American nautical colors suited for daytime wear, while the Tera Nova collection is perfect for the fun seekers and those with offbeat spirits.
Although much sleeker and sophisticated, the SS15 collection has the triple density Microwobbleboard midsole that Fitflop is known for.
“Comfort is everything. It should not be compromised. We do not want to be leaders of fashion. It should not be. We need to understand what’s happening in fashion and reflect it in our product. But that should not compromise comfort. Fashion goes in and out. And people don’t remember you for that. For us, they remember you for the comfort they enjoyed,” says Coglan.
Fitflop launched their SS15 collection to the Asian market in a French Riviera inspired party held at an exclusive beach resort on Panglao Island in Bohol province last Feb. 26.
