There were some curious things happening at the February 2003 Shoe Show, the largest footwear exhibition in the North American Hemisphere.

 For example, Chris Aiken, executive director of the show noted that attendance at this event was down noticeably. Registration on the first day was listed at 6,647, well below the 7,000+ noted at the last two shows. While this was unexpected, it should be noted that the number of retail stores in the U.S. had shrunk several percentage points in the year previous.   However, some of the larger chains reported that store openings have continued. What this means is that where a Wal-Mart may have sent the usual 10 buyers, the smaller stores that have closed sent none. Additionally, the economy has forced some firms to curtail travel expenses.

This particular show was for the presentation of autumn and winter styles. To the onlooker, however, it was surprising how many firms were showing spring and summer styles as well, as evidenced by the number of dressy sandals and the advertising efforts put forth.  Thirdly, there was the use of the Mandalay Bay Convention Center, rather that the Las Vegas Convention Center. The number of firms over there was considerable, considering that the show used part of the lower level at the Sands for registration purposes.

Aiken noted that WSA has a contract with the Sands Convention Center that runs through 2005, which means that there will be five more events at the Sands before all of the show moves to the Mandalay Bay Convention Center. It was noted that the dates of the next show have been set at July 31 through August 3, with both the Sands and the Mandalay Bay as the venues. Another surprise was the number of new and rejuvenated brands at the show, from children’s to adults. One unique brand was called Hummer after the military vehicle.

Not only was the styling different, but the marketing programme ventures into new areas.  The Hummer is a product of the General Motors line and is featured in Cadillac showrooms. It is a pricey vehicle running in the $50,000 and up range. The vehicle has had considerable popularity with many of the owners forming Hummer clubs that meet regularly and venture into off-road areas. In fact, a future club meet is being scheduled for the North Pole. 

The shoes for the Hummer line begin with driving moccasins and run through casuals, dressy casuals, hikers and walking boots, and a special boot designed for the coming North Pole event. There are 90 shoes in the line, with most using or featuring Himalayan Yak leather. This mid-calf boot, specially designed for cold weather and harsh environments, features a uniquely designed sole into which the wearer can screw cleats to walk on ice. There is a pouch on the side of the boot for storing the cleats when not in use.

Another special feature of the line is the Torque Suspension System which features moulded plastic for stability and a softer plastic for comfort. Because there is no metal shank in the line, they are considered “airport friendly.” The unique marketing effort is that the shoes will be sold in the Hummer showrooms to tie the shoes and vehicles closer together. The company has also designed a line of clothing which will be sold wherever the shoes are on sold, whether in a Hummer dealership or in a Hummer store.

Another line introduces at WSA was the Arnold Palmer golf shoe line. In addition to golf shoes, the line includes street shoes in casual and dressy casual looks. The children’s line, named “Arnie’s Army” features many of the looks of the adults footwear as well as some athletic looks.

Marketed by the Timing Group, the shoes will have leather uppers, will be manufactured in China and Brazil, and are expected to be in stores by July 2003.

Another new shoe is the INCHworm, a line of children’s footwear designed o grow with the child’s feet. According to the company, its new technology is called IFit. These shoes are designed to increase in length a full size in half-size increments simply by pushing a button located on the lateral side of the midsole. When the button is released, the shoe locks in place.

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