Comfort-first footwear brands such as Birkenstock, Hoka, Crocs, and On Running have reported record-breaking sales in the first quarter, signaling a shift in consumer preferences towards functional and comfortable shoes that were once considered “ugly.” Birkenstock saw a 22% year-over-year increase in revenue, hitting a record high for the first quarter. Hoka, a running shoe brand, also experienced a surge in sales, reaching above half a billion for the first time. Crocs and On Running also reported significant gains in sales, further solidifying the popularity of comfort-first footwear.
The trend towards comfortable and functional footwear started prior to the pandemic but was accelerated by it, as people prioritized convenience in their daily lives. Beth Goldstein, a footwear analyst, noted that sacrificing comfort for style now seems unnecessary, leading to the rise of “ugly” shoes becoming fashionable. This trend has particularly resonated with younger generations, driving up the media impact value of comfort-first brands. In Deckers Brands’ earnings call, it was mentioned that Hoka’s growth is strongest among 18 to 34-year-olds, indicating a shift in consumer preferences towards more comfortable and practical footwear.
Despite their functional design, some brands have effectively leveraged marketing tactics to enhance their appeal. Celebrity endorsements and media exposure have played a significant role in boosting the popularity of these “ugly” shoes. Margot Robbie’s appearance in Birkenstock sandals in the Barbie movie led to a surge in searches for the brand, while Crocs’ quirky collaborations and partnerships with celebrities have generated buzz. Despite their impractical design, products like Crocs’ oversized boots have sold out quickly, showcasing the power of marketing and branding in the footwear industry.
While some brands have seen success in the comfort-first footwear market, not all have performed well. HeyDude, a brand owned by Crocs, reported a decline in sales and slashed its full-year outlook. Critics have pointed out that HeyDude shoes lack the comfort and style balance needed to appeal to consumers in the current market. The key to success in the “ugly” shoe trend lies in finding the right balance between comfort, functionality, and style, as demonstrated by the success of brands like Birkenstock, Hoka, Crocs, and On Running.
The rise of comfort-first footwear brands reflects a larger shift in consumer preferences towards practical and comfortable fashion options. As people continue to prioritize convenience and functionality in their everyday choices, the popularity of “ugly” shoes as fashion statements is expected to grow. Brands that can effectively marry comfort, style, and functionality are likely to see continued success in the market, while those that miss the mark may struggle to keep up with changing consumer trends. Overall, the success of brands like Birkenstock, Hoka, Crocs, and On Running highlights the importance of adapting to evolving consumer preferences in the ever-changing fashion industry.
