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Keeping up with Comfort
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FRANKIE4 / Middleton This edgy sandal is meticulously crafted, bringing together fashion-forward aesthetics with a strong emphasis on foot health. From pressure relieving foam lining and rice husk molded soles; to layers of support and cushioning, each style in FRANKIE4’s collection is equipped with its own design elements that benefit wardrobes and soles. MSRP $195.
Consumers want what the comfort market has been offering for years. support, superior fit and wellness benefits. Here’s how brands continue to innovate.

With wellness top of mind, more shoppers are putting health, comfort and happiness at the forefront in their purchases, especially when it comes to footwear. “More consumers recognize the value and importance of proper support, fit and comfort,” explains täōs founder Glen Barad. While täōs has been in the comfort space for 20 years, succeeding primarily on word of mouth from consumers and independents; now Barad and his team are planning to take a more proactive approach to build brand awareness, with the potential for a greater number of consumers to be receptive to its story. Here, brand executives tell us what’s in store for comfort for 2024 and beyond.  


How is your brand propelling the comfort category forward?


“Biza continues to focus on trend-driven styling with modern day comfort features. These include memory foam cushioned insoles, adjustment features, shock absorbing outsoles, soft uppers and linings.” – Dave Astobiza, president, Biza

“Arcopedico has made a commitment to developing styles that are eco-friendly, sustainable and comfortable. The brand’s DNA encompasses a supportive sole and non-binding upper, making our footwear ideal for anyone looking for a ready-to-wear shoe that offers comfort and support.” – Sydney Simas, VP of sales and marketing, Simco Imported Shoes

“The wellness benefit of Xelero’s technology is that it helps people walk easier, with less pain, due to underlying conditions.” – Dan Werremeyer, president, Instride Shoes

“KLOGS has been a leader in comfort for 25 years. Our removable TRUComfort insole cradles the foot in cushion and support that doesn’t fade over time. Recent Heeluxe testing shows the cushion and support in a pair of KLOGS outlasts traditional EVA footwear, 4-6 times.” – Victoria Feldman, marketing director, Latitudes

“From ECCO’s beginning, founder Karl Toosbuy aspired to make shoes that were built around comfort and quality. This year we are launching our latest midsole called LYTR (pronounced Lighter). It’s our lightest, softest, and most comfortable midsole yet. We are also rolling out styles with Dual Width insoles to allow the customer to have a little extra room if they are in between sizes.” – Brandy LaPlante, sales manager, ECCO

“There is comfort and then there is next level comfort. We have taken our comfort features and integrated them into new collections and new types of products. We are providing the younger generation with newer styling that gives them the looks they want with the comfort they are demanding.”– Ayelet Lax Levy, president of U.S. operations, Naot

“No two feet are created equally. Our sneakers, boots and most of our flats can be customized to each foot’s needs with our proprietary Sole Saver Pack. It helps customers to mix-and-match according to their needs; whether that’s for a narrow, regular, or wide fit.” – Caroline McCulloch, co-founder, FRANKIE4

“Mephisto creates shoes with removable and replaceable insoles to allow users to insert custom orthotics or choose insoles that suit their specific comfort and support needs. Our footwear is designed to not only elevate your fashion sense, but also ensure you experience unparalleled comfort with every step.” – Rusty Hall, president, Mephisto USA

“Täōs premium quality and on trend styles have always been designed ‘foot first’ around our exclusive and innovative footbeds. Upcoming lines are Understandably Fresh – meaning they bring a newness or freshness to the comfort space while still being intuitive and understandable to the consumer.” - Glen Barad, founder, täōs

“Our brand is propelling the category forward with our new styles and bottoms that feature the footbed comfort that we are known for but in exciting and more fashion-forward offerings.” – Megan Gold, design director, Alegria

“Finn Comfort has always strived to produce the best authentically healthy footwear possible, utilizing materials and production methods that are also healthier for the environment. The best comfort footwear retailers ensure they are satisfying increased demand for healthier products by carrying the best brands and products in this category. They also make sure their salespeople are sufficiently trained and educated to present the right products to the consumer.” - Justin Orrell-Jones, president, Finn Comfort USA


What specific silhouettes are trending in comfort for 2024?

“Transitional footwear, lug style boots and wedge sandals.” – Dave Astobiza, Biza

“Utilitarian styles, styles that offer fashion and function (not necessarily dress shoes), pops of color, fun materials.” – Sydney Simas, Arcopedico

“Customers love the effortless slip-on of a clog and how it pairs with wider leg and cropped hem-lines.” – Victoria Feldman, Latitudes

“Mary Janes, flats and platforms.” – Rusty Hall, Mephisto USA

“Ballet Flats! Ballet flats are a wardrobe essential, but they’ve tortured women’s feet for years. Our solution - hidden support, a heel raise, adjustable fitting and designs that are kind to the heels and soft on the toes.” – Caroline McCulloch, FRANKIE4

“Our new styles focus on outdoor, travel, versatility and promoting movement.” – Glen Barad, täōs

“Running styles will continue to be important with more casual upper treatments and materials.” – Dan Werremeyer, Instride Shoes

“Sneakers are still dominating for Spring. For Fall, the women’s loafer is emerging in interpretations including heeled, mules and a classic penny loafer.” -Brandy LaPlante, ECCO

“We see chunkier bottoms coming  back around, as well as a big return to dressier styles,” – Ayelet Lax Levy, Naot

“Dress shoes and Y2K-influenced sneakers.” – Megan Gold, Alegria


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