FN Platform is expected to be a more robust show in Las Vegas next week, with pre-registration already up 22 percent over the February edition, according to the organizers.Overseas retailers and exhibitors — from Mexico, Brazil and Portugal, as well as from Mbts Italy and the U.K. — are largely responsible for the spike in participation at the event, set for Aug. 19-21.With a bigger international presence and an expanded brand lineup, FN Platform will adjust the show floor to improve navigation and the flow of foot traffic. For instance, the Camp and Bond sections, for sport-inspired brands and men’s Fitflop Outlet> shoes, respectively, will be moved next to each other, and the juniors’ and children’s offerings will be closer to the women’s product. Additionally, the floor will feature color-wrapped columns and more ground-level signs to help attendees find booths quickly.“As we grew over the past couple of shows, some of the neighborhoods were becoming a little splintered. We Fitflop Sandals made a conscious decision to put brands together in an entire lifestyle neighborhood,” said Leslie Gallin, VP of footwear for parent firm Advanstar Global. “This will offer better synergy for everyone.”What’s more, while attendees had previously entered the South Hall of the Las Vegas Convention Center from only the main street-side doors, an additional entrance will be http://www.cheapbirkenstocksoutletsale.com opened on the opposite side of the building, near the FN Café. That will allow showgoers to exit — and access shuttle buses — from either end.“It ensures traffic flow coming in and out of the building,” said Gallin. “It allows buyers the opportunity to start at one end and go to the other and exit without Birkenstock Shoes having to walk all the way back.”In other moves, WWD Magic White, which features women’s contemporary brands, will be relocated to the South Hall’s upstairs level, which, according to Gallin, puts ready-to-wear retailers in closer proximity to footwear brands.Buyers will have plenty to choose from, with FN Platform hosting 1,600 labels. Elie Tahari, Carmen Marc Valvo, Dune Birkenstock Sale London and Michael Hockey are among the notable new exhibitors at the event.Other highlights include a beefed-up section of British exhibitors — with brands including FitFlop, Ted Baker London, United Nude and Nicola Sexton — as well as a larger section devoted to made-in-Italy labels.On the entertainment front, opening night will feature a musical performance by David Birkenstock Sandals Cassidy, known for playing Keith Partridge in the 1970s TV classic “The Partridge Family.” He will hit the stage in the FN Café at 6:45 p.m. In addition to the concert, FN Platform will offer more educational sessions for retailers and wholesalers (see Event Calendar).“This show is a place where the innovators of the industry converge; they Fitflop Sale meet to shop and show shoes. It’s the Davos of footwear,” said Gallin. “This is an environment where if you’re in the industry of footwear, it’s your twice-a-year opportunity to collectively get together and have conversations that will help you steer toward the future.”
Wellness newcomer Tenevis, which launched its men’s collection this spring, is also adopting Mbt Shoes a high-tech message. “Our POS materials are all directed at our technology,” said David Corsi, president and COO of the Carlsbad, Calif.-based brand. “And our technology will sell the men.” On the brand’s website, Tenevis.com, a video shows Dan McCarthy, head of design, spotlighting each of the components used in the footwear and the benefits they claim Fitflop to deliver.Other brands are turning to the medical community to communicate their messages. Karen Abeid, owner of R.L. Shoe Co. in Corville, Wash., said working with podiatrists has helped validate the category for men. “It brings guys in,” she said, noting that local podiatrists often suggest brands such as MBT to their patients. “Women are open to Fitflops Clearance buying anything. Men will buy [something new] if their feet are hurting and the doctor recommends it.”And while most brands can’t yet measure the impact of their male-focused marketing initiatives, others such as Skechers have been able to make that connection. The brand targeted men with a series of Shape-ups ads featuring former football pro Joe Montana Fitflops Shoes For Women last year and recorded a significant uptick in sales thanks to the TV spots. “[Montana] was an icon in the demographic we wanted to reach,” said Leonard Armato, president of Skechers Fitness Group in Manhattan Beach, Calif. In the commercials, Montana suggests that after wearing Shape-ups, he might be in the physical shape required to return to Mbt Outlet football.“Men started buying the product,” said Armato. “Joe sparked the men’s business. It’s the same basic [wellness] message [for women], but packaged in a way that resonated with men.” Based on the success of the Montana spot, Skechers is following it up this year with a global campaign featuring Wayne Gretzky and Karl Malone.
To validate these Cheap Birkenstocks claims, Earth has conducted extensive clinical research over the years. One study was by Illinois’ Benedictine University’s Exercise Physiology department, while another more recent study, by biomechanist Katy Santiago, focused on the effects of wearing inclined-sole footwear as part of a health-based walking program.Retailers that carry Earth — the brand is sold in 800 independents as well Birkenstock Clearance as Dillard’s and Nordstrom — say the line’s technology makes it a strong addition to their wellness offerings and helps them bring customers performance features that fit their individual comfort Birkenstock Outlet and fitness needs.At Tucker, Ga.-based Abbadabba’s, buyer Jennifer Smith said the store appreciates having options. “Earth doesn’t compete with other brands — it enhances the whole wellness section of our store,” she explained. “I can offer my customers many different options, and they can decide what’s right for them.”Paul Foley, manager of Foothills Shoes in Yuma, Ariz., agreed that when it comes to wellness footwear, customers’ needs are as specific as a brand’s technology. While Earth tends to appeal to older snowbirds in the area due Birkenstock to its shoes’ enhanced support, MBT draws a younger crowd with its unstable approach to walking.Although Earth’s health and fitness benefits may be the motivating factor in a consumer’s purchase, the brand offers a diverse mix of product to drive sales. “The collection is broad in terms of classifications,” said Aznavorian. It ranges from athletic looks to Mbt Sandals exercise sandals. The core of the collection — which retails from $50 for sandals to $220 for waterproof boots — is casuals that transition from career to weekend wear.


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