Allen Edmonds Reimagines Iconic Styles for Casual Moment
November 04 2020 - 5:05PM
Business Wire
The Evolution of the Great Dress Shoe
Caleres (NYSE: CAL) brand Allen Edmonds has always had a loyal
following for its iconic styles – the Park Avenue and the Strand.
This fall, the brand has taken both and remixed to make them more
suitable for everyday causal wear.
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Allen Edmonds, Strand Sneaker (Photo:
Business Wire)
“The Park Avenue has been Allen Edmonds best-selling shoe for
over 40 years – in fact we’ve sold over a million pairs since it
first hit the market,” said Keith Duplain, senior vice president
and general manager heritage brands. “Today our consumers are
moving from dress to lifestyle looks – searching for
athletic-inspired and hybrid-casual styles – so it made great sense
to take both silhouettes into a sneaker cup sole design to match
our customers’ needs in this moment.”
The new sneakers launched in September 2020 and are positioned
to capitalize on the tremendous opportunity in the active and
casual space. These sneakers use the same high-quality leather
upper as a standard Park Avenue and Strand designs. And the
response has been overwhelmingly positive.
“These two new styles have quickly become our best-selling
casual sneakers, routinely outselling their dress counterparts
online in recent weeks and are now on back order,” added
Duplain.
In this environment, it’s important that brands innovate to find
their own distinct casual identity while at the same time staying
true to their brand voice. Allen Edmonds pivot to more casual
styles is well on its way. Casual styles represent just over 40
percent of Allen Edmonds’s sales – up from when Caleres acquired
the brand in late 2016.
Additionally, these sneakers like most Allen Edmonds styles, are
recraftable. Customers can send them to the Allen Edmonds Port
Washington, WI., factory to be refreshed from the bottom up. A new
cup sole will be placed on the sneaker and the leather will be
conditioned, keeping the patina earned during wear but refreshed.
This recrafting decreases the impact on landfills and currently
gives more than 70,000 Allen Edmonds shoes a second or third life
each year.
About Caleres
Caleres is the home of today’s most coveted footwear brands and
represents a diverse portfolio spanning all of life’s styles and
experiences. Every shoe tells a story and Caleres has the perfect
fit for every one of them. Our collections have been developed and
acquired to meet the evolving needs of today’s assorted and growing
global audiences, with consumer insights driving every aspect of
the innovation, design, and craft that go into our distinctly
positioned brands, including Famous Footwear, Sam Edelman,
Naturalizer, Allen Edmonds, Vionic, Dr. Scholl’s Shoes, and more.
The Caleres story is most simply defined by the company’s mission:
Inspire people to feel great…feet first.
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Kelly Malone kmalone@caleres.com
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