Change the men’s shoes market. Make customers happy while you rake in cash!

The following article was inspired by a post I came across on Facebook, titled ‘How Wadowice shoemakers are winning against globalization. Custom-made leather shoes at chain store prices’, written by Tomasza Molga from INN Poland (link to the article, polish only >> https://bit.ly/1YitGEX note: Wadowice is a small, but commonly known town in southern Poland).

Among the things I’ve learned from it is that a recently launched company called AKARDO.pl is making a killing by manufacturing shoes in Poland, instead of abroad. The catch is that their prices match well-known brands, however, the quality is superior.

The Polish men’s shoes industry is rather corny and dull, which we’ve already put on display in our second ‘Ulepszony Biznes’ (A Business Made Better = #ImprovedBusiness | llink >> https://bit.ly/ULEPOM2) ). All this chatter has made me anxious to visit AKARDO’S website and hopefully buy some shoes. A new brand equals fresh ideas, right?

Well, as it turns out, not necessarily. I was mightily disappointed in terms of design and innovation (the Spring/Summer collection). Essentially, they haven’t really wandered off the beaten path. Of course, someone will point out that the colors are unique, or some of the details differ, however, what I’m talking about is the shoe’s style and, say, its usage pattern.

On the left the photos from the new Akardo's collection. On the right photos of collections from our last 'Improved Business' (link >> https://bit.ly/ULEPOM2) #ImprovedBusiness

You have to lace nearly all of them. One new model has buckles (a step in the right direction), however, judging by its photo, I assume it’s rather uncomfortable in its usage.

The Akardo's step in the right direction. However is it comfortable in its usage?

And so, I’ve decided to visit a couple of regular stores (not the chains, mind you) to find out:
a) If I’m the only person who wishes for comfortable (laceless), elegant and well-designed shoes.
b) Why, in the experienced seller’s opinion, no established brand manufactures summer time shoes with velcro, zippers, or clips? Why would you waste your time lacing?

Here’s what I’ve learned:
- Customers frequently ask about laceless shoes for a variety of reasons, it’s not only about comfort. Sometimes, they have troubles lacing their shoes due to, for example, health-related issues or lifestyle they lead, and they’d prefer, say, velcro.
- Polish manufacturers reckon that ‘men don’t buy enough shoes’, which results in the production of ‘a couple of classic designs’ (I’d call them blueprints), which in their opinion sell well.
- Manufacturers and sellers don’t seem to be on the same page. What’s more, one of the salesmen has stated sadly that ‘manufacturers pretty much force them to sell shoes that customers don’t actually want’. This often makes clients change their minds and not buy the product, or buy it wearily, as they need some shoes anyway.

The conclusions are as follows.

I reckon than Polish brands have been stuck in the rut too much (I call it “to stuck under the glass cover”). They’ve been bubbling in their own sauce for too long, and their sole purpose has been to oppose chain stores, instead on focusing on client needs, or developing the market. Currently, their marketing efforts are concentrated on emphasizing domestic production, which brings about a product at a similar price, but of higher quality.

As long as only a number of brands did that, it made sense. Now, though, you can hear ‘made in Poland’ at any store. Moreover, it’s a marketing suicide to do what others do, just cheaper (especially if you actually do it better!). Thus, I hope to encourage our shoe manufacturers to take a quantum leap and start producing shoes based on an idea, as well as performance.

For starters, I recommend to do away with laces in summer time shoes. Instead, you can put velcro, clips, magnets, zippers or anything else that’s efficient and comfortable. In my opinion, this is how you can make yourself stand out in the market, as well as promote your brand among active, elegant and comfort seeking people who value their time.

It’s a known fact that promoting products based on certain ideas is way easier and more enjoyable. On top of that, you’re making moves in the market without having to observe your competitors. It’s them watching your back, actually!

As a consumer, I’m hoping that eventually I’ll find a manufacturer who’ll want to go that extra mile to satisfy people like myself, and at the same time, make a nice buck. I hope this won’t take too long…

Yours sincerely
Sebastian Sulma

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