Toll of COVID-19 on several industries is no hidden truth. The footwear companies are suffering a fall in their fiscal revenues by 10%-30%. It is a concern as no miracle happened in the last five months. As we say,’ Necessity is the mother of invention.’ The footwear companies have proved it. 

Companies have began its sell-by trending ‘ back to work shoes’, ‘work from home footwear’, and ‘ casual work footwear’. The list is long but has shown a demand for footwear which was not needed eventually a few weeks ago. 

Why such struggle?

The increasing number of cases has extended the lockdown in many countries but the economic activities have been reopening and now there is no looking back.  

But still there are a lot of companies who have not been able to get back on track after the lockdown. Footwear companies are one of them. Not being among the essential items.

 It has suffered a huge loss and is rising at a slow rate after some relaxation in lockdown and given limited work permit the companies are still suffering as they have,

• Limited staff to work on the demands of meeting the target.
• The cost has increased as the national economy is struggling to pay in this pandemic.
• The abrupt shutting of all the transportation. The increase in the price of fuels and transportation costs to cover up the loss already occurred.
• No one is ready to take risks in this pandemic and thus, we see the production of just what is necessary.
• The production of what is in demand and not in fashion is taken care of so as no one suffers the loss again.
• Slow delivery of products by keeping all the safety measures. 

No one is aware of the length of time it will take to end the fear of COVID-19. Neither are we aware of the future upcoming events. Until the ‘normality’ takes place, we have to be patient and enjoy the virtual world trap and benefits coming along the same road.

Selling trends in the Pandemic.

The footwear companies have found a new way to sell their product. They have come up to join the online business trend. Though DMODOT always knew the benefit of selling online It has connected to its customers with what has been in the trend. It has become more strongly connected to its customers in the present through social media and online sales prospective.

The surviving of many articles for the next season is at risk and risking a huge amount invested by the footwear industries, not a good idea for sure. To solve such issues many business owners have come online and are willing to see a boom in their business. Many have started to use different campaigns to sell and cover the loss.

The companies are focusing more on the production of essential come styling footwear.

• Back to work shoes campaigns
• Work from home footwear 
• Office casuals
• Production of slippers and sandals at home making it look formal.

Understanding the fact that people won’t buy the luxury item for a longer period many industries have focused on keeping up the pace with customers choice that is essential items. Focusing on their niche and offering footwear according to the need as casual workwear and back to office shoes for those 30% heading towards office. Footwear brands have started to work on the production of slippers and casual wear for those working at home. 

Everyone will be at home for an uncertain amount of time and thus selling shoes is not a great idea. Thus offering crocs, flip-flops, leather sandals and slippers are creating demand in the footwear industry. Though some customers with the hope of hitting their office any time soon in the future are demanding office shoes which is being delivered at a slow pace.

Opportunity for local brands 

As the delivery option of international brands is not open and to bloom their nation’s economy people are moving towards going local. Local brands are the ones benefiting from this pandemic. They are delivering faster as the stock they have is what is needed today at a reasonable rate. The collection is aesthetic and suiting all season has given their economy a hike. It is trending in the social media as ‘Going vocal for local’.

The local brands are exploring this new feature and trying to connect by conducting webinars, asking for feedback, creating contests, and taking suggestions to improve their quality. So, they can proper even when things are back to the new normal.

The hashtag has given more recognition to local business owners and created demand for footwear from them. It seems to be a good start for uplifting the local business owners and nations economic degrading this year. 

A lot of forecasts about several events is done in the past and today it is time where these companies have become innovative while selling and reaching their customers.

Marketing can really change the way you think if done creatively has been proved by these footwear brands in this pandemic.

The world is facing the worst epidemic industries have ever experienced. Everyone is in hope to get out of it, and things will bounce back to normal soon. The business has literally come to a standstill, and everyone is bleeding in an already challenging business scenario. The time is challenging for not only footwear but across industries. The industry is on the road to recovery and hopefully will be back to normal soon.

Additional points:

• Indian brands are growing as people are buying local brands
• Brands are focusing on customers buying experience online. They are improving their catalogs, improving pictures, offering made to measure solutions etc 

Closure:

The world is facing the worst epidemic industries have ever experienced. Everyone is in hope to get out of it, and things will bounce back to normal soon. The business has literally come to a standstill, and everyone is bleeding in an already challenging business scenario. The time is challenging for not only footwear but across industries. The industry is on the road to recovery and hopefully will be back to normal soon.