Libby Edelman, co-founder of Sam Edelman, reveals the intricate challenges of the footwear industry, emphasizing the 180-plus day lead time from concept to store. This episode offers critical insights for ecommerce operators on navigating long supply chains, adapting to rapid market shifts like the pandemic-driven slipper trend, and strategically expanding marketing and customer demographics to stay competitive in a slow-moving sector.
Key takeaways
Successfully adapted to a sudden market trend (slippers during pandemic) by expediting processes, demonstrating agility is possible even in slow industries.
Expanded marketing channels to include catalogs, suggesting re-evaluation of traditional methods can reach new customer segments.
Strategically targeted higher-end shoppers, highlighting the importance of continuous market segmentation and brand elevation.
Managing an 180-day product development cycle requires precise trend forecasting; implement robust trend prediction models for long lead-time products.
Integrated e-commerce with physical retail stores and wholesale (Shopbop, Nordstrom), emphasizing an omnichannel approach is crucial for broader market reach.
Sam Edelman co-founder Libby Edelman is a step ahead when it comes to knowing what shoe trends are going to take off. “It’s our job to come up with what's happening in fashion,” Edelman said on the latest episode of the Glossy Podcast. “So every time we design a product, it’s got to [reflect] a trend that’s going to hit the following year.”
Trendspotting is a skill she’s perfected over the last 40 years at Esprit Shoes, and co-founder of Sam & Libby and Sam Edelman footwear brands, along with her husband, Sam Edelman. The latter brand launched in 2004 and is now sold at retailers including Shopbop and Nordstrom, as well as through its own e-commerce site and 13 stores.
But that’s not to say that it’s easy to get a leg up on the industry’s direction. The reason: "It's hard to move fast in the footwear industry,” Edelman said. “There are a lot of components. You have to own the right leather, you have to buy it, it all takes time.… It’s 180-plus days to take [a style] from an idea to a store.”
Luckily for Sam Edelman, it was able to expedite its processes to get in on the pandemic-hot slipper trend. “There was this big resurgence of slippers, with nobody going out of the house,” Edelman said. “It was [a style] we’d never done before, so we had to jump on it.” Edelman discussed the brand’s other mid-pandemic moves, including its marketing expansion to catalogs and its new bid for higher-end shoppers.
What does this episode say about supply chain & operations?
Successfully adapted to a sudden market trend (slippers during pandemic) by expediting processes, demonstrating agility is possible even in slow industries.
What does this episode say about brand & content?
Expanded marketing channels to include catalogs, suggesting re-evaluation of traditional methods can reach new customer segments.
What does this episode say about retail & omnichannel?
Strategically targeted higher-end shoppers, highlighting the importance of continuous market segmentation and brand elevation.
What does this episode say about dtc strategy?
Managing an 180-day product development cycle requires precise trend forecasting; implement robust trend prediction models for long lead-time products.
What does this episode say about supply chain & operations?
Integrated e-commerce with physical retail stores and wholesale (Shopbop, Nordstrom), emphasizing an omnichannel approach is crucial for broader market reach.
