Comfort-first footwear brands such as Birkenstock, Hoka, Crocs, and On Running are experiencing record-breaking sales in the first quarter as consumer preferences shift towards functionality and comfort. Birkenstock reported a revenue of $524 million, while Hoka saw a 34% increase to $533 million, Crocs reported a 6% gain to $939 million, and On Running achieved $570 million in net sales. These figures signify a significant increase in demand for these once considered “ugly” shoes, now turned into fashion statements.
The surge in demand for comfortable and functional footwear started before the pandemic but was accelerated by it and has continued even after. People’s preferences have shifted towards convenience and comfort, making the idea of “ugly” becoming fashionable. This trend particularly resonates with younger generations, with almost a 200% increase in media impact value for comfort-first brands since 2020. Brands like Ugg, Birkenstock, Crocs, On Running, and Hoka have gained popularity among Gen Z, who prioritize comfort in their footwear choices as displayed by their changing preferences according to a report by Piper Sandler.
Some brands have leveraged marketing tactics like celebrity endorsements and media exposure to enhance their appeal. For example, Margot Robbie’s endorsement of pink Birkenstock Arizona sandals in the Barbie movie led to a surge in brand searches and media impact value. Crocs’ partnership with Pringles and collaboration with MSCHF also generated significant social buzz, despite being less comfortable and more quirky. However, not all brands owned by the classic “ugly” shoe makers are performing well, with HeyDude experiencing a 17.2% decline in first-quarter sales and slashing its full-year outlook due to a lack of balance between style and comfort.
The shift towards comfort-first footwear has transformed the industry, with brands like New Balance launching new products like the 1906L, a hybrid sneaker and loafer referred to as the “snoafer,” fitting squarely into the ugly shoe space. These brands have successfully tapped into the trend, altering consumer perceptions of comfort and style. The rise in popularity of these once considered chunky and ugly shoes signifies a broader shift in consumer preferences towards comfort over style and the acceptance of these shoes as fashion statements rather than just functional footwear.
The success of comfort-first footwear brands like Birkenstock, Hoka, Crocs, On Running, and New Balance highlights a changing consumer landscape where functionality and comfort take precedence over traditional notions of style. While some brands have managed to leverage marketing tactics to enhance their appeal and capitalize on the trend, others have struggled to strike the right balance between comfort and style. Ultimately, the shift towards “ugly” shoes as fashion statements signifies a broader cultural trend where consumers prioritize comfort and functionality in their footwear choices, reshaping the industry and consumer perceptions of what is considered stylish and desirable in footwear.
