The Fitflop fever hits Asia
Summer is all about breezy frocks, bare skin, and pretty pops of polish. And in as much as we’re all complaining about the recordbreaking heat, we Pinoys usually welcome summer with so much enthusiasm and excitement. Besides, with the season’s promo fares, beach trips, and happy-sunny days — why the hell not, right? Another reason to get revved up for an amazing summer? The onslaught of summer-ready footwear that all look so deliciously divine.
IN THE COMFORT ZONE
I’ve always had an erratic relationship with footwear. On the one hand, I love sexy, towering heels that add the requisite inches to my petite height. But, I also love shoes that can take me exploring foreign cities
Fitflop, which started off as a footwear made to tone the legs and create a sexy backside, has a cult following of Filipino
fans, who call themselves Fitfloppers.
and have me enjoying hours-long shopping trips. Most women, it seems, switch between these two extremes, often undecided if they prefer comfort over fashion, wondering if there can really exist a good compromise between the two.
Here’s the deal. “You don’t have to sacrifice one for the other,” says Irene Celli, global marketing manager for Fitflop, during Fitflop’s launch of their spring/summer 2012 collection held at the Sukhumvit pool deck in Bangkok Thailand last March 22. “Everything starts from the feet: If you’re feet are feeling great, you feel more energized, you feel better with yourself.”
And it seems like Filipinos agree with this logic as well. The Fitflop, which started off as footwear made to tone the legs and create a sexy backside, has a cult following of Filipino fans, all loving the comfortable sandal. Fans have even formed a local group: “They call themselves the ‘Flipfloppers.’ And, this is a unique thing in the world,” shares Celli. “They’ve taken the initiative to create their own group, got together, got engaged with the brand.”
THE FITFLOP FEVER
This Fitflop fever hit the Philippine and ASEAN market by storm. It’s been five years since its launch and in 2011, “Primer (the Fitflop distributor in the ASEAN region) became the number one distributor in the world. We sold around a million pairs of Fitflops in the ASEAN region alone. I believe we’re the number one footwear brand in the region at the moment,” shares Mark Chim, managing director and senior vice president of Primer International Management Ltd. “Asia is our fastest growing region. Our consumers really love the brand and we feel all the excitement and all the love. The success is thanks to the collaboration between the partners, the media, and of course, the consumer.”
However, more than this collaboration between the manufacturers and the market, the root of Fitflop’s popularity lies truly in its trademark technology, the microwobbleboard. “It’s a triple-density technology that’s made out of EVA. They combine together and create a micro instability that you don’t feel while you walk. This activates your muscles more, but it also absorbs a lot more shock compared to normal shoes, giving you real benefit,” explains Celli. “While we offer a lot of different styling now, the true heritage of this microwobbleboard remains to be our unique-selling proposition,” asserts Camille Karaan, AVP, Primer International Management Limited. “We remain faithful to what we stand for, faithful to the technology that we’re offering, faithful to the things that we offer to the consumer, and not deviate away from that.”
UPPING THE STYLE FACTOR
And while its fans can rely on the signature comfort and benefit of Fitflops, the brand’s spring/summer collection propels the sandal brand to a whole new level of cool. “The inspiration for the season is the work of American photographer Slim Aarons. He was very famous in the ’60s, and he used to photograph all the socialites and the jet-setters of the world. His images were about beautiful people, doing beautiful things, in beautiful places,” says Celli. Using his images as a jumping board for innovation, one will “see a real sense of fun and fluidity in the movement in the photos, which is really important for our product design. Also, the key point is the color inspiration, the pop-bright colors that are also so key for the season,” explains Celli.
While the new collection is friendly and familiar in terms of feel and technology, it is undeniably fresh and more versatile. It showcases the trusted shoe in new yummy colors, with interesting strap cuts, and feet-prettifying details. Also, the new styles come in exciting shapes, adorned with surprising leather details and embellishments. From bejeweled options and sparkly alternatives, to gladiator styles and textured finishes—this Fitflop collection seems to be the one to watch.
FITFLOP’S SHIFT
Fitflop claims that it is no longer just sporty sandals. With their spring/summer 2012 line, this can mark Fitflops’ breaching — and maybe owning — other categories. “We’re not just a niche toning brand anymore. We’re now offering multi-occasion, multi-functional footwear that can cater to lots of different tastes for lots of different occasions,” shares Celli. “We’re a style-conscious brand. If you think, in the past, comfort brands were always associated with ugly shoes for old people, I think we’re very, very different now. We offer in-style, in-trend accents in our shoes. We still, however, deliver extreme cool comfort.”
Men are in for a treat, too, what with Fitflop beefing up their men’s line with sandals that can make a stylista out of any stud. “We’re putting a lot of effort into our men’s line. We started as a women’s brand, but there is great potential in offering men’s footwear, so this is a key focus for us and our partners for 2012,” says Celli. “We’ve created a bigger range. It’s still very focused, but we hope to grow the men’s line more and make it as successful as the women’s.”
STEP BY STEP
After showcasing the new styles of Fitflops, the ASEAN press was then brought to tropical gem, Koh Samed, an island getaway three hours from Bangkok city. There, Fitflop hosted a beach bash with a fashion show, featuring the updated styles from their spring/ summer 2012 collection. It was a showcase of “ooohs” and “aaahs,” as summer-ready models showcased ways to style up their pairs of Fitflops. The Southeastern seas of Thailand provided just the perfect setting for the seasonperfect collection. It seems like the fashion show was a preview of things to come for Fitflop. And while Fitflop executives seem confident that their new collection will impress their loyal users, and they’re also hopeful that the new shapes and surprising details will draw in new fans as well.
Personally, though, I think the ultimate test was the three-day shopping trip I allowed myself afterwards as much-deserved rest. This included hours of walking, exploring aisles and aisles of Bangkok Chatuchak’s shopping labyrinth and floors upon floors of Platinum Paradise in downtown Pratunam. The result? Happy, stylish feet…and an overweight suitcase full of fab finds for the trip back home.
The spring/summer 2012 collection of Fitflop is now available in leading department stores and free-standing Fitflop stores. Fitflops now has six individual stores across SM malls, located in Cebu, Mall of Asia, Southmall, North Edsa-annex, Megamall, and recently, Baguio. Two more are set to open this year.