FN Insights
Sizing up the latest shoe fit technologies.
Sixteen years ago, Aetrex began developing scanner software that would help explain unexpected foot pain and allow patients to receive better-fitting orthotics. But these early scanners were often relegated to the offices of podiatrists or foot care specialists — not footwear retailers.
In recent years, though, the market began to change.
Consumers continue to demand better customization and comfort from products across the board — from footwear to adjustable mattresses. What’s more, shoppers are increasingly turning to the fitness and wellness markets, which require accessories for fit and performance. Lastly, there is pressure for stores to become more interactive to draw in customers.
The new 3-D foot scanners address these issues. Alongside Aetrex and its newest Albert scanner, Swedish startup Volumental and multicompany collaboration HP Fitstation have entered the market to set a new standard for footwear fit.
“Most retailers need something like this — they need to differentiate their business,” said Larry Schwartz, CEO of Aetrex. “They’re looking for technologies that can help them provide a different service that a customer can’t get from buying on Amazon.”
Each technology has its own characteristics, but the underlying format is simple: A scan of the foot is taken in seconds, with accompanying software quickly translating the data into key metrics, from arch height to pronation. The gait analysis function of the Aetrex and Fitstation scanners also shows exactly how a customer moves and where he or she needs support, without requiring running on a treadmill. This information can then be used to generate footwear recommendations, customize insoles or other orthotics — and eventually create entirely customized footwear.
“In a 30-second process, you can capture everything possible that you need to know about the foot,” Schwartz explained.
The sports industry was the first to embrace the technology at scale. Skate brand Bauer has partnered with Volumental to create its 3D Skate Lab for better recommendations in retail locations across the globe and now, with 70 percent of the global market share for hockey equipment, also offers full skate customization based on a shopper’s 3-D scans. Swapping skates for cleats, the NFL has partnered with
HP Fitstation to have each of its pro athletes scanned to select the best-fitting cleats from an official approved selection.
“Athletics is the most obvious area to go to first because they’re the most demanding on their feet,” said Rebecca Nelson, marketing and communications manager at Volumental. “But everyone has a story about their feet hurting at some point, whether it’s from poorly fitting sneakers or forcing your feet into beautiful heels that are the wrong size.”
The makers of 3-D scanners hope to address the lack of true standard sizing in the footwear industry. Recommendations are crafted by scanning a variety of shoe brands and styles, and then comparing these with the individual foot scans. For many people, they might wear a 10.5 in one style, a 10 in another and an 11 in a separate brand’s product. With the scan, customers won’t need to try three sizes to find the right one — it will tell which one fits best.
This innovation doesn’t just work for the consumer. With more accurate data, manufacturers can create orthotics and even shoes with less waste than they would with approximate data from foam box fittings. On the retail side, collecting this data allows businesses to make better recommendations to their customers, both in-store and afterward through targeted emails and campaigns.
“We’re not a product; we’re a platform,” said Sarah Clevinger, senior business development and strategic partnership manager at HP. “We provide the technology to the brands and to the retailers, but it’s not about HP having its own footwear company; it’s about changing the industry and creating something that’s better for the customer.”
Applications for the collected data are still being developed, as is the software itself. Aetrex and HP Fitstation both offer customized insoles, but fully customized shoes aren’t far behind; Brooks will release its customizable Genesys sneaker in partnership with Fitstation next year. At Volumental, which has amassed nearly 2 million individual scans, the focus is on using the data to overhaul the landscape of footwear.
“We view it as a revolution in retail,” said Nelson. “We view ourselves as part of that revolution.”