Navigating Branding in a Shifting Landscape: Shoe Brands at FFANY and FSNYE, June 2025
As the spring 2026 season approaches, shoe executives at FFANY (The Fashion Footwear Association of New York) and FSNYE (Footwear Show New York Expo) are expressing optimism, despite the looming uncertainties surrounding global trade tensions and fluctuating tariff rates.
A Positive Outlook Amidst Challenges
Matt Priest, the dynamic President and CEO of the Footwear Distributors and Retailers of America, encapsulated the mood perfectly: “All the retailers are here,” he remarked following the inaugural day of FFANY’s show. “Despite the dark clouds, people want good brands. They—brands and retailers—are all having conversations, and everyone wants to have product in place.” This enthusiastic environment reflects a sector that, despite external pressures, remains resilient.
The Resilience of Footwear: Freshness, Comfort, and Performance
Though concerns linger about how to price goods amid tariff uncertainties, Priest identified the key drivers for spring: “Freshness, comfort, and performance.” Consumer trends reveal that while individuals may delay major purchases, footwear remains a recession-proof commodity. “People might forgo buying a new home, but they will invest in a new pair of shoes.”
FSNYE: Energy and Enthusiasm Unleashed
At FSNYE, held at the Park Lane New York, president Phyllis Rein echoed this positivity. “Retailer attendance was strong and enthusiastic, creating an energetic atmosphere throughout the three-day show,” she shared with FN. Major retailers such as Amazon, Belk, DSW, and Zappos made their presence felt, showcasing a collective eagerness to adapt and innovate.
Rein emphasized how major brands unveiled significant new technologies and customizable products, blending functionality with fashion in a way that resonates with evolving lifestyles. “When my feet feel good, and my shoes look great, I can take on anything the day brings with energy and a smile,” she said.
Brand Strategies in Uncertain Times
Crocs: Global Resilience and Innovation
Anne Mehlman, Executive Vice President and Crocs Brand President, noted the company’s ability to navigate tariff uncertainty thanks to its global reach. Crocs has enriched its classic styles with diverse colors, prints, and styles, including Mary-Jane clogs and expanded sandal offerings featuring personalized designs through Jibbitz shoe charms.
“We’re staying nimble and will react as things happen,” Mehlman stated, highlighting the brand’s strategy to adapt its pricing based on a combination of cost optimization and diversified sourcing.
Florsheim: Riding the Wave of Retail Optimism
Florsheim President Kevin Schiff reported that retailers are particularly fond of the brand’s new horsebit loafer and have embraced expanded color options across core styles. However, he acknowledged the uncertainty surrounding pricing due to tariffs, stating, “We aren’t really discussing prices for spring 2026 just yet.”
Guess Inc.: Higher Price Points as a Strategic Advantage
At Guess Inc., Senior Vice President Sean Orr highlighted the brand’s shift towards transitional styles. “We start at higher price points and can absorb some of the higher costs from tariffs,” he explained, reflecting a proactive approach towards maintaining consumer appeal.
Emerging Trends in Footwear
Söfft: The Intersection of Comfort and Style
Samantha Paterno, Vice President of Product for Söfft, elaborated on the brand’s evolution towards a lifestyle image, emphasizing their tagline, “Comfort meets Fashion.” Söfft’s collection incorporates luxurious materials, such as Italian leather, and thoughtful details like adjustable closures hidden beneath stylish straps.
“This is all part of our commitment to comfort as the foundation for all our styles,” Paterno stated, as the brand continues to make waves in the market.
The Future is Bright
With a strong energy permeating through events like FFANY and FSNYE, brands are not merely weathering the storm of uncertainty but are instead cultivating relationships and innovating to meet the demands of the modern consumer. Footwear remains a vital means of self-expression, and as brands adapt and thrive, the landscape will inevitably shift to embrace new trends, technologies, and styles.
For further insights, check out: WWD Footwear News and stay tuned for more updates as we step into the future of footwear!
