A Wren Says

A few years ago, I developed a walking habit. I went for a 5 mile walk, rain or shine. And on those walks, I wore my running shoes. Because why not? But mostly because I didn’t really think there were other options.

Today, I came across an article on WWD, “Why Is Everyone Still Walking in Running Sneakers?” The question baffled me. But as the four retailers pondered why that is, it came down to two things. Consumers don’t know there’s a difference, and we are largely shopping for aesthetics. These are my words not theirs, but largely customers don’t really know there is a better solution to their needs.

Or…

Brands should take that as information that they are not fulfilling needs like they think they are. Sure, the walking shoes might be better and more comfortable for that morning stroll. But if they don’t look good, I’m not going to buy them. You have to meet both needs.

Think about this. You have an amazing product that you know is the solve that customers are looking for. But there is something about it that they’re not connecting with. There is some reason why they aren’t buying. Sure, maybe you just need an awareness building campaign so they learn you exist. Or you dive deeper into your target market, get to know them, get to know how they think, and deliver on what they truly want and need.

I, for one, will continue to walk in my running shoes. That is unless you can suggest some more aesthetic walking shoes…