Emotion increases forward sales by two thirds

3rd March 2008
Following its successful showing at Moda and Garda, wide-fitting fashionable footwear company, Emotion, has reported unprecedented forward sales for its autumn/winter 2007/08 range.

Compared with this time last year forward sales are up by 66 per cent. In addition, there is a significant increase in new accounts. This supports the company’s belief that more and more buyers and retailers are recognising the growing demand for fashionable footwear for women with wider feet and calves.

One such retailer is Footwise, last year’s winner of the Comfort Footwear Retailer of the Year Award, which has branches in Guildford and Kensington, London.

Richard Paterson of Footwise claims that around 20 per cent of his customers require wider fitting shoes. As he says: “I recommend Emotion because wearing the correct width footwear is essential. Trying to squeeze into a tight shoe or boot for the sake of fashion is insane and, with Emotion’s designs, unnecessary. The width of a shoe or boot should correspond with the widest part of the foot while standing. This will also ensure that the width/size ration is correct. Many people are wearing the wrong size to accommodate extra width, and find that with the wider fit they can take a smaller size.”

To meet this requirement all Emotion styles will now start at size three. In addition, Emotion is meeting customer demand by offering all styles up to a size 10, an unusual move for a branded footwear company. This move is in response to the growing market for larger sizes as reported in a SizeUK survey based on 1.5-million measurements. The survey found that today’s women are significantly taller and heavier than women in the 1950s.
Particular best-sellers in the new Emotion autumn/winter range are EEE fit knee boots Peggy, which has an almond toe and loop trim; and Isla, which has a panel detail.

Also selling well is Fay, an EEE fit ruche front wedge court shoe with a covered buckle trim.

Richard Paterson, whose company has been stocking Emotion since the 2005 autumn/winter season, and which has just placed its order for autumn/winter 2007, predicts that Emotion‘s long boots made of soft leather will especially appeal to Footwise customers.

He explains: “Uppers should be composed of natural materials such as leather for breathability, and ideally the lining should be smooth and without seams.”

Emotion’s national sales manager, Neil Bennett agrees that customers will appreciate the company’s continued use of beautiful soft leathers and inside padded socks for extra comfort in its new autumn/winter range. “Our sales success proves that our new range is exciting and stylish,” he says. “It reflects the latest design trends with its emphasis on rustic browns and tans.”

This year Emotion has also expanded its collection with a more varied E fitting boot range, which now comprises nine styles – five more than last year.

Leading the E fit range are Gemma and Nancy. Gemma is a knee length boot with vertical stitch details, while Nancy has an almond toe shape, a low heel and back lacing on the calf area for extra fitting adjustment.

Emotion’s total boot collection now provides 22 styles, giving stockists the opportunity to provide greater choice to their customers.