ECCO's paradigm shift: look good and feel even better in ECCO® Dress Comfort shoes
ECCO has always been renowned for comfort in casual shoes. Thanks to the fully developed Direct Injection technology, the Scandinavian shoemaker can also take a leading role in bringing comfort to the dressy shoe category. For the first time, consumers around the world can look great and feel even better in a complete, essential shoe range designed for people who demand style, comfort, and more lasting quality. Welcome to the ECCO Dress Comfort collection.
A history of craftsmanship and industry changing innovation
One of Scandinavia’s largest shoe brands for everyday active living designs shoes that are not only stylish but also comfortable. In addition to freeing feet from restraints and serving all purposes, ages and genders, ECCO shoes also stand out with their high-quality craftsmanship and timeless Scandinavian design.
For fifty years, ECCO has worked hard to create the world’s most comfortable shoes. The company succeeded in developing a number of patented manufacturing processes and special know how within the technology called Direct Injection Production, or DIP, many years ago. The know how remained a well-kept secret, in part because the complex technology is difficult to communicate but also because ECCO has closely guarded its innovative formula, continuing to refine it to achieve even greater results. Now it’s time to tell the entire story.
Meeting consumer demands at every step – ECCO Dress Comfort
In spring 2014, shoe buyers around the globe will be able to enjoy ECCO’s complete Dress Comfort collection – an essential shoe wardrobe that does it all: dressy as well as casual, low as well as high heels, high quality as well as fashion. It will be one of the shoe industry’s all-encompassing range of shoes that look good – and make you feel even better.
63% of women would wear high heels more often if they did not cause pain
When the groundbreaking ECCO Sculptured 65, the 6.5 cm-heeled shoe with DIP technology, was released, ECCO’s sales soared. Not surprisingly, given that 63% of women say they would wear high heels more often if they did not cause pain (source: The High Heel Report – ECCO’s 2012 independent study of 2,500 women in Denmark, Germany, Poland, China and the US focused on women’s usage of and attitudes towards high heels).
Individualism and freedom rather than stereotyped restraints
Global consumer trends also indicate a strong preference for unique style that highlights personality rather than mass fashion designed for a more stereotyped consumer. Equally important is the consumers’ demand for craftsmanship, quality, and styles that are more specifically fitted to their bodies – and their feet. ECCO believes that the gap between consumer desires and market offerings is widest when it comes to high heels. As a premium, inclusive brand that embraces individualism and strives to offer greater freedom, ECCO continues to be intently focused on closing the gap by evolving its unique technologies and developing shoes that make people look and feel great.
Transparency from cow to store
Last but not least, consumers want transparency. They want to be reassured that production has taken place under humane and ethical conditions. ECCO is one of the few shoemakers in the world to own the entire production chain – “from cow to store” – and can therefore guarantee high ethical standards throughout.
For more information, please visit eccousa.com or contact Lisa Zahn, firstname.lastname@example.org, phone +1 603 537 7426
More than 350 million pairs of ECCO® shoes have walked the earth since 1963, when Karl Toosbuy founded the company in Denmark. ECCO is one of the few major shoe manufacturers in the world to own and manage every step of the shoemaking process – from leather production through manufacturing in its own factories and all the way to its stores. ECCO’s Scandinavian design philosophy, “The shoe must follow the foot”, is guiding the company. ECCO creates high-comfort, functional, stylish shoes and timeless bags, accessories, small leather goods and shoe care products. Still family owned, ECCO is headquartered in Denmark and employs more than 19,500 people of 50 nationalities worldwide. ECCO products can be found in the 1,100 ECCO stores and 14,000 other sales locations in 91 countries.