The term “walking billboard” has never been more literal in our industry with the emerging trend of customized footwear making noticeable tracks in the realm of decorated apparel. With this segment trying hard to shed its specialty-market stigma, personalized shoes, socks, slippers and work boots are appearing in more mainstream programs, and making considerable margins for their sellers. 

There are some obvious potentials that float to the top of the market discussion for footwear—luxury clients slip into cushy embroidered slippers, as does the resort market, along with its penchant for cutesy customized flip flops; hard-working workwear clients can get their bibs and their boots customized in one visit to their uniform supplier; and team coaches order specialty socks adorned with a proud mascot while their jerseys are numbered. While all of these customers certainly shouldn’t be overlooked, our sources say that a plethora of potential profit lies just beneath this surface. But first, it’s important to understand the concept of where these fit into your business model, and into your clients’ budgets.

High-end monogrammed clogs have proven popular for booster clubs, healthcare professionals, and a swell of other clients. (Photo courtesy The Pink Monogram, Greenville, S.C.)

High-stepping it

Higher-end items available to the wholesale market are often talked about in terms of mileage. We hear the suppliers of outerwear and luxury items talking about selling on the concept of cost per impression—that the more an item is worn, the more your clients’ messages get across. The theory is that a more expensive item actually costs less than reprinting the same brand-building message on a less-worn item.

While these luxury and high-dollar item manufacturers may have incepted the notion, the monogrammed clog and personalized Croc certainly exemplify it. The comfort-factor of these shoes has tradeshow exhibitors, healthcare professionals, teachers and a swell of other chronic walkers weak at the knees. While they may not be runway chic in all crowds, this durable style of footwear is quite the trend among certain circles, and offers the longevity of a high-end shoe that will justify the higher investment.

“Anywhere that you see professionals on their feet is going to be an easy sell for personalized clogs,” says Monica Smith, The Pink Monogram. The clogs, which the company personalizes with embroidery before the shoes are put together, have been wildly popular in the healthcare industry, among other outlets. “It really is an item that sells itself,” she adds, “where customers want the clogs, and then add on to the shoe order.”

But, she goes on that you have to find the right customer. She cites collegiate and Greek society clients that really don’t go for such pricey items. “The sorority girls would rather buy a $5 keychain with their (Greek) letters than a $150 pair of clogs.”

Custom footprints

Unlike many of the products available to our market, it’s recommended that most footwear not be personalized in-house. “Most are usually decorated overseas before they are put together,” explains Laura Lewis, Boca Terry, “because the embroidery heads cannot fit in the slipper and move properly.” She says that it requires a very rigid frame to embroider slippers, though the company does offer one style that incorporates Velcro for embellishment purposes. The top panel of a slide-in sandal-type slipper can be undone to lay flat for embroidery.

Gift shops represent a great market for new custom jibbitz tha fill the holes in Crocs. Kids will love to adorn their shoes with the places they've been. (Photo courtesy jibbitz, Boulder, Colo.)

This same fact is true for the monogrammed clogs. The Pink Monogram not only custom embroiders the clogs and sandals they offer, but the shoes themselves are custom. What is unique about this business model is that it allows decorators to offer the personalized clogs and sandals without stocking any inventory.

And then there’s an entirely different personalizing program available that is tailored to Crocs shoes that have permeated all fashion niches of the retail shoe market. “It’s fresh, a new way to provide incentives for companies. It’s different than a pen or the other promotional items out there. It’s comfortable, utilitarian—something that you can use,” says Ryan Gombeski of jibbitz—which is the “it” he describes. Jibbitz are the relatively-new charms that snap into the holes of Crocs that have been making mega impressions on the retail scene since 2006. Luckily for our market, the inceptors of these charms saw potential for custom creations, so the company offers a complete custom program, where new molds are created to form the little charms in any desired fashion.

“We’ve made them for Coors Light, Starbucks and other big names all the way down to small-town PTA’s that want to do a fund raiser for their school,” Gombeski says.

If the shoe fits

So who among your current customers would be good targets for, say, slippers? “Trade show planners and exhibitors, mattress companies, weddings and all party planners, the real estate market, new home builders, casino giveaways, bed and breakfasts—slippers are used by most everyone. They are an appreciated gift that become readily used,” Lewis advises. They won’t be worn in public as much as the clog and Croc competitors—and hence, have a lower price tag—but these fit perfectly into a giveaway scenario and can help build brand loyalty for your customers.

Slip into success in the luxury market by offering customized slippers.

Gombeski also reports that custom jibbitz are also suited for a gift-type item, but also work well for low-cost items for charities and fundraisers. As he mentioned, customers looking for a new twist on more traditional promotions—liquor promotions, corporate logos, and so on—make sense for this type of custom embellishment. Plus, he says, since Crocs are popular in kidswear, “Jibbitz are largely for a kids and tween market. They’re a good way to get the kids involved.” He goes on that the demographics are bigger than that, “But to have something that targets the kids is fun. If they get to see their school mascot on their shoe, or their sports teams, they love that stuff. It’s different from what they already have with jerseys and sweatshirts.”

Beyond these focused outlets, Smith says that the possibilities really are endless. The healthcare industry is an easy target, and booster clubs and team moms are shod with pride with their athlete’s number across their clogs. As part of a uniform for tradeshows and the hospitality industry, or boasting the wearer’s favorite breed as part of a dog show program, shoes are a unique place to add embellishment that gets noticed.

Don’t miss out—next time you are approached for a unique promotion, be sure to mention these new trends in imprinted footwear. As an upsell or a standalone, custom footwear is sure to get your clients’ message noticed through this unique vehicle.