AUTUMN 2018 | WINTER 2019

We spend our careers trying to please customers with ever-more-appealing footwear from the season before. What research indicates, however, is that customers really aren’t that loyal to us. Consumers are slaves of habit. It’s hard to argue this point anymore when innovation is low or they can buy similar styles at better prices from other brands.

INNOVATE INSIDE THE BRAND

The problem is that product innovation often flames out, despite great effort to make improvements to design and style. Consumers don’t want to spend the mental energy needed to choose among products. The solution is to look at innovation as a progression rather than a total reinvention. This allows the brand to strengthen a habit for purchasing. For example, you made a shoe in leather for spring, this fall you detail it with waterproof, Gore-Tex and a new outsole. It’s the same shoe, but re-configured for the new climate conditions.

DESIGN FOR HABIT

e-Commerce sites dominate the footwear buying landscape. This shopping experience has to go beyond what we think of as a habit. Consumers regularly check social media sites for updates: Facebook, Twitter, and Instagram. They can be updated on new product offerings from your site, too. Design for habit is not limited to the design of the shoe. It is also focused on the design of the sale or shopping habits.

KEEP COMMUNICATION SIMPLE

Consumers are busy and don’t have time for complex, clever advertising. Tell your consumer what the product does and why. The mind is lazy. Simply tell them to go buy the shoe and what the features and benefits are.

BECOME POPULAR EARLY

This is the most difficult of them all. It’s the “originals” concept. If you are the inventor of a style, and everyone wants it, price it aggressively early on, ahead of the experience curve, and win sufficient market share to lower costs. Early market share matters a lot. The consumer will always associate your brand as the “original” and take it into his habit for purchasing.

Wolverine Worldwide Leathers, Inc. offers a broad range of pigskin nubuck leathers to help you solve your product development needs. No matter how complex your project is, we have the leathers and experience to deliver. From waterproof and colorfast, to stain resistant and Gore-Tex approved, Wolverine is the inventor of pigskin nubuck – since 1956.

Trend Attitudes

Toughen Up Explore

Rewild Explore

Solstice Explore

Egoiste Explore

Colors

Toughen Up

TAPIOCA 4755U

448 BLACK 19-4006 TCX

MOLÉ 19-1106 TPX

COLONIAL BLUE 18-4522 TCX

FLAMINGO 16-1450 TCX

Rewild

PINECONE 19-1121 TCX

DIJON 17-1125 TPG

GLAZED GINGER 18-1154 TCX

SEDONA SAGE 18-5105 TPG

FOREST NIGHT 19-0414 TCX

Solstice

MISTY ROSE 15-1512 TPG

BONE WHITE 12-0105 TPX

ETHER 5503 U

WINTER SKY 15-4307 TCX

TWILIGHT BLUE 19-3938 TPX

Egoiste

DAMSON 18-1716 TPG

VICTORIA BLUE 18-4148 TPX

HUNTER GREEN 19-5511 TPG

600 CLEAR RED 200C

MINERAL YELLOW 15-1046 TPG

Current Season

Toughen Up

When the going gets tough, the tough get going. It’s time to strengthen mind, body and spirit. Fashion takes a protective stance with empowering pieces that ensure you’re ready for anything. Call it Crossfi t Couture, a muscular approach to minimalism. Urban greys and teals are popped with sport brights for an elegance infused with energy.

Ready to Wear Colors

Muted colors with pop colors; concrete grey, black, brown, taupe and cream are the anchors with pops of merlot, gold, deep blue, red, pink or orange.

Material Interest

Premium styles are seasonless, elevated in their simplicity with luxury textiles, welding and laser-cut seams; the return of performance features for “professional” and “technical” conditions; Velcro fastenings; vulcanized soles; classic suede sneakers with dark soles; felt; wool; stripes; toggles; drawstrings; O-rings and D-rings; high-vis strapping.

TAPIOCA 4755U

448 BLACK 19-4006 TCX

MOLÉ 19-1106 TPX

COLONIAL BLUE 18-4522 TCX

FLAMINGO 16-1450 TCX

Rewild

There’s a new awakening on the horizon, a move away from the virtuality of our current reality. A desire to reconnect with our animal instincts and experience the world through our senses instead of our devices, to find honesty and authenticity in a synthetic world. It’s time to rewild. Get out there — get wet, get dirty, get real. Fashion reflects this sensibility with an earthy, natural style that allows you to find your inner beast.

Ready to Wear Colors

Our palette is a walk in the woods: botanical, leafy, mulchy shades under a short-day sky.

Material Interest

Soft full grain leathers; waterproof suede hikers; quilting; military inspiration; irregular finishes on leather; water resistance; no-sew; combat style boots; desert boots; sport hikers; wellies; Camo; tweed; Navajo blanket inspiration; natural pigments; pelts; printed skins; hairy suede.

PINECONE 19-1121 TCX

DIJON 17-1125 TPG

GLAZED GINGER 18-1154 TCX

SEDONA SAGE 18-5105 TPG

FOREST NIGHT 19-0414 TCX

Solstice

Celebrating the winter solstice with a spirit of hope and optimism – a turning point where long nights give way to more light. A mid-winter festival with astronomical, cultural and religious significance invites us to tune in to the rhythm and mysticism of the universe. Ice queens and snow gods frolic in the lunar-lit landscape, in wardrobes that are both fragile and frozen.

Ready to Wear Colors

The color palette represents the light and the night with a range of foggy, hazy and stormy in a moonlit mirage of midtones and winter pastels.

Material Interest

Classic leathers for classic footwear are updated; pull-ups; soft suedes and nubucks; alpaca, wool and cashmere, tonal blocking, worn surfaces, hair-on pelts, combining natural blend textiles with leathers; shearling; creative quilting; shoes to wear for working at home; ethical manufacturing; ballet influences.

MISTY ROSE 15-1512 TPG

BONE WHITE 12-0105 TPX

ETHER 5503 U

WINTER SKY 15-4307 TCX

TWILIGHT BLUE 19-3938 TPX

Egoiste

Gimme, gimme, gimme! Is there ever enough adoration, money, beauty, power and prestige? Our last story takes us into the holidays with a nod to narcissism where the pleasure is the principle. Fast fancy fashion for the snapchat crowd – provoke, make a statement and then on to the next. Dress for the A-list in car to carpet chic.

Ready to Wear Colors

A seductive color palette of lipstick reds, bold Bordeaux and Harry Winston jewels.

Material Interest

Luxurious suede in opulent jewel tones; waxed pull up leathers; fringe; glitter; mesh; chains; exotics skins, scales and feathers; metallics; crystals and sequins; subversive details on classic designs – chains on a penny loafer; leather fetish collar treatments on boots. Gloss sheen on leathers for men; metallics and suede glam up the classic running and skate shoe; studs; embroidery.

DAMSON 18-1716 TPG

VICTORIA BLUE 18-4148 TPX

HUNTER GREEN 19-5511 TPG

600 CLEAR RED 200C

MINERAL YELLOW 15-1046 TPG

Wolverine Worldwide Leathers, Inc.
9341 Courtland Drive N.E.
Rockford, Michigan 49351 USA
Tel: 616-866-9521
Toll Free USA & Canada: 800-222-0770
Email: norma.huttenga@wwwinc.com