70% of Designs Never Launch

ReBorn Designs / Read Time: 5.5 min

When I first landed a freelance design contract with Sperry, I was excited but unprepared for what came next. 

Only weeks into the job, I was given a daunting task: design their signature Resort Collection—a project requiring 45+ SKUs, custom prints, and a fresh, vacation-minded aesthetic that had to align with the brand. I had only just started with the brand, yet had to design a collection that could define a season.

There was a ton of work—sleepless nights, endless revisions, and the weight of ensuring my designs aligned with Sperry’s vision. It felt overwhelming. But here's what I didn't know then: my experience wasn't unique. 

The footwear industry has a hidden crisis.

Footwear design is different from other designs.

At the recent Stride 2025 industry conference, footwear leaders revealed statistics that confirms what I've seen throughout my career:

• 40% of products that make it to market fail

• 70% of styles get dropped before they ever reach production

• 50% of product process time is spent in creation and development

• 80% of a product's impact is determined by early design and material choices

These aren't just numbers—they're dreams abandoned, investments wasted, and opportunities lost.

Why? 

Because footwear isn't like other products.

Rushing leads to mistakes

When I started the collection at Sperry, I ran into problems.

I tried working quickly but my designs didn’t fit with the brand. 

The designs lacked a clear narrative, making them visually compelling but disconnected from the brand’s essence. 

The footwear graveyard is filled with products that failed not because they were poorly designed, but because they were rushed:

• Supply chains vulnerable to single points of failure.

• Factories unable to scale production consistently.

• Materials that couldn't withstand real-world wear.

As design legend Steven Smith noted at Stride 2025, "Shoe designers are artists with an engineering mind—we create desire." 

But desire alone isn't enough when 40% of market-ready products fail.

You need to Envision an Experience

When I was designing Sperry’s Signature resort collection, I knew in the back of my mind most styles fail. I didn’t want that to happen to me.

I remembered how personal shoes are. The average person walks about 110,000 miles in a lifetime– equivalent to circling the globe over 4 times. Their shoes are something that stick with them

I pivoted. 

Instead of just designing shoes, I envisioned an experience—a lively, carefree Miami beach vacation translated into color, pattern, and form. Once I aligned my process with this narrative, the designs became effortless. The collection had heart, and it showed.

When the Resort Collection launched, it was met with enthusiastic reception. Not only was it successful, but I was also entrusted to lead the next season’s Resort Collection. 

This time, I approached the challenge with confidence because I had a plan.

Your turn: Handling Uncertainty:

With additional design support and a refined focus, I pushed creative boundaries. 

We presented bold ideas, some breaking conventional budget constraints—but the most impactful designs were the ones that defied the rules strategically.

Here’s how you can push boundaries:

The Narrative-Driven Design Framework

1. Define the Core Story:

• What emotions, themes, or historical moments drive your collection?

• Clarity here ensures every design decision supports the story.

2. Extract Key Visual Elements 

• Identify symbols, colors, and textures that embody the story. 

• Create a mood board that visually translates these concepts.

3. Challenge Conventional Constraints 

• Pinpoint where traditional methods or budgets limit creativity. 

• Ask: “What rules can I break strategically to amplify impact?”

4. Prototype with Purpose 

• Develop experimental pieces alongside safe options. 

• Present a spectrum of risk-taking to highlight the power of boundary-pushing design. 

My terry sunset silhouette? 

It was experimental and over budget—but it became the defining image of the campaign, proving that strategic risks can lead to unforgettable impact.

5. Refine for Cohesion:

• Ensure each piece connects back to the core narrative. 

• The collection should feel like chapters of the same book, not separate ideas.

By anchoring innovation in storytelling, you create designs that resonate on a deeper level—compelling, intentional, and unforgettable.

Cheers!
Erin

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