Why boring shoes keep the lights on

Why boring shoes keep the lights on

ReBorn Designs / Read Time: 3.7 minutes

Stylish Shoes sell

That’s what I thought as a designer at Hush Puppies.

The stylish designs are the ones that sell. Because people wanted a way to express themselves, stand-out, and make a statement. 

But then I noticed something weird. 

The least stylish designs (in my opinion) were the best sellers. 

My designs had more style.

• Clean lines and proportions

• Premium Material

• Unique textures

But our best-seller? It focused on something more fundamental.

Something that turns one-time buyers into lifetime customers.

Comfort. 

If you need turning your footwear designs into products that sell themselves, book a free discovery call and let’s talk.

Boring shoes Sell.

Both as a designer and agency owner, I’ve seen plenty of businesses focus on style & trends to stay ahead of competitors. 

Trying to ride a wave before anyone else. They focus on style and aesthetics, yet don’t sell any footwear. When companies start copying each other, they drown in the sea of sameness. 

Worst of all you lose trust and loyalty. 

Not because you focused on style, but because you place style, trends, and markets above the one thing that user’s care more about than anything in the world. 

Comfort and fit.  

Style sells Once. Comfort sells every time.

At Hush Puppies, our bestselling shoe wasn’t anything flashy. 

It was a basic, plain, mid-height sandal that an older customer would wear called the Dharma.

But, this "basic" shoe was Hush Puppies' best-selling product for over 15 years.

As a designer, it was easy for me to focus on style and fashion.

But the Dharma showed me that meeting the practical needs of the customer, even if the product wasn't exciting, was more important for driving sales and keeping the business running.

I took those lessons and used them at ReBorn Designs. I focus on understanding the customer's needs, rather than just trying to create the most stylish products. 

The "ugly shoes" that meet fundamental customer requirements are just as important, if not more so, than the exciting, fashionable designs.

Designing footwear that sells.

Not everyone wants to stand out. 

Some just want a really good basic. And if you get comfort right, they’ll keep coming back. 

Here are my 7-steps to designing footwear that sells:

1. Research your target customer’s lifestyle needs.

2. Prioritize comfort technology (it can be your USP).

3. Test prototypes with real users (not just your team).

4. Focus on sizing consistency (shoppers notice).

5. Use quality materials that support long wear.

6. Market comfort benefits as much as style.

7. Get feedback post-launch to improve future collections.

The best part? Your brand builds trust and loyalty, so you’re not just chasing seasonal hype.

Your Turn: Make your Footwear Personal.

When you’re designing, keep in mind:

• Comfort benefits

• User lifestyle

• User needs

Footwear is personal—get the basics right, and customers will keep coming back.

See you next time!
Erin

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