Let’s start with some assumptions that are difficult to criticize. Everything changes, even our feet. Especially our feet. When we are children they grow and take shape, when we are adults they undergo the daily routine of our stressful days. As we get older, they suffer from aches and pains and take on unusual and annoying shapes.
Another assumption: in some countries the population of Seniors has surpassed that of young people, bringing lifeblood to a consumer goods market dedicated to those who have a few springs behind them, show different and particular needs, look for comfort first of all in almost all the experiences in which they take part.
Having said that, let’s see who has taken them so seriously that they base their fortune on products designed and reasoned to adapt perfectly to the feet of those who have already lived so much. For example, let’s take two international brands such as Zuliz and InBlu.
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ZULIZ
This brand represents a unique success story. In 2015, the Zuliz brand was established as a leader in the senior footwear industry. Zuliz has conducted in-depth research on the changes in elderly foot shapes, collected data on seven dimensions of seniors’ feet, and developed professional shoe lasts that cater to elderly foot types.
Based on the footwear needs of the elderly, Zuliz designed professional and comfortable shoes that address eight major mobility issues faced by seniors.
To date, Zuliz has obtained multiple patents for seniors’ shoes, including inventions, utility models, and design patents covering aspects such as soles, uppers, and shoe accessories. From 2020 to 2022, Zuliz has been the top one seller for senior shoes in China, and a national brand for daily wear in Asian Top 500 Brands.
Now, Zuliz has achieved a good performance of RMB 5 billion in GMV in recent years.
Zuliz senior footwear line is expertly crafted with the unique needs of elderly individuals in mind. Shoes are tailored to improve the daily lives of seniors, ensuring every step they take is with confidence and ease.
These are the 6 key points of their lines:
- Professional elderly shoe last
- Functional sole
- Inverted Triangle Equilibrium Theory
- Ouxinnai insole
- Protection design
- Functional upper
All these ingredients have allowed the brand to collect record numbers: more than 130 product lines, 13 shoe factories for 15 thousand employees who deal with production. To these figures are added those of distribution: more than 3600 stores covering 32 provinces and autonomous regions of China.
InBlu
The success of the Asian player can also be found, with due proportions, in a successful Italian brand, now part of the tradition: InBlu.
We met with Anna Fidanza, owner of Condor Trade/Inblu, a 40 years old company:
“Telling the story of Inblu means, above all, telling about a great production idea behind a technology that changed the way sandals and slippers were produced and that is called CHIPS: a slipper made with a process, innovative at the time, called ‘injection’ and that allowed the upper, insole and sole to be joined without the use of glue or other products”.
“Telling the story of Inblu means, above all, telling about a great production idea behind a technology that changed the way sandals and slippers were produced and that is called CHIPS: a slipper made with a process, innovative at the time, called ‘injection’ and that allowed the upper, insole and sole to be joined without the use of glue or other products”.
Today, as then, Inblu carries on an all-Italian quality and innovation.
Inblu was founded in the 1970s in Verolanuova (Brescia).
What is the secret of this continuity and success over time?
We are a family-run company and even today we follow the entire production process, from design to factory production and delivery.
”All our products are Made in Italy, because they are made entirely within our factories. I think this is a big plus, because we are able to take care of our products in all aspects, with love and dedication, from start to finish. We are the market leader for injected, although we also have machine-sewn products in our collections, and we cater to the whole family. Our footwear is also particularly valued for its lightness and flexibility, as well as durability”
What are the most requested feature of a comfort shoe?
“While maintaining the characteristics I mentioned above, namely lightness and flexibility, which are a must for our customers, metal chains and accessories are in high demand”.
Today we cannot avoid talking about sustainability: how are you moving in this area?
”We devote great attention to sustainability. In the winter collection there are several products made of recycled felt, and in the summer collection we have proposed sandals with recycled felt lining, with a pleasant feel and very colorful, which are very much liked. At the company level, we take advantage of solar panels to encourage both energy savings and environmental friendliness.”
The world of comfortable shoes, designed with seniors in mind, but not only, is therefore characterized by an aesthetic that may not always be captivating, but still cared for, which obviously does not let itself be kidnapped by excesses, and in particular by deep research regarding the evolution of the foot, its needs and requirements.
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