Building from a single product to a collection can be a challenge. We’ve seen brands, in particular, that start small. They have one or two silhouettes with a variety of different colorways. They found that one shoe that sticks.
If you look at some of the brands like Yeezy and Allbirds, they’ve come to the table with one or two styles. There is not a plethora of different types of shoes that they’ve come to the table and greeted their consumers with. They have a ton of different colorways. They have also expanded a little bit beyond their original offerings, but at the same time, they’ve had one or two shoes that have carried the day.
All it takes is that one shoe that connects; that Chuck Taylor, that Sperry boat shoe, or one of the Yeezys.
So, trying to create a successful collection, hits at every step of the way, and drives a lot of sales, is often not the model that our companies have. What you can define your company with is maybe one or two types of shoes.
Then, beyond that, you can build out a kind of secondary or supportive offerings that may help drive sales, interest, or meet certain needs of your consumer you’re trying to meet.
However, it’s often that one shoe that drives us and the company to success. We’re able to grow from there.
So, I would focus on one or two things that you do well: One design technique and/or one style; a colorway (or two), or a function that you think is much needed in the footwear marketplace. Then, put all your effort into those areas.
Success will breed the opportunity to expand your line in certain ways, but that just takes time.
