The Volcom Fall 2013 shoe line is the first of its kind to be targeted towards women. While the label has in the past produced an array of footwear lines for the purposes of male skaters, it has stepped outside of its comfort zone here- largely to the benefit of female shoppers.
Much like Volcom's past with design is this laid back collection. Absent are stilettos and wedges. Instead viewers find color blocked flats, strap sandals and airy high tops. Dependent on the success of the launch, more feminine styles may come of the brand, ushering in a new era for Volcome devotees. In either case, it certainly signifies a bold break with its history.
Key Themes Behind This Trend
- Skateboarding Shoe Trend
- Opportunity for other skateboarding shoe brands to tap into the female market.
- Female-centric Footwear Trend
- Potential for other fashion brands to create footwear lines specifically targeted towards women.
- Bold Brand Transition Trend
- Opening for other established brands to step outside their comfort zone and break with their history.
Where This Applies
- Footwear Industry
- Disruptive innovation opportunity for footwear companies to explore new markets and design styles for women.
- Skateboarding Industry
- Opportunity for skateboarding companies to expand their offerings and cater to female skaters.
- Fashion Industry
- Chances for fashion brands to innovate and create new lines of apparel and accessories that appeal to women.
