The term “walking billboard” has never been more literal in our industry with the emerging trend of customized footwear making noticeable tracks in the realm of decorated apparel. With this segment trying hard to shed its specialty-market stigma, personalized shoes, socks, slippers and work boots are appearing in more mainstream programs, and making considerable margins for their sellers. 

There are some obvious potentials that float to the top of the market discussion for footwear—luxury clients slip into cushy embroidered slippers, as does the resort market, along with its penchant for cutesy customized flip flops; hard-working workwear clients can get their bibs and their boots customized in one visit to their uniform supplier; and team coaches order specialty socks adorned with a proud mascot while their jerseys are numbered. While all of these customers certainly shouldn’t be overlooked, our sources say that a plethora of potential profit lies just beneath this surface. But first, it’s important to understand the concept of where these fit into your business model, and into your clients’ budgets.

More of this article by Emily Andre is available in the April 2008 issue of Printwear magazine or online in our article archive.

http://printwearmag.com/article/making-footprints-printwear-market