Fitting into the New Normal One Step at a Time
Indeed, a lot of things have evolved as the world adapted to the changes during this pandemic: mandatory masks, regular sanitation, high demand for alcohol and sanitizers, and especially clothing. It may seem underrated but as people usually were usually at home, out for a walk or a jog, running errands, and our front liners having to work for long hours, people needed to be in something easy — from head to toe. This is where Fitflop was able to cater to the community.
This huge footwear brand adapted to the changes brought about by COVID-19 by promoting none other than the comfortability of their products. People were always on the go — as they are out for essential reasons, going places should not be a hassle or a pain in the ass — or feet, literally. Apart from that, they have sneakers that can be paired with scrubs and personal protective equipment of our front liners — simplicity and solace at the same time. They also gave a 25% discount to our health workers as their way of giving back. As for the regular consumers, they regulated proper handling and disinfection of packages. Moreover, to promote physical distancing, they gave people the coziness of requesting return and refund by structured customer service despite lockdowns and quarantines. They successfully and strategically appealed to the customer, as people will always prefer comfortable shoes.
Personally, I find it impressive that they were able to outdo themselves. As a footwear brand, being relevant in a time of health crisis is challenging — how can shoes combat a virus, right? But they knew their market, and also figured out how people can make use of their product — it may not directly contest the virus, but it coddles those who do. Coronavirus had pushed brands to their limit; testing their efficiency and adaptability. In the long run, brands will be urged to focus more on the customers. Of course, business is business, but their prioritization of customers will elevate and so will their product quality.
