In the Philippines, FitFlop is known mostly as a women’s brand due to its very loyal female following, who are active social media users. An exclusive Facebook group for local fans, FitFloppers, has, in fact, attracted the attention of the UK brand’s marketing group.
“It’s beautiful to see when people embrace the brand and become part of it,” said Irene Celli, international marketing manager. “They are a great source of inspiration. In the UK, we all talk about them.”
This year, they are hoping to get guys talking about FitFlop, too.
“Men have always been on our radar and growing the men’s collection is really one of our key goals this year,” Irene explained.
Among its range for the men’s collection is the Supertone which, according to Irene, has been an immense success in every country where it has been launched. It’s a good-looking shoe, one that features clean lines, a padded back collar, and solid colors in retro hues of yellow, blue, green, clay, red, gray, and black. The material comes in leather, nubuck or canvas. Another sneaker is the ST70, which is more urban and street, and comes in mixed leather and suede.
For preppies, Monty is FitFlop’s version of the boat shoe but with an athletic twist. Raff is perfect for the beach: The loafer is handcrafted suede, with jute lining its midsole. Sling is a modern take on the classic thong sandals, and is available in textile-nubuck combination or all-leather option. Other sandal variations for men include the Xosa, which features a cross-shaped strap, and the Trakk, which is another spin on the classic thong.
The ‘FitFlop effect’
The footwear company is working hard to be known more than just a fashion brand. Founded in 2007 by former spa owner and personal trainer Marcia Kilgore, FitFlop has patent-pending innovation, called Microwobbleboard, which, the company describes, activates certain leg muscles more, and which also reduces stepping pressure, particularly those under heel hotspots.
Irene says this technology translates to the “FitFlop effect.”
“Once you try on the shoe, you immediately recognize the benefits and you get hooked on the brand,” she said. “They find it so beneficial to their lives, they don’t want to go back to any other footwear, and they tell their friends about it.”
With respect to the men, Irene thinks that in some cases, it was the women in their lives who have introduced them to FitFlop. “We’re working on talking to them directly, not only through their partners.
“Our consumers want value for money, which doesn’t mean cheap,” Irene added, referring to the brand whose prices range from P3,000 to P8,000. “What we felt was very important to our clients is that the shoe really empowered them to get on with their lives. They just want a brand that gives back what they paid for and FitFlop does that.”
For 2011 alone, FitFlop has sold 11 million pairs worldwide, according to Mark Chim, managing director and senior vice president of Primer International Management, the brand’s official distributor in Asia.
The fitness footwear company has also been featured in Elle, W, InStyle, Oprah, Men’s Health, and Vogue UK. Celebrities that have been spotted wearing the brand include Penelope Cruz, Julianne Moore, Sofia Vergara, and Samuel L. Jackson.
FitFlop is available in Res Toe Run, The Travel Club, ROX, and Bratpack stores. For details, visit www.facebook.com/FitFlopPhilippines.