Forget about cutting back.
In a move that underscores the general feeling in the shoe and accessories market that customers are willing to pay more for a quality product, Nomad Footwear has just launched a line that is up to three times the price of its existing collection.
The Brea, Calif.-based company previewed Iriss to a few customers at the Action Sports Retailer show held earlier this year in San Diego.
“Customers fell in love with the key items we showed them,” said Dawn Caylor, Nomad’s brand manager.
At WWDMAGIC, Nomad will be unveiling the full collection.
The line, with an opening wholesale price of $22.50, is made from high-end fabrics like crackled leather, European lace, tweed and suede.
“Our customers have been asking for [higher-quality styles], so it’s a new direction for us,” said Caylor.
Nomad’s existing eponymous collection, which sells through stores like Charlotte Russe and Pacific Sunwear, wholesales from $4.90 to $14.90.
Iriss is intended for the retail floor at a couple of the majors, but Caylor said for the most part it would be found at independent boutiques that carry unique labels.
“It’s for that customer who is anywhere from 18 to 40 and who doesn’t want the same shoes that everyone else is wearing,” she said.
Designs include kitten-heeled and pointy-toed styles, in colors ranging from deep reds to sand and gold.
In conjunction with the move, Caylor said that even the mainstream Nomad line has been enhanced.
“We’ve added arch support, toe springs and suedes,” Caylor explained. “Quality is a huge issue, or else the retailer will go to the next competitor.”