Diverse approaches
Nevertheless, many retailers record the segment – and play it in different ways. “We are generally very broad and can offer a lot accordingly-for us as a full range, that is simply part of it,” explains Marc Majowski from Majo brand shoes in the Rhein-Main area. “Slippers play an important role in pulling customers into the store.” Housshoes can therefore act as a crucial argument for buying shoes as long as one is primarily considered:
“The same applies as with sneakers: the focus is on comfort,” said Majowski.
The slippery topic is also a generation question, observes Leon Hüser from the Hölscher Schuhhaus in Emsdetten. “The topic is more for older customers, with children, slippers remain a needs purchase.” Corinne Cahen from CHAUSSURES Léon in Luxembourg also sees different target groups: “We sell relatively many slippers here and are therefore very satisfied. The topic has always been in demand. We offer both classic slippers for older customers, as well as more fashionable models for the younger ones. They also like to carry the slippers outside.” The gap between summer and winter apparently is getting bigger. “In summer, some models even go through as lifestyle- instead of a slipper,” said Leon Hüser. “However, it is more difficult in winter, here the classic slippers are worn every two to three years before new ones are bought.
The customer behaves rather reserved and emotionless here. ” Nevertheless, the slipper segment is an exciting market for him, “especially for products with Tieffuss bed.” These are also on the program in Lübbecke: “In addition to Tieffussb bedolettes that we offer all year round, nature felt and lambskin play a role in winter,” says Britta Goertz. At the same time, a concentrated but valuable selection is more important, even if the topic is generally “difficult to implement”. The situation is similar to Niklas Krohn, who therefore focuses primarily on special features: “There is hardly any demand for the classic slippage, better work with mules and fashionable models. In general, we drive back the basics in the order and tend to rely on fashionable highlights.”
