298
Fashion Jobs
H&M
Total Rewards Manager, Supply Chain
Permanent · TSIM SHA TSUI
H&M
Accounts Specialist
Permanent · TSIM SHA TSUI
ESTÉE LAUDER COMPANIES
Assistant Demand Planning Manager
Permanent · HONG KONG
ESTÉE LAUDER - BRAND
Retail Marketing Manager, Estée Lauder
Permanent · HONG KONG
CLINIQUE
Assistant Education Manager, Clinique
Permanent · HONG KONG
CLINIQUE
Senior Marketing Manager, Clinique
Permanent · HONG KONG
TOMMY HILFIGER
Senior Manager, Creative Services, Tommy Hilfiger Asia Pacific
Permanent · HONG KONG
AESOP
Retail Consultant
Permanent · SHA TIN
NEWELL
Senior Manager, Indirect Sourcing
Permanent · HONG KONG
L'OREAL GROUP
Group Product Manager
Permanent · HONG KONG
ADIDAS
Senior Manager, Materials Availability Management
Permanent · HONG KONG
L'OREAL GROUP
Assistant Purchasing Manager (Marketing, Digital IT)
Permanent · HONG KONG
PUMA
Manager Innovation Technical Apparel
Permanent · HONG KONG
DR. MARTENS
Head of Financial Accounting, Apac
Permanent · TSIM SHA TSUI
TJX COMPANIES
Director of Sourcing, Apparel -Hong Kong
Permanent · HONG KONG
A & F
Hollister CO. - Brand Representative (Part-Time / Full-Time), Hysan Place
Permanent · CAUSEWAY BAY
A & F
Hollister CO. - Brand Representative (Part-Time / Full-Time), Yoho Mall
Permanent · HONG KONG
A & F
Abercrombie & Fitch - Brand Representative (Part-Time / Full-Time), Harbour City
Permanent · TSIM SHA TSUI
KERING EYEWEAR
Kering Eyewear Assistant Trade Marketing Manager Travel Retail
Permanent · HONG KONG
JAEGER
Training Manager
Permanent · HONG KONG
L'OREAL GROUP
Retail And Education Manager
Permanent · HONG KONG
TORY BURCH
Senior Manager, Retail Training, Asia
Permanent · HONG KONG
Published
Jul 27, 2021
Reading time
2 minutes
Download
Download the article
Print
Text size

Hoka shifts toward lifestyle with urban redesigns of performance footwear

Published
Jul 27, 2021

Hoka One One is at a crossroads. Owned by Ugg parent company Deckers since 2013, the little trail running brand founded in Annecy, France by former Saloman executives Jean Luc Diard and Nicolas Mermoud in 2009 has transformed into a real powerhouse over the last few seasons, achieving sales of $571 million in the fiscal year ended May 2021, up 62% from the previous 12-month period. 


The brand still positions itself as a leader in performance footwear - Hoka


Performance footwear is still the core of the brand's business, a fact reflected by the upcoming launch of Hoka's Rincon 3 on August 1, with marketing efforts spotlighting the shoe's cushioning properties and lightweight design. But the brand is also looking for new growth levers. For this reason, the development of a relevant apparel offering consistent with the label's wider proposition has seemed like a real possibility since its first foray into the category in mid-2020. And indeed, the brand recently recruited its first senior director of apparel, Evie Moe, whose previous experience notably includes a six-year stint at Perry Ellis.

However, Hoka has also noted that the running and trail running trends are proving popular in the fashion footwear category. This has led the brand, whose chunky-soled shoes feature a distinctive silhouette, to test out its potential in urban footwear. 


The urban reinterpretations of Hoka's running shoes - Hoka


Hoka has reimagined two of its models – the Bondi and the Clifton – renaming them the Bondi L and the Clifton L, with the L standing in for "Lifestyle." These streetwise redesigns feature suede uppers, offbeat colorways and, perhaps most interestingly, mismatched left and right feet. 

Available now on Hoka's website, as well as through the brand's retailers, these limited-edition shoes look to be a test to see if, having won over runners, the label can hope to find similar success in fashion footwear. 

Copyright © 2024 FashionNetwork.com All rights reserved.