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Baretraps Talks Comfort Footwear & Millennial Consumers

Family-run brand Baretraps has 25 years of shoe-making experience behind it. When it came time to celebrate its quarter-century birthday, the comfort brand decided it was time for a makeover.

This included a redesign of the company’s website, the launch of Baretraps’ official Instagram, and a new logo, in addition to bringing out new, trendier styles for its Spring ’16 line, meant to cater to a wider audience outside of its core comfort demographic.

“The recent makeover coincides with our 25th anniversary of owning the Brand Baretraps. We wanted to update the look by giving the collection a fresh, more feminine feel that caters to a broader target audience,” said Pat Mooney, president of Footwear Unlimited, which owns Baretraps.

Part of expanding the brand’s appeal includes sportier styles, intended to be a nod to the ongoing athleisure trend, although Mooney was clear that Baretraps isn’t veering too far from its roots either.

“Sneakers are not necessarily a new direction for the brand. That being said, comfort has always been a key pillar for Baretraps when developing the newest collections,” he said. “This season, we are not looking to compete with athletic shoe brands, but with athleisure becoming a key trend, we wanted to have some representation of the trend while still remaining true to the heritage of Baretraps.”

In order to better connect with a wider range of consumers—including millennials—the brand has also become more active on social media. Last spring, Baretraps launched on Instagram. “We felt that a presence on Instagram was an important step in speaking to our younger demographic. Instagram has proven to be a great tool to cater to the price-conscious, trend driven followers on a visual media,” Mooney explained.

Currently Mooney says the brand’s biggest seller has been its new Rebound collection of hook and loop sandals, featuring ultra cushioning for added comfort. For Spring ’17, the Rebound collection will be expanded with new patterns and pops of colors. Baretraps has also developed fresh new uppers and new constructions that blend comfort and style.

He added, “We would like expand our assortment to offer more styles that appeal to our millennial customer base and our millennials at heart.”