Superga: Value will play a big part in its popularity
Vulcanised canvas: Under the headline ‘Why Skate and Other Vulcanized Sneakers Are Poised for a Major Comeback’, Footwear News on 21 August predicted an upturn in that construction for a number of brands. We asked several SA footwear suppliers for their take. Two responded.
Johannesburg, Gauteng, SA – Crick Group has been the official licensee of the Superga brand in SA for 20 years this year.
Throughout this time we have witnessed the ups and downs of vulcanised footwear over the years, based on fashion trends and pricing.
On a very recent trip to Europe, it was very encouraging to see multiple designer brands from Dior, Gucci, Kenzo and LV all showcasing canvas in their collections.
The designer brands lead the way in global fashion, the rest of the market is sure to follow.
Pricing also plays a major role in determining the volume of canvas sales, in recent times vulcanised footwear has increased in price, closing the gap between sports brands and canvas brands.
Consumers have been able to purchase sports brands for not much more than canvas…
This situation is now fast changing as there are very few sports brands with footwear under R1500 retail this summer.
Most canvas brands have remained under R1000 retail, and this will certainly help sales.
Our summer order book is improving daily as retailers realise they have underbought for summer.
Core classic Superga is selling well, and we expect this summer to be the start of the turnaround of vulcanised footwear.
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