Naturalizer Advances Its Mission of Changing the Fashion Narrative With the Announcement of Global Inclusivity Ambassador Collective and Revolutionary Fit Advancements
Naturalizer, a Caleres (NYSE: CAL) brand, has launched a global inclusivity ambassador collective with founding members Deepica Mutyala and Lauren Chan. This initiative aims to advance the brand's commitment to inclusivity in fashion and create comfortable footwear designed for women's feet. The collective will drive conversations on inclusivity through digital campaigns and events over the next 12 months.
Naturalizer has also introduced Contoured Calf technology to address fit issues in tall shaft boots. The new collection offers sizes from 5M-12XW and extended calf sizing. This innovation is supported by the 'United in Fashion' campaign, featuring Chan and other thought leaders, promoting greater access to fashion that fits more women.
Naturalizer, un marchio di Caleres (NYSE: CAL), ha lanciato un collettivo globale di ambasciatrici per l'inclusività con membri fondatori Deepica Mutyala e Lauren Chan. Questa iniziativa mira a rafforzare l'impegno del marchio verso l'inclusività nella moda e a creare calzature comode progettate per i piedi delle donne. Il collettivo porterà avanti conversazioni sull'inclusività attraverso campagne digitali e eventi nei prossimi 12 mesi.
Naturalizer ha anche introdotto la tecnologia Contoured Calf per risolvere i problemi di vestibilità degli stivali a gambale alto. La nuova collezione offre misure da 5M a 12XW e taglie per polpacci estesi. Questa innovazione è supportata dalla campagna 'United in Fashion', che presenta Chan e altri leader d'opinione, promuovendo un accesso maggiore alla moda che si adatta a più donne.
Naturalizer, una marca de Caleres (NYSE: CAL), ha lanzado un colectivo global de embajadoras de inclusividad con las miembros fundadoras Deepica Mutyala y Lauren Chan. Esta iniciativa tiene como objetivo avanzar en el compromiso de la marca con la inclusividad en la moda y crear calzado cómodo diseñado para los pies de las mujeres. El colectivo impulsará conversaciones sobre inclusividad a través de campañas digitales y eventos durante los próximos 12 meses.
Naturalizer también ha introducido la tecnología Contoured Calf para abordar problemas de ajuste en botas de caña alta. La nueva colección ofrece tallas desde 5M hasta 12XW y tallas extendidas para pantorrillas. Esta innovación es apoyada por la campaña 'United in Fashion', que presenta a Chan y otros líderes de pensamiento, promoviendo un mayor acceso a la moda que se adapta a más mujeres.
내추럴라이저(Naturalizer)는 Caleres(NYSE: CAL) 브랜드로 딥피카 무티알라(Deepica Mutyala)와 로렌 챈(Lauren Chan)을 창립 멤버로 가진 글로벌 포용성 대사 집단을 출범했습니다. 이 이니셔티브는 브랜드의 패션에서의 포용성에 대한 헌신을 강화하고 여성의 발을 위해 디자인된 편안한 신발을 만드는 것을 목표로 하고 있습니다. 이 집단은 향후 12개월 동안 디지털 캠페인과 이벤트를 통해 포용성에 대한 대화를 이끌어 나갈 것입니다.
내추럴라이저는 또한 긴 샤프트 부츠의 핏 문제를 해결하기 위해 윤곽이 잡힌 종아리 기술(Contoured Calf technology)를 도입했습니다. 새로운 컬렉션은 5M에서 12XW까지의 사이즈와 확장된 종아리 사이즈를 제공합니다. 이러한 혁신은 챈과 다른 사상가들이 참여하는 'United in Fashion' 캠페인에 의해 지원되며, 더 많은 여성에게 맞는 패션에 대한 접근성을 촉진하고 있습니다.
Naturalizer, une marque de Caleres (NYSE: CAL), a lancé un collectif mondial d'ambassadrices de l'inclusivité avec les membres fondatrices Deepica Mutyala et Lauren Chan. Cette initiative vise à renforcer l'engagement de la marque envers l'inclusivité dans la mode et à créer des chaussures confortables conçues pour les pieds des femmes. Le collectif animera des discussions sur l'inclusivité à travers des campagnes numériques et des événements au cours des 12 prochains mois.
Naturalizer a également introduit la technologie Contoured Calf pour résoudre les problèmes d'ajustement liés aux bottes à tige haute. La nouvelle collection propose des tailles allant de 5M à 12XW ainsi que des tailles pour mollets prolongés. Cette innovation est soutenue par la campagne 'United in Fashion', qui met en avant Chan et d'autres leaders d'opinion, et qui promeut un meilleur accès à la mode adaptée à plus de femmes.
Naturalizer, eine Marke von Caleres (NYSE: CAL), hat ein globales Kollektiv von inklusiven Botschaftern mit den Gründungsmitgliedern Deepica Mutyala und Lauren Chan ins Leben gerufen. Diese Initiative zielt darauf ab, das Engagement der Marke für Inklusivität in der Mode zu stärken und bequeme Schuhe zu entwerfen, die für die Füße von Frauen geeignet sind. Das Kollektiv wird in den nächsten 12 Monaten Gespräche über Inklusivität durch digitale Kampagnen und Veranstaltungen fördern.
Naturalizer hat außerdem die Contoured Calf-Technologie eingeführt, um Anpassungsprobleme bei hohen Stiefeln anzugehen. Die neue Kollektion bietet Größen von 5M bis 12XW und erweiterte Wadengrößen. Diese Innovation wird von der Kampagne 'United in Fashion' unterstützt, die Chan und andere Vordenker präsentiert und einen besseren Zugang zu Mode fördert, die mehr Frauen passt.
- Launch of global inclusivity ambassador collective to promote brand's mission
- Introduction of Contoured Calf technology addressing fit issues in tall shaft boots
- Expanded size range from 5M-12XW and extended calf sizing
- New 'United in Fashion' campaign featuring influential thought leaders
- None.
Insights
Naturalizer's launch of a global inclusivity ambassador collective, featuring Deepica Mutyala and Lauren Chan, is a strategic move to enhance brand positioning and potentially expand market share. While this initiative aligns with growing consumer demand for inclusivity in fashion, its immediate financial impact is likely .
The introduction of Contoured Calf technology addresses a specific market need, potentially opening up new revenue streams. However, the actual sales impact and consumer reception remain to be seen. This move could differentiate Naturalizer in the competitive footwear market, but it's too early to predict significant financial outcomes.
Investors should monitor how this inclusivity-focused strategy translates into sales figures and market share gains in the coming quarters. While positive for brand image, the direct correlation to stock performance is not immediately clear, suggesting a neutral short-term outlook.
Naturalizer's commitment to inclusivity and size diversity is commendable and aligns with current industry trends. The introduction of Contoured Calf technology is particularly noteworthy, as it addresses a long-standing issue in boot design for diverse body types.
The brand's approach of combining technological innovation with influential ambassadors could set a new standard in the footwear industry. This strategy not only enhances product functionality but also creates a strong narrative around inclusivity, which resonates with today's consumers.
However, the success of this initiative will depend on execution and marketing. While the concept is promising, Naturalizer will need to effectively communicate the benefits of their new technology and leverage their ambassadors' influence to drive sales and brand loyalty. The fashion industry is highly competitive and sustained success will require continuous innovation and authentic engagement with their target audience.
While Naturalizer's inclusivity initiative is positive for brand image, its direct financial impact on parent company Caleres (NYSE: CAL) is not immediately clear. The investment in new technology and marketing campaigns could lead to increased costs in the short term.
Potential revenue growth from this initiative will likely be gradual and may not significantly impact Caleres' financial performance in the near future. Investors should focus on upcoming quarterly reports to assess any changes in Naturalizer's sales figures or profit margins.
The success of this strategy in driving long-term value for shareholders will depend on market reception and the ability to translate brand goodwill into sustained sales growth. While innovative, this move alone is unlikely to cause significant stock price movement. Investors should consider this as part of Caleres' broader strategy rather than a standalone catalyst for investment decisions.
Deepica Mutyala and Lauren Chan lend their voices as the first women to join the collective
Deepica Mutyala, founder of Live Tinted, and Lauren Chan, model, entrepreneur and inclusivity advocate, are founding members of Naturalizer's global inclusivity ambassador collective. The collective is part of the brand's commitment to women by focusing on representation and size access for every woman to be seen in fashion. (Photo: Business Wire)
The mission of the ambassador collective is to amplify Naturalizer’s female-first vision, generating meaningful and deep conversations around advancing inclusivity in fashion. The first two collective members, Mutyala and Chan, will bring that narrative forward through their combined power and reach alongside a digital campaign and event series that will unfold over the next 12 months and kick off in September. Naturalizer has partnered with the Confident Collective to lead live, in-person, conversations coast to coast, which will air on the podcast, featuring Mutyala and Chan on changing the narrative around inclusivity in fashion with press and community events in
Mutyala, founder of beauty brand Live Tinted, said, “If it doesn’t feel like I’m making a difference in the world, I don’t want to do it. This feels genuine and purposeful to my goals. I hope we're leading by example to show other brands that inclusivity is important to spotlight so that one day we don't even have to have these conversations. It's just the norm in society.”
Chan, model, entrepreneur and inclusivity advocate, said, “My career has been spent trying to make the world a better place for people who have been marginalized through fashion. And I’m still fighting tooth and nail to be included, to make space for other women when I get included. To me, inclusivity will be reached when all kinds of people see themselves reflected in the culture, whether that's through brands or media. And I feel like here we're doing our part to make that happen.”
Naturalizer innovates products through a lens of both style and inclusivity. The brand identified and solved a friction point for women in tall shaft boots by revolutionizing fit with the introduction of Contoured Calf technology. Its largest collection ever comes in a range of styles and sizes from 5M-12XW, plus extended calf sizing in narrow, medium, wide and extra wide.
Cal Lab, the Caleres team driving breakthroughs in product, design and fit across the portfolio, held an insights study of over 500 wide-calf consumers and identified frustration in finding fashion-forward styles with the right fit. To solve the problems of gapping and fluting often associated with narrow and wide-calf boots, the team had to change how the boots are made, creating new molds based on the measurements from 170 women.
The new Contoured Calf Collection will be supported by a dedicated campaign that features Chan and other thought leaders, titled ‘United in Fashion’ - uniting women from narrow to extra wide width with each woman sharing their voice in provoking greater access to fashion that fits more women. Participating women include CeCe Olissa (founder of CurvyCon), Elizabetta Dessy (model and former Olympic swimmer), and Khrystyana (body inclusivity champion and creator of Real Catwalk). The campaign takes shape as a movement, inspiring others to join the conversation and be change-makers working toward more accessible fashion for all.
Natelle Baddeley, chief product officer, Brand Portfolio, Caleres, said, “We credit our longevity to the discipline of constant cultural evolution against a very singular brand promise. The more voices we can include in the conversations, the bigger impact we can make. Being synonymous with inclusivity is authentic to the very nature of who we are and have always been. Comfort for all is what inspires us. We believe this brand promise resonates with every woman.”
Be a part of Naturalizer’s change-making season ahead as a range of initiatives championed by the collective bring the brand’s mission to life at Naturalizer.com and on Instagram at @naturalizer.
ABOUT NATURALIZER
Naturalizer put women first, first. We were the first brand to ever design shoes to the contours of a woman’s foot in 1927. Inclusive then. Inclusive now. We are perpetually inspired to bring every woman the perfect shoe. In her perfect size, style and fit. www.naturalizer.com
ABOUT CALERES
Caleres is a market-leading portfolio of global footwear brands that includes Famous Footwear, Sam Edelman, Allen Edmonds, Naturalizer and Vionic. Our products are available virtually everywhere - in the nearly 1,000 retail stores we operate, in hundreds of major department and specialty stores, on our branded e-commerce sites, and on many additional third-party retail websites. Combined, these brands make Caleres a company with both a legacy and a mission. Our legacy is our more than 140 years of craftsmanship and our passion for fit, while our mission is to continue to inspire people to feel great… feet first. Visit caleres.com to learn more about us.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240815878454/en/
Anna Clayton
anna@bollare.com
Source: Caleres
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