Shoe Line Meeting: Crafting the core of future sales

 

A Shoe Line Meeting (Sample Selection Meeting) is an important stage in the footwear retail product development and merchandising process. A shoe line meeting is important because it sets the foundation of the business aligning design, production, sales and marketing. It ensures the right product mix, market relevance, price point and brand consistency while reducing risks of poor-selling styles. Among country’s top brands, Apex strongly focuses on shoe line meeting every season. From my experience at Apex here I have tried to discuss on Shoe Line Meeting break downs....

# Purpose of the Meeting:

-Review all developed samples for the upcoming season.
-Select final styles to go into bulk production.
-Ensure product mix aligns with market demand, pricing strategy and brand positioning.
-Align marketing, design, merchandising and sales teams.

# Agenda / Flow of the Meeting

~Brief from product manager/merchandiser about the season’s theme, consumer trends and sales targets.

~Presentation of each sample (design, materials, colorways, price points).

~Evaluation based on design appeal (trend, brand demand, color combination etc ).

~Comfort & fit checking(last shape, construction).

~Material quality (leather, synthetic, textile, outsole).

~Costing & margin (within target FOB & retail price).

# Market & Sales Perspective

~Sales team shares expected performance based on past data and customer feedback.

~Regional preferences and consumer insights discussed.

# Selection & Drop

~Decide which samples move forward into bulk production.

~Drop underperforming or high-cost Designs.

~Adjust colorways, trims or materials if needed.

# Final Line Confirmation

~Ensure balanced mixing and assortment (core, trend, premium, entry-level).

~Check coverage across categories (men’s, women’s, kids / casual, sports, formal).

~Confirm SKU count, price segmentation and launch timeline.

#Action Points

~Record changes, corrections or re-sampling needs.

~Assign responsibilities for final approvals (fit test, wear test, costing sign-off).

#Key Participants

~Product Development team → Trend, concept, product aesthetics, Feasibility, technical fit and production readiness checkinh. To note the correction, modification and value addition comments.

~Merchandising team → Pricing, margins, line balance.

~Costing team→To check the cost of the goods, to check the margin and COGS.

~Sales/Marketing → Market demand, customer insights.

~Management → Final approval and alignment with business goals.

Footwear#Retail#Busines#Pricing#ShoeLineMeeting

The 70-20-20 rule for Footwear Retail business

 The 70–20–10 rule is often used in retail business to balance core business stability with trend adoption and innovation. Here’s how it applies to footwear retail:

# 70% – Core / Safe Business (Bread & Butter)

Purpose: Stable revenue, repeat sales, low risk.

Footwear Types: Classic sneakers, black/brown formals, neutral sandals, everyday school shoes, sports basics.

Colors: Black, brown, white, grey, navy, tan, beige.

Characteristics:

-High volume, mass appeal.

-Seasonless bestsellers.

-Affordable price points (entry & mid-tier).

-Should always be in stock (“never out of stock” program).

# 20% – Seasonal / Trend-driven

Purpose: Capture fashion demand, stay relevant, attract younger customers.

Footwear Types: Chunky sneakers, pastel slip-ons, winter boots, fashion sandals, athleisure crossovers.

Colors: Pastels (spring), burgundy/mustard/olive (fall), neons for sport/street.

Characteristics:

-Mid-volume production.

-Changed every season.

-Slightly higher margins.

-Good for marketing campaigns & display windows.

# 10% – Innovative/Experimental / Statement pieces

Purpose: Build brand image, buzz and attract attention.

Footwear Types: Limited editions, experimental designs, tech-focused shoes (sustainable materials, smart soles).

Colors/Designs: Metallics, glow-in-the-dark, bold patterns, luxury-inspired.

Characteristics:

-Low volume, limited stock.

-High risk but high marketing value.

-Creates “Big effect” for the brand.

-Helps test new markets.

Summary Formula for Footwear Retail

70% → Safe sellers (Ready Revenue)

20% → Trend-focused (competitive edge)

10% → Experimental/statement pieces (brand value & excitement)

Business runs on reliable basics but still need to stay trendy and innovative to decorate the shops and attract special customers.

Footwear Fitting Insight: Bridging Retail and Development

Getting footwear fit right isn’t just about avoiding customer complaint- it’s about building trust, reducing returns and ensuring long-term comfort. Whether you’re on the retail floor or in the development team, fit decisions directly impact both sales and brand reputation.

A great fit begins with understanding the unique shape of the foot:

Length: Measure from heel to the longest toe- note that it’s not always the big toe.

Width & Girth: Ball girth is critical. mismatched widths lead to discomfort and high return rates. Keep it mind during develop a LAST.

Arch Type: High, medium or flat arches influence last design and insole support needs.

Heel Shape: Tapered vs. block heel bone structures affect heel cup grip and stability.

# Factors That Influence Fit

Several product design and wear factors play a role in how a shoe feels on-foot:

Last Shape: Dictates internal volume and toe box profile.

Material Stretch: Leather can relax 3–5% over time where synthetics have minimal stretch.

Lining & Padding: Adds internal bulk padding can affect comfort and internal space.

Socks & Swelling: Feet can swell 3–5% over the day- afternoon fittings often give the most realistic fit.

Common Fit Issues & QuickFixes

#Heel slippage 

Likely Cause: Wide heel last or stiff upper

Possible Solution: Add heel grips or adjust counter padding

#Toe Pinching

Likely Cause: Narrow or shallow toe box. Toe puff is not perfect.

Possible Solution: Use a wider toe shape last. Fix toe puff issue.

#Instep Pressure

Likely Cause: Vamp pattern too low. Instep girth is tight.

Possible Solution: Increase instep allowance

#Foot Sliding Forward

Likely Cause: Low vamp grip or smooth insole

Possible Solution: Add forefoot padding. Use grip insole material.

# Tight or Loose fitting

Likely Cause: Insole thickness is not proper
Possible Solution : Increase insole thickness if shoe is loose and vice versa.

#Retail & Development Best Practices

In Development: Test fit on multiple real feet sizes, not just the sample size.

Feedback Loop: Track returns and complaints- these are valuable data for last modifications.

In Retail: Always measure both feet of customer and select the size for the larger one.

Regional Adjustments: Asian feet tend to be wider in the forefoot, while European lasts are typically narrower.

#Fit Testing Checklist

Measure: Use a Brannock device or equivalent tool.

Wear Test: Wearer should walk at least 30 minutes indoors then take the feedback.

Observe: Heel hold, toe clearance, ball girth, insole comfort and instep comfort.

Flex Test: Ensure the ball break point aligns with the wearer’s natura l flex point.

Perfect fit is not an accident- it’s the result of informed design choices, accurate measurement anid consistent feedback. Brands that prioritize fit don’t just sell shoes- they create loyal customers who trust every pair.

#Fit #ShoeFitting #Footwear#Last