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Hitwise Intelligence - Heather Dougherty - North America
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Summer of the FitFlop
July 23, 2008
As an avid NYC walker I am fascinated by shoes that are designed to help you exercise – shoes that turn an ordinary walk into a ‘workout’. One of the first ones I learned about was the ‘MBT’ walking shoe, thanks to the Bliss catalog and now this summer the Fit Flop has become the latest craze. Recent reports cite that over a million pairs have been sold and traffic to the website has grown steadily for the summer season.
Increased searches for ‘fit flops’ and ‘fitflops’ also highlight the fact that consumers have become far more aware of the FitFlops this season and are seeking out information and where to purchase the shoes.
The most common destination from the searches is the official FitFlops website – which is informational only and refers visitors to online & offline retail outlets. Retail websites then followed as the next beneficiaries from the searches, most likely due to paid search campaigns. For Victoria’s Secret, ‘fit flops’ ranked 22nd among keywords driving traffic to the website for the 4 weeks ending July 12, 2008.
And for fun, here is more evidence of purchase intent for the FitFlops – the downstream traffic report for June from the FitFlop website is dominated by retail web sites where the shoes are sold with Macy’s, Bath & Body Works, and Victoria’s Secret receiving the highest volume of referrals.
The wisdom of crowds seems to be flip flop sales and possibly better toned legs!
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Posted by Heather Dougherty at 11:46 AM
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