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Rothy’s Has a Plan to Outlast the Ballet Flat Craze

The brand, which scored a hit nearly a decade ago with its flats woven from recycled plastic, has found a second act selling footwear that’s on-trend with Gen-Z.
A collage
Rothy's is on a winning streak as Gen-Z fashionistas clamour for its Mary Janes and clogs. (BoF Team)

Rothy’s wants to be everywhere.

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Further Reading

What Happened to the High Heel?

Once synonymous with power and elegance, high heels are adapting to new consumer values. As ballet flats, Mary Janes and kitten heels continue to rise in popularity, brands are shifting their focus to comfort and inclusivity, crafting narratives that speak to evolving ideas of femininity.

Case Study | How Brands Can Balance DTC and Wholesale

Emerging and established labels today are realising they can’t be exclusively DTC or wholesale. What’s essential is to strike the right balance of both. To do that, brands are streamlining retail partners, better curating products for different channels and leveraging the individual strengths of wholesale and DTC to bolster their sales and profits in each.

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