So I got the great pleasure of travelling with the Earth Footwear team down to Asheville, North Carolina for the first annual Type A Mom Conference. This conference was started by mommy bloggers and mommy entrepreneurs so they could come together, network, learn from each other and also have a great time. Many of these women previously knew each other virtually, meaning web cams, phone calls, twitter, chat and emails but they all have commonalities – great minds for business and a total commitment to their families and children.
Earth and PlanetShoes.com travelled down together to introduce these dynamic women to the Earth Footwear brand in a creative and interactive way. Now, we’ve talked about Earth Footwear here in the blog before. Every pair of Earth Footwear has technology incorporated into it called the Kalso negative heel. This means that the shoe is at a 3.7 degree incline, so your heel is lower than the ball of your foot. Because of this technology, you not only stand up straighter, thereby strengthening your core, but you also burn more calories because your body always feels like it’s going uphill!
Earth Footwear has made a concerted effort in the last couple of years to reinvent itself. With their new lighter feel, their fashionable look and their calorie burning benefit, Earth Footwear is quickly gaining ground with younger women, especially those who are trying to kick the baby weight while they race after speedy toddlers.
What I found most inspiring about watching new folks learn about and try on Earth Footwear for the first time, was seeing their face as they felt their bodies adjusting to the technology in the shoe. Pretty much every mom we saw try on one of the pairs we brought down had a look of amazement on her face as her body became more upright and her core straightened and tightened up.
Earth had also brought down fitness instructor Tracey Mallet to do a demonstration based on her popular workout DVD that actually incorporates Earth Footwear for maximum calorie burning and minimal time and work! She pulled in two enthusiastic volunteers Leah Segedie and Fiona Bryan and had them do a quick workout in front of all the mom’s while wearing jeans, t shirts and their Earth Footwear!
Earth also interviewed women who had been wearing the shoes and some who were trying the shoes for the first time to get footage for a new promotional video they plan to roll out to their sales folks and vendors. We also made some great new friendships at the conference – these mom’s are amazing, energetic and super fun.
The other thing I found really interesting was which shoes the mom’s picked out among the sample pairs and examples we brought down with us.
The Earth Elite – This boot, in red faux patent leather, was by far the most talked about at the conference.
Every mom that was a size six couldn’t wait to get it on her foot and since its vegan and waterproof, it has been selling like crazy since it hit the site!
It comes in red, black, yellow, green and blue and I’ve been very interested to see that although the red seems to get the most comments, the other colors are selling just as well if not better
The Earth Invincible – The second most talked about – and fondled – boot at the show was definitely the Earth Invincible.
With the use of different textures and terrific styling, Earth has offered, here, a boot that will please any fashionista. The leather is supple and the look of the boot is fabulous, belying its healthful benefits.
And of course, you look fabulous while burning calories with every step. We love the negative heel that hides within a great looking boot, do we not?
Earth – anything red. The third most popular choice really ended up being a tie. Basically anything red and c
lassic was picked up, oohed and aahed over and generally enjoyed.
From the mules and clog styles to Mary Jane’s, anything in a rich, dark red leather was instantly popular.
So all in all it was a great experience. We met a ton of bright, savvy mom’s and we were able to introduce them to Earth Footwear, which many of them were eager to try. It’s exciting and fun stuff to see people discover new technology and cute new shoes!