Naturalizer at 90: focusing on style and comfort

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THESE days many women have turned from stilettos (at least in the daytime) to sneakers and flats even when they want to glam up their outfit. Nothing beats finding a good pair of shoes in which comfort and fashion go together.

Since its launch in 1927 as the first American fashion footwear brand for women, Naturalizer has offered shoes that married comfort with fashion. Dubbed as “the shoe with the beautiful fit,” it stays loyal to providing comfort as it adapts to modern designs.

During the launch of the 2018 spring/summer collection on Feb. 27, Naturalizer merchandising manager Pamela Abanilla told BusinessWorld that when the brand was launched in the Philippines in 1993, it was perceived as a “shoe for your mother or grandmother.” If mom and grandma wear any of the 18 new styles from the 2018 spring/summer collection, then they will be envied by their daughters for their stylish look. The collection features everything from sneakers to heels — slip on sneakers, flats, ankle-strap heels, and kitten-heeled shoes — which come in simple designs and monochromatic colors that would match any outfit. The new styles fit the busy lifestyles of the young and not-so-young.

Ms. Abanilla said that Naturalizer aims to cater to a “confident explorer mind-set” which she defined as “the epitome of the modern woman who works hard to nudge closer to what she envisions for her life.”

The brand has also updated its logo — a box spelling “Naturalizer.” Ms. Abanilla said that setting the brand’s name in a square is designed to “identify the logo as the brand.”

“We keep the heritage of the brand — comfort, style, and simplicity,” she said.

As it celebrates its 90th anniversary, Naturalizer is not offering a “Trade in, Give, and Save” promo until March 15 where a P2,000 gift certificate is given in exchange for a donation of an old but wearable pair of shoes. Donated pairs will go to the Revelation City Community Foundation.

Naturalizer Boutiques can be found in Glorietta 4, Shangri-La Plaza, SM Megamall, Ayala Mall The 30th, TriNoma, Alabang Town Center, Mall of Asia, Ayala Cebu, and Abreeza Davao. — Michelle Anne P. Soliman