Color Conundrum Discussion- July 22

How many times has a customer asked, "This is a great shoe… but do you have it in another color?" If you're a brand, that answer may be different than if you're a retailer. The Color Conundrum is Kathy Gates' run specialty advocacy presentation putting the customer at the center of the dialogue around color, because at the end of the day, what is best for the customer is best for both the vendor and the retailer. Developed over roughly 18 months of work with brand partners and retailers, the presentation examines changing customer behavior and the impact of color proliferation in the run specialty channel. The core insight is that the customer "doesn't shop in silos": she moves fluidly across independent retailers, big-box stores, brand websites, AI, lifestyle boutiques, and local run clubs without recognizing or caring about channel boundaries. Customers come to run specialty for an expert fit, and color is now part of that fit process. Having this discussion helps retailers adjust their fit structure and brands shape the consumer experience to meet her expectations across every channel.

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