Core Insights - The fashion industry is witnessing a surge in demand for unconventional footwear, particularly the "Dune" flip-flops and creek shoes, indicating a shift in consumer preferences towards unique and functional designs [2][4][6]. Group 1: Market Trends - The "Dune" flip-flops have seen a 162% increase in search volume, with many styles sold out, highlighting their popularity [4]. - Creek shoes have gained significant traction in China, with sales reaching 17 million yuan during the last major shopping event, indicating a growing market for this type of footwear [6]. - The number of related posts about creek shoes on social media platform Xiaohongshu increased by 209.91% in a 90-day period, showcasing rising consumer interest [8]. Group 2: Consumer Behavior - The rise of creek shoes reflects a broader trend among middle-class consumers seeking unique outdoor experiences, as outdoor activity participation has surged [24][30]. - The demand for creek shoes is driven by a desire for both functionality and style, with various brands offering different features to cater to diverse consumer needs [27][29]. - The emergence of "Gorpcore" fashion, which incorporates outdoor gear into everyday wear, signifies a shift in consumer attitudes towards practicality and aesthetics [32][34]. Group 3: Brand Strategies - Major brands like KEEN and HOKA are capitalizing on the creek shoe trend by emphasizing features such as quick-drying materials and stylish designs [27][29]. - Collaborations and limited-edition releases have become common strategies among brands to create buzz and drive sales in the creek shoe market [27]. - The competitive landscape includes both high-end brands and more affordable options, allowing a wide range of consumers to participate in this trend [29].

Core Viewpoint - The article discusses the rise of "ugly shoes" as a fashion trend among young people, highlighting a shift from traditional stylish footwear to more comfortable and unconventional designs that prioritize comfort over aesthetics [1][3][4]. Group 1: Fashion Trends - 2024 is declared the year of ugly shoes, with a trend towards wearing increasingly unconventional and unattractive footwear as a statement of individuality [3][4]. - Popular styles include clogs, Ugg boots, and chef shoes, which are now embraced by a wide demographic, from celebrities to everyday workers [3][4]. - The trend reflects a broader cultural shift away from consumerism and traditional fashion norms, with young people opting for comfort and practicality [4][45]. Group 2: Specific Shoe Styles - New versions of ugly shoes are emerging, with designs that intentionally emphasize unattractiveness, such as ballet flats inspired by old-fashioned shoes and five-toe shoes [6][22]. - The popularity of mesh shoes and jelly sandals has surged, with prices reaching up to $950 for designer versions, indicating a willingness to pay for unique and comfortable designs [10][12][24]. - Brands like KEEN have gained traction among young consumers, with their outdoor shoes being worn in urban settings, showcasing a blend of functionality and style [50][58]. Group 3: Cultural Implications - The shift towards ugly shoes signifies a rebellion against traditional beauty standards and societal expectations, particularly regarding women's fashion [71][75]. - High heels are increasingly viewed as outdated and impractical, with many young women opting for comfortable alternatives that reflect a more relaxed and authentic lifestyle [81][89]. - The article suggests that this trend is not just about footwear but represents a broader cultural movement towards comfort, individuality, and a rejection of past fashion norms [89][90].

Group 1 - The trend of "ugly shoes" is here to stay, with retro plastic sandals gaining popularity among different demographics [1][4][6] - The resurgence of jelly shoes is attributed to their customizable nature, allowing for personal expression through decorative elements like shoe flowers [3][20][45] - Korean brand Heavenly Jelly (HJ) has successfully transformed jelly shoes into a fashionable item by introducing shoe flowers, appealing to a younger audience [6][25][35] Group 2 - Jelly shoes are seen as practical for rainy weather, lightweight, and easy to clean, making them a popular choice in regions with frequent rain [8][28] - Despite their practicality, jelly shoes face criticism for their odor, potential for slipping when wet, and a perception of being cheap or unattractive [6][31][27] - HJ's pricing strategy positions their jelly shoes and accessories as affordable luxury, with jelly shoes priced around 210-262 RMB and shoe flowers at 37-42 RMB [25][27][41] Group 3 - The DIY aspect of jelly shoes allows consumers to personalize their footwear, leading to a creative trend where individuals modify their shoes with various decorations [43][48] - The market for jelly shoes is expanding, with HJ opening pop-up stores in major Chinese cities, indicating a growing demand for this product [38][41] - The rise of jelly shoes and their accessories reflects a broader trend in fashion where practicality meets creativity, allowing for unique self-expression [45][49]