Core Insights - The rise of "ugly shoes," particularly creek shoes, has become a trend among the middle class, with significant social media engagement and sales growth [1][2][5] - KEEN, the pioneer of creek shoes, has seen substantial market share growth in China, achieving over 12% online market share by mid-2025 and generating sales of 17 million yuan during the last year's 618 shopping festival [1][9] - The popularity of creek shoes is not driven by low prices, as KEEN's models range from 600 to 1100 yuan, making them more expensive than Crocs [1][5] Market Trends - The creek shoe trend began with a personal need from KEEN's founder, Martin Keen, who designed the first model for sailing activities, leading to its unexpected popularity [2][5] - The target audience has expanded from families engaging in summer outdoor activities to hardcore outdoor enthusiasts, with significant social media engagement around the topic [5][6] - In urban settings, creek shoes have become a fashionable choice among young professionals, often paired with other trendy items, indicating a shift in consumer behavior towards outdoor lifestyle products [6][8] Brand Strategy - KEEN has effectively utilized "reverse marketing," embracing the label of "the world's ugliest sandals" to create a unique brand identity and engage consumers [9][11] - The brand has established a "ugly shoe matrix," with various unconventional designs that resonate with younger consumers, enhancing brand visibility and engagement [13][14] - KEEN's strategy includes collaborations with various brands and celebrities, further boosting its market presence and appeal [13][14] Consumer Behavior - The appeal of creek shoes among young consumers is linked to a desire for emotional and cultural expression, as they seek to differentiate themselves from previous generations [13][14] - Despite their popularity, creek shoes face criticism regarding quality issues, such as durability and odor, which could impact consumer loyalty [15][18] - The market for creek shoes is becoming increasingly competitive, with lower-priced alternatives emerging, leading to potential challenges for KEEN in maintaining its market position [18][19] Competitive Landscape - KEEN's market positioning is compared to Crocs, which has seen a decline in sales growth and consumer interest, suggesting a potential shift in consumer preferences [19][20] - The creek shoe market is segmented into various price tiers, with KEEN positioned in the high-end segment, facing competition from both mid-range and low-cost alternatives [18][19]

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 [7][8][9]. Group 1: Trends in Footwear - The year 2024 has been declared the year of ugly shoes, with a notable shift in fashion preferences from stylish high heels to comfortable, unconventional footwear [7][8]. - Young people are increasingly embracing various forms of slip-on shoes, including clogs, Ugg boots, and chef shoes, which are now considered fashionable [11][20]. - The trend is characterized by a focus on comfort, with shoes becoming flatter, wider, and more casual, reflecting a broader cultural shift away from traditional fashion norms [90][93]. Group 2: Specific Shoe Types - Ballet flats and thin-soled shoes have gained popularity, with brands like Adidas and Puma leading the trend, often associated with K-pop idols [24][26]. - The emergence of fishnet shoes and five-toe shoes has created a new niche in the market, appealing to young consumers looking for unique and functional designs [20][41]. - Brands like KEEN have capitalized on the trend of outdoor and functional footwear, which has become fashionable in urban settings, despite their originally intended use for outdoor activities [66][73]. Group 3: Cultural Shifts - The article notes a significant cultural shift where high heels, once a symbol of femininity and power, are now being rejected by younger generations in favor of comfort and practicality [93][98]. - The rise of "ugly shoes" reflects a rebellion against traditional beauty standards and societal expectations, with young people prioritizing comfort and self-expression over conventional aesthetics [58][83]. - The trend is also linked to broader societal changes, including the impact of the pandemic and movements like MeToo, which have influenced perceptions of femininity and professional attire [98][111].

Group 1 - KEEN is experiencing significant popularity in China, particularly among urban white-collar workers, despite being less recognized in Japan [3][24][29] - The brand's JASPER hiking shoes have gained traction, with sales data indicating approximately 17 million yuan in sales during last year's 618 shopping festival, translating to around 17,000 pairs sold [3][24] - KEEN's marketing strategy in China has shifted towards a lifestyle approach, emphasizing fun and daily wear, which has resonated with consumers [28][29] Group 2 - KEEN's entry into the Chinese market was initially slow, but the brand gained momentum after adopting a "fashion brand" strategy and launching direct sales channels [24][29] - The brand has opened 14 independent stores in China within a year and a half, indicating rapid expansion [29] - Consumer feedback highlights quality concerns, with many expressing dissatisfaction regarding the durability and comfort of KEEN products, particularly the JASPER model [36][42] Group 3 - KEEN faces competition from other outdoor brands like HOKA and ASICS, which offer similar products at lower price points [45] - The average price range for KEEN's popular products is between 799 yuan and 1199 yuan, which has raised concerns among consumers about value for money [28][44] - The outdoor market in China is evolving, with consumers increasingly seeking emotional connections with brands rather than just functional products [45]