Jimmy Choo and Zhor-Tech Launch Winter Heated Insoles

The luxury shoe brand Jimmy Choo in partnership with the French company Zhor-Tech released a model of winter boots with a heated insole, which is activated and controlled through a mobile application, so that foot comfort in winter is provided in 24 / 7 mode, writes Footwearnews.

The Voyager model embodies all the design elements of Jimmy Choo - a sleek but durable leather upper or vachetta suede with a water-repellent effect and a sheepleather pad, while a USB cable is hidden in the shoe collar.

Using a mobile application, users can adjust the insole temperature inside the boots in the range from 25 C 'to 45 C') for 8 hours.

The model is designed in male and female designs and is priced from $ 1,795 to $ 1,895. It comes in three different colors - black, white and blue and is already available for purchase on the Jimmy Choo website.

Strictly speaking, the technology of shoes with a "smart" heated insole is not a novelty in itself, for example, innovative shoes of this kind were on the Russian market two years ago. released in St.oy winter collections Russian retail chain "Econika"... However, as the company specified, there are no such shoes in the current winter collection of Econika.

According to Irina Zueva, Marketing Director of the Econika chain, the company refused to release such a technological model, since it did not see a great interest in innovation from the consumer, which in the case of Econika is women.

“The model of thick-soled sports slip-ons with a smart insole was present in our fall - winter 2016 collection. We released this model as an experiment, and in the end it turned out that gadgets are not very interesting to a female audience. Of course, we sold out all pairs of slip-ons, but such a novelty did not cause much excitement in the female audience. We conducted a survey among our customers - why women refuse to buy “smart” shoes. One of the reasons was the fear that when the moisture gets into the shoe, the insole can be short-circuited, plus it was not comfortable that the model was heavier in weight. In addition, not everyone liked the model of sports slip-ons with thickened soles.

We also drew attention to the fact that in the social networks our new product was more actively and vividly discussed by men than by women.

Therefore, we did not continue this experiment, realizing that other things are more interesting to a female audience. Confirmation of this hypothesis, we received on the TrüFit project, when in several of our salons we installed an 3D-scan machine for the legs, and we saw that women are also quite indifferent to this innovation. Thus, we concluded that our customers are not interested in technological innovations, but in beautiful capsule collections and collaborations, ”she says.