FitFlop

FitFlop, footwear designed from biomechanics

FitFlop is a footwear company founded in 2007 by entrepreneur Marcia Kilgore. Its approach is built around biomechanical design: the company states that its styles are biomechanically tested to promote greater comfort and a feeling of energy throughout the day. The brand explicitly positions itself outside two categories: it does not define itself as "sensible" footwear or as performance athletic footwear, but as designed footwear intended for everyday wear.

Catalog: from sneakers to clogs

The offering is organised into women's, men's and kids' collections, with a broad category structure. Product types include sneakers, loafers, ballerinas and Mary Jane styles, boots, mules and clogs, slippers, flip-flops, sandals and platform shoes.

The selection is also organised by occasion: occasion and party shoes, work shoes, water-resistant styles, walking shoes and summer shoes. There are also specific collections such as recovery sandals, animal print styles, leather, white sneakers, Scotchgard protected shoes and metallic shoes.

Proprietary technology and fit

The company sells a cushioning technology called iQushion™, applied to part of its sandal range. The site also includes a section dedicated to explaining the brand's technology and a tool to find the right fit, as well as shoe cleaning advice.

Collaborations and recognition

FitFlop has developed collaborations with artist Keith Haring, designer Ester Manas and the company Pantone. The brand also displays customer testimonials and has the backing of APMA, the American Podiatric Medical Association, according to information on its own site.

Sales and customer services

The company operates an online store with free standard shipping on orders over $129, according to the conditions stated on the site. It offers a 15% discount for signing up and specific discounts for key workers and students, of up to 18%. It has a retail locator, as well as help sections on contact, orders, delivery, returns and exchanges, order tracking and FAQs. It also publishes information on counterfeits and on compliance with the California Supply Chain Act.

International presence

The site analysed corresponds to the US version of the brand, with prices in dollars and a customer service team with its own email for that market. The company also maintains a help and corporate policy structure accessible from its website.