Even if French consumers still tend to buy socks in bumper bundles at low prices, the offer of any kind of additional benefit still helps sell, whether that message implies fantasy, comfort, technical efficiency or durability. Already widespread in the active sports sector, the concept got off to a slow start, but industry experts now predict a promising future even in the street-wear marketplace. That is because youngsters, who have been major customers for fantasy socks, have graduated to more exciting wear for street sports like skateboarding and roller-blading. Other brands, Coolmax and Outlast, have worked on distributing temperature-regulated socks through manufacturer Kindy. One important quality is that the sock must offer a real benefit, as opposed to simply being a marketing trick.
Socks have primarily to keep feet warm and dry.
There is evidence that consumers do take note of explanatory details on the packaging, with better sales when packaging shows that socks contain Lycra, Rhovyl, Coolmax or Amicor. Apart from colours, often in earthy and forest shades, they are presenting animal, leaf and flower designs. Some socks are designed with specific themes, such as snow and country life. In fact, rustic styles are brisk sellers, with associated stitching and boucle yarns. Natural themes such as leaves, ferns, mushrooms and small flowers are near the top of the designer hit parade, along with graphic motifs.