Hot Trend: Bills Army Navy and Vibrim FiveFingers Footwear

“Five what footwear?”

That’s still the reaction of some when they first hear about Vibrim FiveFingers
footwear, but Lee Lucas of Bill’s Army Navy of Short Hills, NJ has experienced its
raging popularity firsthand in his store.

Lucas describes it as “gloves for your feet.” Running barefoot is a growing trend,
and this footwear concept has taken hold. Lucas also refers to the entire
subculture it represents as the “barefoot culture of footwear” and is constantly
surprised at its widening recognition and how many people coming into the store
are looking for it.

How It Works

The Vibrim FiveFingers footwear concept is based upon a design that apparently
makes feet healthier by allowing them to move more naturally and freely.

The typical human foot is an anatomical evolution with 26 bones, 33 joints, 20

muscles and hundreds of sensory receptors, tendons and ligaments. Like the
rest of the body, to keep our feet healthy, they need to be stimulated and
exercised.

Vibrim FiveFingers Footwear are used for running, marathons, kayaking, sailing,
traveling, bungee jumping and many other activities. Lee Lucas comments that
people coming into the store are also finding newer and more creative uses for
the type of freedom and flexibility this footwear trend represents.

Why Vibrim FiveFingers?

It’s an innovative and customer responsive addition to their product line. Why?
Lee Lucas describes Bills Army Navy as a store that has undergone a significant
evolution during its more than 40 year history in New Jersey. Staring as a typical
and conventional Army-Navy type store, Bills has morphed into an “outdoor
store,” growing within what became a very affluent NJ neighborhood. They have
a seasonal following as well, with a large market following of Moms buying gear
for kids going to daycamp. Daycamp outfitting has become a popular staple at
the store due to its lower price points than the more specialized outfitters.

Emotion kayaks are also a hot trend in the store, according to Lucas. It accounts
for a $200,000 plus sales volume product line for Bills Army Navy, with a soaring
demand that requires Lucas and staff actually delivering kayaks to customers for
free near the Jersey Shore during the warmer weather months.

This store definitely represents a “mixed bag” these days, encompassing hot
product trends with the more conventional and “expected” items one would
usually find in a New Jersey Army-Navy type store.