Adam Beck, chief executive officer of California-based retail chain Beck’s Shoes, recently spoke with FN about the changing work boot customer and how his company is investing in brands to stay a step ahead of the competition.

How has the business changed with more Gen Z and female workers entering the trades?

Adam Beck: “I have to start focusing on different things, because I have younger consumers, but I still have the traditional blue-collar consumer and then I also have women coming in, and women are underserved from a comfort and fit standpoint. And the work industrial category is no longer just about utility; it’s a lifestyle category. There are so many people who come in and want to try on all these different styles, which is a change from, ‘Hey, I want another pair of the same

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