Contact Us

Case
Study

Sock It to Me: How CozyToes™ Redefined Foot Warmth for the 55+ Crowd

Download Report

Synopsis

When CozyToes™, a new entrant into the heated slipper sock market, wanted to connect with older adults, they turned to Link-age Connect to help understand what really matters when it comes to foot comfort, slipper safety, and general feelings about “cold tile betrayal.” The study was part market research, part wellness check-in, and part revolution in foot-based comfort science.

Findings

Warm Feet, Warm Feelings—Why It’s Personal

In our initial interviews, over 87% of participants described cold feet as “deeply offensive.” Some called it “the betrayal of the floor.” CozyToes™ thought they were selling a comfort item, but what they were really selling was trust. That shifted everything.

The Slipper Slip-Up—Safety Comes First

CozyToes™’s early prototypes featured smooth soles, which we learned (very quickly) were a no-go. In one test group, five participants staged a dramatic reenactment of “what could have happened” if the socks had been worn on a linoleum floor. We got the message. CozyToes™ updated their grip pattern to include high-traction “anti-skid nubs” designed specifically for hardwood, tile, and even “mystery basement floor.”

Remote-Controlled Warmth: Gimmick or Game-Changer?

One product variant included a Bluetooth-enabled heating element controlled via app. A hard pass. Only 4% of respondents liked the feature. The rest said things like, “I don’t need an app to warm my toes—I need heat, now,” and “Why is it blinking at me?” CozyToes™ returned to the simple, reliable push-button option—with a glow-in-the-dark switch for “midnight sock drama.”

Color Me Toasty

When asked about sock color preferences, beige and gray were ranked dead last. The surprise favorite? “Midnight Raspberry” followed by “Oatmeal Swagger.” One participant described the winning color as “the same red as my first Pontiac, and just as exciting.” CozyToes™ leaned into bold, nostalgic tones—plus a limited edition “TV Static” print for pure chaos.

From Cold Feet to Hot Sales

After product adjustments and a campaign focused on warmth, safety, and a little retro flair, CozyToes™ saw a 42% increase in direct-to-consumer sales among adults 55+. More importantly, customer reviews came pouring in: – “These socks get me.” – “I haven’t felt this alive since my water aerobics instructor got fired.” – “The only thing better than warm feet is telling my daughter how much better my socks are than hers.”

Warm Feet, Warm Feelings—Why It’s Personal

In our initial interviews, over 87% of participants described cold feet as “deeply offensive.” Some called it “the betrayal of the floor.” CozyToes™ thought they were selling a comfort item, but what they were really selling was trust. That shifted everything.

The Slipper Slip-Up—Safety Comes First

CozyToes™’s early prototypes featured smooth soles, which we learned (very quickly) were a no-go. In one test group, five participants staged a dramatic reenactment of “what could have happened” if the socks had been worn on a linoleum floor. We got the message. CozyToes™ updated their grip pattern to include high-traction “anti-skid nubs” designed specifically for hardwood, tile, and even “mystery basement floor.”

Remote-Controlled Warmth: Gimmick or Game-Changer?

One product variant included a Bluetooth-enabled heating element controlled via app. A hard pass. Only 4% of respondents liked the feature. The rest said things like, “I don’t need an app to warm my toes—I need heat, now,” and “Why is it blinking at me?” CozyToes™ returned to the simple, reliable push-button option—with a glow-in-the-dark switch for “midnight sock drama.”

Color Me Toasty

When asked about sock color preferences, beige and gray were ranked dead last. The surprise favorite? “Midnight Raspberry” followed by “Oatmeal Swagger.” One participant described the winning color as “the same red as my first Pontiac, and just as exciting.” CozyToes™ leaned into bold, nostalgic tones—plus a limited edition “TV Static” print for pure chaos.

From Cold Feet to Hot Sales

After product adjustments and a campaign focused on warmth, safety, and a little retro flair, CozyToes™ saw a 42% increase in direct-to-consumer sales among adults 55+. More importantly, customer reviews came pouring in: – “These socks get me.” – “I haven’t felt this alive since my water aerobics instructor got fired.” – “The only thing better than warm feet is telling my daughter how much better my socks are than hers.”

Share:

More Case Studies

Unlock the potential of the older adult consumer

Our consultancy specializes in marketing strategies that resonate with the older adults. Schedule a consultation today to learn how we can help your business thrive

Contact
Linkedin
Part of the
Family of Brands

Trusted Group
Purchasing Partner

Exclusive
Market Insights about the older adult population

Healthy Aging & Post-Acute Company Creation Reimagined

© 2024 Link-age Connect. All rights reserved.
  • Privacy Policy
  • Terms and Conditions
  • Cookie Policy
Designed by MinoShark

Under Construction

Uh-Oh! Looks like the page you are trying to visit is still under construction

We’re sorry for the inconvenience and appreciate your patience! We hope to have this completed soon! 

(Please click out of this box or hit the “X” in the top-right corner to make this message disappear)