The Fashion-Oriented Transparent Insole Market: Fashioning Walking Support Insoles

The previous chapter discussed how the insole market shifted in the direction of foot health in the late 1990s. However, since 2000, there has been an increase in walking support insoles that emphasize fashionable qualities while promoting comfort (Miura 2021). This chapter explains this transformation. JIF’s initiatives raised consumer awareness of foot health. Seeing that growing consciousness as a source of potential business opportunities, multiple manufacturers, suppliers, and retailers then began pursuing various initiatives, thereby sparking the emergence and growth of the fashion-oriented transparent insole market. This chapter also summarizes the discussion developed in Part III on the emergence of three markets as indirect effects of JIF’s success, clarifies the contributions of this study, and discusses the research implications of the indirect effect of activism targeting companies.