U.S. tariffs on imported footwear add significant costs to an industry where 99% of shoes sold in the U.S. are made overseas.… For many footwear companies, the instinctive response is to cut costs wherever possible—and unfortunately, design and development are often among the first areas to suffer. But in a competitive market where fresh styles and innovation drive sales, cutting back on design is the wrong move. Respond strategically rather than reactively.