Drapers annual Footwear Awards celebrate the best achievements of the footwear world, with categories from Best New Store to Footwear Brand of the Year. And, celebrating success in the Footwear Brand of the Year this year are some of Shoes GB's best-selling brands, including Fly London, Melissa and Rieker and the winner, FitFlop.

Thus, FitFlop's continued success and development of their brand is clear, with their toning technology incorporated within fashionable designs.

However, the awards this year aren't just a congratulations of brands, footwear stores and fashion designers but an overall celebration of the perseverance of those within the footwear industry.

As Drapers Executive Editor, Jessica Brown, commented:

“The footwear sector came out fighting through 2010 after a prolonged period of consolidation. The specialists have truly found their footing, securing their own niches across a wide and varied market, while high street chains have continued to make inroads into trend-led, fast-fashion footwear with ever more outlandish versions of catwalk and celebrity shoe, sandal and boot designs.

“Brands and independents have also continued to innovate, carving themselves a secure spot on the footwear retailing landscape with comfort categories and the newer well-being products that demand second-to-none customer service.”

A clear indication of the finding of niches within the footwear market are Fly London, Melissa and FitFlop. With both Fly London and Melissa finding niches in their quirky designs as Fly London adopt a very distinguished style and Melissa use a unique plastic material in their Mel shoes, developing the must-have summer jelly shoe. FitFlop themselves have caused a storm of fitness footwear to wear on the go, something that is now being replicated by many.

Rieker's appearance within the Footwear Brand of the Year finalists shows a need for the more traditional, comfortable style of shoes, with Rieker being one of the leading footwear brands. However, that isn't to say any style is sacrificed within this incorporation of comfort as they continue to hold a unique design favoured by many.