"Going into the winter season, we see people buying more of our iconic boots which (are) ... the 1460s and our Jadons," Wilson added.
To help employees cope with rising prices and dearer bills, the company has offered a one-off payments of 500 pounds ($605) to employees earning less than 45,000 pounds a year, Wilson said.
First-half core profit was flat compared with a strong year ago period, the company said, while revenue rose 13% to 418.6 million pounds, helped by price hikes.
The stock was down 21.2% at 225.6 pence by 1137 GMT, having risen the previous session to its highest since February.
($1 = 0.8260 pounds)Reporting by Radhika Anilkumar in Bengaluru; Editing by Rashmi Aich and David HolmesOur Standards: The Thomson Reuters Trust Principles.