{"id":3149,"date":"2019-01-11T06:02:59","date_gmt":"2019-01-11T00:32:59","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3149"},"modified":"2024-07-05T15:02:16","modified_gmt":"2024-07-05T09:32:16","slug":"nerdy-sneakers-high-fashion","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/","title":{"rendered":"Nerdy Sneakers in High Fashion"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f822dca82ff\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f822dca82ff\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/#from-tennis-courts-to-streets\" title=\"From tennis courts to streets \">From tennis courts to streets <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/#when-sneakers-evolved-into-a-culture\" title=\"When Sneakers Evolved into a Culture\">When Sneakers Evolved into a Culture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/#the-shift-in-business-model\" title=\"The Shift in Business Model\">The Shift in Business Model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/#unique-retail-experiences-and-customer-engagement\" title=\"Unique Retail Experiences and Customer Engagement\">Unique Retail Experiences and Customer Engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/#kick-in-the-wallet\" title=\"Kick in the Wallet?\">Kick in the Wallet?<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Kanye West was known as a Grammy award-winning rapper, writer, record producer and the one who grabbed the microphone from Taylor Swift, up until 2015. Then West\u2019s Yeezy Boost sneakers came out in October 2015, made in collaboration with Adidas. Since then, West is known as an accomplished rapper who has built a footwear empire. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">West\u2019s fame definitely played a huge role in making Yeezys the most coveted pair of sneakers. Just like other celebrity-brand collaborations, Yeezy had all the elements to become a runaway success \u2013 exclusive, cool, quirky and a famous name attached to it. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But it is safe to say that sneakers now have a life of its own, thriving independently and taking over the <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/putting-your-best-foot-forward-in-the-billion-dollar-footwear-industry\/\"><span style=\"font-weight: 400;\">footwear industry<\/span><\/a><span style=\"font-weight: 400;\">. The athletic footwear market is expected to be worth <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/athletic-footwear-market-worth-9514-billion-by-2025--cagr-51-grand-view-research-inc-682515041.html\"><span style=\"font-weight: 400;\">$95.14 billion<\/span><\/a><span style=\"font-weight: 400;\"> by 2025 at 5.1% CAGR. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Does a celebrity name boost sales? Yes, of course. But are celebrities the only ones that are fuelling the growth of the sneaker industry? No! Why else Nike\u2019s React Element 87, a sneaker developed minus any creative collaboration with a known face, would be crowned as 2018\u2019s <\/span><a href=\"https:\/\/www.highsnobiety.com\/p\/nike-react-element-87-best-sneaker-2018-crowns\/\"><span style=\"font-weight: 400;\">Sneaker of the Year?<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The credit goes to the sneakerheads that have redefined the luxury world and have given the humble sneakers a cult status. Much like how comic nerds that gather every year at Comic Con have the power to make or ruin a film\u2019s box office, sneaker nerds have transformed functional street-wear &amp; sportswear shoes into a luxury fashion accessory. We are now seeing the rise of a new generation of luxury consumers that have brought the love for their kicks and the culture it represents, from streets to ramps. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">How, when and why did sneakers stop being just a shoe and became a cultural touchstone?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"from-tennis-courts-to-streets\"><\/span><b>From tennis courts to streets <\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One of the oldest and most famous names, Converse made sneakers cool and popular with the introduction of All-Star basketball shoe in 1917. These classic rubber soled shoes (thanks to Charles Goodyear who created vulcanized rubber) were first a winter staple and then training shoes for tennis. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The fate of Converse changed when basketball player Chuck Taylor set his eyes on them. A good player and an even better salesman, Taylor teamed up with Converse in 1921 to sell, promote and endorse these shoes. It was Chuck who suggested changes that would help to improve All Star converse shoes\u2019 flexibility and support. As a result, they were later known as \u2018Chuck Taylor All Stars\u2019. Appeal of these high-top sneakers with a star patch on the ankle refuses to simmer down.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">50 years later in 1971, Nike\u2019s \u2013 which is one of the major players in this category \u2013 co-founder Bill Bowerman got inspired by the grooves of a waffle iron to develop its first running shoes.<\/span><\/p>\n<figure style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static-ssl.businessinsider.com\/image\/559a9d3f69bedd00594b5c43-1200-924\/nike-bill-bowerman-2.jpg\" alt=\" Bill Bowerman got inspired by the grooves and developing Nike's first running shoes.\" width=\"1200\" height=\"900\" \/><figcaption class=\"wp-caption-text\">Source: Business Insider<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The 70s marked the beginning of an era that would be dominated by the sneaker culture popularized by basketball, hip-hop and the entertainment industry. It became a symbol of indulgence for the low-income groups from the Black and Latino communities. Kicks paired with baggy pants, loose t-shirts, and hoodies soon became an unofficial cultural dress-code, specifically in the African-American culture. This trend reached its peak when the Air Jordan was released 1984. As a result, street-wear were (and is) all the rage! <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"when-sneakers-evolved-into-a-culture\"><\/span><b>When Sneakers Evolved into a Culture<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It started as a trend that mimicked the lifestyle of famous rappers like LL Cool J in his Air Jordan I, and Doug E. Fresh in his Bally Competition. The boroughs of New York, be it Brooklyn or Queens, had a distinct style that revolved around the community that lived there. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was only time before big corporates rushed to bottle these style trends, produce it in huge volumes and sell it to the masses. In the 90s, Prada introduced its luxury sneakers, which was aligned with the new trend of designer sneakers. From functional affordable street-wear, it was turned into luxurious range of footwear that came with expensive price tags. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This was the time when NBA had implemented a dress code, which in turn transformed sports stars into fashion icons that graced the cover of many magazines. Every designer brand had its own sneakers that were launched in collaboration with athletic and non-athletic celebrities. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the conversations around culture appropriation, individuality, community and authenticity picked up the pace, new-age sneaker designers and entrepreneurs transferred the power back to the sneakers from the streets, before taking the high-fashion route again. But this time it happened with the roots firmly planted on the ground. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enter the likes of Kith, Supreme and High Snobiety. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-shift-in-business-model\"><\/span><b>The Shift in Business Model<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Traditional sneaker business model worked like any other vertical of a fashion industry, i.e. brands employed their internal teams and set of designers to come up with new designs. Then came the phase of collaborating with celebrities like Michael Jordan, Kanye West and Chuck Taylor, which still is a relevant strategy. Kanye West &amp; Adidas\u2019 collaboration for Yeezy 700 Mauve launch and Virgil Abloh\u2019s Off White partnering with Nike for The Ten are two of the many recent examples that showcase creative partnerships between athletic sneaker brands and celebrities. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, now is the age of launching collaboration collection with independent footwear designers, who know how to celebrate the history of sneakers and imbibe the essence of the culture associated with it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kith, sneaker designer Ronnie Fieg\u2019s New York-based retail store is an excellent example of this shift of trend. It perfectly illustrates today\u2019s sneaker industry business model and how engagement has a new meaning for retailers and consumers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is time to recall the statement mentioned at the beginning of this article that talks about how sneakers have a life of their own. Brands like Kith are run by footwear designers that partner with brands to create a unique collection, which customers wait for with bated breath. \u2018Limited Edition\u2019 is the primary keyword of this model. For instance, Kith <\/span><a href=\"https:\/\/kith.com\/collections\/kith-monday-program\"><span style=\"font-weight: 400;\">launched<\/span><\/a><span style=\"font-weight: 400;\"> its Tommy Hilfiger x Timberland collaboration collection on 31<\/span><span style=\"font-weight: 400;\">st<\/span><span style=\"font-weight: 400;\"> December 2018. In less than a week, the GTX Super 6 boots of the collection priced at $260 were sold out!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fieg started working at David Z stores, a New York-based footwear retail outlet at the age of 13. At David Z, he got a chance to interact with high-profile rappers like Diddy, Jay Z, Notorious Big, and Missy Elliot. While working there, he secured a capsule collection with ASICS. Michael McLaughlin, Key Account Executive at ASICS gave him the opportunity to pick any shoe from old catalogues and redesign it. He made 750+ pairs, which sold out in 2 days after being featured in the Wall Street Journal! No big names attached to it, no known face asking customers to buy it, yet the 756 shoes flew off the shelf in two days. That\u2019s how big the sneaker game has become. And the contribution of shoe designers like Kith\u2019s Ronnie Fieg can\u2019t be underestimated. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The formula for success of this model is \u2013 exclusivity. That serves as the bedrock. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI wanted to build products for people like me, who are into special projects and special products that are limited. You know, so that they can be different,\u201d Fieg <\/span><a href=\"https:\/\/theawesomer.com\/ronnie-fieg-kith-store-brand-empire\/444500\/\"><span style=\"font-weight: 400;\">revealed<\/span><\/a><span style=\"font-weight: 400;\"> while talking about how Kith came into existence. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"unique-retail-experiences-and-customer-engagement\"><\/span><b>Unique Retail Experiences and Customer Engagement<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The elitism of sneaker industry is not limited to shoe designs. It also includes finding personal connection, personalizing the collections, creating one-of-a-kind retail experiences and building exclusive engaging platforms for customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When ASICS allowed Fieg to dig through the archives of their old catalogues, he chose the discontinued shoes of his childhood, which he loved &#8211; ASICS GEL-Lyte III from the early 90s. The intent was to anticipate and reintroduce a design that the customers had loved in the past and might love it again. There was a huge risk involved, but it paid off as mentioned above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Talking about unique experiences, the sneaker company\u2019s cereal bar <\/span><a href=\"https:\/\/www.instagram.com\/p\/BrB8M1Rh5ZM\/\"><span style=\"font-weight: 400;\">\u2018Kith Treats\u2019<\/span><\/a><span style=\"font-weight: 400;\"> wins hands down. It is one of the most creative and quirky strategies ever designed by a brand. Just like ASICS GEL Lyte sneakers, nostalgia was also the theme of Kith\u2019s <\/span><a href=\"https:\/\/kith.com\/blogs\/news\/kith-treats-x-capn-crunch-present-capn-kith\"><span style=\"font-weight: 400;\">collaboration<\/span><\/a><span style=\"font-weight: 400;\"> with Cap\u2019n Crunch. <\/span><\/p>\n<figure style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.highsnobiety.com\/wp-content\/uploads\/2016\/10\/05194500\/kith-capn-crunch-capn-kith-01-1200x800.jpg\" alt=\"Kith\u2019s with Cap\u2019n Crunch.\" width=\"1200\" height=\"800\" \/><figcaption class=\"wp-caption-text\">Source: Highsnobiety<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The vibe and culture at another New York-based street-wear store \u2018Supreme\u2019 is the stark opposite of Kith. While Kith\u2019s atmosphere is relaxed and <\/span><a href=\"https:\/\/www.instagram.com\/p\/BrB8M1Rh5ZM\/\"><span style=\"font-weight: 400;\">inviting<\/span><\/a><span style=\"font-weight: 400;\"> with 24 types of breakfast cereal, 5 types of milk and 25 toppings, Supreme\u2019s atmosphere is cocky, and intimidating. But that\u2019s the effect they were looking to infuse into their stores; the smug set-up is deliberate. That\u2019s Supreme\u2019s brand identity, which has worked for the company. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Supreme\u2019s founder James Jebbia <\/span><a href=\"https:\/\/www.gq-magazine.co.uk\/article\/supreme-james-jebbia-interview\"><span style=\"font-weight: 400;\">elucidated<\/span><\/a><span style=\"font-weight: 400;\">, \u201cThe staff would come out with the cocky attitude, but everything always looked really good. It was very precise, and we were smart enough and proud enough to be like, &#8220;Yeah, we have got good stuff and we are going to treat it well.&#8221; We aren&#8217;t doing much different now; the people that worked there, they were the ones that really helped establish what we are.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Supreme has focussed on making a great range of products, tailor-made for its target group \u2013 skaters. The confidence that comes with having superior product in inventory enabled the brand to adopt a tricky in-store retail strategy. And, it worked! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, the existence and popularity of <\/span><a href=\"https:\/\/www.highsnobiety.com\/\"><span style=\"font-weight: 400;\">High Snobiety<\/span><\/a><span style=\"font-weight: 400;\"> is also a proof of the changing times. Who would have thought that a blog that talks about the \u2018best sneakers of the year\u2019 and dissects every part of a shoe would receive 500 million impressions and 8 million unique visitors every month? Started as a blog in 2005 by David Fischer and later joined by Jeff Carvalho, High Snobeity is now a platform to discover the stories hidden behind street-wear and sneaker brands. The blog documented the amalgamation of street-wear &amp; luxury fashion and traced the rising popularity of sneakers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The aim of High Snobiety was to help customers make an informed purchasing decision by carrying detailed reviews of products. But soon retailers and brands realized that the impact of the blog on actual sales can\u2019t be ignored. This encouraged the company to launch its production agency in 2016. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Carvalho <\/span><a href=\"https:\/\/fashionista.com\/2017\/04\/highsnobiety-agency-streetwear\"><span style=\"font-weight: 400;\">shared<\/span><\/a><span style=\"font-weight: 400;\">, \u201cIf we look back to the roots of what Highsnobiety was as a blog in the beginning, we were very focused on product. At the end of the day, there&#8217;s a reader who comes to us only to shop and this is the solution for them.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"kick-in-the-wallet\"><\/span><b>Kick in the Wallet?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">From shoes for the low-income group to a luxury product that can come with a price tag of $2000-3000 dollars, sneakers have come a long way. The jump from affordable street-wear to high-end luxury footwear was made possible by building a culture around it through strong narratives, aspirational fantasies, technology, and star backers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">With Nike <\/span><a href=\"https:\/\/www.highsnobiety.com\/p\/nike-cheaper-sneakers-2019\/\"><span style=\"font-weight: 400;\">announcing<\/span><\/a><span style=\"font-weight: 400;\"> its plan to launch moderately priced flagship kicks between $130-160 in 2019, other brands might join the bandwagon too. However, if we look at the \u2018sold out\u2019 labels at most exclusive sneaker stores, then the future of the industry looks positive. Customers are willing to pay premium price for shoes that are worth their money. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a retailer, it depends on your brand identity as to how you could provide value to your customers. You can choose to design a shocking-but-unique identity like Supreme, engage customers through personal connection like Kith, revise pricing strategies like Nike or bring star power like Adidas. The end goal should be to maintain exclusivity and offer personalized product\/service. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Kanye West was known as a Grammy award-winning rapper, writer, record producer and the one who grabbed the microphone from Taylor Swift, up until 2015. Then West\u2019s Yeezy Boost sneakers came out in October 2015, made in collaboration with Adidas. Since then, West is known as an accomplished rapper who has built a footwear empire.  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3151,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[150,23,212],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nerdy Sneakers in High Fashion | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"From shoes for the low-income group to a luxury product that can come with a price tag of $2000-3000 dollars, sneakers have come a long way\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/nerdy-sneakers-high-fashion\/\" \/>\n<meta property=\"og:locale\" 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