The CX of sneakers
When you’re selling 25 pairs a second1, you know you’re doing something right.
4 minute read
While the odds may be stacked against customers getting their hands on the latest pair of sneakers, it’s the constant evolution of the customer experience that has kept them coming back for more. Brands know the value of their loyal customers and work hard to make their experience as smooth as possible, even if it’s often met with disappointment and frustration.
With that in mind, here’s a few marketing lessons we can learn from the sneaker industry:
From the original Air Force to the latest Jordans, Nike knows exactly how to elevate a simple pair of sneakers into a must-have status symbol.
If you love the line then Supreme‘s your brand. Through socials, ‘dropping’ has definitely worked well for Supreme – the Rimowa collaboration sold out in16 seconds!
Off-White has been named most popular brand two years in a row; a popularity built on collaborations. Their most recent collab with Nike raised $187,000 plus much-needed publicity for the Black Lives Matter movement by auctioning a pair of limited-edition Jordan 4s.
While unconventional, Balenciaga has embraced the 'All publicity is good publicity' mantra by creating items so outrageous they automatically demand greater reach and attention. From fake Ikea handbags to ‘high fashion’ crocs, Balenciaga’s items continue to sell out before they’ve even hit the shelves. Could meme marketing be the way of the future?