Ecomdigest Sneakers & Trainers - 10.03.2024

PLUS: Top footwear trends from Coterie and Magic New York

Author

Sophie Bruxner-Randall
October 03, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

The Air Jordan 11 "Bred Velvet" is set to release on November 11 for $225 in women's sizing. This new iteration features the classic Bred colorway with a velvet upper, replacing the traditional patent leather. Expect availability via Nike SNKRS and select retailers.

The recent Coterie and Magic New York trade shows, held at the Javits Center, showcased the footwear trends expected to dominate Spring 2025. Despite initial setbacks due to the U.N. General Assembly causing traffic gridlocks and high hotel prices, the mood among exhibitors remained optimistic. Mike Kerr of J Slides noted that buyers were enthusiastic and making immediate purchases for the upcoming season. The shows featured a significant number of new and international brands, highlighting the global nature of the industry.

Retailers displayed a more targeted approach, focusing on specific items rather than broad collections. Heather Korman from Chinese Laundry observed that buyers were seeking standout pieces like Western boots or mesh ballet flats. Diana DellaRocco of Katy Perry Footwear echoed this sentiment, noting interest in both seasonal and multi-seasonal styles, including a popular tinsel-covered Christmas ballet flat.

Boots are experiencing a resurgence, with Andy Smith of Frye Footwear reporting high demand for their Campus boots, partly driven by viral moments on TikTok. This trend indicates a shift from sneakers to more versatile footwear options. On the luxury front, brands like Bruno Magli and Naot are seeing strong demand for high-quality, comfortable dress shoes. Morris Jarada of Bruno Magli emphasized the importance of comfort in luxury footwear, a sentiment echoed by Ari Levy of Naot, whose new line Ayelet has already met its retail goals.

Overall, the trade shows underscored a blend of innovation and tradition, with a focus on comfort, quality, and specific standout styles driving the market forward.

Your Take 🗳️

Meta is enhancing its ad platform with AI-powered updates, allowing advertisers to customize objectives and measure incrementality. New API integrations with third-party analytics tools like Google Analytics and Northbeam aim to provide a more accurate picture of campaign performance. These changes are part of Meta's long-term optimization strategy.

In light of ad platforms increasingly partnering with third party measurement solutions, which of the following providers have you heard of?

Login or Subscribe to participate in polls.

More Sneaker Scoop 👟

Nike and Victor Victor are releasing the Air Force 1 Low on September 28, 2024. This collaboration honors Steven Victor's legacy in music and fashion. The sneaker features premium white leather, black accents, and custom inner lining graphics. Available at Victor Victor's website and Nigo x Jordan 3 popups.

Kyrie Irving's partnership with ANTA, following his departure from Nike, has led to the creation of the ANTA KAI 1. As Chief Creative Officer, Irving has significant influence over design and marketing. The collaboration has produced numerous unreleased colorways, showcasing Irving's creative control and ANTA's innovative direction.

Nike, once a leader in activewear, faces significant challenges due to leadership changes, oversupply, and a failed direct-to-consumer strategy. Competitors like Hoka and On are gaining ground. Nike's reliance on retro styles and stalled innovation have hurt its market position, but new marketing efforts aim for a comeback.

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions.Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft’s research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

Ecomdigest is a Contentive publication in the DTC Ecommerce division