Ecomdigest Sneakers & Trainers - 08.22.2024

PLUS: Entrupy expands TikTok partnership and new Air Jordan release data announced

Author

Priscilla Soedarpo
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Crocs, the footwear company renowned for its foam clogs, has surged to the top as the fastest-growing 'cool' brand among British children, according to recent polling. This unexpected rise places Crocs ahead of iconic names like Star Wars, BBC, and Converse, signaling a significant shift in youth brand preferences. The research highlights a notable increase in popularity among girls, suggesting a broader appeal across different demographics.

The brand's ascent can be attributed to its innovative marketing strategies and collaborations with high-profile celebrities and designers. Crocs have successfully reinvented their image, transforming from a practical, albeit unfashionable, choice into a trendy, must-have item. This rebranding effort has resonated with the younger generation, who value both comfort and style in their footwear choices.

Moreover, Crocs' ability to stay relevant in a rapidly changing market is commendable. By leveraging social media platforms and engaging in viral marketing campaigns, the brand has maintained a strong presence in the minds of young consumers. This strategic approach has not only boosted sales but also solidified Crocs' position as a cultural phenomenon.

In conclusion, Crocs' meteoric rise as a 'cool' brand among British children underscores the dynamic nature of consumer preferences. The company's innovative strategies and ability to adapt to market trends have played a crucial role in its success. As Crocs continue to evolve, it will be interesting to see how they sustain this newfound popularity and what new heights they will reach in the future.

Entrupy expands its partnership with TikTok to authenticate pre-owned sneakers, addressing the growing counterfeit market. With an accuracy rate of 99.1%, Entrupy aims to protect buyers and sellers. The collaboration highlights the importance of education and technology in combating counterfeit goods, enhancing trust in social commerce.

Travis Scott's new Air Jordan 1 Low OG Olive collaboration is set to release on September 28, featuring an olive suede base, white leather overlays, and his signature reverse Swoosh. Priced at $150, this model continues the successful Cactus Jack formula, with alternate laces and a pre-yellowed midsole.

Performance Platters 🍽️

Fospha's TikTok Playbook reveals that brands are now allocating an average of 10% of their marketing budgets to TikTok, recognizing its exceptional return on ad spend (ROAS) during high-traffic periods like Black Friday and Cyber Monday.

Hoka's success on TikTok, with hundreds of thousands of views on its hashtags, has not only built a strong online presence but also facilitated its expansion into physical retail, showcasing the platform's potential to drive both digital engagement and offline growth.

TikTok's ability to attract new customers makes it ideal for product discovery in the sportswear sector, with the platform's broad reach and engaging content format driving both immediate demand and long-term brand loyalty.

As sportswear and footwear brands prepare for upcoming high-traffic events, how can they develop a comprehensive TikTok strategy that balances product showcases, trend-driven content, and community engagement to maximize both online sales and offline store traffic in this highly competitive market?

Brands face three main challenges in retail marketplaces: intense competition, heightened consumer expectations, and the need for aligned business strategies. Solutions include leveraging third-party partners, improving product listings with AI, and defining clear marketplace objectives. Despite these hurdles, the future of retail marketplaces remains promising and dynamic.

Industry Appetisers 🥨

Sportswear brands have secured Gen Z loyalty through quality, durability, and lifestyle integration. Despite economic challenges, Gen Z prioritizes branded sportswear for its perceived value and emotional connection. This trend, driven by health and wellness focus, suggests other sectors could benefit from similar community-building strategies.

Zappos integrates fun and weirdness into its marketing, using real customers and unexpected elements to resonate with shoppers. Campaigns focus on inclusivity and ease, featuring genuine user stories. Success is measured by emotional impact and engagement, aiming to make customers smile and feel connected to the brand.

 

Ecomdigest is a Contentive publication in the DTC Ecommerce division