With the trend and drastic changes in the market, how to better connect the millennials has become one of the biggest challenges facing luxury brands.
Now sneakers are playing that role.
Gucci’s “Daddy Shoes” Chunky Sneakers are still hot, and the brand’s homeopathic introduction can better reflect Gucci’s decorative and romantic style of jewelry strap-on sneakers. Balenciaga Triple S is still hard to find a shoe, and the sale of new shoes has even triggered a physical conflict in Paris’s Spring Department stores.
Louis Vuitton’s Spring and Summer 2018 series of sneakers has swept through Instagram Street Photographs. Social media exposure has exceeded that of handbags released in the same period. Creative Director Nicholas Ghesquiere has taken advantage of the just past early spring 2019 series of sneakers to launch knee-length boots, which has attracted the attention of a large number of young consumers.
Unlike other fleeting trends on the T stage, sneakers seem to have a “higher mission” for luxury brands, that is, they can achieve higher consumption vitality and trend index in the minds of young people.
In 2014, fashion circles started a trend of athleisure sport and leisure, which refers to people wearing sports and leisure clothes in addition to fitness venues. According to the Wall Street Journal, the market of athleisure was $35 billion that year and is expected to grow by 40% by 2020.
At the same time, de-dressing and street fashion styles have spread throughout society in recent years. According to the Independent Daily, the First Direct Agency, after surveying 2,000 employees, found that only one in ten employees now said they would wear formal clothes in the workplace. Seventy percent of the respondents said they would feel more comfortable wearing casual clothes, while 43 percent of the respondents believed that formal clothes were no longer necessary for work, but that wearing formal clothes in the office would be considered incompatible with the crowd.
This also means that as consumers’overall dress style changes, sports shoes as an important part of the overall shape, luxury brands began to focus on this business.