Will "Sneakerheads" Dash to Foot Locker's New Store Concept? Street Fight

Will “Sneakerheads” Dash to Foot Locker’s New Store Concept?

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The average American owns about 12 pairs of shoes. Many of those are sneakers.

Sneakers represent about $80B in sales worldwide, and that spending appears to be on the upswing. Once reserved primarily for athletes, sneakers are now a wardrobe staple and are selected based on purpose, comfort, fashion statement, and various other factors.

Foot Locker recently opened its new concept store at the Willowbrook Mall in New Jersey. The MULO (multi-location) brand now has about 2.5K stores globally.

A press release issued by the brand details some of the aspects of this retail concept. It uses a number of current catchphrases related to the brick-and-mortar shopping experience.

Among the store features are:

  • Physical Layout: The store’s layout is described as an “immersive and intuitive shopping journey,” which basically means that consumers can find what they’re looking forespecially exciting new styles. The latest releases are by the store’s entrance.
  • Sales Messages: Now known as “dynamic storytelling opportunities,” it means that shoppers can find sneakers with the features and benefits they’re looking for. Nike and Adidas are among Foot Locker’s top-selling brands and they’ll have an ability to showcase their products.
  • Communal Try-On Area: This is hardly new. Back in the days of Loehmann’s, women chatted close-to-naked as they asked each other for opinions and shared recommendations. At Foot Locker, people will, of course, keep their socks (and clothes) on!
  • Sneaker Hub: Here, consumers can customize their laces and enjoy personalized FLX experiences. FLX is Foot Locker’s loyalty and gamification platform.
  • Employees are Called “Stripers” and are Tech-Enabled: They have the automation they need to check inventory and give consumers different ways to get their orders.

Five more stores are planned for the future, including a remodel of Foot Locker’s flagship store on 34th Street in Manhattan, a popular tourist destination. That location will also have an expanded kids’ section so the entire family can enjoy a sneaker-shopping experience.

Paris, Melbourne, and Delhi are among the other markets slated for enhancement.

If the shoe (sneaker) fits, wear it!

Nancy A Shenker, senior editor with Street Fight, is a former big brand (Citibank, Mastercard, Reed Exhibitions) marketing strategist and leader. She has been featured in Inc.com, the New York Times and Forbes.