Even in a sector as powerful as the world of sneakers, the usual heavyweights – Nike, Puma, Adidas and the like – still dominate the public conversation and take up a lot of shelf space. Yet that hasn’t stopped a wave of smaller brands from vying for market share, and retailers are making money in the meantime.
The latest example comes this week, with Foot Locker becoming Salomon’s US retail launch partner, starting July 19th. Although the Amor Sports-owned brand has been around for decades, in recent years it has taken off for its trendy yet highly functional styles, celebrity endorsements and hot collaborations with fashion labels such as Sandy Lison Margiangelo and Sandy Lison.
For Foot Locker, it was the perfect product to rally forces with, according to Michelle Wang, SVP and chief merchandiser at the retailer. “I think you see all the feet on the streets of New York City,” he told Ujo Shop.
But Salomon isn’t the first label that Foot Locker has invested in in an effort to raise its profile in the footwear market. Over the years, the retailer was a key figure in strengthening New Balance’s position. To date, it also sells On, Saucony, Havaianas, Ryka and Merrell in its range. The key to successfully scaling small labels lies in identifying their target audience and meeting them where they are, Wang said.
Image: Courtesy of Foot Locker
“In the last few years especially, the consumer has changed,” he explained. “There is still more opportunity for brands to innovate in the way they communicate with different customers… The wardrobe is now more diverse than ever, but each brand has its own journey.”
In Solomon’s case, it was important that Foot Locker appeal to the style-savvy consumer. “[The brand] has a very important space in the street style industry in the way they’ve developed and the way they’ve organized and the collaborations they’ve made in the space and how it’s now on the feet of so many,” Wang said.
Of course, social media buzz also plays into brand image and relevance. In a world so full of the Internet, where it is difficult for labels to cut through the noise, create original content and build loyal communities, Foot Locker pays close attention to how many new prospects are gained through social networks. It is important that a label’s online identity consistently reflects its product values and product offerings.
In other words, authenticity is key, Wang said. “Authenticity is probably the most overused – but most accurate word – when you start to describe consumer connection in a world where social media is constant and pervasive.”
Image: Courtesy of Foot Locker
The work doesn’t stop when Foot Locker embarks on a new brand; next, it’s a matter of spreading awareness and supporting growth efforts. This is done by combining marketing campaigns, identifying unique marketing strategies and expanding viewing segments.
As the retailer begins its release of Salomon, it enters a focused experience as a way to gain public interest: From Aug. 1, hosted the inaugural farmer’s market in NYC’s Union Square. The social event aims to combine social and product discovery.
“[The activation] “It’s a great example to show, as we start to develop methods for any type of products we grow, whether on a large or small scale, that we do it in a very authentic way thinking of the consumer first,” said Wang.
While ultimately there are no guarantees how well a small brand will do, the consistent story of each success is that they stay true to themselves and their brand messages.
“They don’t look at what’s next and how to move on to the next,” Wang continued. “The brands that do it best understand their heritage and understand how to combine their heritage and culture. So for me, whether it’s a large scale or a small scale, the brands that find those two intersections of heritage and culture have really been able to outperform others.”
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