CROSSWALK +

EXCLUSIVITY

Consumers were observed to purchase shoes with a sense of individuality and high quality craftsmanship. Consumers were observed to be motivated by exclusivity, even in a trend-centric space, and are shopping brands that have designer recognition. They were observed to have an emotional connection to luxury brands and were responsive to new collection drops and limited edition products.

INFLUENCERS STRATEGIES

Consumers were observed to form emotional connections to brands via influencers and social media. Influencers were observed to act as a “middleman” and were observed to assist in building Consumer trust and advocacy throughout all aspects of a brand. Due to the extremely saturated market, Consumers are wary about inauthentic influencers and need brands to gain their trust through people they believe in. It was observed that with the right influencers, brands were able to effectively build brand awareness and brand loyalty.

PERSONALIZATION

The luxury fashion industry has taken steps towards expanding personalization in order to increase brand loyalty via Consumers. Consumers were observed steering away from ubiquitous trends and gravitating towards brands that offered exclusive, custom style options. Personalization is also important in terms of consumer-brand relationship, specifically through customer service.

CORPORATE SOCIAL RESPONSIBILITY 

Conscious fashion is on the rise with many fashion companies identifying and executing ways to incorporate sustainable, ethical practices into their products.  Companies incorporate factors like using recycled or vegan leather, practicing ethical sourcing and labor, and producing minimal waste. 

DIRECT-TO-CONSUMER INFLUENCE

With the direct-to-consumer boom on the rise since COVID 2020, it’s been increasingly difficult for brands to create distinctive brand awareness and retain repeat customers. This is inevitable for many reasons, but primarily when brands are too eager to produce quick, Instagram-generated sales and tend to lose sight of the fact that organic marketing is just as important in order to retain customers. 

observed current competitive landscape

Consumers’ prefer fashion over function. Consumers were observed to seek trendy footwear that had an air of exclusivity and originality. We observed that customer service and product assortment were key purchase drivers to the Consumer as well as having shoes that are trend-centric. 

Consumers were observed primarily purchasing brands that specialize in product categories other than footwear. We observed Consumers purchasing products from a select amount of footwear only brands (Stuart Weitzman, Aquazzura, & Christian Louboutin). 

Consumers were observed to purchase cross category from their most purchased overall brands Louis Vuitton and Chanel directly in store.  Other than these brands, Consumers were observed to heavily purchase footwear from brands that are distributed through third party retailers such as Nordstrom, Neiman Marcus, or Saks Fifth Avenue.

ANECDOTAL INFORMATION BASED ON OUR DATA SCIENTISTS' ACUMEN IN RELATION TO OBSERVED DATA

Consumer’s most purchased brands offer a range of shoe styles, but primarily focus on various forms of heels (traditional heel, heeled boot, etc). They also offer half sizes to accommodate all Consumers. 

Consumer's most purchased brands are primarily manufactured in European countries, such as Italy, indicating that with the trade war between China and the US, these brands are not affected. However, amid the trade war with China, the US recently closed a tariff dispute with the EU which has implemented tariffs on clothing from British-made apparel and accessories and has threatened to impose tariffs on clothing from other European countries like France. Although Italian-made brands are not currently affected, it's not to say they won't be affected in the future. 

CURRENT COMPETITIVE LANDSCAPE

We observed that Consumers purchase brands that are known for their trend-centric designs, prints and have an established legacy presence within the luxury market. Within this landscape, we observed that Consumers purchased brands that are known for their variation of heels and are logo heavy.

Brand image, reputation and value are important factors for success within this landscape in the current market where distinctive, recognizable yet individual character, emphasis on the Consumer’s experience and exclusive products dominate. 

This landscape’s observed Consumers ask for individualistic products, assurance through customer service representatives and peer reviews, and various options of how they shop (online or in store).