Society has come a long way in recognising gender inequality and taking steps to rectify it; however, we still have a long way to go. Looking into details like marketing strategies and consumer trends, we realise how certain prejudices are so deeply ingrained that it takes an active and conscious effort to change. For example, the sneaker game has been a male-dominated and male-centred industry.
Increasing numbers of women are voicing their demand for more options when it comes to sneakers, and sportswear brands are finally catching on. Find out how the athleisure and sportswear industries are responding by implementing new approaches to product design, sizing, and sales strategies geared toward women's empowerment in the sneaker game.
A Gap In The Market
With the possible exception of the 1982 Reebok Freestyle model, sportswear manufacturers continued developing products according to preconceived notions about the female market.
Popular sneakers aimed at a male audience were given the 'shrink & pink' treatment and remarketed to females. But they simply resized the designs and adorned them with unique feminine embellishments rather than creating an entirely innovative design catering to the female market on its own.
Female sneaker enthusiasts found they were missing out on special editions, collaborations and a wide variety of colour options because of the lack of female-specific sizing options.
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The Turning Point
Major influencers, designers and roleplayers in the sneaker sphere started bringing attention to the issue. It has become clear in a commercial sense that it's no longer acceptable to assume what women want but for brands to tap into this unique and growing market, giving it the merit it deserves.
This includes engaging with industry leaders, developing products in inclusive size ranges, and reassessing product aesthetics and marketing strategies.
How Industry Leading Brands Are Responding
Female sneakerheads flocked to buy Kanye West's Yeezys for Adidas, launched in 2015. The shoes were praised for having a versatile enough size range for women, filling a long-awaited market gap.
To address the exclusion of women from the sneaker industry, new shoe manufacturers like Allbirds launched a concept for custom-made creating made to measure footwear. Soon other sporting goods industry giants responded by launching their own female-specific models.
For example, Adidas created a distinctive flexible running shape - the PureBoost X. When Puma introduced the thick-soled Fenty Creeper sneaker in collaboration with Rihanna in 2016, it was launched as a women's shoe but had a massive following amongst men as well.
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The Future Of The Industry - Influencing The Female Influencer
Industry-leading "It-brand" Nike focused its attention on the under-served female market in 2018, marking a real turning point in the industry with the release of the first-ever Air Jordan women's collection. Nike sought to grow its female market from 6,6 billion to 11 billion by 2020 with the goal of increasing accessibility for women in sports.
Nike's strategy toward the female sneaker market has been developed around three principles:
- Retail distribution
- Community engagement
- Partnerships with female creatives and influencers
Despite being a surprisingly young niche industry, the female sneakerhead market is on the rise. Women are becoming more inclined to turn away from heels and pumps. Instead, women are choosing to define their style according to the roles they determine for themselves instead of preconceived notions of what women are and what they want.
Side Step is proud to be part of the driving force that empowers the female sneaker industry's continued growth. We stock an extensive selection of women's sneakers to suit any style and size. Why not browse through our range today for your ultimate shopping pleasure, not to mention your sneaker prowess.
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