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The Brief
Published: 9 Nov 2018

Shoe Shopping? There’s an Uber for That

Extra
Uber SHOES

The ride-hailing app has teamed up with British footwear designer Charlotte Olympia on Uber Shoes – a fashion-led accompaniment to the cab service that could mean designer shoes need never walk again.

Each pair of the £695 ($911) shoes – available exclusively at Harvey Nichols’ London flagship – includes £500 ($655) of Uber credit, redeemable against all Uber services.

The shoe features an ultra-high, ultra-glittery platform – making this a party-perfect collab. “My brand motto is ‘The higher the heel, the better you feel’,” said Olympia. “And now you can guarantee that you and your dancing shoes will be looked after when going from party to party this holiday season with the touch of an app.”

Despite its gimmicky appearance, Uber’s first foray into fashion is a promotionally smart move, and taps into the wider trend for unexpected partnerships and cross-industry collaboration. In October 2018, Adidas teamed up with Transport for London – creating a pair of trainers complete with a complimentary £80 ($105) worth of Oyster credit.

Other collabs have highlighted fashion’s open-source outlook, with this summer’s most-hyped partnerships – including Advisory Board Crystals x Wikipedia and Nike x Anna Wintour – proving consumers are increasingly attracted by non-expert offerings.

For further insights into outsider brand power, see our Look Ahead 2019: Fashion report. For more on open-source product strategies, see Sneakerheads Unboxed: Cracking the Product Code.

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