American sportswear retailer Foot Locker has rebooted its London flagship on Oxford Street with the launch of a new department specifically tailored to women. As part of Foot Locker’s established high-street store format, the new space – dubbed Foot Locker Approved – is conceived as a lifestyle-oriented destination in which to provide on-trend styling advice for its younger, predominantly teen audience.
Unveiled on June 1, the first-floor space is pitched as a sport and lifestyle mix –heavily tapping into the ongoing crossover trend between sportswear and fashion. Emphasising that fashion connection, the walls are covered with digital screens displaying look-book imagery and styling suggestions. The brand is also promoting the space on social media with the hashtag #approvedstyle – a necessary move to engage with the millennial audience. See also Luxury Online for Millennials, The Omni-Channel Retail Space and Store Concepts for Teens for more.
A further beacon for trend-hungry teens, the Approved section also stocks exclusive sneaker ranges, including limited-edition lines from brands such as Nike and Adidas. Adding fashion context at every step, the shoes are displayed alongside a curated selection of sportswear to give shoppers inspiration for athletic-inspired fashion looks.
Splitting sports-store layouts into gender-focused areas is a key tactic for adding depth to communications with female shoppers. This is thanks to the opportunities it creates for deploying specialist expertise and storytelling opportunities – a technique that is particularly seductive to female consumers. For more, see our discussion on Adidas in Female-Focused Retail – part of the Future Female Industry Trend.
For more on stores treating sportswear as a luxury fashion item, see Sneakerboy: Physical/Online Hybrid. See also Sports Futures, Adidas Immersive Homecourt Store and Urban Armour’s Exhilarating Retail Theatre.