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Brief Published: 16 Jan 2018

Zappos Targets Female Sneakerheads


US footwear e-tailer Zappos is tapping into the increasingly lucrative women’s streetwear market, launching female-focused editorial hub The Ones.

The concept, which operates alongside Zappos’ traditional e-commerce site, features interviews with female artists, influencer style inspiration, and a curated collection of looks from sneaker brands like Adidas, Converse and Vans.

Extending its reach offline, the brand has also partnered with New York City boutiques Bird Brooklyn and Beyond, bringing a curated pick of sneakers to each pop-up and enlisting store owners to create their own fashion-led edit.

“We felt like the market needed a one-stop shop for classic sneakers; those you love to death, replace, repeat,” said Zappos brand marketing manager Kristin Richmer. “We’re also focused on firing up the more casual, feminine, and gender-fluid side of the sneakerhead world.”

Female-focused offerings are proving to be a smart move for footwear brands, as the sportswear industry looks to take a more inclusive approach to the underserved female consumer. US active brand Puma experienced an 11.5% increase in quarterly sales in 2015 (Puma, 2016) – crediting its collaboration with pop star Rihanna for the success.

For more on the female sneakerhead opportunity, see Unravelling the Culture & Community, part of our Sneakerheads Unboxed Spotlight Trend.