With The Ones, Zappos looks to woo female sneakerheads
Zappos is attempting to appeal to the female streetwear market with its new editorial section, The Ones.
The Ones operates as a separate hub on the Zappos website that includes blog posts and Q&As with female artists and style influencers discussing their work and favorite types of shoes. People can also shop from a curated collection of looks from traditional brands including Adidas Originals, Converse High-Tops and Vans slip-ons. (So don’t expect to see any Yeezys up there.)
As part of the effort, Zappos recently launched retail partnerships with two New York City-based retailers, Beyond and Bird Brooklyn, to sell products featured on The Ones. Though Zappos, which was acquired by Amazon in 2009, has launched pop-up events in the past, this is the first time the company is operating within the framework of an existing store. The company was deliberate in selecting the stores, which are well known for their sneaker selections, and worked closely with the owners on the displays, which include customization stations. The installations first appeared late last year and will remain up until a yet-to-be-determined date.
“As an online retailer, we’ve always loved the concept of pop-ups — they’re a way for you to interact with your customers in real life and bring the Zappos brand and service to life,” said Kristin Richmer, senior brand marketing manager at Zappos. “Customers are able to hold products in their hands, try them on, and see what works. It brings a realness and tangibility to the brand that can be tricky when you are e-commerce focused.”
Richmer said The Ones was largely a response to research conducted by the company that showed a “massive discrepancy” between the female sneaker audience and footwear marketing that is almost entirely focused on male shoppers.
“We felt like the market needed a one-stop shop for classic sneakers, those you love to death, replace, repeat,” said Richmer. “We’re also focused on firing up the more casual, feminine, and gender-fluid side of the sneakerhead world.”
Lucka Ngo, a New York-based photographer who contributed imagery for The Ones, said the effort is a testament to brands awakening to the fact that sneaker culture is not reserved solely for men. While on the media side, sites like Hypebeast (where she has formerly contributed) have launched female-oriented verticals like Hypebae, Ngo said there’s still a void.
“In order for Zappos to get involved more and more, it’s important to feature more young females,” she said. “We’re really able to show that fact that we love [sneakers] and they really look cool and look comfortable wearing what we want to wear.”
Member ExclusiveMarketing Briefing: As Apple and Google privacy updates near, marketers, media buyers see ‘adverse impact on advertisers’
Marketers and media buyers will need to rethink their relationship with data as a result to avoid becoming too dependent on walled gardens.
‘Consumers expect brands to act’: Why defining voice and values has become crucial for marketers amid crises
Instead of hoping that a brand won't be pulled into a crisis, marketers and agency execs need a clear idea of a brand's position on key issues.
Why more brands are looking to augmented reality product try ons to drive sales
The coronavirus pandemic has accelerated the expansion of augmented reality into brand e-commerce strategies.
SponsoredWhat a content hub can do for marketing teams
In a truly effective marketing team, each team member is aligned, using shared tools and processes to efficiently create, collaborate and connect with their customers. With a content hub, marketers can break down the silos that have traditionally held them back, increasing collaboration in the crucial planning and workflow stages. Implementing this technology will make […]
‘Pouring gasoline where it needs to be poured’: Why a DTC seafood company is rethinking its ad spend
One DTC company is moving away from Facebook and Instagram as the need to diversify media plans continues to heat up.
U.S. retail and fashion brands are cautiously optimistic about Biden’s ‘Buy American’ plan
President Biden's plan, as proposed in July, would set aside $400 billion for government purchases of American-made goods.