If everything and everywhere starts to look the same, is it any wonder boredom sets in? Nick from Apartment echoes the sentiments of many I spoke to. “It’s not like two years ago when you could throw any combination on a sneaker and it would sell.”
Laced also agree. “When we were kids, shoes were a status symbol, if you had the new Nikes you were the shit...it’s just not like that anymore. It’s hard for customers to get excited about what’s being offered at the moment cause everyone’s seen it all before.”
Forget about spending big bucks on trend forecasting by numbers or the old chestnut of travelling to Japan to copy what kids are up to, watching what’s happening now means you’re yesterday’s news.
It’s a nightmare out there.
Mike Packer’s family has been in the shoe business for generations, giving him a uniquely historical foundation to comment. As the current head honcho of Packer Shoes in Teaneck, New Jersey, Mike has an interesting take on recent history. “Things today have the feel of the late 80s when the industry was stale. Up came the smaller companies which took market share, forced change and made a name for themselves – Reebok, FILA, Saucony, Etonic, Ellesse and Troop all nipped at the heels of the big boys. That in turn made the larger players re-evaluate themselves. We can see that happening more and more.”
Check out our next feature: HOW TO LACE YOUR SNEAKERS!