HOW TO OPEN A SNEAKER STORE

ADVERTISING

Alife Rivington: We haven’t done any promo-tions or advertising in the past, and it worked out all right for us. It’s not important to us. Everyone has their own style though. We’re big on ‘word of mouth.’ But who knows, maybe our strategy will change in the future.

ClassicKicks: We usually do more write-ups in magazines rather than ads, etc. Some mags include exclusive sneakers and they’ll say to get them at ClassicKicks.

Goliath: Our only advertisement for Goliath is word of mouth.

DQM: Word of mouth is our only promotion really. It moves the fastest. But press never hurts.

Motive807: Advertising is definitely important because you need people to know that you exist. You can have the nicest product in your city, but if people don’t know where you are you’re not going to survive very long.

Premium Goods: A lot of people know about the flyers (postcard-sized with rows of sneakers in different colorways covering up the whole backside and the store info on the other side) that I make. I started to hear about a lot of crazy things that people have been doing with them such as collecting them and using the image to make tee-shirts.