Footwear brands launch products with VIP consumer events
Implications - In order to create an air of exclusivity around a particular footwear launch, brands are emerging with brand activation venues that in addition to retail and product education spaces, serve as a venue for endorsement-highlighting events. This progression demonstrates that consumers are not only looking to get hands-on experience with a product before buying it, but also of seeking out insider access that may previously be reserved for media and VIPs.
Workshop Question - What would an exclusive, upscale venue based around your product look like?
Trend Themes
1. Interactive Brand Experiences - Footwear brands are creating immersive and interactive events to generate organic buzz around a product launch.
2. Experiential Retail - Pop-up shops are being designed to educate and cultivate face-to-face interactions between consumers and brands.
3. Multi-faceted Training Facilities - Brands are creating pop-up fitness facilities to host a variety of sport-themed events such as product education sessions and workout classes.
Industry Implications
1. Retail Industry - Creating interactive shopping experiences and pop-up shops can increase customer engagement and establish emotional connections with the brand.
2. Entertainment Industry - Multi-sensory events and interactive installations can create memorable experiences for attendees and generate excitement and anticipation for upcoming releases.
3. Sports Industry - Hosting events that allow consumers to test out new sports equipment and interact with renowned athletes can improve brand awareness and increase product sales.
