Solebox Berlin Prevented Resales of the Parra and Nike Design
Riley von Niessen — July 24, 2018 — Fashion
References: sneakerfreaker & hypebeast
Shoebox Berlin was one of the few retailers who had the latest Parra and Nike creation in stock, and due to the increasing number of consumers who wait in line simply to resell the sneakers at a much higher cost, the retailer decided to implement a new practice to prevent it.
As a Shoebox Berlin representative explained, “For this release, we did a ‘walk out’ which means they had to wear the shoes before leaving the store." With the sneaker design being highly unique, it was hard for the retailer to prevent its resale despite the new practice, however it's decision to do so shows that others might take similar steps in the future.
Image Credit: DIESER RAMI
As a Shoebox Berlin representative explained, “For this release, we did a ‘walk out’ which means they had to wear the shoes before leaving the store." With the sneaker design being highly unique, it was hard for the retailer to prevent its resale despite the new practice, however it's decision to do so shows that others might take similar steps in the future.
Image Credit: DIESER RAMI
Trend Themes
1. Limited Edition Sneakers - Exclusive sneaker releases can prevent reselling and create more value for customers.
2. In-store Release Events - Hosting in-store release events can help retailers control reselling and enhance the shopping experience.
3. Unique Sneaker Designs - Creating highly unique sneaker designs can deter reselling and attract dedicated customers.
Industry Implications
1. Retail - Implementing new practices for limited edition releases can help retailers combat reselling and drive customer loyalty.
2. Fashion - Innovative sneaker designs can disrupt the fashion industry and drive customer interest.
3. E-commerce - Utilizing in-store release events can create a unique selling proposition and enhance online shopping experiences.
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