I keep my notifications on, so randomly I’ll get an update from the FootLocker app, that takes me away from what I’m doing because it speaks to a topic I’ve written about. A few weeks ago I wrote this post:
Nike is Finally Taking a Loss, but it’s Not Where You Expect
That post was about Crocs gaining considerable shelf space at sneaker retail. Today, the notification pushed me towards “Sandal and Slide Season”. The catchy copy utilizes alliteration to create a possible hashtag. The ‘s’ sound captures the ear without being overwritten. ‘S’ is a soft sound and the creative writing professor in me recognizes that is the sound of the ocean. The ‘s’ emphasizes auditory stimulus that creates visual imagery of the sun, shade and summer breezes (see what I did there). This is an important marketing strategy. It’s a subtle approach, reinforced by imagery that pulls the eye in. So why is this important?
FootLocker is beholden to Nike. The rise of Crocs, UGGs and the impending increase in sales of Birkenstock has to be a welcomed relief for the chain. In much the same way that adidas’ rise a few years ago took the pressure off of FootLocker to cater to every Nike whim. The less reliant FootLocker is on Nike and Jordan Brand, the stronger the chain can actually be. While the bread and butter of retail remains Nike, I believe it is critical for those reliant on the Swoosh to learn how to move consumers to different brands. This doesn’t happen easily and requires a depth of knowledge about each style on the shelf. It also requires brands to create product that is eye-catching and the right price. FootLocker digital understands this and while the Click Through for the picture above leads the buyer to Nike slides as well, it’s the initial colorful picture of Champion, Crocs and Birkenstock that gives the consumer an alternative with a wide color palette. This online marketing is needed in-store as well. It’s the small things that can shape retail and move buyers in a way that helps a chain to sell something other than the latest Air Jordan 1 or Nike release.
