Source: You searched for sole series – The Window (brand Clearweather)
One of the primary forms of marketing for brands and retail outlets that is often overlooked or given secondary status to social media campaigns is the utilization of the company’s own platform to promote and create narratives about the items they want people to check out. In other words every brand should have an MFA on their staff or a group of ad people who understand copy. Those people should be tasked with creating written content with videos and photos embedded… which gets me ahead of the point of this post.
A few weeks ago Nordstrom’s aligned with Stadium Goods.
Stadium Goods Continues to Push The Concept of “Sneaker Reselling” | Sneaker Investments
The alignments with high end retail outlets shows the shift in fashion as sneakers are now dominating casual wear while dress and formal shoes are taking a backseat to multipurpose footwear. This isn’t the only move like this as Kith actually created an entire capsule for Bergdorf Goodman:
Dope S–t I Like: Kith Announces New Bergdorf Goodman Store & Collection | Kith NYC
Barney’s has taken the concept of the sneaker boutique and they’ve created their own version under the title of Sole Series. They began this in 2015 with a series of drops created for Barney’s featuring the Barney’s logo on a variety of brands:
The Sole Series took a hiatus but has continued to develop and recently aligned with startup Clearweather (pictured above the fold). In several posts on the site here I’ve explained that a more segmented approach to large retail outlets is necessary. I’ve also discussed that the majority of traffic to a website is either direct or via search. The algorithm for search is based on the amount of links created on a website and the number of backlinks to that content. In other words a website that has articles and posts along with the product being sold will garner more traffic via search than a site with just the product. On every Sole Series and other projects created by Barney’s they write a post to deliver the narrative on the product. It’s a play that every brand and retailer should use.
You can use the source link to check out the brands featured in Barney’s Sole Series.