I know that’s a picture of a Yeezy, but in this video at 3:23 seconds a topic I’d love to bring up in a board room for discussion takes place. When I talk about mainstream retail vs specialty retail, I’m talking the difference between walking into Chiappetta Shoes Inc and walking into a Shoe Palace. Those who are fans of On Running mention that On’s expansion into stores like SP will introduce the brand to new people. I’ve long explained (for a very long time) that retail dominated by the Nike wall isn’t where a brand wants to be.
Articles on the Nike Wall:
Shiekh Shoes Seeks Bankruptcy Protection | The Nike Wall In The CDO Era
Black Friday 2019 and the Reliance on the Nike Wall | In-Store Observation
In-Store Visit Series: The Nike Wall is Leaving Other Brands Fighting for Space – Part 1
Mainstream stores like SP or FootLocker, place the product on the wall with no merchandising. On Running CZ/SK is a product which requires an introduction from knowledgeable staff. Here is a video by a YouTuber, Ballinonabudget, who calls the brand different and unique, but quickly continues to scan for other Nike product. It’s only about 3 seconds, but I see it as problematic if a wholesale strategy is the route to growth for On. Here is the video, go to 3:20:
