Publisher's Synopsis
In my previous book on the sneaker industry, Nike's Consumer Direct Offense, Amazon and StockX: The Disruption of Sneaker Retail, my goal was to stress the importance for all businesses to consider themselves, and to become, media companies. The book utilized data and a research project performed with a control and variable in third party sneaker e-commerce. My prediction and coverage of Nike's transition to their CDO strategy provided a window into how content drove engagement for the powerhouse and how retail and brands should follow suit and create their own version of content delivery systems to engage consumers.In Sneaker Resale & Retail in the New Normal, I continue to look at the sneaker industry to find opportunities for entrepreneurs, startups and even reemerging businesses.Description: The Sneaker Industry can be compared to the dot com boom of the 90s. Investments are ringing up on the tech side for e-commerce sites like GOAT and StockX. Shops originally built on the consignment model, like Stadium Goods, are being funded by fashion houses, and sneaker based websites have evolved into media companies with YouTube shows being sold to streaming and traditional television networks.Yeezy and Jordan Brand compete for closet space and crowdfunding sites allow startup shoe companies, like Allbirds, to become billion dollar brands.It appears that unlike the dot com boom, the sneaker industry's growth is here to stay. At least this appeared to be the case until the COVID-19 crisis showed how fragile and susceptible to disruption the sneaker industry is.As more companies are created, the opportunities in the business are diminishing. Jobs are more competitive and new paths into the various fields are less obvious. To say sneaker opportunities is a bit misleading. There aren't many places available for entrepreneurs, startups or reemerging businesses. There are, but it will take a better understanding of the 'new normal' in a post coronavirus world. Close attention to how retail has changed is needed. In this book I expand my discussion on StockX to lay the foundation for analyzing sneaker retail. The goal is to establish that while there is an excess of new companies and an overabundance of sneakers being manufactured, there is still opportunity in the industry.
