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Step into Loyalty: Uncovering What Drives Sneaker Satisfaction and Brand Devotion among Millennials
The aim of the study was to investigate factors that determine brand loyalty towards certain sneaker brands amongst millennials in South Africa. Through an online survey, data was obtained over a 2-month period from 333 young consumers residing in Braamfontein, a popular shopping district in Johannesburg South Africa selected through non-probability sampling. Analysis of data was conducted in SPSS and AMOS software in order to generate descriptive statistics and hypotheses testing respectively. The findings from this study highlight the powerful influence of perceived quality and aesthetics on brand satisfaction, particularly among South African millennials. Notably, brand satisfaction emerged as the key driver of brand loyalty in this demographic. For sneaker marketers, this underscores the need to prioritize brand loyalty strategies when engaging millennial consumers in South Africa’s dynamic apparel market. Through developing and testing a theoretical framework, this research sheds light on the crucial factors that cultivate brand loyalty towards sneakers, bridging an important gap in understanding how millennials in emerging markets connect with sneaker brands. These insights offer valuable guidance for marketers seeking to capture and sustain millennial loyalty in this competitive space.
Journal Article
Collab : sneakers x culture
\"Collected here are the best sneaker collaborations with the biggest makers--Adidas, Converse, Nike, Puma, Reebok--featuring nearly one hundred famous, infamous, and lesser-known partnerships. Museum-quality studio photographs of each sneaker are accompanied by visuals collected from the archives of sneaker makers, as well as ephemera such as design sketches and drawings illustrating the creative process. Author Elizabeth Semmelhack has conducted interviews with many collaborators, including an extensive Q&A with Chris Hill, design manager of Reebok, who has worked with Pyer Moss, Cam'ron, and many others.Semmelhack explores the history of collaborations, starting at the beginning with Jack Purcell, whose sneakers remain virtually unchanged today. More than eighty sneaker collaborations are featured, including Virgil Abloh (ten styles!), KAWS, Pharrell Williams, Bobbito Garcia, Damien Hirst, Jeremy Scott, Eminem, Supreme, Chanel, Missoni, Rihanna, Missy Elliott, Dr. Woo, and Fear of God.\"--Publisher's website.
Book
The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity
This research examines how people react to nonconforming behaviors, such as entering a luxury boutique wearing gym clothes rather than an elegant outfit or wearing red sneakers in a professional setting. Nonconforming behaviors, as costly and visible signals, can act as a particular form of conspicuous consumption and lead to positive inferences of status and competence in the eyes of others. A series of studies demonstrates that people confer higher status and competence to nonconforming rather than conforming individuals. These positive inferences derived from signals of nonconformity are mediated by perceived autonomy and moderated by individual differences in need for uniqueness in the observers. An investigation of boundary conditions demonstrates that the positive inferences disappear when the observer is unfamiliar with the environment, when the nonconforming behavior is depicted as unintentional, and in the absence of expected norms and shared standards of formal conduct.
Journal Article
Sneakers : the complete limited editions guide
This much-anticipated sequel to the classic volume Sneakers: The Complete Collectors Guide is a global survey of, and reference guide to, the very best and most collectible limited-edition sneaker designs that have been released over the last decade. The first volume was a phenomenal success and a key influence in the transformation of sneaker collecting from an underground subculture into a mainstream, multi-billion dollar business. Following publication of that book, sneaker brands began reissuing classic designs and creating shoes that would spur the second wave of sneaker collecting: limited editions and collaborations between the brands and invited artists, designers, musicians and cultural icons. This sequel showcases the very best of this new sneaker culture, featuring more than 300 designs arranged by brand. Each sneaker is accompanied by informative text and a data box listing Edition, Pack, Year Released, Original Purpose, Technology and Extras. An essential purchase for both the hardcore sneaker freak and the first time collector, this book will also attract and seduce fashion and design aficionados.
BOOK
Image Classifier for an Online Footwear Marketplace to Distinguish between Counterfeit and Real Sneakers for Resale
The sneaker industry is continuing to expand at a fast rate and will be worth over USD 120 billion in the next few years. This is, in part due to social media and online retailers building hype around releases of limited-edition sneakers, which are usually collaborations between well-known global icons and footwear companies. These limited-edition sneakers are typically released in low quantities using an online raffle system, meaning only a few people can get their hands on them. As expected, this causes their value to skyrocket and has created an extremely lucrative resale market for sneakers. This has given rise to numerous counterfeit sneakers flooding the resale market, resulting in online platforms having to hand-verify a sneaker’s authenticity, which is an important but time-consuming procedure that slows the selling and buying process. To speed up the authentication process, Support Vector Machines and a convolutional neural network were used to classify images of fake and real sneakers and then their accuracies were compared to see which performed better. The results showed that the CNNs performed much better at this task than the SVMs with some accuracies over 95%. Therefore, a CNN is well equipped to be a sneaker authenticator and will be of great benefit to the reselling industry.
Journal Article
1000 sneakers : a guide to the world's greatest kicks, from sport to street
A visual history of the world's most coveted and popular footwear, from early Keds and Converse All Stars to the latest fashion and design icons. Every sneaker has a story to tell, and this encyclopedic book features full-color images of the sneakers that have most influenced global sneaker culture with examples to engage sneaker aficionados of all stripes. This book comprehensively showcases sneakers through time from early Air Jordans, the original Air Force 1, and Adidas Superstars to iconic contemporary designs by pop culture figures like Kanye West and cool fashion designers like Yohji Yamamoto and Martin Margiela. Every angle is covered with legendary sneakers, groundbreaking designs, and technical advancements, as well as the athletes and celebrities who made the shoe famous. The book features detailed reference sections for collectors, histories of leading brands and designers, and anecdotes, making this book the perfect gift for sports, design, and street fashion enthusiasts alike.
Book
Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level
Marketing communications (e.g., advertising, packaging) can be either colorful or black and white. This research investigates how presence or absence of color affects consumer information processing. Drawing from construal-level and visual perception theory, five experiments test the hypothesis that black-and-white (BW) versus color imagery is cognitively associated with high-level versus low-level construal, respectively. Experiment 1 establishes this association via an Implicit Association Test. On the basis of this association, experiments 2 and 3 show that BW (vs. color) imagery promotes high-level (vs. low-level) construal, leading to sorting objects on the basis of high-level (vs. low-level) features, segmenting behaviors into broader (vs. narrower) units, and interpreting actions as ends (vs. means). Extending this effect into consumer decision making, experiments 4 and 5 further show that consumers presented with BW (vs. color) product pictures weight primary and essential (vs. secondary and superficial) product features more and prefer an option that excels on those features.
Journal Article
10 fascinating facts about sneakers
Did you know that sneakers have been around in one form or another since the mid-1800s? Or that the largest sneaker collection held 2,500 pairs? Those are just some of the fascinating tidbits kids will discover in 10 Fascinating Facts About Sneakers.
Book
The Effect of Need for Uniqueness on Word of Mouth
This research examines the psychosocial cost associated with positive word of mouth (WOM), which can decrease the uniqueness of possessions and thus harm high-uniqueness consumers (pilot study). As a result, high- (versus low-) uniqueness consumers are less willing to generate positive WOM for publicly consumed products that they own. However, high uniqueness does not decrease willingness to generate WOM for privately consumed products (Study 1). Study 2 demonstrates that for publicly consumed products, WOM that includes positive recommendations is more persuasive than WOM that only contains product details. Consequently, the effect of uniqueness is more pronounced for WOM recommendations than for WOM that only provides details (Study 3). Study 4 confirms that high- (versus low-) uniqueness consumers are less willing to recommend a public product to others but are equally willing to discuss product details. Study 5 analyzes real-world WOM content and finds evidence in support of these results.
Journal Article