Claudia Schulz, a well-known German fashion expert who enjoys a strong reputation in the footwear market beyond the national borders, feels that the strong sneaker trend is here to stay, although WSGN recently indicate at the Micam trade show that sales of “trainers” seem to have reached a peakin the U.S. and the U.K., with women starting to add high-heel shoes and ballerinas again to their wardrobe to assert their femininity.
Perhaps they are doing it at the same time and for different occasion Sneakers are simply comfortable, says Schulz. They project a sporty image and give a certain dynamic to the associated clothing. On top of that sneakers have acquired a cult status in the last few years with men and women being led to desire specific “must have” styles that are generall sold in limited quantities, she notes in a report that she has prepared for Shoe Intelligence.
We agree, and we think that this particular trend has been fostered by several brands of luxury, sports and casual footwear through the release of limited editions to create demand for new products, widening their reach to a new clientele, particularly millennials. They have been marketed with the clever use of social media such as Instagram, often with the help of influencers and in collaboration with celebrities…
