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The rise of the female sneaker store

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The rise of the female sneaker store

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Samenvatting

QUOTES “When taking a look at the Amsterdam sneaker market, meaning all sneaker stores based in Amsterdam, we can see there is only one store that dedicates their entire retail experience to women, which is called No Boys Allowed. The rest of the stores address their offer to men, or offer a combination of products for men and women. In these so-called combination stores, the vibe is perceived as masculine (appendix, survey review table 5) and the range of prod¬ucts for men is usually bigger than for women.” RESEARCH QUESTION ‘’What are the requirements for gen¬der differentiation in the current sneaker market in Amsterdam?’’ SUB QUESTION 1. How is the sneaker market in Amsterdam currently defined; what are the big players in this market? 2. What are the developments in the current sneaker market and in the retail industry? 3. Is there a demand for a sneaker store solely focused on women, and what are the key fac¬tors that trigger women to buy at a certain store? 4. How does gender-bending and genderless products influence concepts like this nowadays? BRAND CONCEPT BOOK This booklet is made to guide as an inspiration for future female sneaker start-ups, or stores who are planning to make their operations more inclusive of women.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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