Hyper-niche shoe options appeal to consumers with performance-based needs
Implications - Shoes have long been custom-designed to suit the rigors of highly popular sports, but as the sneaker market continues to crowd, brands are mining increasingly niche activities and interests that have not previously been served by incumbents. In light of markets in which it's nearly impossible for upstarts to succeed as generalists, products that recognize and play to consumers' hyper-specific particularities can grab attention more strongly than those that appeal to more general, wide-spanning interests.
Workshop Question - Identify a hyper-niche interest that appeals to a portion of your consumer base. How could you incorporate that into your brand's offering?
Trend Themes
1. Hyper-niche Sneaker Market - As the sneaker market continues to crowd, brands are mining increasingly niche activities and interests that have not previously been served by incumbents to grab attention more strongly than those that appeal to more general, wide-spanning interests.
2. Efficiency-improving Shoes - Design features that have the potential to drastically improve race times are becoming more popular as consumers look for increased performance in their athletic gear.
3. Personalized Footwear Design - Designs that differ for the lead foot and the drag foot for fencers, as well as wearable sock shoes, indicate a growing trend toward hyper-personalized footwear design.
Industry Implications
1. Athletic Footwear - The athletic footwear industry can look to the hyper-niche market and efficiency-improving trends to create innovative, high-performance shoes.
2. 3D Printing - The use of 3D printing in shoe design, as seen in the New Balance Study shoes and JS Shoes, presents opportunities for innovation and waste reduction in footwear manufacturing.
3. Space Travel - The Floatride SB-01s designed by Reebok for astronauts aboard the Boeing Starliner demonstrate the potential for stylish and comfortable space travel clothing and footwear.
