# Editorial Sneaker E-Retailers Zappos' 'The_ONES' is a Female-Focused Platform for Sneaker Content By Laura McQuarrie | Published 2018-01-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/zappos-the-ones References: [wellandgood](https://www.wellandgood.com/good-looks/zappos-the-ones-womens-sneakers-shop/) & [zappos](https://www.zappos.com/about/theones) Many athletic footwear products and discussions around sneaker culture are largely geared towards male consumers, so when Zappos took notice of this, it created a new platform called Zappos 'The_ONES.' On Zappos' site, The_ONES is curated like a magazine that features the latest sneaker styles from big-name brands alongside lifestyle content and stories from female influencers who come from diverse backgrounds and different career paths. As Zappos' senior brand marketing manager Kristin Richmer puts it: "We’re focused on firing up the more casual, feminine, and gender-fluid side of the sneakerhead world." Offline, consumers will soon be able to experience Zappos' The_ONES as part of brick-and-mortar pop-ups coming to New York City's Beyond and Bird Brooklyn. Image Credit: Zappos ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 26% | Activity: 56% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What Makes This Trend Stand Out - **Female-focused Sneaker Culture:** Disruptive innovation opportunity: Develop exclusive sneaker styles and collaborations that cater to the female market and celebrate diverse backgrounds and career paths. - **Curated E-retailer Content:** Disruptive innovation opportunity: Create an online platform that combines e-commerce with lifestyle content and stories from influencers, providing a personalized shopping experience for customers. - **Brick-and-mortar Pop-up Stores:** Disruptive innovation opportunity: Establish temporary physical retail spaces in strategic locations to enhance brand experience and engage with customers directly. ### Sectors Adopting This - **Athletic Footwear:** Disruptive innovation opportunity: Introduce innovative sneaker designs and materials to meet the growing demand for female-focused athletic footwear. - **E-commerce:** Disruptive innovation opportunity: Develop an e-commerce platform that integrates curated content and personalized recommendations to offer a unique online shopping experience. - **Retail:** Disruptive innovation opportunity: Create temporary pop-up stores to test new markets, build brand awareness, and drive customer engagement. ## Related on Trend Hunter - [Gen-Z-Targeted Retail Concepts](https://www.trendhunter.com/trends/on-rotation.md) - [Lunar-Inspired Footwear](https://www.trendhunter.com/trends/cloudzone-moon.md) - [Custom Sneaker Marketplaces](https://www.trendhunter.com/trends/sneakify.md) - [Female-Focused Sneaker Collabs](https://www.trendhunter.com/trends/pf-flyers-x-chillhouse.md) - [Plush Footwear Pop-Ups](https://www.trendhunter.com/trends/the-monster-den.md) - [Dynamic Thigh-High Tech Sneakers](https://www.trendhunter.com/trends/voo-store-1.md) - [Celebrity-Endorsed Sneaker Campaigns](https://www.trendhunter.com/trends/start-with-sneakers.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md)