The Future of the Sneaker Market

Independent Designers Brace for Trouble, Moving Beyond Digital Marketing

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WHAT YOU NEED TO KNOW TODAY: WEDNESDAY, JANUARY 4, 2023 Sneaker brands are shifting strategies as the category exits a period of rapid growth. Independent designers, armed with survival tactics learnt during the pandemic, are bracing for a rocky year ahead. A US federal judge cleared the way for a legal dispute between Hermès and the MetaBirkins creator to go to trial. Brands are getting more creative as they break their reliance on costly digital marketing.

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RETAIL Hyper Growth Is Over for Sneakers. What's Next? By Daniel-Yaw Miller

As incumbents like Adidas and Nike grapple with a cooling market, niche players and newcomers have an opportunity to flourish. READ MORE

ENTREPRENEURSHIP Bracing for Turbulence, Independent Designers Focus on What Sells By Joan Kennedy

As recession looms and retailers pull back, finding the balance between creativity and commerciality, growth and caution is essential for young brands. READ MORE

MARKETING The Year Ahead: Digital Marketing in the Age of Privacy By BoF Team and McKinsey & Company

As digital marketing becomes less effective and more costly, brands will embrace creative campaigns and channels such as retail media networks and the metaverse to achieve greater returns on investment and deepen community-led customer engagement. READ MORE

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NEWS BRIEFS Hermès and the MetaBirkins Creator Are Set to Go to Trial Rolex Gets More Expensive in UK and US With Latest Price Hikes

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BERLIN FASHION WEEK 2023 - THE MOMENTUM FOR FASHION & DESIGN From 16th to 21st January 2023, Berlin Fashion Week will present itself as the industry's leading event with a multi-faceted, sustainable repertoire. Top-class runway shows, creative installations, trend-setting panels and conferences, numerous side events as well as the PREMIUM Group trade fair formats taking place at the same time make Berlin Fashion Week the meeting point for the national and international fashion and creative scene. READ MORE

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