During the last decades, all the fashion houses pay more and more attention to their advertisements and spend many resources in order to consolidate a more casual profile in their clothes and thus in their shoes.
Top brands such as Gucci, Prada and Balenciaga invest dynamically in sneakers and put themselves in direct competition with sports giants such as Nike, Puma and Adidas, creating more and more impressive and imaginative designs.
Consumers respond positively.
Statistics from the Lyst online store in 2018 show that the demand for sneakers has been augmented over the years. Specifically, Balenciaga’s Triple S had thousands of searches each month, while the searches for Fila Disruptor, that follows, had an impressive rise of 105% during the year.
Finally, according to Lyst, 5 out of the 10 most popular shoes of 2018, were sneakers.
The consulting company Bain & Co. revealed that world sales of real sports sneakers rise by 16% while sneakers from non-sports companies increased by 17% in 2018.
We, therefore, conclude that the market share for these shoes is increased by 33%.
So everyone follows the stream and relies on them for more sales. It's no coincidence that if you do a FarFetch search, there are up to 5,000 codes in the category “sneakers” while in the category “heels” there are just 3,500 entries.
Even on the classic English Harrods platform, entries between athletics and heels are shared.
Naturally, none of this has emerged on its own. Spotted at the feet of everyone in the big fashion centres, from models and celebrities to bloggers and designers, sneakers are the most popular that they’ve been in years.
Perfect for every occasion, sneakers are another step forward in the current direction of gender neutral, casual and seasonal dressing.
This trend may seem unsurprising to us today, but that was not easy.
There were imaginative designs, many embellishments, very special soles to eccentric, and they covered the whole range of colours.
So we ended up talking about 6 different categories of sneakers (retro, ugly, sock-fit, white, dad, embellished).
Now the changes in style are happening very quickly and the fashion houses are trying to impress their clients, in order to get a bigger share of this great pie.
For example, Balenciaga was overshadowed by Louis Vuitton with the launch of the Archlight, as Off-white, Nike and Adidas have a powerful presence too.
I have the feeling that this trend came to stay because people like it, it’s comfortable and changes the stereotypes of styling.
Maybe someone will say, "Trends pass away very soon", and yes, I will agree but I am afraid it will stay a bit more than the others because comfort has become a way of life.