STYLE: From the Ground Up – Women in Sneakers

Written by on June 22, 2018



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Reader's opinions
  1. Lil Icosaxennon   On   June 22, 2018 at 3:44 pm

    coming from the UK where the sizes are unisex I remember when I found out that the female and male shoe sizes are different in the US and I just thought it was crazy; feet are just feet right? apparently not. I never understood why companies ever needed to label the shoe with a target audience rather that just stating the shoe size.

  2. senkamegami   On   June 22, 2018 at 3:44 pm

    From a marketing standpoint if women make up %51 of your market, and have an increased buying power, why wouldn’t you cater to a potentially profitable audience? So if your audience isn’t buying you have to adapt to gain interest.

    Also I have a friend who is going to school for accessory design (which also includes shoes) and that side of “fashion” industry from purses to shoes it’s actually very male dominated. There are barriers/challenges unique to being a woman operating in male dominated space, some of which, are leftovers from misogynistic attitudes about women being in professional settings.

    If you’re a woman and you want to create sneakers, make them. You just have to factor in potentially navigating patriarchal attitudes and limitations to succeed. But if a woman is committed to succeeding it can be done…its just going to take time.

    Also, it seems that women consumers “value” inclusiveness, so for the market to profit off of women with increased buying power, they may have to have women behind the scenes, or at least the perceptions of such to capitalize on the female market.

    Also since both men and women wear shoes, why would it be so far fetched for women wanting to make them or work in that industry? I mean there are tons of male high heel designers who are thriving in their industry. Women do not need to create an entirely new industry to participate in. The market is large enough for all who want to create in it and in the end when there is variety the consumers wins because of more choice and competition keeps pricing reasonable and pushes innovation.

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