Sneakers have quietly become one of the biggest growth drivers for Anthropologie, the company told Glossy.
Over the last year, the number of people coming to Anthropologie for sneakers specifically has increased nearly 30% according to Jessica Irick Peek, gmm of footwear and accessories for Anthropologie.
Now, Anthropologie is capitalizing on that growth with several new investments. Chief among them: bringing the biggest sneaker brand in the world, Nike, to Anthropologie shelves. It’s the biggest footwear brand Anthropologie carries, and the company is planning a full digital campaign to accompany the launch. The first of nine styles launched on Monday, with the rest rolling out by September 21.
“We tend to have the most success with footwear when we’re tying it back to apparel,” Irick Peek said, citing its merchandising and marketing efforts that often position footwear as part of an overall outfit. “With Nike, we have a campaign planned that will touch on the full range of what we offer, and we have a campaign planned for September that will heavily feature Tecovas boots.”
Irick Peek said Anthropologie’s footwear strategy has evolved significantly since she started at the company five years ago. Footwear used to be available in only eight Anthropologie stores, and now it’s available in 200 of around 250 stores. The investment in sneakers is specific to the company’s U.S. strategy, with 40% of Anthropologie’s sneaker investment being exclusive to the U.S. Sneaker brands like Puma, Nike, New Balance and Brooks have all created exclusive sneakers for Anthropologie.
