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John Ryan

Know Your Shoppers

Snipes offers shoppers a hip-hop sneaker experience in Frankfurt

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THE MAIN SHOPPING drag in Frankfurt, Germany, is called Die Zeil. It’s a long thoroughfare that has is pedestrianized meaning that, in effect, this is an outdoor mall with many big names spread along its length.

And since last week a new entrant is Snipes, a sneaker emporium. Snipes is a Cologne-based chain and is part of the footwear giant that is Deichmann, with stores across Europe. This is the biggest Snipes to date (there are six other branches in the Frankfurt area) and at just over 11,000 square feet, and with three floors, it wants to be taken seriously.

At this point it is worth noting that Die Zeil is frequently referred to by commentators as the “sneaker mile” and whether it’s a mile or not, there are a lot of shops offering branded sports shoes. This does beg the obvious question: Is another one needed? Well, possibly, as Snipes is just as much about hip hop culture as it is concerned with performance sportswear.

DJ sets and music-related events are a core part of the Snipes proposition and those visiting the Zeil flagship will probably be looking for something that is about fashion, rather than putting in the miles on the road or track. All of which means that a clear choice has been made about what Snipes should be.

There are in fact sneaker stores that may sell brightly-colored, sharply design shoes for running, but it is the latter element that will figure most highly when it comes time to choose. By contrast, Snipes and its ilk may have sports-related shoes, but much of what is sold may be unlikely to do much for users’ physiques as that is not the purpose of purchase.

All of which means a close understanding of your potential customer. It’s one thing to have the merchandise, quite another to shift it to a specific group. Snipes is successful, understands how to be different and has acted accordingly, both in terms of its store design and the ambiance/culture that it offers those walking through its doors.

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