ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Luxury streetwear stores are getting creative to keep up with Gen Z’s sneaker obsession.

Luxury streetwear stores are getting creative to keep up with Gen Z’s sneaker obsession. Nike, Adidas, and Puma are all releasing sneakers more often than ever, while 19 versions of Yeezy’s were dropped this year—compared to 12 in 2018 and six in 2015. To satisfy sneakerheads’ demands, e-commerce is a must because, as one boutique owner explains, “you need people looking at you at 2 a.m., 3 a.m. or 4 a.m.—it’s not enough to be open during the day.” Some stores are also adding Shoppable vending machines and creating their own exclusive lines. (Bloomberg)