What Is The Next Draught After "The Old Shoe" Is Gone?

French luxury brand Balenciaga (Paris family) 2020 spring and summer shoes series no longer beat their famous "Dad shoes", but turned to sports leisure style, and also has a very meaningful name "Zen (Zen)".

This is not a case. Many traditional luxury brands have recently launched their own sports and leisure series, and the hot street style of the previous two years seems to be rapidly cooling down. Just last December, Virgil Abloh, the founder of the red tide brand Off-White and the French luxury brand Louis Vuitton (Louis Weedon), was bold enough to predict: "street clothes (streetwear) are not far from death."

Virgil Abloh believes that in the next ten years, the good days of street clothes will end. In my opinion, there are enough T-shirts, sweaters and sports shoes on the market.

But whether sports and leisure can become a hot issue in the future shoe market still depends on the future leader of the market: Z generation. There are many differences between the Z generation and the millennial generation, which makes the future of the shoe market look more and more complicated.

　 Spirit is as important as matter.

Arjun Chawla, CO director of Interbrand, a brand consultancy, says that the growing demand for sports and leisure is behind the change in consumer mindset. With the Z generation becoming the dominant market, more and more consumers are concerned about factors such as health, environmental protection, sustainable development, social responsibility and other brand products.

"Now more and more people are beginning to recognize that the concept of" less is more ". More and more people began to reduce meat intake, reduce energy consumption, and pursue more environmentally friendly, less carbon emission brands. Arjun Chawla said: "more and more consumers are beginning to realize the problem of over consumption. For the Z generation, there is a deeper meaning behind the brand. This is very important. They like brands that share similar values. "

"For the new series of Paris family, Zen is a very suitable name, which includes a lot of spiritual content such as minimalism, mindfulness and so on." Chawla said: "this series not only caters to the market sports and leisure trends, but also realizes that consumers are equally important in terms of spiritual satisfaction and material satisfaction."

　　 More diverse expressions of self

On the other hand, there is a big difference between the Z generation and the millennials in how to express themselves: the Z generation is more interested in the uniqueness of the commodity than the simple price or brand. According to Livity's survey of Z generation, 27% have made clothes for themselves in the past year.

The importance of individuation and the insensitivity to price mean that in the future Z generation competition, whether high-end luxury goods such as Gucci and Louis Vuitton, or Adidas or Nike's middle end or low end sports brands are all on the same starting line.

"The Z generation's taste for sports shoes shows a more liberal character of their generation." Chawla said: "sports shoes need to pay special attention to the fact that there will be no more comprehensive solution in the future."