Footwear accounts for a growing share of the luxury fashion industry, and is now the source for just over half of all luxury dollars spent online. Some of the most hot-ticket items this past year have been sneakers, lining up with the rise of streetwear in the industry, which was a major trend observed in Gartner L2’s recent Digital IQ Index: Fashion Global.
Balenciaga’s release of the Triple S sneaker last year heightened brand buzz across social media and increased site traffic, while also earning the spot as the #1 hottest sneaker of 2018, according to Lyst, which analyzed search, sales, and page views to create the ranking. Notably, the brand has already released a new installment of the dad sneaker for 2019, proving that the trend is here to stay for buzz-worthy brand Balenciaga.
And the trend holds true across social. Gartner L2’s analysis of most-engaged organic content on Facebook proves that consumer engagement lies with product posts, particularly around shoes. While many of the most coveted shoes come with recognizable names like the Triple S, unbranded search of shoes tells a somewhat different story, as Christian Louboutin, Jimmy Choo and Cole Haan find success in this category. Clearly, the category encapsulates more than just the show-stopping dad sneakers, but it will be interesting to see how these trends play out in unbranded search in the coming year as sneakers and streetwear reshape the industry.
The ready-to-wear, handbag and accessory markets aren’t going anywhere any time soon, and have found similar success with hot items like Gucci belt bags breaking into the scene and taking over Instagram feeds in the past year. But as footwear proves to be prepping for growth, we’ll have to wait to see where the dollars go in 2019.