Sneakerboy: Giving Luxury Retail a Digital Up-Grade

Matthews, Rachel ORCID: https://orcid.org/0000-0003-3561-6166 (2018) Sneakerboy: Giving Luxury Retail a Digital Up-Grade. In: Bloomsbury Fashion Business Cases. Bloomsbury. ISBN 9781350994331

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Abstract

In the creation of his luxury sneaker store, Sneakerboy, Chris Kyvetos has leveraged global distribution channels to upgrade and update the conventional business models for operating a physical retail store. This case study describes the competitive advantage created by Sneakerboy through its innovative combination of digital interactive technologies with physical retail space. It explores the strategic integration of digital technology into a luxury fashion retail sector that is focused on designer and limited-edition sneakers and outlines how the Sneakerboy retail model aligns with the expectations of a new generation of luxury consumers who are predominantly young, male, tech-savvy and streetwear obsessed. The case uses material generated through direct observation and published interviews with Chris Kyvetos to unpack the specific elements that have enabled this fashion enterprise to establish its competitive advantage.