Sneakers are probably the fastest growing product segment in luxury goods, with double-digit growth over the last years, much more than industry average. Luxury brands, however, have faced this market opportunity with very different sense of urgency and commitment.
We would like to support the different positioning of luxury brands in the Luxury Sneakers segment with hard facts based on Contactlab proprietary Fashion&Luxury library (ca. 80000 items are mapped every year on US websites, basis for the Online Offer Dive & Online Pricing Landscape series of reports).
Gucci (79 models) offer is the broadest, followed at distance by Prada (45), Saint Laurent (44), Hermès (38), Louis Vuitton (36), Fendi (36), Dolce&Gabbana (30), Ferragamo and Valentino ( 28 each)….
The perspective is quite different once considering the ratio of Sneaker Models on Company revenues
– Balenciaga, Saint Laurent, Fendi stand out ( ….by the way these companies are growing double digits)
– Dolce&Gabbana, Valentino, Brunello Cucinelli are above industry average (….by the way these companies are growing double digits too )
– Gucci, Prada, Bottega Veneta and Ferragamo are somehow aligned to the industry
– Loro Piana, Hermes and Louis Vuitton are lagging in the ratio
Building on Robert Williams Prada, Ferragamo Unfashionably Late to Luxury’s Rebound, it is surprising that sneakers weight so little inside Ferragamo shoes mix.
Finally, the usual reality check in via Montenapoleone:
Dolce & Gabbana store windows plenty of sneakers, only brand with a dedicated boutique where sneakers can be personalized according to customers’ tastes.
In addition, Valentino store windows with 5 pairs, Versace 2, Zegna 2, Brunello Cucinelli 1.