Retail Guide: Athletic Shopping List

New York
Zacky Joseph, owner
Store count: 1 (23,000 sq. ft.); est. 2008

Hunting for: “Lightweight running shoes. We do well with a lot of Nike product, like Nike Free.”
Buying strategy: “We’ll probably buy a little more because we’re getting better at understanding this area. As a European-based store, we had to learn about the different customer tastes here.”
Can’t keep in stock: “The original Converse is constantly a good seller, as well as any Adidas classic styles, such as the Superstar, Campus and Samba.”
Best price point: Under $100 for running; $40 to $50 for casual footwear
Hottest new brand: “Vibram FiveFingers, which we’re working on getting for spring.”
Fall ’11 trend you’re betting on: “It’s still all about running now. Less basketball, less casual stuff and a lot of running.”
Fall trend you’re skipping: “The retro look is slowing down. We’re not anticipating it dying, but I don’t think it’s going to be as hot as it’s been.”
Mood at retail: “Customers are shopping a lot more for prices, and there is a lot of uncertainty for retailers.”
What you’re doing to spark sales: “We advertise on the front of buses in New York and have done it in collaboration with some of our vendors.”

Packer Shoes
Teaneck, N.J.
Mike Packer, owner
Store count: 1 (1,400 sq. ft.); est. 1907

How have shopping habits changed?
“At the end of the day, product is what wins, and people will buy if you have the right stuff. It’s not a brand-specific consumer anymore; it’s a product-driven consumer.”

Big Peach Running Co.
Mike Cosentino, founder
Store count: 5 (avg. 3,000 sq. ft.); est. 2004

Hunting for: “Anything our customers want but indicate they can’t find in our store or elsewhere.”
Buying strategy: “We’re planning [for] our business to be up so we’re buying more. Our footwear business has continued to grow.”
Can’t keep in stock: Brooks’ Adrenaline GTS 11 for men, Mizuno’s Wave Rider for women
Best price point: $95 to $110
Hottest new brands: “Vibram FiveFingers made 2010, and everyone is 
anticipating continued 
[momentum] in the [barefoot] segment. We also [are excited about] New Balance Minimus.”
Fall ’11 trend you’re betting on: “Hoka Shoe’s Hubble technology, which takes the zero-drop approach, is very interesting.”
Fall trend you’re skipping: “We’re not adding brands that aren’t doing things radically different.”
Mood at retail: “Awesome. We’re incredibly enthusiastic.”
What you’re doing to spark sales: “We’re continuing to blend in entertainment and education. It’s not enough just to be really good at fitting.”

TOMS Sponsored By TOMS

Building Business to Improve Lives

TOMS discusses its approach to mental health awareness and female empowerment through impact initiatives in the footwear segment.
Learn More

Access exclusive content