Stylebop.com, the Munich-based e-commerce site, has been expanding its offer of celebrity and streetwear brands with key footwear styles from brands such as Fenty by Rihanna and Yeezy being among this season’s sell-outs.
Mario Eimuth, co-founder of the business, explained that the trend shows no sign of going away, and the most popular pieces have been the ones that combine sports and fashion elements.
“The continued growth of the category over the last couple of seasons has cemented its position and shows no sign of fading. Rather, it continues to evolve, taking on more varied iterations from brand to brand, and we have seen a similarly enthusiastic response from the consumer,” said Eimuth.
“Alongside staples such as Adidas Originals and Nike, which all perform well for us, it is the more fashion-forward offerings that have been the biggest hitters in 2016; the recent pool slides released as part of Puma’s Fenty by Rihanna collection sold out in a matter of hours.”
The retailer will continue buying into brands such as Fenty by Rihanna and Yeezy for fall ’16, following their instant selling out. Eimuth highlighted plans to expand Stylebop’s sneaker range across the board from staple luxury brands such as McQueen to new additions including Off White. Yeezy over-the-knee boots are another key style of the upcoming season that the e-tailer has bought into in depth.
Lines designed by celebrities seem to be another focus, as the company also plans to stock footwear by the Kendall + Kylie range.
“Celebrity-designed brands certainly offer a fresh approach to how a new brand can be marketed, as the exposure is immediate,” explained Eimuth. “However, from a retail perspective, the collections still need to strike the right balance in order to ensure success and longevity. At Fenty by Puma, they have managed to capture Rihanna’s personal brand of irreverent cool in a collection of vamped-up sportswear that will appeal to her fan base but also feels very current. It is this combination that will make this collection a hit when it arrives on site.”
These brands sit alongside luxury classics that the retailer carries by the likes of Valentino, Fendi, Burberry, Alexander McQueen and Laurence Decade.
Eimuth stressed that mixing luxury and contemporary labels has always been part of the Stylebop ethos, as they aim to cater to a “deliberately broad demographic.”
“For the most part, this customer has already been shopping with us for many years,” he added. “With this focus on furthering the streetwear category, we see it as another vital component to the modern-day wardrobe. The average customer has moved away from the idea of full designer looks, preferring to create their own identify by mixing traditional luxury items with contemporary pieces and even sportswear. The lines are becoming more and more blurred, which had made for an altogether more interesting fashion landscape.”
Looking at the upcoming season on a broader scale, Eimuth also identified velvet footwear as a key trend for fall ’16, with pieces by Jil Sander and Laurence Decade among their key buys, as well as block heels from the likes of Marc Jacobs and Vetements.
Malone Souliers and Joshua Sanders are among the strongest-performing newcomers, who will continue to be stocked for fall ’16, while Chloé, Alexander McQueen and Valentino continue to lead the charge in terms of market share.