Overall, the findings confirm observations from prior research with members of this subculture, while also adding additional nuance to the academic literature. Although the current findings are based on research with adult and emerging adult males, their reflections are similar to those that researchers have found among adolescent male consumers.
As such, when considering the theme Back in the Day , we see that adult male Sneakerheads reflect back on social and psychological drivers of behavior including peer influence, self-esteem, and desired connection to larger fashion trends Beaudoin and Lachance As such, many of the participants in the current study noted their inability to fully engage sneaker culture in their adolescence and the importance of being able to fulfill those desires in adulthood.
This notion of wanting to fulfill a material desire from childhood is akin to the concept of social identity. That is, children use possessions to signal pertinent aspects of their identity both to themselves and peers Chaplin et al. Findings from this study show that the material possession of sneakers and certain nostalgic sneaker brands allow Sneakerheads to express their identities in an outward way. This material possession then solidifies their place in the community, while allowing them to capture the essence of the sneaker culture of the past.
Marketers may want to capitalize on this idea by including nostalgic images of sneakers in their advertisements to evoke a reference to this aspect of the Sneakerhead identity. Many of the Sneakerheads in the current study came of age during the rise of Sneakerhead culture.
As such, All About the Jumpman reflects the influence and symbolic value of sports, music and fashion on the construction, negotiation and performance of masculine social identities Swain For many, the Jordan brand identity became synonymous with their development of ideal selves during adolescences and emerging adulthood. However, among younger Millennials, diversity in brand options and ambassadors opened opportunities to expand their ideal self while also holding a space to acknowledge the historical value innate to the theme of All About the Jumpman.
This theme relates to the social identity theory in that participants identify with the sneaker based on the athlete, musician, or figure they seek to emulate. In that same token, by owning the shoe that is worn by that figure, their identities are then further shaped as they connect to the sneaker brand.
This is especially true for the Jordan brand, as Michael Jordan is an athletic icon that generations have admired for years and is still relevant today given the recent success of the ESPN documentary series on Michael Jordan entitled The Last Dance. This may also help to appeal to the younger Sneakerheads by including the historical context of the shoe. Although there may exist differences in perception of Sneakerhead culture based on age, across the spectrum, Sneakerheads agreed that membership is exclusive and built upon a shared enthusiasm, often developed early in life.
The emergence of the theme For Members Only , highlights the importance of history, community and culture for Sneakerheads. As such, participants were able to document historical shifts in the cultural experience and note opportunities for continued contribution in the areas of legacy building, mentorship and entrepreneurship.
While our findings add to the dearth of academic literature exploring the Sneakerhead community, there are a few noted limitations.
The current study relies solely on semi-structured interviews with male sneakerheads in the Mid-Atlantic. Given the vast geographic reach of sneaker culture, it can be surmised that Sneakerhead communities may vary based on regional demographic factors, such as urbanicity and socio-economic status. Additionally, there has been a rise in the visibility of female members of the Sneakerhead community, of whom we were not able to recruit for the current investigation.
Lastly, our participants were recruited in person, and largely from local sneaker shops. This presents a limitation, as a growing number of sneaker transactions and communal bonding is occurring in online spaces. Given these limitations, future research should seek to engage a broader group of self-identified Sneakerheads.
Regarding geographic locations, it may be optimal for researchers to collaborate with researchers in the NYC area as the sneaker culture was historically born out of the geography and still maintain dominance in the culture.
Los Angeles may also be another region to tap into, as the sneaker culture is also flourishing in this area. Keeping in mind the driving factors of Sneakerhead membership, future research should also engage a dyadic approach by exploring familial and peer influences on sneaker consumption.
Further, this research should also explore the potential for labor market entrance and diversity for Sneakerheads who identify or are identified as Hypebeasts. Beaudoin, P. Family and Consumer Sciences Research Journal, 34 4 , — Article Google Scholar.
Chaplin, L. Handbook of research on identity theory in marketing. Google Scholar. Chertoff, E. The racial divide on… sneakers. The Atlantic. Choi, J. Sneakerhead brand community netnography: An exploratory research.
Denzin, N. Handbook of qualitative research 2nd ed. Thousand Oaks, CA: Sage. Garcia, B. Out of the box: The rise of sneaker culture.
New York: Rizzoli International Publications. Kapferer, J. The new strategic brand management: Creating and sustaining brand equity long term 3rd ed. London, England: Kogan Page. Kawamura, Y. Sneakers: Fashion, gender, and subculture. New York: Bloomsbury. Book Google Scholar. Keller, K. Brands and branding: Research findings and future priorities. Marketing Science, 25 6 , — Kozinets, R. The field behind the screen: Using netnography for marketing research in online communities.
Journal of Marketing Research, 39 1 , 61— Kuenzel, S. The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18 3 , — Mael, F.
Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13 2 , — Maux, M. Muniz, A. Brand community.
Journal of Consumer Research, 27 4 , — Oliver, R. Whence consumer loyalty? Journal of Marketing, 63 1 , 33— Patton, M. Qualitative evaluation and research methods 2nd ed. Powell, M. Sneakernomics: The sneaker business is a premium business. Roach-Higgins, M.
Dress and identity. Clothing and Textiles Research Journal, 10 4 , 1—8. Spiggle, S. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21 3 , — Swain, J. The right stuff: Fashioning an identity through clothing in a junior school.
Gender and Education, 14 1 , 53— Tajfel, H. Every sneakerhead's collection is going to contain a few staples. Browse thrift shops and other discount clothing retailers to track down timeless models like Jordans, Reebok Classics or Air Force 1s for unbeatable prices.
Since these vintage sneakers are older, they're more likely to turn up in places that most sneakerheads wouldn't think to go looking. Decide on a favorite brand or style.
If you like it and it looks good on you, buy it. Once you start to refine your tastes, your collection will start to take on its own unique personality. There is a lot of territorial competition between fans of Nike, Adidas, Reebok, etc.
Any model could have a potential place in your collection. Show off your hottest sneakers. Be sure to take your new kicks out for a spin every so often to give them a little play. You might never wear the same pair two days in a row!
Sell shoes when they get old. Once your hottest sneakers are past their prime, put them up for sale to recoup money for new pairs.
Take them to a consignment shop, if you're just looking to get rid of them, or post a notice online through a site like Ebay or Craigslist. If they're still in good condition, try selling them directly to another sneakerhead, who will have a better idea of what they're worth.
The better care you take of your sneakers, the easier it will be to fetch a decent price for them later on. Before attempting to sell shoes you no longer want, make sure you clean them, pack them up with all included accessories and, if possible, return them to their original box. Part 2.
Keep your shoes clean. Clean your shoes after wearing them to prevent them from showing signs of dirt and wear. Combine a small amount of water with a mild liquid detergent or shoe cleaning solution and lightly scrub away dingy and discolored areas.
By taking good care of your sneakers and keeping them clean, you can ensure that they stay fresh and vibrant for as long as possible. Cycle out the pairs you wear often. The more you wear a particular pair of shoes, the faster that pair will wear out. Try not to lace up the same pair of shoes every day. Select a different pair every couple of days to minimize stress, foot contact and exposure to the elements. Too much sunlight can cause colors to fade, while especially hot or cold temperatures can degrade the materials that the shoes are made from.
It might not be a good idea to wear a pair of leather or suede sneakers if the forecast is calling for rain, and black hi-tops will be less comfortable on hotter days than low cut, breathable shoes of a lighter shade. Designate shoes for different purposes. Give each pair of shoes a function, and only use that pair for its intended purpose. Consider buying two pairs of your favorite shoes—one to wear around and another to put on display.
Store or display your collection. Set aside a little closet space to organize your shoes, or buy a shelf or rack so that you can exhibit them out in the open. Part 3. Your wardrobe must be just as important and rare as the shoes — no department store brands.
Find a unique shirt from a Georgetown or Soho boutique. Be willing to fall into a size above or below your actual shoe size, because most shoes sell out within 20 or 30 minutes of being announced.
If a pair of sneakers is sitting on the shelves, you don't want it. It's all about the art of seeking and locating. We are like solid salesmen or executives doing deals. Obviously there's no dictionary definition, but it's somebody who goes beyond the 'I like it, I want to buy it,' and asks the whys and hows behind how a certain sneaker came to reach iconic status.
It's not just someone with a passing or glancing interest. He considers himself one of a few students at his middle school who have truly bought into the culture. I didn't want to wear suits or something like that. Having that community around a particular brand or a particular product; it just helps them feel a lot more connected.
Research has shown that when brands form a community around a particular product and brand, that brand can make mistakes, and the community is still going to be very loyal to them. Matthews : I still would say basketball shoes are the foundation and the pivotal shoe that they go after. One running shoe they go after is the Adidas Ultraboost. And Travis Scott did a certain type of Jordan. Pharrell Williams has sneakers he did with Adidas. These celebrity collaborations are becoming bigger.
Matthews : I would just pay attention to how this trend is now being adopted even in the luxury market. It started with the everyday street culture really adopting it. Matthews : There is a huge market out there for female Sneakerheads. Brands need to be paying attention to them, and what is the best way to market to them and understand their needs.
I think they might have different motivations.
0コメント