Retail Merchandiser - November/December 2016 - 21


"

FOOT LOCKER

It's all designed
to be complementary
to the business
of selling sneakers.

"

a more high school athlete bent. Meanwhile, SIX:02, one
of the company's newer concepts, is designed as a premium
women's retail destination where fashionable athletic wear
is given equal presence to the shoes.
The company's engagement with its customers begins
outside the store with focus groups, social media contact
and even home visits. Those personal interactions lend
some of the best insights. Johnson says Foot Locker can
better grasp what motivates its customers when it sees
what posters they have on their bedroom walls and hear
what music they listen to. "It's that one-on-one relationship with them that allows you - a year later, 18 months
later - to circle back to them and see if the same influencers are impacting their life, if the same artist is impacting
their life, who are they following on their twitter account,"
he explains.
The intersection of sport and culture has never been
closer than it is today, so understanding consumers beyond
their buying habits enables Foot Locker to create content
that reaches customers in a way that is relevant to them.
That impacts everything from how Foot Locker markets
itself to how it designs its stores.
The company's brick-and-mortar stores still feature plenty of shoes, but it also understands that people no longer
want an overwhelming shopping experience. Customers
buy into a lifestyle and Foot Locker's stores are a critical
component in helping its shoe brands tell their stories.
Walls are no longer stacked floor to ceiling with sneakers
on display. Instead, locations have in-store sections that
appeal to those lifestyles, such as House of Hoops, a basketball-focused concept that pairs premium court sneakers
with t-shirts and other athletic wear.
The key is to find appropriate apparel and accessories
that set the tone and connect to the shoes. After all, most
consumers don't drop $200 on a new pair of Jordans and
then buy a $5 T-shirt. "It's all designed to be complementary to the business of selling sneakers," Johnson says.

Upfront

decision. Sometimes, they'll pick out two finalists, slip one
shoe on the left foot and its competitor on the right, then
Tweet out of photo and ask their followers to decide. Johnson says stores must be participants in those interactions,
and sales associations are trained to engage with customers
on that level. "We want to be part of the conversation with
our consumers," he says.
The company has been rolling out these storytelling
concepts to its stores for several years, but its new flagship
store in Manhattan is the culmination of those ideals.
In August, Foot Locker celebrated the reopening of its
location in New York's Herald Square following a massive
redesign that granted individual spaces to several brands,
including Nike, adidas, Under Armour and Puma. "It is a
combination of brand space which really allows the great
stories our vendor partners have to tell to come alive under
one roof," Johnson says.
Foot Locker worked with shoemakers to create the
in-store concepts and develop the cross-category product
offerings. "The build-out and connectivity with the brands
and their co-investment with us in the flagship spaces has
really created an environment that fits our core consumer,"
Johnson adds. O

Telling Stories
Buying decisions also involve a lot more voices today.
Consumers don't come in, try on a few pairs and make a
November/December 2016

FOOT_LOCKER.indd 21

RETAIL-MERCHANDISER.COM

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11/4/16 10:15 AM


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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
Retail Merchandiser - November/December 2016 - 7
Retail Merchandiser - November/December 2016 - 8
Retail Merchandiser - November/December 2016 - 9
Retail Merchandiser - November/December 2016 - 10
Retail Merchandiser - November/December 2016 - 11
Retail Merchandiser - November/December 2016 - 12
Retail Merchandiser - November/December 2016 - 13
Retail Merchandiser - November/December 2016 - 14
Retail Merchandiser - November/December 2016 - 15
Retail Merchandiser - November/December 2016 - 16
Retail Merchandiser - November/December 2016 - 17
Retail Merchandiser - November/December 2016 - 18
Retail Merchandiser - November/December 2016 - 19
Retail Merchandiser - November/December 2016 - 20
Retail Merchandiser - November/December 2016 - 21
Retail Merchandiser - November/December 2016 - 22
Retail Merchandiser - November/December 2016 - 23
Retail Merchandiser - November/December 2016 - 24
Retail Merchandiser - November/December 2016 - 25
Retail Merchandiser - November/December 2016 - 26
Retail Merchandiser - November/December 2016 - 27
Retail Merchandiser - November/December 2016 - 28
Retail Merchandiser - November/December 2016 - 29
Retail Merchandiser - November/December 2016 - 30
Retail Merchandiser - November/December 2016 - 31
Retail Merchandiser - November/December 2016 - 32
Retail Merchandiser - November/December 2016 - 33
Retail Merchandiser - November/December 2016 - 34
Retail Merchandiser - November/December 2016 - 35
Retail Merchandiser - November/December 2016 - 36
Retail Merchandiser - November/December 2016 - 37
Retail Merchandiser - November/December 2016 - 38
Retail Merchandiser - November/December 2016 - 39
Retail Merchandiser - November/December 2016 - 40
Retail Merchandiser - November/December 2016 - 41
Retail Merchandiser - November/December 2016 - 42
Retail Merchandiser - November/December 2016 - 43
Retail Merchandiser - November/December 2016 - 44
Retail Merchandiser - November/December 2016 - 45
Retail Merchandiser - November/December 2016 - 46
Retail Merchandiser - November/December 2016 - 47
Retail Merchandiser - November/December 2016 - 48
Retail Merchandiser - November/December 2016 - 49
Retail Merchandiser - November/December 2016 - 50
Retail Merchandiser - November/December 2016 - 51
Retail Merchandiser - November/December 2016 - 52
Retail Merchandiser - November/December 2016 - 53
Retail Merchandiser - November/December 2016 - 54
Retail Merchandiser - November/December 2016 - 55
Retail Merchandiser - November/December 2016 - 56
Retail Merchandiser - November/December 2016 - 57
Retail Merchandiser - November/December 2016 - 58
Retail Merchandiser - November/December 2016 - 59
Retail Merchandiser - November/December 2016 - 60
Retail Merchandiser - November/December 2016 - 61
Retail Merchandiser - November/December 2016 - 62
Retail Merchandiser - November/December 2016 - 63
Retail Merchandiser - November/December 2016 - 64
Retail Merchandiser - November/December 2016 - 65
Retail Merchandiser - November/December 2016 - 66
Retail Merchandiser - November/December 2016 - 67
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Retail Merchandiser - November/December 2016 - 76
Retail Merchandiser - November/December 2016 - 77
Retail Merchandiser - November/December 2016 - 78
Retail Merchandiser - November/December 2016 - 79
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Retail Merchandiser - November/December 2016 - 81
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Retail Merchandiser - November/December 2016 - 83
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Retail Merchandiser - November/December 2016 - 87
Retail Merchandiser - November/December 2016 - 88
Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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