People are willing to spend more on high-end sneakers
Established by long-time sneakerhead Wayne Mocadlo in 2021, Impossible Kicks is the US’s largest reseller of high-end sneakers and streetwear. The brand supports 15 storefronts across nine states and an increasing e-commerce presence. Inventory spans a wide variety of men’s and women’s products including Anti-Social Club, Bape, Essentials, Jordan, Nike, Supreme, and more. In a chat with Fibre2Fashion, COO & Co-founder John Mocadlo talks sneakers—their market, trends and best performing categories.
What is the size of the global market for sneakers? At what rate is it growing? How big is the US market?
As we’ve seen within our business, Impossible Kicks supports 17 stores across nine different US markets. Each store is averaging $4 million in sales and ultimately the company is projecting over $50 million in sales by the end of the year.
The sneaker industry is growing very quickly, and we have been fortunate enough to scale efficiently and profitably within the market.
Which are your major markets for sneakers and for apparel in the US?
Impossible Kicks is lucky enough to have a national presence. We have 17 storefronts across nine states. Our major markets include Los Angeles, New York, Miami, Orlando, Nashville, Austin and Denver. We offer a balanced inventory of both men’s and women’s products.
Which brands are popular in the US?
Impossible Kicks carries more than two dozen brands throughout our stores and e-commerce platforms (online and iOS and Android apps). Among these, Nike, Jordan, Yeezy, Vlone and Off-White are some of our most popular brands.
What is the demography of your clients? What are their fashion preferences and what influences them?
Our customers come from many different backgrounds, which is why we carry products ranging from $80 to $50,000 (special request), providing consumers with both variety and accessibility.
Fashion preferences vary, but we see a lot of customers come in looking to build or elevate their personal wardrobes. The sneaker community continues to grow. but social media platforms like TikTok have also influenced consumers to lean even more into streetwear – including high-end sneakers and apparel.
We aim to create personal interactions with and luxury shopping experiences for each of our customers, helping fulfil their interests and ultimately form a lasting connection.
Do sneakers have trends of their own? If yes, what is trending in terms of style, fit and colours?
Sneakers absolutely have trends of their own. Currently, we’re seeing a lot of cool tones – green and blue are very popular.
I think sneaker trends often replicate ongoing fashion trends. They incorporate the colours of the season, but they also factor in how the shoe fits. The manufacturers are thinking about how people in pop culture will be wearing the sneakers – will it be with flared pants, or does it pair better with shorts? Sneakers are designed very intentionally, trend or not.
How often do you change the collection in store and online?
The in-store collections rotate depending on what’s selling fast, what customers are looking for and what is available with our distribution network.
Customers in Nashville may be in pursuit of products that are way different than what customers in Miami are looking for. Therefore, we work to tailor local inventory to respective interests.
Have accessories like sneakers taken over the clothing market? Are people willing to spend more on accessories today? If yes, why so?
Absolutely. There has been somewhat of a pop culture shift in the past decade that has really highlighted high-end sneakers and apparel. All of a sudden, sneakers are becoming more and more exclusive, which has only heightened people’s desire for these items.
With inventory being limited for these drops, people are willing to spend more on high-end sneakers. Now, they start with the kicks, then look for apparel to complete their fits.
Which are your best performing product categories online?
Our highest performing products within our e-commerce platform are men’s and women’s sneakers. We have an extensive range of products in different sizes and colours across the board.
People often find it hard to get exclusive sneakers in the colour and size they want, as most resale stores only carry a few pairs of each shoe. Impossible Kicks promises a wide variety of products, so customers are not only satisfied with their shopping experience, but they also have the shoes to show for it.
How many brands do you have onboard at the moment?
Currently, Impossible Kicks carries more than two dozen sneaker and apparel brands ranging from Off-White and Dior to New Balance and Adidas.
What new products or brands do you plan to add to Impossible Kicks? What are your plans for expansion?
At present, we are really focused on our e-commerce platforms. We are seeing our products perform really well there, and we want to continue pouring resources in to create an enjoyable user experience. Impossible Kicks recently launched an app available on iOS and Android that has already doubled our online sales.
Published on: 01/11/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
