Before we begin this Global shoe off, I have a confession. Don’t tell everyone; it’s a secret…
….I am shoe addict. I love, love, love shoes. I have 83 pairs that I wear and 100+ (rare Adidas) unworn collection. For sneakers, I love Adidas Superstars – rare stuff, not off the rack – and for dress shoes I absolutely adore Jeffery West and occasionally Melvin & Hamilton amongst others. Having built a scientific model to help people grow revenue is one thing but focusing it on a world you love makes it ten times more fun (and easier!). And YES, I can help any shoe brand sell more, and yes, I would take payment in shoes (Blake Stitched please, Mr West).
Phew, I feel better confessing, so now it is show off time. This week I chose Berlin, Milan and Hong Kong and here are the selections after looking at 89,493 Instagram posts:
A place that is growing in demand for weekends away, Berlin has it going on. Let’s see if the shoes matchup to the nightlife.
As unique and crazy party place as you can imagine, the shoes must match up?
Milano, Si! Bravissimo….
Monochrome delight with a nice 50’s pastel background to make you feel at ease and draw attention to those heels. My god that will take some massage the night after the day before.
The Science Part
If there were a science to deal with shoe addiction then please share it with me, otherwise the thing about shoes which is very unique in the fashion world is how personal shoe selection is to the person buying them. The reason for picking such a broad range in this article was to demonstrate that beauty is in the eye of the beholder when it comes to shoes. Now don’t get me wrong, like everything there need to be standards. All of the images tested high in our model but one image will not suit all types of people and being aware of this is the key to selling shoes, so connect with your target market and don’t be afraid to be bold like our nine winners for great results. This makes all the difference; In one live example we had a recent result of 547% above market average clicks on adverts for a client.
Which location wins?
Milan takes it, just, but it was much closer than Pocket Squares and Necklaces. Our model had it super close (12 point scoring system) but this is an opinion piece so I say Milan wins and mainly because of the range and boldness. Props to Hong Kong and Berlin as I’d buy all the shoes (I’d gift the ladies pairs).