Foot Locker’s formula for reaching millennials and Gen Z

Foot Locker, the sneaker and apparel retailer, has developed a three-pronged strategy to engage millennials and members of Gen Z.

At first blush, the main brand objective for Foot Locker – the sneaker and apparel retailer – seems to make no sense.

“We constantly want to be out of stock,” Vijay Talwar, the New York-based organization’s president/digital, explained to delegates at the 2018 CommerceNext Conference. “It sounds counter-intuitive, but that's just how our business works.”

Vijay Talwar, president/digital, Foot Locker

This goal partly follows on from the underlying premise of “want-based retail”, where consumers are enticed to buy desirable items – in Foot Locker’s case, the coolest sneakers and clothing – rather than purchasing daily essentials. And that strategy, in...

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