Following the start of the pandemic, each new StockX user was 2 times as likely to be a woman, according to the data. Additionally, the demographics got even more diverse over the past 12 months, as there was a 100 percent increase in non-US buyers. Around 70 percent of the platform’s users are still under the age of 35, however, the number of consumers in the bracket 45 and over has increased by 90 percent, showing that some older heads are starting to get more involved.
As for brand growth, five brands that don’t belong to the traditional sportswear powerhouses made the biggest leap.
There are several reasons for this, ranging from the types of products these brands offer, to changing consumer behavior and trends, some of which StockX’s chief economist Jesse Einhorn outlines for Highsnobiety.
“Even as people continue to work from home and more consumers favor function and comfort above all else, what is really propelling brands like Crocs and Birkenstock forward is their aggressive collaboration strategy,” explains Einhorn. “A few years ago, Crocs and Birkenstock were barely on StockX’s radar. Today they’re surging on the secondary market thanks to product collabs with established brands like Kith and Stüssy and artists like Post Malone, Justin Bieber, and Bad Bunny.”
Einhorn also outlined that the success of these “fringe” brands shows that the boundaries of sneaker culture continue to expand. Most of the time, all it takes is the right partners and well-thought-out strategy to break into the industry.
“Demand for designer sneakers is also on the rise, with trades of Louis Vuitton and Alexander McQueen releases up four and five times what they were a year ago,” says Einhorn. “Someone who may have prioritized a more formal or traditional work shoe or accessory a year ago is now putting those dollars towards sneakers.”
While the likes of Reebok, Louis Vuitton, Crocs, Birkenstock, and Alexander McQueen are growing at a rapid pace, the big dogs in
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