Giving Luxury Retail a Digital Up-Grade

Rachel Matthews

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.0057
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In the creation of his luxury sneaker store, Sneakerboy, Chris Kyvetos has leveraged global distribution channels to upgrade and update the conventional business models for operating a physical retail store. This case study describes the competitive advantage created by Sneakerboy through its innovative combination of digital interactive technologies with physical retail space. It explores the strategic integration of digital technology into a luxury fashion retail sector that is focused on designer and limited-edition sneakers and outlines how the Sneakerboy retail model aligns with the expectations of a new generation of luxury consumers who are predominantly young, male, tech-savvy and streetwear obsessed. The case uses material generated through direct observation and published interviews with Chris Kyvetos to unpack the specific elements that have enabled this fashion enterprise to establish its competitive advantage.

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