Balenciaga is launching a new shoe, named the ‘Track’, by appointment only at London department store Selfridges.
In order to book an appointment however, shoppers must visit a dedicated site to reserve a pair, and collect at a designated time slot at the store’s Corner Shop.
“This service model has been in place for brand launches for a few years, and it has helped eliminate queues and customer dissatisfaction,” Sebastian Manes, Selfridges buying and merchandising director, told Vogue ahead of the launch.
The retail strategy demonstrates once again the influence that streetwear’s drop culture has had on luxury as a whole, from product to shopping experience. Under Demna Gvasalia’s tenure, Balenciaga has borrowed from the hype generated by the Georgian designer’s other role as the head creative of Vetements, which gained him cult following by playing up irony in fashion.
With that mindset, Balenciaga led the trend of the ‘ugly’ sneaker in luxury fashion with its Triple S model. This new model, however, takes inspiration from traditional hiking and running styles, using similar high tech materials that aim to enhance performance.
“Balenciaga sneakers have been one of the most in-demand pieces of footwear since last year,” continued Manes. “Every time we restock the Triple S, it sells out within hours thanks to a growing waiting list. Our clients can’t wait to see what’s next from Demna Gvasalia – he has truly reinvented the house for the modern day woman and man.”
The new model will come in four styles, which can be previewed on the interactive site. Given the popularity of its predecessor, both the brand and retailer expect it to become another cult classic.
Selfridges’ Corner Shop, which is the store’s pop-up space, will also host artworks by artist Mark Jenkins at the same time that the coveted sneakers are on sale.
How are you thinking about product and retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.