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Chicks in Kicks: The Ultimate Destination for Today’s Toyboy Temptresses

WHY:

As a teenager of the late 1990s, there was nothing that mattered more to me than the latest mixtape and sneaker release. I was part of the generation who coined the term “sneakerhead” and we lived and breathed athletic footwear. I remember scrounging up salvaged lunch money to get the latest Jordan, Bo Jackson or Air Max. And it wasn't seen as masculine or juvenile practice, it was a way of life. We were collectors in the same vein as the boys.

Now times have changed and young women normally opt for a stiletto over a sick pair of Supras. Noticing this shift, many footwear brands have decided to produce limited to nil distribution of women's sneakers that are not directly sport-focused footwear. And often times the “hot” sneaker, just isn’t produced in anything but men’s sizes. In other words, all street sneakers for girls....seemed to have lost its footing?

Though, after the onset of Isabel Marants and Nike’s ground-breaking Sneaker Wedge high-tops….women (even adult women) have started looking for shoe alternatives. This trend has spilled over into runway looks and fashion editorial, which have recognized athletic sneakers for women as an emerging fashion statement.

WHAT:

This ecommerce/sneaker  co-op hybrid will be a girl’s best friend and for women only. It will create a safe space and community for women whom are looking for the latest sneakers on the ground level. And will allow members to trade footwear, bid for each other’s footwear and we will of course sell our own limited edition footwear stock from various vendors. We will also encourage sneaker meet-ups for women who desire to stand in line in a unionized fashion for sneaker releases. In which we would in turn co-host or partner with local sneaker shops to ensure that women feel welcomed and their sizes are accommodated in this testosterone filled world.

On an internal level we will lobby and partner with sneaker brands to ensure that they do indeed produce women’s sizes in these various sneakers. As the community builds we will prove that there is a true demand for this footwear, in hopes that production increases. It will indeed be a grassroots approach.

INTEGRITY:

The site will be heavily monitored to ensure its integrity. We will ensure that “Chicks in Kicks” core principles are more than just style, it’s a combined philosophy of: female empowerment, freedom of choice, Independence and equality.

ADDED VALUE:

* Guest curators, from editors from Complex, GQ and Teen Vogue to celebrity female sneakerheads like Vashtie Kola.

* Editorial shoots, highlighting current stock.

* Behind the sneaker recaps, images from factories, chats with designers and etc  (with a obvious focus on women)

* We will track and note what is the most discussed sneaker on the boards, reference why and whom was sharing this shoe. We will obviously use this to plan our buying strategy. It will also act as a leveraging tool to get limited edition sneakers in inventory.

IS THIS IMPORTANT:

According to a 2013 report conducted by the National Shoe Retailers Association/US Census Bureau. Women’s casual and athletic shoe sales account for 27% of all footwear sales nationwide. Yet, large companies fail to feed these women or this particular niche (whom has the resources to purchase things)

INITITAL MARKETING EFFORTS: (added 10/1/13)

$54.11 Discount Days:  A play off of rapper DMX's famed lyric  from his song "How's it Going Down"(54.11s, size 7 in girls), which recalls him noticing a fetching young lady in a pair of Reebok classic high-tops, which were referenced as "$54.11s" due to the total cost with tax of the pair in the late 80/early 90s. We'd like give a 20% discount on all orders over the total cost of $54.11 on 5.4 and 1.1 of each calender year. 

Just Kicking it: a social media contest that runs throughout the first week of each month, where the ladies whom are part of the site trade images through our hashtag #justkickingit and/or by referencing our social media handles. The images must be unusual ways to wear sneakers. i.e. did you wear sneakers to the prom with a poofy dress, or to a black-tie event or to your own wedding and etc.  One winner will be gifted the most discussed shoe of the previous month in their respectative size. (winners are evaluated in-house and based on a person's likes, shares and retweets)

Here And Now: Retro sneakers are ironicly the wave of the future. This would act as another social media based contest  that runs throughout the third week of the month, where the ladies whom are part of the site trade images through our hashtag #hereandnowkicks and/or by referencing our social media handles. The images must be the orginal edition of the retro sneaker and the re-release. So this can be split photos spotted on someone in say 1991 and them wearing the same pair in 2013. As long as its the same pair. Whom ever has the most riviting image, will be declared the winner. One winner will be gifted the most discussed shoe of the previous month in their respectative size. (winners are evaluated in-house and based on a person's likes, shares and retweets)

Chicks In Kicks Release Line Survival Kit: We will gift and ship "survival kits" - which will consist of: toliet tissue (in case they need to step away from the line), tampons, protein bars, water and logo "chicks in kicks" glow in the dark shoe strings in exchange for members sending in (for our ownership) 3-5 minute videos of their "waiting in line experence". Which will then use on our homepage for marketing purposes.

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