From Information Experience to Consumer Engagement

Introduction

Individuals have long viewed clothing as more than just garments for covering. That is, individuals choose clothing based on aesthetics, as well as functionality. Given this factor, many researchers have assessed the relationship between individuals and their clothing. Specifically, the topic of dress and identity has been examined, and revealed that the way one dresses and the clothing one chooses communicates the specific identities they ascribe to. Moreover, individuals may also identify with certain brands. A brand's unique benefits and image may influence a buyer's purchase decision, and evoke identification with that brand. In that same token, individuals may form groups, called brand communities, where members form alliances around the brands they identify with.

While this level of identification among individuals and their clothing has been examined within literature, few articles have assessed the unique ways individuals identify with the footwear, specifically sneakers, that they love and wear. Since the late 1980's, sneakers have become more than just an athletic item worn for functionality. Given this, a distinctive group has been introduced into the marketplace called "Sneakerheads," which holds a unique relationship with the sneakers they own. Moreover, certain brand preferences and brand identities may exist within their Sneakerhead community that has not been fully examined within the academic context. Thus, the main goal of this research is to explore the Sneakerhead culture to better understand the motivations and brand preferences of Sneakerheads. In addition, given the group alliances that exist among Sneakerheads, an assessment of group identity within the Sneakerhead community is a secondary goal of the research study, thereby providing a holistic understanding regarding the Sneakerhead group. There is a need to understand Sneakerheads from motivational, brand preference, and identity perspectives, as this will greatly inform how sneaker brands appeal to this subgroup. Moreover, findings from a study such as this can help sneaker brands develop targeting and marketing strategies that can strengthen how sneakerheads uniquely identify with their brands, thereby leading to an even stronger brand loyalty.