Nike shoes rotate in store in Los Angeles

  • Nike has launched a new store called Nike by Melrose, where it will refresh many of the products on offer every two weeks.
  • This strategy reflects the extent to which customers demand consistently fresh products to choose from.
  • Ultimately, it’s about prioritizing speed to get what the customer wants, when they want it.

These days, customers are always craving the next thing.

Perhaps no company knows this better than Nikewhere the next hot sneaker release is hyped by rabid customers even before the previous one has cooled off.

This attitude is reflected in Nike’s all-new store, which opened in Los Angeles on July 12. Called Nike by Melrose, it’s the first of the brand’s new Nike Live concept, which revolves around speed and digital offerings.

One of the unique features of this store: a large portion of the product — and, more specifically, 25% of the shoes — will rotate every two weeks. That’s three times faster than a typical store refresh. Some of the products will be unique to the store and will likely never be sold elsewhere again.

The system creates an unparalleled level of novelty for the business, and it rivals brands known for their speed to market, such as Zara, which is known to completely renew products in its store in as little as two weeks.

“Constant novelty = shopping destination,” JP Morgan analysts recently said written in a note to investors.

This refresh rate reinforces uniqueness and rarity, because not everyone who wants a pair will get one, and it ensures the shoes sell for full price with no markdowns.

But it also reflects what customers want today, as the styles in demand are changing faster than ever.

“Retail must surprise and delight”, NPD sports


retail business

Matt Powell, Analyst written in a recent blog post. “Part of a memorable experience is discovering the unexpected. Retailers need to offer something new and new products need to tell great stories.”

The trend is more pronounced for younger consumers. According to a survey of Cotton Incorporated Lifestyle consumers, 47% say they want a store to carry new styles at least once a month. When the survey was restricted to people aged 35 and under, that number jumps to 65%.

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