Foot Locker introduces a groundbreaking store concept aimed at addressing longstanding issues and setting the stage for broader fleet upgrades.
First openings
“Even though we have nearly 1,800 global Foot Lockers, we haven’t always had the most synchronized store brief and expression. And so this is an opportunity to really start on a journey to synchronize that,” Chief Commercial Officer Frank Bracken said in an interview.
“A lot of our store designs in the history of Foot Locker have been really honestly male-dominant in terms of like, ‘Let’s establish the male footwear and apparel sections, and then we’ll build women’s and kids around it.’ And this was really holistic in terms of all the consumer journeys: men’s, women’s and then family with kids.”
Female-focused enhancements
The new store prominently positions the women’s section at the forefront, featuring enhanced storytelling around sneaker trends and styling suggestions, alongside dedicated checkouts for added convenience.
Family-friendly expansion
While the initial rollout doesn’t include a Kids Foot Locker, upcoming flagship locations, such as the one slated for New York, will cater to younger customers with features designed to accommodate families and foster exploration.
A pivotal year for Foot Locker
Chief Commercial Officer Frank Bracken identifies 2024 as a critical year for Foot Locker, marked by the convergence of various initiatives, including the rollout of a new loyalty program, app, brand platform, and now, a revamped store experience. The introduction of the new store concept signifies a significant step forward in the retailer’s broader efforts to enhance the overall customer experience.
