Snipes, a store of streetwear situated in Essen, Germany, originally opened its doors a little over 20 years ago. Eight European nations now account for more than half of the over 220 outlets that are owned and managed by the company. We spoke with CEO Sven Voth about how he built a name for his company by turning a single independent multiband shop into a household name, especially among young people.
WHAT IS SNIPES’ BRAND PROMISE?
Sincerity and genuineness. Ours is not a catchy marketing phrase that we’re trying to get across. No amount of money can purchase respectability on Snipes Promo Code. As a result, I don’t think it’s just about pricing anymore; you need to provide the client a lot more than a bargain: ambiance, a way of life, and entertainment. Shopping bag carrying service on the street is a privilege you have to work for.
HOW CAN YOU MANUFACTURE GENUINENESS AND VERACITY?
The employees, especially those working directly with customers on the floor, are a major differentiating factor. Snipes near me have a common belief in what they do. They are similar to our clientele in that they have similar tastes in music, clothing, and ways of living. They may even share a neighborhood.
As far as I can tell, they are the genuine deal; I can trust them. Snipes is like a retail best friend in that he is someone you want to spend time with. Every member of our team is the same. We have a common interest in and commitment to the urban and street lifestyle. The people of the community created it for the people of the community.
IS THERE A SECRET TO FINDING AND HIRING TOP TALENT?
Our annual team event, the Snipes family party, has become one of our most effective recruitment tools despite its seemingly innocuous name. Our European staff members often come together to see a major performer like Ludacris, Rick Ross, or Busta Rhymes play basketball, dance, eat, and drink.
More over 3,000 people showed there, making it seem almost like a festival. People are applying for employment at Snipes near me just so they can join our family and be a part of these parties, which shows just how popular they have gotten.
YOU STARTED SNIPES BUT YOU DON’T WANT TO BE THE PUBLIC FACE
Snipes’ constant reduction to “just a daughter firm of Deichmann” had gotten to me, to be honest. It’s common knowledge that Deichmann made a purchase of Snipes seven years ago, but it’s misleading to talk about Snipes simply in terms of Deichmann. Don’t misunderstand me; we appreciate Deichmann’s backing as we pursue our goals.
Still, Snipes near me been true to its roots and identity, and the firm has continued to function autonomously. It’s as though we’re the only ones who ever be referenced in that light. That simply seemed strange. Snipes is first and foremost about the culture and the movement, not myself.
LOOKING BACK ON SNIPES’ FIRST TWO DECADES
Even today, I get chills whenever I see a youngster wearing a Snipes sweatshirt, or when I hear that kids in the outskirts of Paris are lining up for hours to get into our first shop there. When the audience at an event, festival, or party we’ve sponsored simply erupts, it’s one of those moments when I feel the brand power we’ve built over the last two decades.
Without a doubt, social media amplified this Snipes near me, but the best moments are when genuine, live fans of Snipes show their support.
WHO DID SNIPES HOST?
It’s hard to choose a highlight from the previous 20 years. Michael Jordan’s 2006 visit to our Hamburg shop was incredible. As far as I know, he’d never gone to an independent clothes shop before, and he’s an icon I’ll never forget. We had only been in business for eight years, so we weren’t used to dealing with a megastar at the time.
Michael Jordan is a U.S. representative. When he appears in public, the CIA provides protection. A year later, we hosted Sisq at our Bonn shop and the youngsters nearly rioted; mounted police were called. Crazy! Today, everything are well-planned to prevent hazard. The youngsters merely want to snap pictures now; a few years ago, they all wanted autographs.
WOULD YOU CHANGE ANYTHING?
Again? Yes. I made mistakes, however. The Lehman crisis was a sad time. People still came to our businesses, but they purchased less, and I worried about turnover. Snipes near me: I assumed the answer would be to establish a broader approach and attract more people instead of only targeting to 17-year-old street- and urban wear youngsters by introducing more commercial items such as certain denim labels and more commercial shoe designs.
WHAT HAPPENED?
Let’s address as many customers as possible, I thought. We began the ADAC shopping week with discounts for ADAC members, black-and-yellow POS merch in our store windows, etc. Many of them were under 18 and didn’t have a driver’s license, which annoyed our regular clients. The approach didn’t suit our brand DNA.
LESSON?
My lesson was to always be true to your brand. We all have to endure through the economic crisis.
We’re happy that shop traffic hasn’t decreased. In 2019, we’ll launch 70 additional shops throughout Europe. Because consumers Snipes near me in brick-and-mortar stores, they continue function alongside our online shop. As I said before, our workforce is key. Customers love their authenticity. It’s the store’s light, decor, music, and merchandise that form this shopping experience. Kids say, “Let’s meet at Snipes after school.”
SO, A ’00S REVIVAL?
Right now, everything is ’90s, so a ’00s comeback seems reasonable. Karl Kani sells well in our shops and among our rivals who request it.
HOW DO YOU FOLLOW TEEN CULTURE?
I’m 45. Since roughly two years ago, I no longer follow every trend I once did. I used to always wear base hats, but now I think they’re stupid.
