Luxury shoes are highly sought after all over the world, but for a specific market niche, Europe is always a step ahead.
The only problem is that it is notoriously known for having very selective buyers and constantly changing fashions.
My aim in this article is to identify the habits of the European market, how to prep the shoe product, and finally, map out steps to outline effective marketing strategies.
What are the characteristics of the European shoe market?
Do you know that Europeans love monitoring fashion trends and are extra picky, especially about shoes?
Yes, Europe is full of high-end fashion lovers looking for branded shoes that aren’t just meant for flaunting, but also comfort, quality, and pure elegance.
The good thing is that currently, a lot of people in Europe are buying products online.
Covering from Vestiaire Collective to The RealReal, people are starting to trust online shopping, but only if the shoes are authentic and in great condition.
One major observation is that people value the environment and practice sustainability.
They prefer buying pre-owned items to cut down on waste. So, if you are selling used designer shoes, you are in for a treat.
But be careful, buyers from Italy may favor classic, handcrafted shoes while German customers might lean towards minimalist, modern designs.
Learning what different nationalities prefer will help make your sales much more convenient for you.
Which Online Platforms Should You Use?
Imagine you are marketing your shoes, which platform would you choose? A luxury-centric one or a more versatile one with a wider audience?
You have many options to choose from. For instance, The Real Real and Vestiaire Collective are luxury consignment stores that only accept high-end products.
They also authenticate the shoes. Although this builds seller trust, they also charge higher fees.
They work best when selling something expensive or in limited supply.
Additionally, you might want to try general sites like eBay, Poshmark, or even Depop.
These tend to have a larger audience and more flexibility in terms of selling.
However, the downside is that there is stiff competition from numerous sellers, and you must ensure that your listings are unique.
If you are based in Europe, Zalando is another great option since it has shifted its focus towards luxury items.
As with all platforms, check what each one offers, their fees, and preconceived notions about its audience.
You might want to experiment with a few options before determining which are the most useful.
How should you clean the shoes before selling them?
What are the chances you would buy an expensive shoe if there were no photographs depicting its features?
The answer is no, and neither will your customers. Make sure that all your shoes are in pristine condition.
Clean the leather, replace the laces, and fix broken parts. If they require extensive work, hire an expert.
Always remember, shoes that require minimal cleaning will sell quicker.
Now, take high-quality photographs. Be used to using natural lighting with the shoes as the main focus.
Ensure the pictures taken are of all angles and include the logo, soles, and other important areas.
Always be honest with customers regarding wear or scratches, and let them know where you don’t cover marks.
Do not forget to include the brand name, dimensions in both EU and US/UK, color, material, and condition of the item in the product description.
Note whether you still have the box, dust bag, or even the receipt. Describe to the buyer what makes these shoes so unique.
Provide as much detail as possible to increase their chances of being sold.
What factors define the selling price?
What Ways Help You Determine If the Set Value is More or Less Than Needed?
Check the listings of other sellers with a similar product. Compare the brand, size, and condition of the shoes in question.
Also, make sure to check what has been sold instead of what is still for sale. That gives a better estimate of how much buyers are willing to pay.
Do not forget to account for your selling costs and shipping fees in your pricing.
If the seller takes 20% commission and you offer free shipping, you need to ensure you still make a profit.
Certain shoes, such as limited edition models or unique collaborations, tend to sell for more.
However, if your shoes are damaged or incomplete, you may have to lower the asking price.
The price should be flexible. Some buyers prefer making offers. Just be careful not to set the offer too low.
High-end buyers will spend more if they believe the product is authentic.
How Can You Build Trust With Buyers?
Is it easy for you to trust a vendor who cannot authenticate the shoes as original?
When buyers spend a lot of money, they want to feel safe. Use platforms that provide authentication services.
If that is not applicable, provide receipts, certificates, or the original box. Pictures of everything you have should be included.
Ensure that your listing is accurate. Share any damage or signs of use. A quick response to a buyer’s question is imperative.
For sales made, request feedback. Responding positively helps to build your name.
For platforms with no inbuilt authentication, consider third-party authentication services.
State in your listing that you offer a refund if the item is proven not to be authentic.
Buyers are more likely to trust you if they see that you are honest and responsible.
How Do You Promote Your Listings Online?
In your opinion, what is the best way to inform the public about your shoes?
Social media is an appropriate answer. For shoes to be posted on Instagram, Facebook, TikTok, and Pinterest, they must be beautifully photographed.
Help people connect with the product by sharing the story of why it is unique. Who is the design inspiration?
You could also partner with fashion bloggers or influencers. They have loyal followers, and once these influencers share your listings, the demand will increase.
Encourage satisfied customers to post pictures and write reviews. This also fosters trust.
Do not forget about emails. If there are repeat customers, notify them of new additions.
Discuss topics on forums dedicated to fans of luxury shoes. Be useful, offer advice, and inform them about your collection of premium footwear.
In What Manner Do You Approach Returns and Shipping?
What criteria do you use to ensure your customer receives the shoes in good condition and on time?
Engage the services of a reputable courier. Make use of good-quality shipping boxes and ensure the shoes are properly packed.
Provide tracking information and consider insurance. These will offer both you and the buyer peace of mind if the shoes are pricey.
Make sure your buyer is well informed on the agreed-upon timelines. It becomes even better if you can provide speedy or costless delivery.
Everything regarding your returns policy should be spelled out, and for some customers, this option is deemed especially important when dealing with high-end goods.
Ensure that ease, coupled with a constraining standard, is used to term policy.
Be familiar with the shipping, customs, and taxation rules if you are doing business with Europe.
Some services offer this feature while others don’t. Make it a point that the customer is well informed on all possible expenses.
Process the return as soon as possible. If everything looks good, send the refund almost instantly. These are effective ways to ensure customer satisfaction.
How can you evolve this side hustle into an actual business?
If you intend to change your status from a one-off seller to a business owner, then you need to set your sights higher.
Start giving your most valued clients exclusive deals, special new releases, early access, or give them some gifts as a token of appreciation.
Do thorough research and observe which brands and styles perform, then make bulk purchases of those popular items.
If possible, increase the number of selling locations by expanding your target countries or online platforms. This broadens the window of potential buyers.
You may also consider using software that can assist you in switching between tasks.
Some enable order monitoring, replying to customers, and inventory management all in one.
If you manage to grow your business to that level, you can create your own webpage or collaborate with local stores.
Most importantly, maintaining a green brand is crucial. Talk about resale in light of ecological conservation.
This promotes acquisition among environmentally conscious consumers. In time, your brand will gain recognition and earn greater public trust.
Final Thoughts
There is no denying that selling luxury shoes in Europe comes with a set of challenges.
You’ll need to understand how to pick the right platforms, how to clean and list your shoes, the price ranges you want to set, and most importantly, how to build trust. It is a lot of work, but it is worthwhile.
So, is the question of whether you want to begin selling shoes still up for debate? I would love to hear your feedback or any questions you may have.