No Name Outlines Ambitious Plans for 2024: New Targets, Gender-Neutral Approach, and Global Expansion
No Name, renowned for its platform sneakers embraced by the Spice Girls in the ’90s, is poised for a significant repositioning to attract a broader customer base. Valérie Chétrit, the marketing and communications director of the brand, shared insights with FashionUnited about No Name’s aspirations for the upcoming year.
“In 2023, we revamped the entire product range,” stated Chétrit. The past year witnessed No Name’s focus on product segmentation and redefining bestsellers to “target new consumers nationally and internationally.”
The brand introduced several changes to its digital operations, enhancing product categories and marketplace presence. Recognizing the significance of the digital landscape, No Name invested in an intuitive interface, clearer design, and more appealing visuals to enhance the online shopping experience. Chétrit reported positive feedback, emphasizing the success of this strategy.
“While No Name is known for shoes with recognizable soles that add height, the brand possesses a robust DNA associated with the ’90s style. We aim to preserve the originality of our models while refreshing our offerings,” shared Chétrit. While maintaining a focus on its flagship products, the company is expanding collections to cater to diverse audiences. In the summer of 2024, it plans to unveil a “no gender” collection, featuring the Krazee Runner, a flagship model.
Despite diversifying collections, Chétrit stressed the importance of maintaining an “affordable” sneaker offering. “We consistently provide an affordable sneaker option, competitively positioned compared to various counterparts.”
Addressing sustainability concerns, Chétrit highlighted responsible practices in certain sneaker models, incorporating GOTS-certified organic cotton. The brand aims to prioritize sustainability and eco-responsible materials without compromising quality and comfort for consumers.
In 2024, No Name aims to strengthen its global presence. Participating in the Italian fashion trade show Pitti Uomo for the second consecutive year was a strategic decision to increase international visibility, particularly in Italy. Chétrit emphasized the significance of Pitti Uomo for B2B engagements and exclusive presentations of their “no gender” line.
While having existing stores in Paris and a shop-in-shop in Marseille, No Name aims to maintain its retail presence and expand its wholesale network. Chétrit clarified that there are no immediate plans to open proprietary boutiques. The primary focus for 2024 is international expansion, including points of sale in the US and undisclosed territories.