Change starts from within. We cannot begin to #breakthebias externally without addressing it internally. That’s why this International Women’s Day, we are shining the spotlight on KLEKT’s growing team of intelligent, strong and interesting women helping to shape our business for the better.
With more women than ever buying sneakers, here at KLEKT want to ensure we are doing all we can to engage and empower our female audience. Showcasing female creators across our social feeds, sharing stories from our community of European brand ambassadors (Team KLEKT) on our blog and highlighting some of the amazing women helping to propel our brand forwards. As a company we want to make sure we are constantly and consistently adapting and evolving our marketing output to truly embody this message. Here at KLEKT, we’re striving for the change we want to see in sneakers.
As one of very few brands in the sneakersphere with a female CEO, we want to ensure we create a better shopping experience for the women who shop with us now and in the future, elevating our offering and creating a safe and welcoming space within sneakers. Everyone is welcome at KLEKT!
Today, we’re delving into our own ranks, taking the time to talk to a handful of the awesome women working hard to fuel innovation and creativity within Customer Service, Marketing and beyond! Finding a little more about what it’s like to work in sneakers, share career advice and how they think KLEKT can make a difference from the inside.
How has your experience been working within the male-dominated sneaker industry?
Amelia Influencer & Social, KLEKT – “The sneaker industry had always intimidated me as I passed through agencies in my career, seeing meeting rooms full of men, client calls lacking any women at the forefront of the business.
Over the past year or so, I have seen a real shift, especially with my time here at KLEKT. Women have fought so hard to be heard and to be appointed in higher-paid roles. This simply just empowers me to do the same.”
Lynnie Influencer & Social, KLEKT – “Just like any male-dominated industry, it definitely has its challenges but I enjoy that, it keeps me on my toes, and I see it as growth development. Having a variety of mentors, including men was a bonus. I’m a confident black woman who knows her value, and I wasn’t afraid to mark my presence early on. Of course, you will come across people that will look past and try to knock you down, then you come across the ones that will genuinely support you and want to see you win. Keep those beautiful people around. I encourage women to create a network of women in their field, discuss, share stories, better each other, and build a support system.
I will say from my experience the guys in the sneaker community are beyond supportive and encourage us ladies to be more present. They want us to be seen and heard. It’s refreshing! We’re finally getting somewhere…”
Nina Customer Service, KLEKT– “Although the industry is male dominant, in my Customer Service Team we have a nice balance with the sexes. Our customers are very varied, it might be male shoes that are being bought, but the person placing an order may be a girlfriend, wife or mother.”
Leanne Influencer & Social, KLEKT – “I feel privileged enough to not feel that working in a predominantly male industry is a disadvantage even if the odds are against me. I believe being the minority means that I have a responsibility to help advocate for change and be a voice for many women who feel invisible and underserved.”
Do you feel that women are catered to enough within the sneaker industry?
Amelia Influencer & Social, KLEKT – “The industry ultimately lacks size, inclusivity, bottom line. We see it most in the hype releases. It is disappointing that they often start at UK6. The GS releases alongside, are often made with different materials and look different to the original silhouette.
For me, size inclusivity is key. More so than getting WMNS exclusives.
Men and women want to shop the same. It’s archaic to think a man can’t wear a woman’s shoe or vice versa.”
Lynnie Influencer & Social, KLEKT – “I’m noticing an increase in exposure, but I still feel as though we’re an afterthought. The issue of gender representation within the sneaker industry still needs to be discussed. A lot of my girls miss out on hot releases due to this. Make sizes gender neutral! Please :)”
Nina Customer Service, KLEKT – “I guess the makers just go with what sells more, and men tend to buy more sneakers. The way the shoes are named, it does feel that the WNMS are not a priority, just the fact that Men’s shoes are named with the shoe name, and Women’s has to say Women’s, why are Men’s shoes not differentiated in the same way? A lot of people get very confused and buy the wrong size.”
Leanne Influencer & Social, KLEKT – “As someone who loves retro sneakers, I definitely don’t think women are catered to enough. I think the hardest part is falling in love with a pair pre-release and then finding out that the sizes start from 6+. So many sneakers I love visually that I know I will never be able to wear due to the run only being catered to men. I totally understand that there has to be a demand for retailers to create the supply in specific sizes, but honestly, without the supply, we can’t prove that there really is a demand.”
What advice would you give to any woman looking further (or jump-start) their career in your specific field?
Amelia Influencer & Social, KLEKT – “My advice would be:
- Be confident. Even if you are just starting out, confidence is KEY. Believe you can come into a business/ agency as an intern and make a difference.
- Always know your value. There will be times when you feel microaggressions/ or pushed down. Don’t be afraid to stand up for yourself.
- Stay innovative, stay curious and stay woke in your chosen industry. Constantly be on the lookout for new trends to benefit your business or role.”
Lynnie Influencer & Social, KLEKT – “Social media is your CV! By all means, connect online with creatives that tap into the same interests as you. BUT… remember the real world exists, go to the events, show your face, network and voice your opinions. Only you can represent YOU!”
Nina Customer Service, KLEKT – “Be your confident self, and it will make no difference what industry you work in.”
Leanne Influencer & Social, KLEKT – “I would definitely say networking is key as you are able to meet like-minded and passionate people who share your interests; who can therefore help elevate you within the space. There is room for all women in the sneaker industry and working together really is the best way for all of us to move further in our fields.”
What do you think we (KLEKT) can do to help create better experiences for women?
Amelia Influencer & Social, KLEKT – “We need to continue to work with female creators and tastemakers and have them at the helm of our platform.
Community is HUGE within the sneaker industry, and that includes women as much as men, let’s ensure our community tone of voice caters to everyone and isn’t pinned down to a ‘gender’.
Let’s celebrate female achievements more! When there is a new female designed sneaker, we will talk about the craftsmanship and the journey the designer took to get there. I think people would really engage with this.”
Nina Customer Service, KLEKT – “Make it easier for Women to see which shoes are for Women, and the differences with the sizes.”
Leanne Influencer & Social, KLEKT – “From personal experience, navigating the app could be made more inclusive by using clear tab options for men and women’s sizing. I believe the default is US men’s, but the conversion from US men’s and US women’s to UK gives different results, so it can be easily misunderstood and confused.”
To Conclude
Taking a look around the industry as it stands today, we can see that many brands are slowly taking actionable steps to ensure that women are catered to and welcomed into sneakers. Even today, we can see that a lot more of our (KLEKT) own competitors are being outwardly outspoken this International Women’s Day, hosting a plethora of panels, events and campaigns designed to open up conversations around inequality in the industry. All I can hope for is that the current push for change isn’t merely skin-deep. That we follow through, and that this level of noise is sustained for both myself and the amazing women behind the scenes, and behind the screens. Women who are so deeply and truly passionate about making the industry better. Better for women to work in and shop in, encouraging women to take the step into sneakers and feel welcomed with open arms. I know here at KLEKT we won’t stop working hard to ensure every piece of our output embodies this message and make sure that we’re valuing women as both colleagues and customers in the process.
