Instant Alert: Move over Prada: Millennials can't get enough of Koio, an Italian sneaker company that sells luxury shoes for a fraction of the cost

MANAGE SUBSCRIPTIONS   |   UNSUBSCRIBE   |   VIEW ONLINE   Move over Prada: Millennials can't get enough of Koio, an Italian sneaker company that sells luxury shoes for a fraction of the cost by Zoë Bernard on Feb 26, 2018, 12:02 PM Advertisement What do millennials want from their footwear? It's a question that Johannes Quodt and Chris Wichert have explored ever since they booked a one-way ticket to Italy in 2014 with the quest of creating a shoe tailored to the taste of today's up-and-comers. Millennials, Quodt and Wichert know, are discerning shoppers. They demand quality from the brands they buy from, but they're also drawn to companies that deliver up unfeigned authenticity both in their business practices and their products. In other words: You can't make it on the luxury sneaker market in the internet age by faking it. Quodt and Wichert are the extremely German, extremely tall, extremely business-savvy duo behind Koio, a new luxury line of sneakers that's selling premium footwear for a fraction of the cost. A pair of Koios will run you around $250. For reference, a similar quality of shoe from a designer like Gucci or Prada might cost anywhere between $500 and $1,000.  Here's how Koio can sell a premium product at a marginal price and still turn a profit: SEE ALSO: This couple invented a clever piece of luggage so you'll never have to check your bags again — here's how it works DON'T MISS: A new unconventional co-working space is undercutting WeWork's membership fees by 80% Although the brand recently debuted its first brick-and-mortar location in downtown Manhattan, Koio was created with the express intent of attracting an online following. In an interview with Business Insider, Johannes Quodt described the importance of embarking on a brand that connects with its customers in the online marketplace. "It was important for us to start online," Quodt said. "We saw ourselves as 'online first.' We perceived that there's a community of people who value the things we value. People want an attention to detail in design, they want ethical manufacturing. People are looking for a brand that speaks to them." By cutting out high-priced rents and avoiding wholesale retail, Koio is able to offer high-quality shoes at an acutely competitive price. Try on a pair of Koio shoes, and you'll be impressed by the quality of materials. The brand manufactures its entire line from an exclusive leather-goods maker in Italy. See the rest of the story at Business Insider   Share the latest business news with your network:    Email sent to: nguyenvu1187.love5@blogger.com   |   Manage your email preferences   |   Unsubscribe Terms of Service   |   Privacy Policy Business Insider. 150 Fifth Avenue, New York, NY 10011