LEGO REVIVAL.

As previously posted Kickers have had great success with their Collaboration with Lego for Kids shoes. Where the 80's trend has seized to vanish LEGO has seen a revival amongst nostaligic GEN Y hipsters.




Iconic, Retro, & 80's; LEGO ticks all the boxes.



When you look for something you notice it everywhere, ads for Lanvin, JCDC catwalk shows, watches, cameras, walls............. Kickers.

Whilst in context of childrens where could this collobarotion stretch to an edgy line of shoes for big kids?

Lisa X

Dr. Marten's

Recently when visiting London with the course we came across the Dr Marten store in Covent Garden. We thought as part of our research we would take a look inside the store at the range of shoes available, what they offered and how they were presented. It was an interesting experience. Myself I didn't know the range of shoes Dr Martens offered, I always believed they were quite limited but they had LOADS on offer. As well as many collaborations.

I managed slyly on my phone to get a sly picture of one of the displays of a recent collabroation they are retailing. This can be seen below.

The picture isn't of its best quality, as I was doing this very slyly with many staff behind me. However it shows a simply dressing table display with 3 boots and 2 advertisments about the boots.

The boots and collaboration were pretty simple, and I believe this is something Kickers could look at taking onboard and copying the simple idea to create a different brand awareness amongst consumers.

Sarah x

Comme Des Garçons Play X Converse Chuck Taylor

Converse and heralded fashion label COMME des GARCONS team up for another batch of sneakers, utilizing the timeless Chuck Taylor All Star model.

Comme Des Garçon’s Play label has received a ton of hype thanks to its constant appearances on Kanye West and the “Class of ‘09″ rappers. The heart logo has been seen on shirts, cardigan and sweaters, but now it’s available on a Converse, thanks to this Play x Converse Chuck Taylor collaboration.

''One interesting note about the collaboration: Apparently CDG designerRei Kawakubo was infatuated with a very particular model of Chuck Taylors -- one sold in the '50s for the U. S. Army. Apparently, the new design was based off of that retro style -- which we think sounds pretty darn cool,'' (http://www.nbcnewyork.com/blogs/the-thread/Comme-des-Garcons-x-Converse-53459282.html).

This collaboration is another example where a shoe brand is joining forces with a luxury brand. With regards to Kickers they could begin to think about their desired target audience by considering potential high fashion brands to collaborate with which will give a more mature and innovative consumer.

Lizzie X

Dr. Martens X Jean Paul Gaultier

Dr. Martens luxury creations are continuing to blossom with this collaboration with Jean Paul Gaultier. The British boot-maker is crossing the English Channel with this French label. The boot has had some holy cut-out treatment and is available in two colour ways; black and white. This collaboration is very promising for both brands.

In relation to Kickers this collaboration with such a luxury designer gives the boot more recognition, making it a more desirable product to purchase. This could be something Kickers could adopt in the near future when targeting a new, innovative and fashion forward consumer. Such campaign will generate brand awareness benefiting Kickers and the potential brand to be collaborated with.

Lizzie X

A classic revived..

Reverting to the classics is never a bad idea in times of economic crisis. Kickers have released their version of the desert boot. Called the Greenwich, it features detailing to mark it out as a Kickers design, including red laces and the traditional red and green Kickers tabs. I just loved this as only last weekend I went shopping with my Dad and he was looking at the desert boot,every shop we went to he picked them up. They have definitly made a come back over the past months and Kickers have got their name on it.

Carmela X

I want.....Kickers slippers??

When browsing through new arrivals I came across these Men's Spitalfields Charcoal slippers. They do show a humour to the brand as you swap the slogans to create humorous statements, totally related to men. However I don’t see why you would pay £30 for a pair of slippers like these.
It seems this is a way Kickers is trying to be cool, this may develop further and be a hit however from a personal perspective I don’t think this quite works and doesn’t somewhat seem to fit in at present. Let me know what you think.
Carmela X

Clothing Collaboration?

Recently the world has seen Jimmy Choo collaborate with H&M, creating a big interest and lots of publicity coverage. The collaboration was launched into stores in 200 cities on 14th November with hundred of fashionistas waiting overnight outside the shops to get their hands on a pair! The shoes selling out within hours. Below is an example of an advertisement with a pair of the shoes.

Stella McCartney and Adidas launched their collaboration back in 2005 and since has been very successful with the collaboration constantly growing in size and products. As Stella stated she wanted 'to offer women sports clothing they could work out in and still feel good about the way they look'.

This is very similar to Alexander McQueen and Puma. Alexander McQueen wanted to create a concept of 'Power' as the DNA to the collection. 'Physical and mental power exist at the very of sport, and the collection strives to interpret and convey it in innovative and unexpected ways.' Bringing essence of the designer to the brand through referenced style, colour and material applications.

These two sports brans show how trainers were once boring, sport minded shoes, but with these collaborations are shown to be fashion conscious where style and practicality are accounted for. Where three collaborations have worked successfully, this is defiantly something Kickers should consider, to help change their brand image. Showing they are still a practical, well worn, comfortable shoe but have a fashion focus and are 'cool' to wear.

Sarah x

JARVIS COCKER wears KICKERS!

Helen Lawrence spends her time on the gig-scene photographing popstars........feet. And guess which loyal fan she spotted in Kickers? The Brit-Pop icon himself Jarvis Cocker.

This is what she had to say of the photo:

"Kicker shoes were responsible for so many arguments in shoe shops with my mother when I was a small kid. They made your legs look like tree trunks but every cool girl wanted them, if you didn't have the rubber tag hanging off your school footwear you might as well have stayed at home. Jarvis Cocker is clearly a cool kid then. He does well on the lack of tree trunk legs, though I'd pay to see him wearing them at the same time as a school skirt with the waistband rolled up."

Visit Helen's Site for more popstars feet: http://www.popstarfeets.co.uk

Lisa X

Student Offer!

Kickers are trying to shake off the school shoe look.. or so they say.

When researching Kickers on the internet, I came across many student and discount forums talking about the student discount Kickers were offering... why is this creating no publicity for the brand? and the offer so hidden?

I thought at first it was just me that this was new news to but my house mates and friends were surprised with the news also.

Kickers offering 10% off to all students by entering STUDY4LESS at the checkout online PLUS receiving an exclusive Student Feel Good Wallet, full of many amazing student offers, which include:

• Free entry to Vibe nights at Luminar nightclubs (Oceana and Liquid)
• Free Milkshare from Shakaway
• Free game of Ten Pin Bowling for you and 5 friends from TenPin
• Free game of Paintballing for you and 15 friends at Ministry of Paintball
• £5 spend at Borders
• £5 spend at Firebox
• 10% saving at Gecko's – Adventure Travels.
• Chicago Rock Cafe – Your, your way! Choose from free drink, reduced entry price, free cloakroom or more!

Which is all simply done by adding the promotional code at the checkout, and is on offer until 24th December 2009!!

By offering this offer to students Kickers are defiantly attempting to contact the new market and bring in new consumers to the brand to purchase their products. However the publicity of this offer is a good attempt just isn't wide spread enough for us students to find out about it. A definite worthwhile offer though. Go look at their products www.kickers.co.uk

Sarah x

FAC51 Hacienda boots

The Manchester Scene.

The Kickers limited edition FAC51 Hacienda boots resurfaced in 2008.
The boots are part of Kickers' Sound of Style range, with a pair of boots representing key dates in its four-decade history. The FAC51 is obviously representing the 80s, with the Hacienda logo on the heel and tongue and the 08 88 highlighting the arrival of house music at the legendary club. Many fans of the shoe were from diverse and contemporary musical backgrounds such as UK Garage, R'n'B and hip-hop. Kickers really gained its popularity when Kick - Hi's were heraled by icons on the Manchester music scene.

According to the spiel, Kickers were the 'unofficial uniform' of the club at the time, trainers being a no go at the time.

Heritage Influence.

The Kick Hi boot was released in 1975. It was the late 80’s scene, first with acid house and then later with trance music. Over the years Kickers has been associated with the music industry, including Ms Dynamite, So Solid Crew, Jarvis Cocker, Noel Gallagher, Mike Skinner, Arctic Monkeys, Craig David and Rodney P. The heritage element of Kickers is the vocal point of the brand which enables them to reconnect with consumers on the music scene. Nevertheless the brand should also consider a contemporary influence on the music scene as well as adopting more innovative collaborations for the older consumer.

Lizzie X

Peter Andre's Kids in Lego Kickers!

This photo is in the new OK magzine showing little Junior and Princess sporting Lego Kickers!

Must have been Dad's stylish and cute choice of footwear, obviously not Jordans'.

Lisa X

Charlotte Mann For Project X

Illustrator Charlotte Mann's redesign of the classic Kick-Hi is one of my favourites! From the front they look like any other pair of white kick-hi's but it's the finer details that make them. Taking the idea of Red/Green the heels are printed with two different trees: Birch/Oak. They came with 16 tags: 8 Girls and 8 Birds.


But my favourite part of the collobaration is the the styling and photography to promote the boots.


Fred Butler did the prop design for this shoot. If you haven't heard of him checkout his amazing website at: http://www.fredbutlerstyle.com He's worked with everyone from Selfridges to Super Super. Kickers were on the ball when they teamed up with Butler for their lookbook, just a shame not enough people got to see it. A link on their website perhaps would have sufficed? Butlers use of props place the Kick His into settings appealing and relatable to Kickers target consumers (18 - 30year old males). More so I think thank the childish cartoon campaign by ODD adevertising seen in the previous post.




Charlotte Mann's illustrations for the lookbook have the same effect. They place the shoes in into a lifestyle, a cool lifestyle associated with the music history of the brand, that young men want to be a part of.

Maybe Kickers could take a similar approach to their advertising. I can see the above images sitting well in publications like Dazed, Wonderland or Vice.

Lisa X

Advertising..

When researching Kickers I came across many of their advertisements. Seen below is one of Kickers advertisements.

This advertisement shows a pair of cartoon legs, not a model, showing a fun look to the brand, instantly attracting a younger audience.

Some of Kickers competitors and other footwear brands on the market, are appealing to a range of audiences and are being very successful at it. For example Doc Martins and Converse, are already seen as a 'cool' brand. Their advertisements look like:

These two Doc Marten's advertisements have been widely successful, for a brand like Kickers which has become 'cool' again. Kickers being a similar brand to Doc Marten's through somewhere being connected with the music in both of the brands history should look closely at what Doc Marten's are doing and take inspiration, as they are becoming very successful again and Kickers could do this!

Looking at the Converse advertisement, this is very different for the brand. Again this particular brand is creating a 'cool' look that is trying to appeal to a new and current audience, and their advertisements can be seen to doing this very successfully, which is reflected within the ad's. Kickers could look at Converse again for inspiration like Doc Marten's as they are another competitor which are doing very well.

If Kickers were to change the 'look' of their advertisements to something similar to Doc Marten's and Converse do you think this would work?

I defiantly think this would make consumers take a different look at the brand!

Sarah x

Kickers go LEGO crazy.

Collaborating with Lego, Kickers employ an excellent strategy in targeting toddlers, primarily boys with these super cute booties. The campaign is perfect with details on the Kick Hi boots including ego detailing, including brick configurations on velcro straps and eyelets. The use of the Lego brick print on two of the styles and bright bold colors associated with the brand are genius. Kickers and Lego only recently released the collaboration in October 2009. Can Kickers produce the same press coverage and popularity when marketing to an older target consumer?

Can a future collaboration for an older consumer be as successful?

Lizzie x

Did You Know?

When researching for Kickers I came across many collaborations that Kickers have done, over the past 3years!! Which hardly anyone seems to know about either! So although Kickers have done these collaborations trying come across 'cool' and move on they haven't been noticed on the market, and the shoe still has the response of being known as a school shoes. The new designs created no brand awareness!

Some of the collaborations are seen here:

Have you ever seen or heard of these?

Could this be due to poor advertising? and to the wrong consumers?

Sarah

Can Kickers Shake Off The School Shoe Image?

Did you know the youth brand Kickers was created 40 years ago? They weren't school shoes then! In 1970 Daniel Raufast created Kickers for the bare footed youngsters wearing jeans. The blue-jean generation were the first to kick off the trend which peaked in popularity during the late 80's and 90's amongst the rave scene. Many of us remember our first pair of Kickers back in our school days, thats where we have left them! Can Kickers shake off the school shoe image?