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