In order to reach or goal we needed to reevaluate where Keds current branding and positing in relation to similar brands. After reevaluating we will reposition Keds in the target market which will ultimately rebranded to reconnect with the audience.
keds are known for their classic casual look and comfortable fit. During the 1990&#x2019;s Keds were very popular, but failed to keep up with the trends which caused them to gain a negative reputation of being the shoe for children, cheerleaders or punk rockers. In the past 2 years Keds has regained its popularity. This is due to a new young generation that does not want to wear labels and values comfort, personality, and style of their shoes.
Currently keds have 4 categories of shoe their classic champion, pro keds for athletics, green which is made completely recycled materials, and fashion keds which match today&#x2019;s fashion trends and colors. The champion shoe can be customized to fit ones personality. Unique patterns and colors can be found on zazzle.com, which Keds teamed up with recently.
keds have 3 main competitors in the market. converse - people like them for pure historic connotation that stay true to orginal classics, comfortable, offer a variety of styles and color options. Sketchers - founded less than 20 years ago sketchers are aimed at men and women ages 18-40 who like them because they are versitile, fashionable and are comfortable. Vans - The 27 year old company target active youth who like them for the trendy patterns, versatility and comfiness. Overall all these shoes have one thing in common, the owners tend to wear them out until they are completely dead.
Our new audience will be women ages 23-32, recent college grads who are entering the career world. These women are fashion conscious, they like to keep up with the trends and like to look their best at all times. They tend to shop at stores like Macy&#x2019;s, Bloomingdales, and Nordstums, but will more often shop Nordstum Rack and Marshals. Here they can buy the big brand names they like at a discounted price. These women are very brand conscious, they feel that a brand is used to show outsiders what they are all about. Our audience is very opinionated and not afraid to share it. , if it is challenged it takes a good argument to change their mind. Some may see them as abrasive and sassy. And what does our audience think about keds?
Our current audience thinks... They are the type of person that likes to be noticed for fashion. Overall our audience can be discribed as trend setters not followers.
The audience will see that Keds are not unhip or out of date and will discover that they are fashionable and match their current style. They will find that these shoes are Not their Mothers Keds.
As our audience has a modern higher fashion taste, our logo reflects the current classy trend with the sans serif font and toned down color.
insert your wittyness here!
talk about why did you put it there.
describe if people are going to wear this around town and where.
• Upload photos of your best head turning expression
• Guess what head-turning expression goes with which pair (10% off)
• Post comments about the reactions you’ve gotten wearing your new Keds