This live project has been devised by Nottingham Trent University to which myself and 3 others team members are having to generate a research file in order to gain a better understanding of the brand! Currently the broader population will regard Kickers to be identified with the school shoe image, however our project as a team will include a marketing strategy in order to promote, re-instore the brand with a 'COOL' image and raise brand awareness.
Yes. I know what you're thinking. It's exactly what I was thinking. Generally Kickers will be associated with those clumpy school shoes, agree? I personally did not wear them and they would be the last thing I would be seen wearing. Nevertheless with regards to researching the brand in depth and gaining a better understanding it became apparent that actually Kickers was a cool brand established on the music festival scene, specifically in Manchester music scene with acid house and trance music for their most renowned shoe which is 'Kick-Hi.'
Did you know Kickers Jarvis Cocker, Artic Monkeys, the Gallaghers, Mike Skinner and the Kaiser Chiefs have been known to wear Kickers? This therefore generates more brand awareness and increase the desirability for the brand. However the awareness of these endorsements and collaborations is specific to the target consumer rather than a wider selection of the population. This suggests that Kickers marketing strategy should adopt a new approach.
Check out the groups blog www.lovethykickers.blogspot.com
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