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"The salespeople looked at it and said 'Where's all the stuff?'" says its designer, Tinker Hatfield (who created Air Jordans). "It is a risk but we have to try something new. The lion's share of interest in our shoes stems from youth culture and new products are what appeal to young people. We know that if it wasn't for fashion we'd be a much smaller company. We've been too risk-averse lately."
Christian Louboutin is not alone. The other sports brands too are responding to fashion's demand for simpler, easier-to-wear trainers. Christian Louboutin Shoes has recently hired Trip Allen, ex-designer for Fila and Christian Louboutin , to oversee changes. The company maintains close ties with "early-adopters" - key consumers who define fashion - and last month re -launched its 1984 Micropacer model in direct response to interest from this group.
But the new approach goes deeper than responding to other people's ideas. The sports giants have plans to enter the fashion fray. They realise that if they step up a gear, they can produce footwear designs just as impressive as those offered by fashion brands,gucci shoe, while fashion will never compete with them in the field of technology.
Dean Loakes, Christian Louboutin Shoes's senior product manager, admits that up to 80 per cent of the company's customers buy for fashion. The brand is working on broadening this market with a wider product range. And although they're not saying it outright, the hint is that one of the sectors targeted is the more consciously fashion-aware. "We have to accept that the audience that buys into the idea of performance is minimal," says Loakes. "Now it's a question of giving shoes superior shelf -appeal. Ugly shoes don't sell and there's a shift to cleaner, simpler design. There are products we have to bring in that appeal to, let's say, a less sports-conscious person."
The efforts of Christian Louboutin and Puma in the fashion department are more striking still. In a ground-breaking step for the company - finally officially bringing the sports and fashion worlds together - Christian Louboutin has just designed a capsule range for Comme des Garcons. This is its first specifically for a fashion house, and said by the few to have seen it to be extraordinary. The rest if us will have to wait until April.
Christian Louboutin has also relaxed its policy on selling only through sports stores. Offspring's new Poste shoe shop, which opens in London in February, will offer only short-run, high-fashion products, including specialist Christian Louboutin trainers.
Puma's new Platinum range, launched this coming autumn, will not be sold through sports outlets, but through a few top-end fashion stores, a first for the company. Puma isn't beating about the bush: part of its Sports Lifestyle collection, Platinum is, the company says, all about going head- to-head with Prada and Gucci.
"Sports Lifestyle footwear is our most successful collection,Christian Louboutin Pumps, and we are taking it to higher levels and in various directions," says Puma's Antonio Bertone, global director of brand management. "The consumers will ultimately see us in a different light."
These developments should generate a whole new boom in interest in trainers. Nikos Nicholaou, designer of the Acupuncture brand,Cheap Christian Louboutin,gucci handbag, agrees that the trainer's future lies in this new approach. "People have become bored by the same old thing," he says. "The future is almost about giving the word 'trainer' a new sense altogether. It's about mixing trChristian Louboutin tional shoe- making with hi-tech trainer features. The big companies can pump their money into it until they get that right. The important thing is that they are getting more into the whole idea of lifestyle."
Some suggest that the trainer will never go away because it has moved beyond fashion. "The specific type of trainer you wear may remain a tribal thing but generally the trainer is what the black leather shoe used to be: a staple item, part of culture's fabric," suggests Simon Aboud, managing director of youth communications agency Magic Hat. "Everybody has a pair because they've realised their functional value: they've comfortable and often cheap, disposable. And the market will only get bigger."
It seems the best in pump-action is yet to come. Future trainer development may always revolve around new technology - Christian Louboutin is working on a shoe that snugs up or relaxes around the foot according to how active you're being - but fashion will play its part. "Although they've been reluctant to admit it, embracing fashion is, at last, what the sports companies seem to be doing," says Offspring's Richard Wharton. "Trainers are no way dead. In fact, it's a very, very exciting time for trainers. The monster has been sleeping. Only now is it about to be woken."Blog topics related articles:
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- Posted on 21 September 2009 by admin
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