rest of the script and some slides

A marketing campaign that we feel Kickers could take inspiration from is the campaign that Mother agency created for New Balance. The brand launched a limited edition collection consisting of 480 pairs, each handmade with recycled materials, making it appropriate to play on nostalgia. The campaign featured a Polaroid in every box which the consumer had to go online and correspond this with a video clip of the journey behind that specific pair of trainers. Engaging the consumer with a personal and interactive experience helps to generate more sales.
A key trend briefly mentioned earlier by... is the hi top trend. The images on the slide display just how popular the hi top trend is with brands such as Nike, Converse and Reebok as well as high street stores such as Zara, River Island and Topshop all selling a wide variety of styles and colours of hi-top trainers showing that all retailers have established this as a successful trend. With online magazines such as the sneaker files dedicated to footwear, allows consumers to engage with this trend and post comments about the latest products and styles.
With the kick hi featuring a high ankle and being available in many styles including the black quilted that Matt chose to wear, they share many similarities with the likes of Nike and Reebok, showing that if the Kickers Kick Hi is marketed to the right consumer in the right way, Kickers can also share the same success these brands have with the popular consumer choice of Hi-tops.

Customisation is another fundamental trend that allows consumers to be expressive in the way that they present their shoes. As explained previously, Matt in week three of our trend tracking proposal customised his Kick Hi boots with gold studs and adding a personal touch to the shoes he explained that this made them more enjoyable to wear. This trend is due to continue to become popular among consumers as it is becoming more important to express themselves through fashion especially in this economic recession.

Music is an important trend among consumers and Kickers have already used music as a way of communicating to consumers in the past this is something that the brand can continue with but by taking it to the next level. Music Monday, is a weekly Twitter trend that gives Tweeters a chance to find and share music. Users recommend music to their followers, and people looking to discover new music.

The music industry in 2010 sees an increase in the popularity in talent programmes such as Britain’s got Talent and the success story of dance group Diversity, something that Kickers can take inspiration from in their advertising campaigns.

An interesting music video for Just Jacks song ‘The Day I Died’ allows the viewer to select the path that Jack takes in the video – ‘Go to the park’ or ‘Go to soup kitchen.’ This interactivity allows the consumer to engage further within the music culture which is something Kickers could use to attract consumers to the website by using these options to eventually lead the consumer to the Kickers online site to purchase the Kick Hi’s.

Throughout this trend tracking project we have found that the Kickers brand needs to generate more brand awareness and it is essential to market to the right consumer in the right way, using music and culture to appeal to the on trend, technological and creative consumer. The use of music videos would be beneficial to Kickers as a brand as it is engaging for the consumer and still allows Kickers to stay true to its strong roots and presence within music culture.