This commercial aired in the Super Bowl this past year.
Now any person could figure right away when these shoes hit the market what their first flaw was -Ugly!
These
shoes seem comparable to crocs, another shoe when it first hit the
market that was view as unfashionable. Now I know that crocs were
probably never worn on the red carpet but their popularity did quickly
picked up because so many enjoyed the quality and comfort of this slip
on shoe. The croc industry boomed and even created about many many new
styles and products. Now these shape-up shoes seem to be in this same
category and something just isn't quite clicking for them in the same
way. Being in advertising right now I was trying to think of possible
factors and only one made sense.
Crocs got really big with those who wanted practical shoes;
mostly moms, working dads, little kids and even the older generation.
The people using these shoes were pretty much everyone except the
teenagers and young adults, individuals who wanted nothing to do with
comfort or practicality, but rather wear the newest look no matter how
many blisters they gave you or how bad your feel hurt at the end of the
day.
It seems that these Shape-Up shoes are simply targeting the wrong audience.
No
matter how much they give you great thighs or help your posture
no adolescent is going to wear them to high school or around campus.
Know your audience.
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Posted By Clarissa to Clarissa (explains it all) at 10/20/2010 11:54:00 PM
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