Keds Should Be Marketing With The Empowerment Of Women.

Leisure time

Keds 100th anniversary.

In memory of her one hundred year old birthday, it changed Slogan to "Ladies First Since 1916" since 1916.

Keds was born out of United States Rubber Co..

Manufacturer.

In the 1916 year of the year, the United States Rubber Company unify all its footwear brands to a big brand, named Keds and launched the first pair of sneakers in 1917.

Keds has a long history than Nike, Puma, Vans, Adidas and other brands.

Although Keds is younger than CONVERSE (8 years later than CONVERSE), CONVERSE was first known for its basketball shoes, but then it gradually became popular among female consumers.

Keds began targeting women at the beginning of its brand development. It was probably a pioneer in the category of women's casual shoes (relative to high-heeled shoes).

Before Keds, there were few women's shoes making casual casual shoes with casual wear.

In some people's eyes, high heels are one of the obstacles to the development of women in the male dominated society.

This allows women to provide non high heeled shoes with women's liberation.

Keds's advertisement in 1950s

This is probably the reason why they are willing to talk about the topic of "Empowering women".

In addition, "women empowerment" is also one of the popular marketing symbols.

Dove has also been claiming that it is doing women empowerment and helping women gain self-confidence, and this strategy market response is good.

Keds has been popular for a while, including legend of Audrey Hepburn, Marilyn Monro and Yoko Ono through Keds.

The heroine of the movie "Dirty Dancing" wore Keds in the film, which made the sales volume of Keds suddenly increased by several times. At the same time, it also made Keds leave its mark in pop culture.

These can probably be interpreted as the reason why Keds has been positioned as a "centenary shoe" in China.

Keds was bought by Wolverine World Wide in 2012.

Sales of casual shoes (including Sperry and Hush Puppies) in Keds in 2014 were $1 billion 60 million.

In the earnings report, it was also mentioned that because Keds sold well and operating profit was high, it made up for the decline of other brands in the category.

In order to celebrate its birthday, Keds will also launch a series of "100% American production" middle and high end lines, priced at 120 US dollars, which is nearly 3 times the average of Keds.

Sold only in high-end department stores Barney's.

Despite the fact that there are stories about history and women's empowerment, it is not easy for the millennial generation to continue buying Keds for these reasons.

They invited Taylor Swift and Zheng Xiujing to speak for themselves.

However, judging from its Tmall evaluation, it is probably one of the urgent problems to solve.