this was in my local paper this morning. i also read in the june/july issue of nylon that keds is collaborating with an indie poster artist for prints on shoes that will come out this fall. i think the lepre collabo. could work well.
Keds collection aims at high end
By Donna Goodison
Tuesday, June 6, 2006
Keds is partnering with designer Nanette Lepore on a limited-edition sneaker collection that will launch next spring in high-end department and specialty stores.
The partnership reflects Keds’ ongoing push to move the iconic 90-year-old brand more upscale, said Shawn Neville, group president of Keds and Saucony for Lexington-based Stride Rite Corp.
“Although it’s a small business, it’s part of building cachet for the brand as we’ve been repositioning it,” Neville said. “The athletic industry is clearly becoming more connected to the fashion leadership every day, whether it’s Stella McCartney and Adidas, or Vans and Marc Jacobs.”
The collection by Lepore will include 12 to 15 styles tied to the colors and prints of her spring clothing collection and will retail for $60 to $100.
The designer collaboration is the fourth recently undertaken by Keds. It also launched spring collections this year with both BCBG Max Azria and Maria Cornejo, and a men’s line last year with Commes des Garcons that was available in Europe and Japan.
Stride Rite has been repositioning Keds over the last year to boost sales that peaked in 1992 at $372 million but have dropped nearly every year since, hitting $126 million last year. It’s been pulling Keds from value stores and boosting their average price by $10. The company also signed “The OC” star Mischa Barton to woo 19- to 30-year-olds to the brand.
“The repositioning is going very well,” said Heather Boksen, an analyst at Sidoti & Co. LLC in New York. “The premium product in the department store channel has been very well accepted and not just by the teenage customer that they were really trying to target with it. I’m looking for a rebound next year for them.”
I really like what Keds has been doing with everything lately. Advertising, design, marketing. It's really working well for them. But the problem is that I'm just not willing to pay that sort of money.
__________________ reality television... "warps the minds of our children and weakens the resolve of our allies"
the black satin flats actually look like they could be interesting... comfortable for running around on the weekend... i like the low vamp. not sure if i oculd get into the usual keds slip-on style that i wore when i was a kid, though.