ADI Marketing Director Explains How Stan Smith Is So Red?

Recently, Adidas director of marketing talked about Jon Wexler on a series of short films called OPEN on how to hold red shoes Stan Smith.

This program is planned by Canadian Shopify, inviting famous bloggers, opinion leaders, stars and entrepreneurs to exchange experiences, such as how to make products sell well, use limited budgets to make it red, and skillfully use Internet and other topics.

According to Jon Wexler in OPEN, this

Divided into 5 steps.

1. no longer introduce new products, "clean up" the market.

"First, we cleaned up the market.

That is to say, if we stop releasing more Stan Smith to the market, the supply will be broken, and eventually we will be in short supply.

Adidas will publish on the website that for various reasons, this sneaker is off the shelf.

2. again through the fashion show smart again launched.

"Because before Phoebe Philo came to find us and said that she wanted to wear her model to Stan Smith, we knew she was a fan of this sneaker.

Moreover, she went on a minimalist style, not very feminine, and her style matched.

We later went to Phoebe Philo to wear it on the Celine fashion show in September 2014.

To make a final thank you.

These are enough to make this sneaker attract the attention of fashion people and become a topic.

In addition, you know, men always love this shoe, so we do this mainly to attract female consumers, let them begin to accept this white shoes, and let people of different ages understand it.

3. let stars wear this style.

。

"6 months later, we launched the customized version, which is characterized by the star's image on the tongue, such as the image of A$AP Rocky, Jeremy Scott.

For example, we invited the actor Ellen DeGeneres to provide him with a customized version for him to take photos on Instagram.

Basically, it can attract more stars to wear this sneaker.

4. provide limited edition to ordinary consumers.

"Stan Smith basically reached a climax in 2014.

We also began to offer limited edition to ordinary consumers at that time.

It seems that everyone wants the original sneakers, the green and white Stan Smith.

Fashion bloggers are also starting to wear this shoe.

What Adidas has to do is make sure that anyone who wants to buy it can buy it. "

5. let the market go crazy.

"In fact, the plan worked.

According to Goldman Sachs and Teen Vogue last month, Adidas ranked the top 50 among young people's favorite footwear brands. In this survey, we were the most attractive brand in 2015.

In the past two years, the most fashionable fashion is not tight and casual dress, which is embodied in simplicity, comfort, real wear and neutrality. New York magazine defines this trend as normcore - Normal (usual) and Hardcore (core).

Normcore is that you can wear light material, loose jeans, T-shirt, white socks and pure white sneakers.

If you want to buy white ball shoes, you can't miss Stan Smith.

Of course, it is not a temporary red interest, we have done promotion in all channels.

Shopify is often seen as a new business platform in the domestic media. It is also compared with Etsy.

But the original intention of Shopify was to set up a simple and fast e-commerce channel for small and medium-sized enterprises to help enterprises solve such problems as trusteeship, design, data analysis, payment and other technical support.

For example, you can pay in Shopify to make them specialize in store personas, but Etsy can only choose fixed templates.

This is probably the main reason why Shopify wants to do this series of programs, because the topic covered by OPEN is teaching people how to do business on e-commerce platform.

However, this program is somewhat similar to the offline salon. If OPEN studio comes to your city, you can go to live by online registration.

In this period of Jon Wexler, he talked about how Adidas promoted Stan Smith.

White ball shoes Stan Smith is named after the tennis star Stan Smith, who won the two grand slam in 1970s.

Since then, the shoes have sold 40 million pairs.