...palpable sense of ‘self’. Just as ethnic groups try to define themselves by analyzing their characteristics that mark other ethnic groups apart (Barth, 1969), female youth create their own subcultural identity. Different from other fashion trends, there is no restrictions or reservations on members of sneakerhead subculture. Female youth are free to opt for their favourite footwear which fully speak for them. In other words, ‘it doesn’t matter what you look like or where you come from - you are what is on your feet’ (Cunningham, 2008, p.10). Sneaker assists in defending female’s gender identity and place it in the subculture from negative stereotypical notions. The subculture provides a space to ‘empower them and give them a voice to speak about social life from their perspective’ (Sarantakos, 2012,...
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...Over time as the world famous Jordan shoe continues to get bigger and bigger, the prices seem to go up. Many sneaker enthusiasts believe this is the reason for the shoes to stay on the shelves. In 2014, the Air Jordan VI “Black Infrared” edition retailed at $185. These shoes sold out immediately leaving people who wanted a pair in a tough spot. In contrast to that, the Air Jordan VI “Maroon” released towards the end of 2015 with a retail price of $220 dollars. The $35 increase may not seem like a lot, but the target market for the shoes is people in their twenties who have other financial things like college, loans, rent, etc. That extra $35 dollars turns away loyal sneakerheads leaving them to go for more affordable...
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...EBay and the Shoe Market When I have a product that I want to sell and possibly get double the market value I automatically think of eBay. EBay is the well know “consumer-to-consumer” establishment that lets the average person sell items online without having to own an actual store. Pierre Omidyar founded this multibillion-dollar company and on September 3, 2015 he will be celebrating his company’s 20th anniversary. EBay has changed the game for all sorts of markets from the technology market to the automotive market but in this analyze I want to focus eBay’s game changing power on the shoe market. EBay is an online auction market that creates revenue for big business owners and average people looking to make a quick buck. When you think of the shoe market, I’m sure you think of the powerhouse corporation NIKE. As a matter of fact, NIKE dominated the U.S Basketball shoe market in 2012 with a 56% control and its sub brand Jordan controlling 36% of the market totaling a immense 92% of the entire sneaker market! Other brands such as Adidas, Under Armour, and Reebok taking up the minimal amount left. Where EBay sticks it’s foot into picture is when the consumers resale theses shoes online. Nike every year re-releases a different style of a vintage Jordan shoe and sales them at retail price of $250.00. People have been know to wait in line for a couple days, camping outside of the stores where these collectable shoes will be sold. Most of these shoes will go for double, maybe...
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...VIDEO GUIDE Advertising: Principles and Practice, 8th Edition Moriarty/Mitchell/Wells Segment 1: AFLAC Summary That wacky, quacky duck brought AFLAC to a high spot among most-recognizable ads and brand names. The insurance company is growing quickly as a result of this greater name recognition. It achieved 89 percent brand recognition in a relatively short time, resulting in $10 billion in sales and about a 25 percent compound growth rate. AFLAC had spent millions of dollars on advertising with little or no effect and almost no market awareness. Clearly, the current strategy was not working. This led the management team to decide to try something bold to increase market awareness. The advertising agency came up with many different ideas, but one crazy one—a duck. AFLAC tested the ad concepts and, as we know today, the duck yielded the highest results. The goal of advertising is to create awareness, while the actual sale comes from the agents selling the complicated insurance products. Discussion Questions 1. What other industries, products, or brands have used humor in advertising to help position themselves in the marketplace? Do you think the strategies have worked? Where wouldn’t humor work? Humor wouldn’t work all that well with serious purchases (e.g., health), but one might think it wouldn’t have worked with something as serious (boring?) as insurance. Might that be because the humor is associated only with the name and not the insurance company’s attributes...
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...Customers/Consumers As one of the most popular sportswear brands in the world, Adidas Group (AG) enjoys a strong market position worldwide. The largest portion of Adidas’s customers are customers who play soccer, which is the biggest sport in terms of player population and global revenue in the world.among the top team-sports. This includes professional athletes, who sign athlete endorsement deals as well. Adidas products are made available to the consumer in a variety of ways. In North America, the company opened up thousands of its signature retail shops and outlets carrying the latest and top-selling products; not to mention, big name retail store-chains such as Foot Locker, Champs Sports and Finish lines are significant contributors to sales of Adidas products. Moreover, their official website offers online shopping opportunities with special offers available to the public1. When it comes to selecting sportswear to purchase, consumers have numerous brands to choose from. Adidas, Nike, Under Armour, Puma and Asics just to name a few. Factors that affect the purchasing decisions of consumers vary individually, but the main reasons can be identified as quality, design, and brand image. As Adidas has more than one product segment, including performance, lifestyle and fashion, customers compare Adidas’s products with other brands using a set of varying criterion. Another factor that plays a crucial role that affects purchasing decisions are design and quality. Many consumers...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Best Global Brands 2013 Sector Leadership 86 BISH 10 Creative Leadership 70 Methodology 120 China’s New Brand Leaders 74 Contributors 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Sector Leadership Best Global Brands 2013 10 86 BISH Methodology Creative Leadership 70 120 Contributors China’s New Brand Leaders 74 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership roles...
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