Since being purchased by E-Land Group in 2013, K-Swiss has been tweaking its brand messaging.According to Ashley Girard, senior director of global marketing and e-commerce at K-Swiss, the heritage tennis brand is focusing on targeting Millennials by speaking to their entrepreneurial desires.That’s why the firm has brought its program “The Board,” which launched in 2014, to Skillshare, a digital learning platform, as a series of free online classes called the Creative Entrepreneur’s Toolkit.According to Girard, The Board includes 100 entrepreneurs who were selected from 10,000 applicants around the world. During the program, K-Swiss gives them access to one-on-one sessions with creative business owners. Each member had an opportunity to design a sneaker for the brand and six entries were selected to go into production for resort 2017. The designer will receive royalties on each unit sold.“We are speaking to the same consumer as Nike, Under Armour and Puma, but we are speaking to him or her in a different way,” said Girard. “Nike and Under Armour are about performance. Puma is focused on the artist or the entertainer. We see there’s an opportunity for young individuals who are aspiring to be their own boss. It’s the same consumer, but the way we are speaking to them is in supporting their dreams and endeavors.”The partnership with Skillshare allows everyone to access the sessions, which each covering an aspect of the business. Designer Jeff Staple covers sneaker design; 10.Deep founder Scott Sasso overviews brand positioning; Tyler Gage and Dan MacCombie from Runa, a beverage company, outline how to create a charity-based initiative, and Instagram star Josh Ostrovsky, best known as The Fat Jew, offers lessons in social media. The other sessions feature Allure’s fashion director Rachael Wang covering how to make a look book and WAH Nails founder Sharmadean Reid talking about business plan development. Each of the classes is hosted by style blogger Natalie Suarez of Natalie Off Duty.“It was important that the sessions spoke to our community,” Girard told WWD. “They aren’t overtly branded and they are beneficial to the masses. We are a champion of the entrepreneurial spirit and we happen to be a brand, as well.”
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion