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.”
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion