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Anna Abrell is a postgraduate at the London College of Fashion studying MA Strategic Fashion Marketing. She currently works in the London branch of Decoded Fashion where she assists the event director, writes articles about current fashion/tech trends and handles part of the social media. Anna previously interned at Matthew Williamson under the head of digital, Rosanna Falconer. She studied psychology and business administration at undergraduate level and her main interests include luxury fashion marketing, omni-channel, e- and m-commerce and all things that combine fashion, technology and digital. Anna is German and Swiss, and currently calls London her home.

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  1. I dunno though, I wish they would switch it up a bit. It’s always the same people, with the same style of photography. Ferragamo did something similar a few months ago. The Blonde Salad- yaaaawn! I would rather it was people who actually know and wear the brand or can offer a creative take on it (just sayin…)

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This is the latest FTC case dealing with unsubstantiated product claims and the second involving toning shoes. Last September, the agency announced a $25 million settlement with Reebok for falsely claiming that their toning shoes strengthened and sculpted lower body muscles.
It’s the magic bullet pitch - “Get fit without stepping foot in a gym.” Claims include “toning” butt and legs and reducing cellulite. It’s the stuff of marketing magic, gimmicks and fads, and if executed well, as the Skechers campaign is, buckets of cash are made overnight. No one waits for a clinical trial; speaking of which, Skechers, are there any plans for one?
I am a regular reader of Andrea Dekker’s blog and when she posted about the Skechers GoWalk shoes, I had to look into them. You know what got me really excited? I found out these shoes come in Wide!
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