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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.

1 Comments

  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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skechers flex
Another reality about my desire to see greater market acceptance of lightweight, less-structured footwear became clear to me after I started teaching again a few weeks back. When I look at college students on my campus, Nike is by far the most popular brand of athletic shoe on their feet, and the Nike Free Run seems to be a big hit among the 18-22 year old crowd. None of them are wearing Saucony Hattoris or Merrell Trail Gloves. I was very skeptical about the Nike Free Run when it first came out, but after trying it I found that despite the deceptive marketing about it being a “barefoot” shoe, I actually liked running in them.
Skechers billed its Shape-ups as a fitness tool designed to promote weight loss and tone muscles with the shoe’s curved “rocker” or rolling bottom – saying it provides natural instability and causes the consumer to “use more energy with every step.” Shape-ups, introduced in 2009, cost about $100 and are sold at retailers nationwide.
Anyway, Kurt and I have exchanged several additional emails about the design of the shoe, but I was quite honestly not initially anticipating that I would like running in them.
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