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Anna Abrell

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. navaz batliwalla

    ( June 15, 2014 )

    Reply

    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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But first, to be fair, it's important to say a few good things about the Skechers program. They are donating shoes to a first rate non profit, Shoes4Soles, that delivers donated used shoes to impoverished areas all over the world. I wrote about Soles4Souls after the Haiti disaster here. Also on the Skechers webpage they have a link to their corporate philanthropy program, the SKECHERS USA, “Nothing Compares to Family” promotion, that ran through 2009, and starred popular celebrity families and benefits children's charities with ads breaking in celebrity weekly and fashion magazines.
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.
However, they've recently created a new line of canvas slip-ons that are a blatant rip-off of Toms. BleachBlack pointed out that Bobs not only copies Toms' shoe shape, but also the individual fabrics, the single-syllable dude name, and the humanitarian component. What's your take on the whole shebang? When it comes to charity, do you subscribe to the belief that the more organizations out there, the merrier—or are they taking advantage of a profitable yet philanthropic business?
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