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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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My other problem with Skechers is that I’m not a big fan of their marketing. The whole Shape-Ups campaign was a really egregious example of using “Skechy-Science” to sell a product to people who generally don’t take the time to evaluate the science themselves. Then came the ads for the Resistance Runner shoe (see example at left) – they were humorous to say the least for a shoe that was supposedly designed with “mid-foot strike technology.” The model in that ad may just slide the heel back and land on his midfoot prior to contact, but methinks that is rather unlikely with the amount of ankle dorsiflexion and knee extension he exhibits that late in his stride.
The FTC's settlement with Skechers is part of a broader agreement that resolves an investigation that included the attorney generals from 44 states. Under the settlement Skechers is not allowed to make any claims about its toning shoes involving health or fitness benefits unless they are backed by scientific evidence.
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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