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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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Finally, Skechers also improved its marketing strategy.The brand hired singer Demi Lovato to promote a line for teens. It also started selling a shoe designed specifically for golf, endorsed by professional player Matt Kuchar.
Early Skechers products included skateboard type shoes and general purpose boots, chunky and functional in design. The first successful launched by the brand was the release of the,'Chrome Dome' shoe. It was 1993 and the Seattle Grunge Music scene had exploded onto the scene and the band Nirvana were dominating the charts with each subsequent release. The Chrome Dome shoe was manufactured to look worn. The heels looked scuffed and the shoes looked well used. In essence the Chrome Domes were Grunge and quickly became popular and sought after. Appealing to both of the sexes, the shoe was an urban street boot that reflected the increasing popularity of the 'grunge' look among younger consumers and it matched perfectly with a faded pair of jeans and plaid shirt.
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