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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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If you’ve been following the FTC’s long-standing concern about deceptive endorsements, the complaint count related to Dr. Gautreau’s endorsement should be of particular interest. According to the FTC, Skechers represented that Dr. Gautreau endorsed Shape-ups based upon his “independent, objective study of the product.” But the complaint alleged that Skechers failed to disclose — or failed to adequately disclose — that the company had paid him to conduct the study and that he’s married to a Skechers marketing executive. In light of the representations made, the FTC says consumers would have found that information material. Thus, the FTC alleges that Skechers’ failure to disclose those facts was a deceptive practice, in violation of Section 5.
Another big factor that allowed Skechers to hit the ground running in 2011 is the fact it has a vast network of retail partners outside of the realm of specialty running retailers—including thousands of lifestyle mall stores and more than 900 Skechers retail stores around the world. Consider that there are between 800 and 1,000 specialty running stores in North America and it’s easy to see that Skechers has a leg up on the new brands and smaller brands fighting for space on the shoe walls at those specialty running stores.
Obviously the concept of giving a pair of shoes away has proven effective marketing for TOMS shoes and its founder, Blake Mycoskie. But what drove TOM's success is not the "how"—the giving away of shoes—but the "why" behind it. As the company website explains, the TOMS concept emerged after a powerful and authentic experience—Mycoskie's travels in Argentina during which he saw and met countless barefoot children. That powerful direct experience inspired a desire to do good. So Blake and his team took a financial risk by betting their business and philanthropic success on an untested and generous buisness model.
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