Subject: An Open Letter to Keds and DSW: Reviving the Iconic Brand
Dear Keds and DSW Executives and Marketing Department,
As a lifelong admirer of Keds, I am writing to express my thoughts on the brand's current direction and to share some insights on how it can recapture its iconic status. Back in the '90s, Keds were the epitome of cool. Both my parents wore Champions, and I did too as a kid. They were lightweight, flexible, well-made, and inexpensive, our family's go-to sneaker. Plus, the classic style matched any outfit, male of female.
It's puzzling that Keds have slipped from their once-iconic status. While they may not be designed for sports or activities requiring specialized footwear, Keds are a fantastic sneaker for everyday wear.
The decline became glaringly obvious when the previous owners decided to "embrace girl power." While this was a commendable idea, it overlooked other essential factors like providing a high-quality sneaker for everyone. I never saw the need to offer the Champion in separate lines for men and women. Side by side, the women's version was undeniably a better product but limited in sizing. Simply offering gender-diverse sizing in core colors would be a solution.
Recommendations for Enhancing the Keds Brand:
1. Gender-Diverse Sizing: Offer at least the basic version of most styles in a full range of sizes.
2. Aesthetic Improvements: Replace the bare metal eyelets on the core Champions. They detract from the appearance, making the sneakers look "dime-store" cheap and not appropriate for a $55.00 sneaker.
3. Quality Laces: Use thicker laces, as the current ones are too thin. Consider offering round laces as an option.
4. Revisit Classic Styles: Reevaluate and bring back old styles and versions of the Champions. During their peak popularity, Keds were well-made and had a great silhouette.
5. Consistency in Styles: Keep styles in the line for more than one season. Recently, I saw a "Gender Neutral" Champion and loved it. However, when I returned to purchase more, there were no sizes left. I missed the chance to grab a leather pair—shame on you, Keds!
It’s not all bad news with the brand. Reports from the staff here have positive feedback. The Dream Foam insoles are terrific, and the sneakers require no real break-in. You can wear them right out of the box without fear of blisters. There is considerable excitement about the seasonal color Champions, but sizing is limited. Lastly, the staff overwhelmingly stated that the Jump Kick was the sportiest style and should be gender-diverse.
I am hopeful and excited to see Keds regain its iconic status! Implementing these suggestions wouldn’t require a substantial investment but could breathe new life into the world’s oldest sneaker brand. I urge decision-makers at DSW to take these insights into consideration and bring the core values of Keds to both men and women through well-made, stylish, everyday sneakers.
Thank you for your attention and consideration.
Sincerely,
Staff of Sneaker-Groups.com
www.keds.com
www.keds.com
Dear Keds and DSW Executives and Marketing Department,
As a lifelong admirer of Keds, I am writing to express my thoughts on the brand's current direction and to share some insights on how it can recapture its iconic status. Back in the '90s, Keds were the epitome of cool. Both my parents wore Champions, and I did too as a kid. They were lightweight, flexible, well-made, and inexpensive, our family's go-to sneaker. Plus, the classic style matched any outfit, male of female.
It's puzzling that Keds have slipped from their once-iconic status. While they may not be designed for sports or activities requiring specialized footwear, Keds are a fantastic sneaker for everyday wear.
The decline became glaringly obvious when the previous owners decided to "embrace girl power." While this was a commendable idea, it overlooked other essential factors like providing a high-quality sneaker for everyone. I never saw the need to offer the Champion in separate lines for men and women. Side by side, the women's version was undeniably a better product but limited in sizing. Simply offering gender-diverse sizing in core colors would be a solution.
Recommendations for Enhancing the Keds Brand:
1. Gender-Diverse Sizing: Offer at least the basic version of most styles in a full range of sizes.
2. Aesthetic Improvements: Replace the bare metal eyelets on the core Champions. They detract from the appearance, making the sneakers look "dime-store" cheap and not appropriate for a $55.00 sneaker.
3. Quality Laces: Use thicker laces, as the current ones are too thin. Consider offering round laces as an option.
4. Revisit Classic Styles: Reevaluate and bring back old styles and versions of the Champions. During their peak popularity, Keds were well-made and had a great silhouette.
5. Consistency in Styles: Keep styles in the line for more than one season. Recently, I saw a "Gender Neutral" Champion and loved it. However, when I returned to purchase more, there were no sizes left. I missed the chance to grab a leather pair—shame on you, Keds!
It’s not all bad news with the brand. Reports from the staff here have positive feedback. The Dream Foam insoles are terrific, and the sneakers require no real break-in. You can wear them right out of the box without fear of blisters. There is considerable excitement about the seasonal color Champions, but sizing is limited. Lastly, the staff overwhelmingly stated that the Jump Kick was the sportiest style and should be gender-diverse.
I am hopeful and excited to see Keds regain its iconic status! Implementing these suggestions wouldn’t require a substantial investment but could breathe new life into the world’s oldest sneaker brand. I urge decision-makers at DSW to take these insights into consideration and bring the core values of Keds to both men and women through well-made, stylish, everyday sneakers.
Thank you for your attention and consideration.
Sincerely,
Staff of Sneaker-Groups.com
Shoes: Women's, Men's & Kids Shoes from Top Brands | Keds
Official Keds Site - Shop Keds canvas sneakers & leather shoes in a variety of styles, patterns & colors.
Shoes: Women's, Men's & Kids Shoes from Top Brands | Keds
Official Keds Site - Shop Keds canvas sneakers & leather shoes in a variety of styles, patterns & colors.