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Check out these quotes from the article.
"“I think we’re adding capabilities,” Jordan said, noting Keds’ strong international and kid’s business. Keds also marks DBI’s first owned brand within the kids footwear sector that it will wholesale to other retailers."
"DBI president Bill Jordan says Keds represents an opportunity to fill some white space for the company, which did not own any brands in the athletic or athleisure space until about six months ago."
So they see Keds as kids brand and they invested to fill up empty space in the company. I feel like they only bought Keds for portfolio reasons and to show growth by acquiring assets. I don't see any commitment to bringing Keds back as a major brand or at least to where it was when Taylor Swift was the spokeperson. I see Keds being stuck in wholesale hell for the next decade.
"“I think we’re adding capabilities,” Jordan said, noting Keds’ strong international and kid’s business. Keds also marks DBI’s first owned brand within the kids footwear sector that it will wholesale to other retailers."
"DBI president Bill Jordan says Keds represents an opportunity to fill some white space for the company, which did not own any brands in the athletic or athleisure space until about six months ago."
So they see Keds as kids brand and they invested to fill up empty space in the company. I feel like they only bought Keds for portfolio reasons and to show growth by acquiring assets. I don't see any commitment to bringing Keds back as a major brand or at least to where it was when Taylor Swift was the spokeperson. I see Keds being stuck in wholesale hell for the next decade.
I regularly get emails from DSW for sales and offers. So far nothing concerning the Keds brand. You'd think they'd like to at least put the name out there that they are now "the place" to buy them. Special sales, promotions...might be too early for that, but not encouraging
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Sadly I’m an optimist and have to think of the best. DSW May have better insights too what customers want. That is a good thing. The current owner is pumping out new stuff faster than they can get an audience. I’d of course prefer Keds went back to the root and core customer. Quality over quantity. Even better I’d like to see Keds made in the USA again. Vans does it and are doing really well.
As far as the kids market. Yes absolutely they should go after it. It’s profitable and it brings in new business.
The deal also includes Pro-Keds. I’m a big fan and buy them as well. The Royal being my favourite.
I’m not a fan of the single spokes person as model. Taylor Swift may have been the ultimate and the results were meh. I think Keds needs to use many more influencer’s and start doing real ads again like other brands.
Keds could and should be a lifestyle brand that people feel comfortable with.
Lastly Keds needs to unisex the core Champion line.
As far as the kids market. Yes absolutely they should go after it. It’s profitable and it brings in new business.
The deal also includes Pro-Keds. I’m a big fan and buy them as well. The Royal being my favourite.
I’m not a fan of the single spokes person as model. Taylor Swift may have been the ultimate and the results were meh. I think Keds needs to use many more influencer’s and start doing real ads again like other brands.
Keds could and should be a lifestyle brand that people feel comfortable with.
Lastly Keds needs to unisex the core Champion line.