Agency: McCann Erickson | Author: Andrew Thomas |
Springers by K - striding across the generation gap
INTRODUCTION
K Shoes sells through 150 of its own shops, 600 Clarks outlets and over 1,000 independent retailers. Springers, the successful sandal range launched in 1981, yielded worldwide sales of over nine million pairs. However, this success was double edged. Springers' appeal was to the mature lady with 'difficult' feet, grateful for the comfort the unique double-layered polyurethane sole provided, contributed to the consumer perception that K was a brand for old women. TMS data put the K purchaser's average age at...