New look for K-Swiss
K-Swiss has refreshed the look of its Kspace website with the help of Perfect Fools. The website combines beautiful shots of K-Swiss’ testimonials with video interviews where they explain their own style on and off the tennis court.
The mood is very classy with a black & white look and feel that positions the brand as classic yet cool (and even sexy) choice in footwear. A quite different approach after last year’s free running campaign.
The execution is beautiful but it lacks somehow in originality. I had a strong sense of dejavu while visiting the site, and I couldn’t help remembering the recent work by Converse which, btw, was also brought to life online by the same digital agency.
Going a bit more into the interface details, I can tell you the sneakers collection is presented with a simple but nice horizontal scroll. And of course I appreciate the smooth integration of the click & buy button close to each shoe model.
And the point is ????? Can Perfect Fools please stop playing designers and have an idea in their work… seriously the work is just pretty …and really nails home why Digital needs to evolve
The point? Seems pretty obvious to me. Build the brand by showing a big range of artists/athletes in K Swiss shoes. Doesn’t need to be more complex than that.
Many digital communications firms have a particular style and it appears this way with Perfect Fools. The question is, does it work? What were the results of the Converse project? It is too early to know how K-Swiss will do but it would be interesting to see if they have a big increase in sales since clothing and sporting goods are areas that have seen a big drop in revenues.
Whether you like the design or not, it is about the result. I’m not much for, “Our brand equity is now the highest its ever been,” unless the sales are there to go with it.
RM
Yeah I hear you. You’re wrong in trying to seek out the effects of ONE campaign though. I doubt one campaign makes that much difference, it’s pretty hard to tell.
Web campaigns are so much cheaper than anything else that it’s worth pumping out 3-5 of these per year than just one tv spot. Personally I wouldn’t buy shoes directly on a campaign site, but if they continue to build their brand online with the same stylish executing as Adidas or Nike… then they’ve made a difference.
I really do not see this campaign working in KSwiss’ favor. Hope it works though, I used to wear KSwiss a lot and would look to see them rebound.
Ryan
http://www.acruxads.com
its just too slow isnt it?