FRESH TAKE: HOPING TO STAY RELEVANT TO YOUNG CONSUMERS, FOOTWEAR COMPANIES ARE FEELING A PERPETUAL CHALLENGE TO FIND NEW WAYS TO REACH THEM

Like generations before them, Gen Y con-sumers still have their style icons. The shift is in how to present them. "It used to be that more marketing was better, and that's been reversed," [Lucien James] said. "It's a wake-up call to brands to be smarter, because the customer...

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Bibliographic Details
Published in:Footwear News : FN 2006-01, Vol.62 (5), p.110
Main Author: Sakany, Lois
Format: Article
Language:English
Subjects:
Artists
Consumers
Demographics
Footwear industry
Market strategy
Marketing
Millennials
Rap music
Rap musicians
Shoes & boots
Online Access:Get full text
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Summary:Like generations before them, Gen Y con-sumers still have their style icons. The shift is in how to present them. "It used to be that more marketing was better, and that's been reversed," [Lucien James] said. "It's a wake-up call to brands to be smarter, because the customers they are trying to sell to are smarter."
ISSN:0162-914X