KNOW YOUR CUSTOMER | Every market has a staple product that it's customers look for.
This first shoe design is what I call the "Bread and Butter". There are no bells and whistles. This design's primary focus is to drive sales in it's category by being safe for new and existing customers. Because the Asics customer already knows and has trust in the brand this design is free from any gimicks or pretentious embelishments. Another added benefit to this approach is that it does not scare away new customers who do not want a complete make-over.
FIND THE WINNERS | Sometimes your on top, sometimes it's someone else.
After doing some online research for "best sales" in the category of women's running and training shoes, the "Nike" style featured below came up as the winner. Aside from the strength of the brand, I feel that this design's simplicity is what gives it the mass appeal. I chose to design a shoe that would compete wtith the Nike.
COLOR TRENDS | You need to be aware of color trends.
The color pallette was chosen from reviewing early forecast for 2013. I use colors from the apparel industry, furniture, and art & graphics. I will always use the staples of black, silver, and navy for athletic shoes and the usual suspects such as peri, pink and aqua for women's.
THE "IT" COLOR | Every season there is a new fashion-color that floods all products.
For fashion colors I will use red which has become more of a staple to some degree. By far kelly-green and purple variations have been very strong, however green does not perform well in shoes. With the popularity of Justin Bieber, it's safe to say that the color purple will be in the public therefore I used it as the fashion color with this design however, I do not believe that Justin Beiber has any influence on the Asic's customer.
