Nike Introduces Shoe Customization System
Nike has introduced a self-service shoe customization system in its Nike stores in Beverly Hills, Chicago, NYC, Portland and San Francisco, as well as its NIKEgoddess store in Costa Mesa, CA.
Utilizing the DS15 flat-panel display system, from Planar Systems, Beaverton, OR, consumers can personalize select athletic shoes with color schemes and design elements. Previously available only for Web purchases, Nike’s shoe customization service is now accessible at its retail stores through the DS15 touch-screen.
Dale Jr. & Wrangler Jeans Promote Wrangler Hero
Wrangler Jeans Co. recently launched a marketing campaign with NASCAR’s Dale Earnhardt Jr. to promote the new Wrangler Hero brand. The line is the official jean of Dale Jr. and the #8 Dale Earnhardt racing team, and the Wrangler brand logo appears on his car and uniform.
To support Wrangler Jeans products in-store, Dale Jr. appears on POS and is involved in various consumer promotions. The Hero line appeals to a younger, fashion conscious male consumer.
“The campaign portrays Dale Jr. in a very heroic, iconic light,” said Craig Errington, Director of Marketing, VF Jeanswear Mass-Market Male Brands. “We utilize him, and racing, as the conduit to communicate a message full of adrenaline and excitement.”
The Hispanic Impact On Apparel
The Hispanic impact on apparel has many implications for marketers, according to Garcia360, a communications company specializing in the Hispanic/Latino environment. Children’s apparel, furnishings, and bedding are high-spend categories for Hispanic families, who average 3.6 per household compared to 2.6 of the rest of the population. Latino children are very much influenced by the popular media, gravitating to characters and colors that many of their non-Hispanic friends are also attracted to. For Hispanic adults however, shopping is usually a family affair, meaning that extended family members like grandmothers, aunts and cousins influence purchases of apparel, furniture, or home décor. Ethnicity is a factor for these purchases, as often Hispanics will want to buy goods which remind them of a home country or childhood in a foreign country.
According to Garcia360, creating a line of goods that represent a range of prices allows a retailer to offer a variety of goods to Hispanic customers in different income or lifestyle brackets. Bilingual signage when possible is the best way to satisfy the needs of all customers. In many Latin American countries, textiles are part of everyday life so incorporating them into store displays will have a positive appeal for Latino customers.
The Conde Rack offers its multi-use CRII-TRC 11 Tower Rack display system which meets retailers need for flexibility. The 60” high height attractively showcases outfits such as tops and bottoms in an efficient manner. The affordable custom and proprietary designs are made at the company factory in San Diego and can be built and delivered on time and within budget. The complete line is at their web site at conderack.com. For more information, contact The Conde Rack, 3430 Hancock Street, San Diego, CA 92110.
Finding Nemo T-shirt Display
These Finding Nemo Displays were created for Disney on Ice and capture the spirit of the movie and provide a product display that creates attention. The display invokes the fun and love for the characters in the movie. The product stands out on the display back drop. The use of shape, wood, metal and rope give the display an overall nautical feel needed to draw attention to the brand. The Finding Nemo T-Shirt Display was created by Display Boys, 17032 Murphy Avenue, Irvine, California 92614.
Luminaire Ultra® III
This display is an ultra-thin backlit graphic display. The narrow profile of l-5/8” minimum fixture, allows awareness to focus on the graphic message. The display’s frame flips open on all four sides for easy graphic and service access. The cold-cathode fluorescent lamps have life expectancy of up to 9 years without lamp changes in a typical retail environment. Light distribution is extraordinarily even through an innovative method of edgelighting an internal, precision-etched acrylic panel. It is available in eight standard sizes with custom sizes available. The Luminaire Ultra® III is available from Clearr Corporation, 6325 Sandburg Road, Minneapolis, MN 55427.
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