We have touched on various topics previously but we are yet to discuss a noticeable trend in recent times which may be obvious to some and the topic for today will be, branding. We are not talking about initiatives by footwear brands to further promote their brand, but we will be focusing more on consumer’s preference for the visibility of the brands that they consume.
Recently, Sean Wotherspoon posted a photo of his Bespoke which features multiple Swoosh logos on the tongue including an additional Swoosh on the mudguard, before and after ripping the corduroy material. Everyone seems to be amused by the idea of having mini Swooshes throughout the shoe while some even demanded a release with similar details.
Nike Air Force 1 ‘Just Do It’ pack
The idea here is not about the placement of the Swoosh on the shoe, but more towards the quantity of Swoosh logos available throughout the shoe or how visible the branding is on the shoes. Take as an example, a general release, the ‘Just Do It’ pack by Nike which sold out within a day earlier this year seems like a surprise to many. Usually, a pair of shoe that tries to oversell itself gets hindered as it makes the consumer look like they’re trying too hard to let everyone else notice that its a pair of shoe they bought from a certain brand.
Another example, Nike will be releasing a pair of Air Force 1 Mid which features mini Swooshes throughout the shoe which includes the mudguard, the side panel, the start of the eyelids, tongue and even the pull tab around the heel area. Needless to say, the overbranding trend is alive and real. The copious amounts of logos pasted on the shoe is actually making them plenty of sales, but where was the origin point in this?
A look through to the back catalog and a few jumps to conclusions would point us that this trend started from Off-White’s collaboration with Nike “The Ten” collection which featured oversized Swoosh logos as seen on the Blazer and Air Jordan 1.
It doesn’t just stop at sneakers. Apparel too shares the spotlight in this case, a prime example being Nike having recently released a windbreaker which features a large-sized Swoosh where an entire Swoosh is visible when it connects from arm to arm, through your body. Have you heard any of your relatives or peers who refused to buy a certain apparel just because you can’t see the branding on it? Exactly. We can use Commes Des Garcon (CDG) as another example, where your peers refuse to buy a tee just because the signature heart logo is too small and would choose a different tee which has the signature heart logo printed over the entire tee instead.
But what about Adidas and PUMA and the others I here you speak? Adidas plays it smart. The silhouette itself carries the distinction and branding with minimal emboss of the Trefoil, instead putting it in on the front toeguard for the Yeezy 500, and in the insole for the Yeezy 350. Distinguishing the 700 is only by the 3M Three Stripes only barely visible under the mesh cage that it was placed, counteracting what Nike is pushing in the first place. PUMA makes itself known with the Formstrip, and for better or for worse, that’s the only strip that potential consumers need to know for the brand. It all depends on consumer preference really, and in this generation, the more associated the individual is with the brand, the better.
High fashion too has long practiced this, but major players are also pumping up their visibility. While the collection can be considered ancient in today’s fast moving fashion world, the Louis Vuitton X Supreme still presents a hallmark case when it comes to milking the brand to its very last drop. Think about it. You don’t really need a hoodie that boisterously loud unless you need people to know the value and rarity of such a piece that realistically you’re going to wear only once or twice to sneaker cons and then put back in its wrap to avoid further contamination.
We admit, a certain level of differentiation is welcomed and appreciated, but taking it a bit too far might prove counter intuitive.
