I am all over these Achilles Raw shoes by Common Projects for a multitude of reasons.
First up, they are made out of raw Italian leather, which means that they are cooler than any other shoes you will see on the street. Secondly, they are called 'Achilles Raw.' How can you go wrong with something that is named like that? You can't.
Implications - Every level of branding is important, and these Achilles Raw shoes prove that with an effective name, you can maximize the appeal of a product. Customers are always looking for ways to maximize their individuality, and having a product name that empowers consumers may be the difference between what is purchased and what isn't.
Deconstructed Italian Kicks
The Achilles Raw Shoes Make for Ultra Comfortable Coolness
Trend Themes
1. Raw Italian Leather Footwear - Disruptive innovation opportunity: Introducing raw Italian leather to other footwear industries.
2. Naming Products After Greek Heroes - Disruptive innovation opportunity: Naming products after lesser-known Greek heroes can create a unique and memorable brand identity.
3. Cool Streetwear Aesthetics - Disruptive innovation opportunity: Introducing a 'cool streetwear' aesthetic to industries not traditionally associated with fashion can attract a new audience.
Industry Implications
1. Luxury Footwear - Disruptive innovation opportunity: Incorporating raw Italian leather for added luxury and unique design elements.
2. Fashion Retail - Disruptive innovation opportunity: Offering offbeat product naming to distinguish and attract buyers.
3. Sports Apparel - Disruptive innovation opportunity: Incorporating casual streetwear aesthetics for a fresh take on traditional sportswear.