Beginning May 15, 2018, driving lovers are able to create their own pair of #BuickStyle driving shoes for $189 on the Art and Sole Academy. The special, limited time offer serves as a follow-up to the most recent #BuickStyle event, where the brand recently hosted influencers and media at Toronto's Art and Sole Academy, a shoemaking school owned by Jennifer Alison, as part of Buick's larger Buick Style campaign.
The event was unique in allowing attendees to design their dream pair of driving shoes using the actual premium leather from the interior of the Buick Avenir. It also featured two star players from Buick's design team: Sharon Gauci, Executive Director, GM Industrial Design and Catherine Black, Design Manager, Buick Colour and Trim, who spoke on the company's overall design process for the Avenir and offered styling advice as individuals made customization selections for their own pair of driving shoes.
Image Credit: Pam Lau for Buick Canada
Why This Trend Is Growing
- Custom Luxury Shoes
- Customizable luxury shoes utilizing premium materials from high-end consumer products are emerging as a trend for consumers seeking exclusivity and personalization.
- Branded Collaboration Events
- Collaborative events between brands and schools or institutions, such as Buick's event with the Art and Sole Academy, offer a marketing opportunity for brands to showcase their products and services in a unique and interactive way.
- Interior Material Usage
- Using premium materials from the interiors of high-end consumer products as a selling point and design element, as seen with Buick's use of leather from the Buick Avenir for their driving shoes, offers a niche selling point for luxury products.
Industries Being Reshaped
- Luxury Fashion
- The luxury fashion industry can utilize the trend of customizable, luxury shoes as a new form of personalized expression and exclusivity for their high-end consumers.
- Automotive
- The automotive industry can utilize interior materials from their high-end cars as a design and marketing selling point, similar to Buick's use of leather from the Avenir in their driving shoes.
- Marketing Events
- The event marketing industry can utilize the trend of branded collaboration events, such as Buick's event with the Art and Sole Academy, to offer unique and interactive experiences for consumers while promoting a brand or product.
