# Chained-Up Shoe Ads Thorocraft Uses Chains to Set Itself Apart From Other Brands By Christina Butty | Published 2009-09-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/thorocraft-spring-2010-premier References: [hypebeast](http://hypebeast.com/2009/09/thorocraft-2010-spring-preview/) & [thorocraft](http://thorocraft.com/) To unveil their Spring 2010 Premier collection, Thoroughcraft came up with this idea of presenting three models of their shoes hooked up to [chains](https://www.trendhunter.com/trends/curb-chain-collection). Merchandising classic products in an interesting way is a challenge for any retailer—especially since selling products is more about branding than the actual product these days. The result is certainly makes their product stand out from the numerous other [shoe offerings available on the market](https://www.trendhunter.com/trends/cappa-blade-starsway), both new and old. Thorocraft is created under the direction of Alex James. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 46% | Activity: 40% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **Chain-presented Products:** The use of chains to display products is a disruptive innovation opportunity that can captivate consumer attention and differentiate brands. - **Merchandising Innovation:** Creating unique and interesting ways to showcase products presents a disruptive innovation opportunity for retailers to enhance brand perception and attract customers. - **Branding Over Product:** The shift towards emphasizing branding rather than the actual product presents a disruptive innovation opportunity for businesses to create compelling brand narratives and experiences. ### Industries Being Reshaped - **Footwear:** The footwear industry can leverage chain-presented products as a disruptive innovation opportunity to differentiate their offerings and enhance brand visibility. - **Retail:** Merchandising innovation presents a disruptive innovation opportunity for the retail industry to create unique and engaging product displays that attract customers and increase sales. - **Fashion:** The fashion industry can capitalize on the shift towards branding over product by creating captivating brand narratives and experiences to disrupt the market and stand out from competitors. ## Related on Trend Hunter - [Heritage-Driven Boot Campaigns](https://www.trendhunter.com/trends/red-wing-made-the-hard-way.md) - [Interchangeable Themed Shoe Charms](https://www.trendhunter.com/trends/coach-1.md) - [Authentic Footwear Campaigns](https://www.trendhunter.com/trends/crocs-wonderfully-unordinary.md) - [Unique Footwear Designs](https://www.trendhunter.com/trends/john-fluevog.md) - [Charm-Accented Technical Sneakers](https://www.trendhunter.com/trends/bentgablenits-1.md) - [Heritage Brand Boot Ads](https://www.trendhunter.com/trends/well-worn.md) - [Tasselled Chain Clogs](https://www.trendhunter.com/trends/crocs-x-pop-mart-skullpanda.md) - [Randomness-Inspired Designer Footwear Lines](https://www.trendhunter.com/trends/beauty-in-chaos.md) - [Detail-Forward Shoe Collabs](https://www.trendhunter.com/trends/clot-stan-smith-beaded.md)