DRAPERS ARTICLES

I have created a collection of articles found in different Drapers magazines that will help with the New Balance brief and open our eyes to what competitors are currently doing to make their way up the lifestyle market.ONITSUKA TIGER ADVERTORIAL

Firstly a brand that I see as one of New Balance's main competitors, in terms of tone of voice and the product that they are selling, Onitsuka Tiger. This article holds a focus on how the brand use craftsmanship and intricate detailing on their trainers and how this is ultimately used to appeal to consumers. A trend in brands giving a personal feel to consumers has become obvious through research, and what better way than by focusing on the handmade aspect? This will make the consumer feel as though the trainer has been crafted especially for them.

HMV AND STREET FASHION
HMV are launchung a fashion range which includes ranges from Boxfresh and Fly53 - two street brands that are very popular within the lifestyle market. As a brand that is already perceived as 'cool' because of their large involvement with music a collaboration with lifestyle brands such as these could only increase their popularity with consumers and bring the popularity of buying CDs and music back into todays culture.

I believe that this is a smart collaboration for all brands involved and is something that New Balance could take inspiration from in terms of any future collaborations they are thinking about producing.

RUNNING IN HEELS

This article shows how Rockport have combined style and comfort within their footwear. This includes the creation of technology that has been incorporated into high heels to make them comortable (BRILLIANT!)
As New Balance are seen as innovators because of the support and comfort that they offer with their products I thought this was relevant to show how other companies are now using the the kind of technology that New Balance came up with, and taking it further into the market.