‘Who we are as a brand’: Why Keds is creating a new ‘handbook’ for women [DailyFinance (AOL.com)]
Wolverine World Wide, Inc. (WWW)
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Source: DailyFinance
As International Women’s Day approaches on March 8, sneaker brand Keds is celebrating its female-focused roots with the release of the “The Keds Hand-book for Women” — a modern take on its The Keds Hand-book for Girls series from the early 1920s. Keds is printing and distributing an abbreviated version of the Keds Hand-book for Women, which will include stories of 18 women from diverse backgrounds. Empowering women is at the foundation of the new series, with the inaugural issue centering around the concept of power. “It’s more than a marketing tool. It’s really who we are as a brand,” says Keds president Gillian Meek who joined Yahoo ’s “ On the Move “We have 104 years of history in making shoes for women … and the hand-book from the ‘20s gives us a modern launching pad. We’ve been spending a lot of time talking to the consumer, and what she’s telling us is that she knows who we are, but she doesn’t know what we mean to her today. So this is giving us a modern platform from which to
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