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Informal Communications Audit: K-Swiss K-Swiss uses a heavy dose of celebrities to promote their products. The kswiss.com home page features celebrity Jillian Michaels, who has a K-Swiss collection named and designed by her. Another advertisement features tennis star Gael Monfils wearing his line of K-Swiss tennis shoes…
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Download file to see previous pages... K-Swiss chooses to use celebrities and athletes to target the market of consumers who are serious about performance in the sports they play. What they are basically saying to customers is something along the lines of “this high-performing athlete uses these specific shoes; therefore you should use them as well if you consider yourself a serious athlete.” The message that they convey over and over is that they produce top quality shoes and apparel for top quality athletes. Also, the Kenny Powers commercials are very funny and have an effect of increasing brand awareness because people that wouldn’t otherwise be interested in a product get to know about that product simply because they enjoy watching the humorous commercials. K-Swiss promotions could actually be seen as meeting all four types of Maloney’s rewards that a customer expects. Firstly, K-Swiss shoes are rational because they meet a need of athletes who desire high-performance as well as comfortable shoes. Secondly, the ability to customize colors makes them appeal to the senses and to the more casual buyer as well. ...Download file to see next pagesRead More
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