Footwear With Feeling: a cultural approach to product development

Skye-Maree Dixon, Avi Shankar

Research output: Contribution to journalArticlepeer-review

3 Citations (SciVal)


Holt (2004) pioneered a change in marketing discourse by outlining how brands can become icons through tapping into cultural mythologies of the time. Yet, the theory has remained purely focused on branded consumption. This film extends the approach to the realm of product development and focuses on the transformation of a fashion trend into a consistent product category by examining the flatform shoe, a new shoe style that blends the height of a heel with the comfort of a flat. Through qualitative interviews and ethnographic analysis, this film argues that consumers are able to attach a strong postfeminist sensibility to the style. This helps to elevate the style to a mainstream category of its own through an adherence to cultural branding principles.
Original languageEnglish
Pages (from-to)536-537
Number of pages2
JournalJournal of Marketing Management
Issue number56
Early online date6 Aug 2018
Publication statusPublished - 2018

Bibliographical note

Article takes the form of a 20mm film, published with CC BY-NC licence. Part of the Special Issue: Screening Marketing: Videography and the Expanding Horizons of Filmic Research.


  • Cultural branding
  • consumer culture theory
  • cultural mythologies
  • fashion
  • high heels
  • postfeminism
  • product development
  • shoes

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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