Footwear With Feeling

a cultural approach to product development

Research output: Contribution to journalArticle

Abstract

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
Volume34
Issue number56
Early online date6 Aug 2018
DOIs
Publication statusPublished - 2018

Fingerprint

Footwear
Product development
Shoes
Marketing
Adherence
Branding
Product category
Icon
Discourse
Blends
Mythology

Keywords

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

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Cite this

Footwear With Feeling : a cultural approach to product development. / Dixon, Skye-Maree; Shankar, Avi.

In: Journal of Marketing Management, Vol. 34, No. 56, 2018, p. 536-537.

Research output: Contribution to journalArticle

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