Remember when we talked about the passion that led to the Dad Shoe? That the designer cared for the customers’ needs and launched a rabid fan base?
Here’s a similar story: American-made SAS shoes have been “form follows function” for a long time. And now, some people are rejecting slickly designed shoes in favor of what some might call the Grandad Shoe.
This Wall Street Journal article on SAS is a great read.
Here’s the quote that should make retail businesses take notice:
Ryan Chang, 35, a writing professor in Los Angeles, has been a fan of SAS for years. He was drawn to the sneakers in large part because they were so clearly not aimed directly at his sub-50 demo. “Those shoes weren’t algorithmically delivered to me,” said Chang.
To paraphrase an old business saying, people love to buy … but hate to be sold–especially by an algorithm.
Do a quick search on Twitter (must I call it X?) for “SAS shoes” and enjoy the passion:
What are your quirks, your authentic behaviors, that might be attractive to your customers?
You can find out by asking others. What do they always notice about you?
What would it take to willingly, intentionally show that to others?
How could you make sure it’s not “just marketing?”
What are your team’s ideas?