DIY Revolution: Design And Sell Your Own Keds Creations

Brands letting their customers “Design Their Own” version of the product is nothing new, however classic-shoe maker Keds is taking this concept and pushing it into the digital age. As part of their upcoming project called Keds Collective, the shoe giant is  letting would-be designers create their own kicks (using the standard Keds models)  and sell them at select stores at both retail and wholesale rates.

According to the Wall Street Journal:

“The program involves a “wholesale business-model change” for Keds, says the company’s president, Kristin Kohler Burrows: “Marketing has evolved into a conversation with the consumer.” The shoes don’t permit total customization; the fit is uniform. But the patterns, embellishments, trim, color and other details can be chosen from a palette or, in some cases, uploaded and incorporated into the factory system.”

This begs the question, how does Keds expect to not only make a profit, but also promote designs that aren’t by big name collaborators. The answer is that Keds is banking on the highly under-estimated power of consumer word-of-mouth and the (not-so-recent) social media revolution.

The WSJ continues:

“Of course, companies like Keds won’t get richer selling one pair of shoes at a time. Custom products sell at a slight premium over regular items, but they cost more to produce, too. (Prices differ depending on the designs.) But the true riches are in the marketing. Social media can turn those custom sneakers into an advertising juggernaut when the designers—you and me—proudly holler about them from the rooftops of the Internet. Ms. San Juan (one of the participating fans), for instance, has posted her Keds designs on Facebook and is adding a Keds link to her Web site.”

“People feel much more connected to the brand, because they’re part of the advertising, in reality,” says Darren Paul, co-founder of the Night Agency, a social-media-marketing consulting group that worked with Keds on the Collective.”

As a child of the early 90′s, I remember when keds first started encouraging people to dress up their standard white canvas shoes with self-made designs, and the type of pride it illicited in budding young creatives as we were able to make a global brand (available in most places), and make it into something unique and individual. While DIY is a concept we’re only seeing the tip of, it’s inspiring to see Keds promote the pirating of it’s image for personal expression, as opposed to feeling threatened by it. I guess if you can’t beat em, join em- and maybe even sell them too.