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Waiting in line for Nike or Adidas’ latest, limited edition drop? What about LA Gear’s? Probably...not, even if you do remember that the Los Angeles based shoe company is still in business today. Haven’t heard of LA Gear? Well, you might have heard of Skechers. Initially popular in the ‘90s due to pop stars such as Britney Spears and Christina Aguilera, the shoes are immediately recognizable for their clunkiness---somewhat comparable to orthopedic shoes in terms of design. I’m mentioning Skechers not only because I enjoy walking down memory lane, but also because Robert Greenberg is one of Skechers’ co-founders, who previously founded LA Gear in 1983 before Skechers. Greenberg came into the sneaker business from selling skates, a perfect backdrop for creating a lighthearted shoe emblematic of the beachside California lifestyle.
Well, with LA Gear having now slipped into the realms of semi-obscurity, what can we actually learn? One standout lesson is that brand identity is extremely important. LA Gear is the perfect case study of Brand Identity. There’s definitely a difficult juggling act when trying to maintain brand integrity and appeal to your core customer base while also trying to reach new customers and adapt to changing trends. Knowing what your core product and audience is and refashioning it for the times is a painstaking business, but as still-successful brands such as Nike and Adidas have shown, adapting to new fads is key to staying relevant and hip most of the time. While there are peaks and dips in most businesses, as long as you’re still at the top of people’s minds when it comes to time for them to buy in your product category, then you’re still a contender.
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Time stamps:
00:00 Beginning
02:10 History of LA Gear
03:05 LA Gear Marketing Strategy
04:20 LA Gear and Michael Jackson
05:38 LA Gear Catapult Disaster
07:30 LA Gear Marketing Fail
08:20 LA Gear at Walmart?
09:40 New Management at LA Gear with Trefoil Capital
12:25 Brand Identity Conclusion
