Alternative marketing thinking

iCONTRACT

Cross Pollinating The Shoe Industry

Architects like Frank Gehry and Zaha Hadia have built such star power, it’s not surprising brands want to leverage and use it. They might be taking over the mantle from designers, perhaps because the things they create have more lasting value and working with them allows shoe companies to reach an older and more specific demographic. Frank is working on designs for JM Weston and Zaha Hadid for Lacoste. More in FT.

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