Keds Expands Brand Awareness Online Via DYO Collaborations

The recession has caused many savvy shoppers to gravitate to the do-it-yourself (DIY) category, but another level of consumer involvement is also growing: design-your-own (DYO).

Keds, for example, is not only encouraging their customers to participate in the design of their own shoes, but the brand is also including them in the promotion and sales of the DYO products, effectively making consumers business partners.

Kristin Kohler Burrows, President of Keds, says:

"In conjunction with this brand philosophy, we have created Keds Collective, a place where fashion, commerce and creativity converge. It's a new online model dedicated to the creative freedom of Keds and an inspiring and fun site offering aspiring designers and creative-minded people an opportunity to design their own shoes and start their own businesses selling their unique styles online at keds.com."

However, the brand isn't completely handing its fate over to creative fans of its products. Participants in Keds Collective must have their designs approved by the brand's overseers. Once approved, the upstart designers will receive about 10% of the revenue for each pair of sneakers purchased. Stores will also have the opportunity to order them as part of a "wholesale business-model change." Burrows explains:

"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."

Though custom products cost more to produce, the real value behind this venture is the marketing potential. Social media platforms -- Facebook and Twitter, for example -- give designers the opportunity to brand themselves, and spread the word regarding their custom sneakers across the Internet. These brand ambassadors will be promoting Keds, too, of course -- every step of the way.