Home / Knowledge / News / Fashion / Men shop on Mars, women shop on Venus: Ahnu
Men shop on Mars, women shop on Venus: Ahnu
08
Dec '08
With the launch of a new website and a series of upcoming branding initiatives, Ahnu Footwear is making a distinct shift to allow gender-specific communication to male and female audiences.

While traditional marketing pushes for a consistent look and feel across an entire brand to all audiences, Ahnu will embark on a different path … honing their brand for two constituencies with distinctly different desires.

“The reality is that men and women are seeking different things, even from the same brand. At Ahnu, we're acknowledging that reality not just through product with technical features and color palettes, but with the overall brand experience as well,” said Jim Van Dine, president of Ahnu Footwear.

Ahnu's gender-specific approach begins with their products. Since their launch in 2007, Ahnu's unique men's and women's collections have embodied distinct aesthetic and performance attributes. And in coming seasons, that edge will become even sharper.

The Ahnu branding difference continues with a shift in art direction, which began with subtle changes to their new website, www.ahnufootwear.com, which launched this week. In the new website, the delineation between Ahnu's men's and women's collections – in both structure and execution – lays the foundation for gender-specific branding and outreach.

Ahnu will also unveil a new packaging strategy in the coming months that will directly affect the hands-on experience of male and female consumers. The look, feel and informational content will be shaped and micro-branded to appeal to specific genders.

“The immediate comfort and noticeable style of Ahnu designs have continually drawn a strong, positive reaction from both men and women,” added Jacqueline Lenox, vice-president of marketing and design. “Through these branding adjustments, we're simply continuing that conversation in a way that makes sense.”

Ahnu Footwear is built for uncompromising performance in all environments, including trail running, outdoor cross-performance, and travel. Ahnu's unique “go anywhere” design philosophy is centered around the balance of performance and lifestyle and a commitment to the highest possible environmental and social standards. A portion of Ahnu ownership is held in an outdoor trust, permanently committing a portion of their future success to conservation and advocacy work.

Ahnu Footwear


Must ReadView All

UK retailers may face extra £190 mn in business rates

Apparel/Garments | On 21st Sep 2018

UK retailers may face extra £190 mn in business rates

Retailers in the UK are likely to face an extra £190 million on their ...

Courtesy: EFI

Textiles | On 21st Sep 2018

Digital textile printing expected to grow at 20% CAGR

Digital textile printing is at this time about 3-4 per cent of all...

Bangladesh demands better prices for garment items from US

Apparel/Garments | On 21st Sep 2018

Bangladesh demands better prices for garment items from US

Bangladesh sought better prices for its exports, especially garments, ...

Interviews View All

Jim Desai, Blaiva Fabricaa

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Yashiki Gumber, Sahiba Fabrics

Yashiki Gumber
Sahiba Fabrics

Fabric does not restrict us from fashion trends

Arvind Saraf, Triveni Sarees

Arvind Saraf
Triveni Sarees

e-Commerce is still evolving fast with constant flux and surprises

Abhishek Pachauri,

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Ashish M Amin,

Ashish M Amin

Premier Looms is a leading provider of cutting-edge machinery and...

Karan Behal,

Karan Behal

Karan Behal, founder and chief executive of top-selling brand...

Razvan Popescu, Directa Plus SpA

Razvan Popescu
Directa Plus SpA

Directa Plus is one of the largest producers and suppliers worldwide of...

Justin Chan & Shyam Gollakota, University of Washington

Justin Chan & Shyam Gollakota
University of Washington

A fabric that can store data without any electronics or batteries has been ...

Melissa Tate, University of New South Wales

Melissa Tate
University of New South Wales

<div><div><div><div><b>Melissa Tate</b>, a well-known scientist currently...

Ritu Kumar, Label Ritu Kumar

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Amiben Shroff, Shrujan

Amiben Shroff
Shrujan

From its modest beginning in the late 1960s, Shrujan has grown into a...

Sanjukta Dutta, Sanjukta's Studio

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


September 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search