The Importance of Being Authentic
by Ken Proctor
Pic A – Paris, Kentucky
Wow! Go Ken! Agree, Agree, Agree!! Originality is what makes us all unique and unfortunately it is all often lost. I personally run for the hills when I feel like I am being tricked into buying or liking something. There are too many people out their who are either too afraid to be themselves, too lazy to care, or just love to spend their money on useless products. Either way, I personally hate to see money wasted on gimmicks. I never thought I would be posting an article of Ken’s with a thong in the pics, but I find it quite humorous and perfect for a Friday!! 
Thanks for the kick in the rear Ken!! -Julia
The importance of being Authentic
When I was in Europe a few weeks ago, I noticed a trend that is quite opposite from what I am seeing in the States. The “toning” category is almost meaningless. Curious about this, I asked one store owner in Amsterdam if he has heard of the “toning category” and if he had, why did he not have any toning product represented in his store. His answer was authentic; ” The people of Holland don’t need it. We walk or ride bikes everywhere. If we want to lose weight, or get in shape, we eat less and exercise more”. How incredibly prophetic…..and simple.
Does the product really “tone” your body? Does anyone think this category has staying power? The big companies are rushing to “re-brand” the category as “wellness” because they know that despite wearing their product, the shoes will not transition a woman’s ass from picture A (above) to picture B (below) despite some really slick marketing.
Pic B – Paris, France
Our industry is 15% authentic and 85% knock off. Some companies spend a lot of money and time on research and development for a new category. If it is successful and shows promise, it is knocked off by the following season or often, in the same season. MBT came out with a great concept, and Skechers diluted the concept in coming forth with knock off product. Before too long, the entire category was over commercialized and over saturated. Our industry polluted it’s own lake. Next newest, latest, hottest, greatest idea please.
I would like to encourage my fellow industry colleagues to be original. Create demand by coming up with something new. Not by saying, “we have the same technology for less”. I realize that imitation is the greatest form of flattery, but come on people, don’t play follow the leader for everything.
Currently, there is no shortage of talk about how to make the consumer in this country open their wallets. Perhaps I am being overly simple, but should we not start with the idea of creating demand? Making product that people want? Let’s admit that if we Americans really want something badly, we find a way to pay for it.
Ken
Ken Proctor
Front Man
Twig Footwear, LLC
Ken@twigfootwear.com
www.twigfootwear.com
832-748-1865
More about: Panoptical Perspectives • Twig Ken
sbellia :
Great article Ken. Love the photos. (especially the lower one) They really make the point. BTW Skechers has made huge profits and are now a 1.5 Billion with a B dollar company by copying everything and anything that has to do with shoes. They tried with crocs but failed even after a nasty ad campaign that was executed in very poor taste. They tried a few Lelli kelly knockoffs that don’t really look so hot and they’re even trying to go after Tom’s Shoes. (Yep that’s the guy that donantes a pair to kids in poor countries for every pair he sells) To me that was their lowest point in the low to no morals department and I even mentioned it to my sales rep. At what point do you stop making it about the dollar and make it about morals and good judgement?
