The Tipping
Point
Chapter 6:
Case Study: Rumors, Sneakers, and the Power of Translation.
In this case
study-oriented chapter, Gladwell discusses the rise and decline of Airwalk
shoes. The brand in the begin towards the skateboarding subculture of Southern
California. But the brand also want sought to transcend the small niche and be
popular name in the world. They succeeded because they endeavor and get help
with an advertising agency. And the advertising agency is only one
understanding of the factors and change that influence the public’s perception
of “coolness”. Furthermore, the marketing campaign ruthlessly honed in on and
exploited several timely avatars of “coolness”. Such as Tibetan Buddhism,
pachuco gang culture, and hipsters’ ironic embrace of preppy culture, rendering
Airwalk shoes cool by association in the process. Also, the company decided
offering unique products to boutique stores and they choose more mainstream
shoe to department stores had long kept both cutting-edge hipsters and their
more mainstream, impressionable counterparts content. However, because the
cost-cutting measure, Airwalk began providing all of its distributors with a
single line of shoes.
After I read
this chapter, “Airwalk”，the brand promotion thanks to the intervention of the minority. They
like transfer, transfer means the people who work between reformer and other
peoples. They modify, exaggerate and absorb mainstream culture. Also they bring
the new things to other and make them reception, and they paly three roles as
seam time, it is contact person, expert, and
salesman. Furthermore,
this chapter will let me know that any images and stories in memory has
tendency to tilt towards the subjects familiar life, in response to his emotion
and life.
没有评论:
发表评论