for what it’s worth

stories and stimulus from a consumer insight consultant

Veja’s Ecological Sneakers reach London

Veja, the first ecological and ethical sneaker brand that launched in Paris and Tokyo in 2005, offers shoes made with organic cotton grown by small producers in North-eastern Brazil and Amazonian wild latex.

Making a trendy name for fair trade, the Veja company also pride themselves on being stocked in some of Europe’s most exclusive and selective fashion shops- and the latest of these to pick them up are two of London’s coolest- Bread and Honey and the Shop at BlueBird who have been offering the range for the past month. As the company explain it “Convincing the customers who are already convinced with fair trade principles is not our prority. We want Veja sneakers to be next to other brands… Ethic aspects shouldn’t be the only reason to explain a purchase”.

read more about Veja here, and find out where you can get your hands on a pair.

Filed under: worth buying, , ,

Adidas End-to-End project


Not wanting to be outdone by all the Nike celebrations going on, Adidas (alongside Foot Locker stores) have got together with seven of the world’s best graffiti artists to produce a collection known as the End-to-End project. The idea was to take graffiti artwork ‘from the sketchbook to the streets’, and to achieve this the artists were given free reign of a warehouse in Spitalfields for three days, with the resulting creations used to decorate a range of trainers and clothing.


Cameras were set up throughout the warehouse to capture the whole design process, videos and photos of which can be seen at the highly impressive End-to-End website alongside information on the artists and the project, and images of the collection. The result is a stylishly cool range featuring individual and collaborative designs from Smart, Skore, Can2, Atom, Scien, Siloette and Rime.


The range is due for release this Friday, 16th March, available exclusively in Foot Locker stores, whilst the artwork produced is due to be showcased on a bus that will tour Europe later this month.


Filed under: arts & culture, brand extensions, collaborative working,

Adidas Virtual Mirror tries shoes on for you

The ultimate in lazy shopping- Adidas have installed a virtual mirror in their new store on the Champs Elysees in Paris that enables customers to see what any shoe looks like on them simply by pointing at it on a computer screen.

Gizmag reports on the impressive technology-

‘Instead of trying on dozens of pairs, the customer simply stands in front of a virtual mirror. On his foot, he can see the shoe of choice (as long as it’s adidas) in the colour of choice. The virtual mirror was developed by researchers at the Heinrich-Hertz-Institut HHI in Berlin. Unlike a conventional mirror, it does not display a true reflection. Instead, a camera captures the customer’s feet and legs and displays them as a video scene on the monitor. The various shoe models
are inserted into this picture. “Thanks to the 3-D image processing techniques developed at the HHI, the software is so fast that it can follow the customer’s movements in real time,” says Jurgen Rurainsky, one of the virtual mirror’s developers.’

‘In contrast to the touch screen technique, the customer can navigate through the menu without touching anything at
all. All he needs to do is point at the screen with his index finger from a distance of approximately 80 centimeters.

What makes it all possible is a“finger-tracking” system: A stereo camera on the ceiling photographs the finger and calculates its spatial position and the direction in which it is pointing. The information is passed on to a software program that moves and activates the objects on the monitor.’

The system is made up of a series of amazing ideas culminating in what will definitely be a great attraction for the store, but beyond that may not do much for shoe sales. Although sneakers are now seen as fashion items and bought primarily for aesthetic attraction, the fit of a sports shoe is more varied than that of other shoes, meaning that even after selecting their favourite style customers will probably still need to try them on to ensure correct sizing- an area that the mirror cannot recreate.  And if you can’t be bothered to try shoes on when you’re in the store, you might as well just buy them online- saves a trip into town in the first place!

via Gizmag

Filed under: technology, ,