From analysing the collaborations listed below, it would appear that New Balance have used them to specifically target their male audience. In particular, the majority of the collaborations would appear to target the older male audience. This is clear as the designs aren't too striking and their have just been slight changes made to the smaller details of the shoe such as the colour ways, heel design or the tongue of the shoe. However, the 'Hungry Dragon' collaboration with Yoropiko does appear to have a much bolder and more striking design which suggests that the modern, youthful image New Balance portrays in Hong Kong is slightly different to the more classic approach portrayed in England.
Collaborations- Key Points:
- Male orientated
- Experimenting with different/ limited edition colour ways
- Experiment with stitching and fine details
- Numerous and varied collaborations
- Casual 'every man' designs
- Yoropiko 'Hungry Dragon' collaboration was far more innovative and youthful
Lauren Wood
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