The Loft Project

 'The Loft Project is an experiment in food and people, set within an intimate and beautifully considered environment in East London.' which seats only 16 people. This is a great example to back up are idea of 'exclusivity' for the new balance campaign, as it shows that intimate small places are desired by consumers today, who want to experience something different from the mainstream 

Ashleigh Haughton

Ben Wood - Final Feedback Conclusion

- I feel that they are a very comfy and practical shoe. I do like them and I enjoy wearing them but feel that the colours mean that I have to work my outfit around the shoe itself rather than wearing the shoe as an accessory.

- I think New Balance need to do something/ launch something to tip them into popularity. People seemed unsure about the brand and whilst having a positive feeling about them I think they feel unconfident about being the first to wear New Balance as a lifestyle shoe.

- The logo isn't too well known and this needs to be pushed.

Overall....

- I would push the logo as to raise awareness of the brand image.

- I would push the idea that they are fresh to the style market and not associated with the 'chav era' unlike their competitors.

- They are not yet mainstream or commonplace and so, ideal for people who like exclusive things and quirky brands.

Ben Wood

Ben Wood - 17th March 2011

Went for a coffee with Harry (aged 25) and Adam (aged 23) I knew from school. I told them about the project you lot were doing and was wearing the shoes with some jeans and a black american apparel t shirt. Harry had heard of New Balance but again associated them with sport. Adam hadn't heard of New Balance and didn't recognise the brand logo on the shoe. They both seemed to like the colours and style but seemed slightly unconvinced in buying some as they seemed unsure about New Balance's popuarity as a brand.

 

Ben Wood

Ben Wood - 16th March 2011

Went to The Big Chill bar this afternoon - it was warm and sunny and we sat outside. The shoes seemed much more appropriate in the sunny weather than with wintery clothes. Was with Tom (aged 27) and Nick. I asked Tom about his knowledge of the brand and his opinions on the shoes. He said he had heard of New Balance but wasn't aware they sold good lifestyle shoes. He thought of them as a high end sports brand. He did like the shoes and is keen on shoes with bright colours and currently likes that trend. He seemed to have a very positive response and I felt he would consider buying some.

Ben Wood

Ben Wood - 14th March 2011

Decided to wear the shoes to football training this evening. Thought it would be a good idea to get opinions from a group of people of a similar age group to me. Dave (24) liked the shoes and owns some of the sport shoes himself and loves New Balance. He thinks they are the comfiest sport shoes you can buy. One problem I did encounter is that my outfit was quite sporty and the lifestyle shoes actually looked liked sport shoes when I was wearing them. I concluded that it is actually quite important to consider what I wear with the shoes to stop them looking like sport shoes.

 

Ben Wood

Ben Wood - Week 3

Spoke to Lauren on Sunday 13th and she told me that I should wear the shoes and openly inform people of the project and what I am aiming to find out. Will aim to find out max. info about opinions and ideas about how New Balance could target consumers with the campaign you guys are creating.

Ben Wood

Ben Wood - Photos

 

Ben Wood