Got your speedos on?

While there are some brands that are desperately trying to establish themselves and create some kind of meaning and story around their name, others are trying to actively shed an association with their brand. For example I am sure that Burberry would prefer not be linked to the “chav” side of life. And Toyota will be looking to shed their newly acquired image of poor quality and mass recalls.

But what does the brand Speedo suggest to you?

It’s certainly iconic, and almost a brand that defines a category in the way that Hoover or sellotape does. But although part of me has a little image of a bloke wearing something skimpy, there is also a bit of a “fuddy duddy” association around the edges.

Well, Laura Rattray, a designer from Speedo is trying to change that.

Unusually she is not in a headlong rush to make the brand youthful and hip again. Laura has put some real thought into the new Speedo range, studying her target audience and coming up with something that replies to a real need.

Although we are presented with a myriad of colours in swim suits every season, it seems that there is really only one basic style decided some time in the 50s. Would that be the one that makes your wobbly bits bulge out?

So, she worked with researchers at London’s Hammersmith hospital to scan the body images of 5400 “normal” women and found that most of us will fit into three shapes hourglass, pear-shaped and top-heavy. She then designed “made to measure”suits in these styles that are designed to fit and flatter today’s women.


I think this kind of innovative thinking shows that you can still innovate in a mature category if you are willing to think differently and think customer.

I am all for it. As a spokesman for Speedo reminds us - wearing a swimsuit is pretty close to getting naked so I am sure there would be some brand advocates created if Speedo managed to get us looking a little better and more confident at the local pool.

Thanks to the Daily Mail for the article and Alex Grier who brought it to my attention.

Jimmy Choo's or Shoe Zone?

We’ve had the Kate Moss collection at Top Shop , Lily Allen for New Look and recently H&M featured a special Jimmy Choo’s selection.

Seduced by a lower price tag for one of Britain’s best loved designers, I popped into a London store to take a look. (It was limited stores only and lowly Peterborough didn’t make the grade).

Of course I wasn’t expecting to find much left over after the initial rush but there were a few pairs. I was surprised however to see how awful they were. Not the design so much as the quality. They would have fitted in nicely into the Shoe Zone’s bargain basement range. With a £50 price tag these I thought that they could at least have used leather, not plastic.

So what does this say about one of the hottest brands out there?

I understand that high end fashion has to reach down to the masses. It’s a financial reality with rising costs at the supply end and a recession that is hitting even the richer end of the customer spectrum. However, where Top Shop got it right, Jimmy got it wrong. The Kate Moss collection starting at about £120 and going up well over £200 is pricey for Top Shop but you’ve got to give the public something to aspire to. Too affordable and it just isn’t desirable.

Your average Jimmy Choo’s are about £300 a pair, so if H&M had priced their collection at £120 for example and used some decent quality materials, I would have said that would have been a better choice.

Yes I am sure they sold well and some members of the public are chuffed with themselves but what about the core customer? What about the ones that pay £300? Do they really want to see a Tesco checkout girl sporting plastic Jimmys with the same label as them? I think not.

Luxury branding is about aspirations. As the recession continues to bite I wonder if more brands will let the prospect of good sales figures turn their heads and stamp on their core customer?

If anyone has seen the current Sonia Rykiel collection, let me know if it is any better.