The added items were intended to appeal to more market segments within the company's core target of affluent to year-olds. Cole Haan differentiated itself from its competitors by dividing its line into several unique lifestyle collections, each appealing to different customers and as well as different aspects of the customers' lives. Cole Haan translated its new Modern Artisan positioning to stores starting in , redesigning two prototypes, in Chicago and Boston, to be followed by others later in the year.
Store designs reflected the company's new gray-green and red logo and afforded an opportunity to bring together all the Cole Haan-branded products under one lifestyle image. The Chicago store is located next to the parent company's flagship Niketown outlet. Additionally, Cole Haan also announced its intention to add more stores within its retail division. At the front of each redesigned store, a new product line, Cole Haan with Nike Air Technology, was featured.
This line formed the focal point of Nike's new Modern Artisan strategy, which included comfort among its primary attributes. Cole Haan licensed Nike's Air technology—made famous in its athletic footwear line endorsed by Michael Jordan—for use in several shoe stylings.
The patented Air cushioning is integrated into the sole, with small windows on the bottom of each Cole Haan shoe show the technology at work.
By devoting percent of the Cole Haan advertising budget to the Air-branded products, the company intended to emphasize the technology itself rather than the Nike brand, though both companies' logos appear on the bottom of the shoes. Cole Haan also planned to eventually expand into other products, such as travel accessories, featuring Air technology.
The company also expanded by granting its first license to an outside company, extending its brand further into the apparel category. G-III Apparel Group announced it would make leather and fabric outer-wear, as well as other clothing under the Cole Haan label, to be sold in Cole Haan stores and at other retailers mostly upscale department stores carrying Cole Haan footwear.
Although the new Nike Air technology represents the "modern" in Cole Haan's positioning, the company continues to stress the quality and craftsmanship suggested by the word "artisan. This personal touch, combined with technological and stylistic innovation, is what Modern Artisan means to Cole Haan. In , Cole Haan announced that they will no longer be using real animal fur in any of their lines and products, signals a change in process for the company.
They became one of the first lifestyle brands to publicly denounce animal cruelty through their decision to produce their products with sustainable materials. Two years later, in , the company announced that they will no longer be using exotic animal skins for their leather as well.
This news was spread by animal rights activists, PETA , who have long criticized and pressured brands to stop making use of animal fur and skins in their clothing. Like many lifestyle brands, Cole Haan is open to collaborations with outside artists and stars.
The collections consisted of pumps, ballet flats, and tennis shoes with highly-feminine touches and designs.
The tennis star herself fronted the ad campaigns for the shoe collections. With the help of its many owners through the years, Cole Haan has been expanding in the retail industry. They also have 10 flagship stores, nine across the United States and one in Tokyo, Japan. They plan to expand to Europe in the coming years, as well as in Australia and New Zealand.
Cole Haan has and continues to exceed expectations on how the American taste can work for other customers around the world. Their focus on quality above anything else is what has made them a full-fledged luxury powerhouse in the retail industry. Primary Menu. May 20, New Balance Celebrates Grey Day May 15, November 6, October 22, September 11, September 10, View more creators.
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