Sales Expected to 'Jump Higher' with PF Flyers Displays

Boston -- What Kennedy-era kid doesn't remember "running faster and jumping higher" in a pair of PF Flyers, the no-frills, low-tech, colorful canvas sneakers with deep rubber treads? Dormant for years, the PF Flyer brand returned to independent shoe stores last month with a merchandising campaign that reflects the fun spirit of the product. The nostalgic brand, resurrected by New Balance Athletic Shoe Inc. targets "city dwellers between the ages of 20 and 30 who care about trends but won't break the bank to acquire the latest in designer shoes," says Joe Casagrande, assistant product manager, PF Flyers. "Independent footwear merchants in the nation's largest cities are experienced design and retailing professionals with strong ideas about creative merchandising," explains Casagrande. "They don't care to be told by manufacturers how to display product. Our goal was to provide understated yet inventive units that don't invade these retailers' distinct styles but rather complement the way in which their stores are visually merchandised."Among the displays in stores are a 6-foot-high, lighted, industrial-looking display tower made of recycled air conditioning ducts; a branded countertop lamp display featuring interchangeable, high-resolution digital lifestyle photos; and two wood base displays with flexible vinyl-covered metal arms for use on counters or on slatwall. Each is intended to convey the spirit of a brand "that doesn't take itself too seriously," says Casagrande. "The PF Flyers brand wants to have fun, and we want retailers to have fun displaying it."All the displays were designed by Heckler Associates, Seattle. Commercial Displayers Inc., Seattle, produced 25 towers, 50 lamps, 250 three-arm displays and 250 one-arm displays. The displays are assembled in-store by the retail staff. There is also a print ad campaign, two retail merchandising catalogs and a Web site www.pfflyers.com.Additional merchandising materials include a 4-inch-wide wood logo wedge, a 3-inch wood logo cube, lenticular postcards, motion pens and plastic flying discs with the PF Flyer logo.The campaign for PF Flyers is "completely different" from anything New Balance has previously executed, notes Casagrande. "The PF Flyers marketing group is a small incubator for a new brand that differs from other company products in its design, target consumer and targeted retail customers."New Balance acquired the rights to the PF Flyers brand name in 2001, after pursuing the brand because of its timeless, genuine heritage, says Casa-grande. Coincidentally, a trend toward classically-inspired, retro-age products began to catch hold during the acquisition, putting PF Flyers in an advantageous marketing position. "PF Flyers have a definite retro appeal that will help boost sales. However, we are not leveraging the line only as a retro product, but one with a timeless, quality style that will continue to evolve as a brand."Rubber-soled PF Flyers were introduced in 1937 by B.F. Goodrich, a company with expertise in rubber production. They featured -- and still do -- patented wedged insoles that produce a "posture foundation" (hence the P and F) and an arch-support technology considered high-tech back then.

Sales Expected to 'Jump Higher' with PF Flyers Displays

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