Frontman "Leningrad" Tears for Fears engaged design shoes. It works for us Jump "Russia's new collection, which will not be sold to children under 16 years. End of March, 15,000 pairs of shoes," Jump & Strings "will be available in Russian cities about 2000 rubles. some promises brand manager "Jump Russia" Veronica Litvinenko. Artist will work with the company on a contract basis, were the financial terms of which were not disclosed. Tears for Fears told "Vedomosti", the first authorized the use of his name as a brand. "Jump Russia" interested musicians invited him to participate in the creation of the brand - shoes sketches, symbols and ideas to continue. "I previously received offers of cooperation, for example, producers of vodka and beer, but no one has asked me to participate in the development of the product, and I am not prepared to accept a person for vodka, which is not ready" - he explains . Not children's shoes to 2007 "Jump Russia" mainly produces shoes for children, including branded "Smeshariki" (it already accounts for 40% of sales), but in the past, decided to enter the "adult" market. The company chose a collection of shoes for successful men 28-40 years old who says to office life as an informal entertainment, such as live rock music, create Litvinenko. The decision to make the face of a new brand of Russian rock musician, select "Jump" by several well-known characters. Consonance family cord with a shoe theme prompted to choose intuitively adds to marketers. New work attracted Cords designer responsible for the design of motors and souvenirs of the "Leningrad". "I took the idea and the designer to implement them," - showing the principles of collective creative musician. Sun Cords, in his own words, has offered to paint the logo of the brand squirrel - a symbol of delirium tremens on the shoes with the inscription "1973" set (the year of his birth), and decorate the shoe print prints in the form of machinery , fish and - again - a protein. Logo for a new brand of footwear branding artists developed under the slogan "sales to children under 16 is prohibited," "Knotted - solving" and harder - "Boots" cord "- s ... catch up" (the latter only appears on promosayte new brand). Conditions of cooperation with the shoe company in the contract is not fixed, but if the shoes will be in demand, the cable will continue to work with the "jump" on a continuous basis. That was a good shoes, shows interest in him by Chinese pirates: Russia already delayed consignment of fake "Shnurov," says the musician. "Now create a winter collection, I had an idea to add the spring and summer socks - men as much to get used to things," - he says. Star Alla on the soles before was Shnurova largest Russian star, associated with his name, the shoe industry Pugacheva. Since 1997, the company "Ekonika" a collection of women's shoes Alla Pugachova, the design of which the singer with fashion designer Valentin Yudashkin works. Since 10 years, the brand acquired 10% of total revenues (in real terms), spoke in the marketing department. And in 2007, he said, sales Alla Pugachova increased 2.5-fold compared to last year. This project was conceived as a picture, but it was a commercial success, said the source, "Vedomosti". Frisky Start PR Director Ralf Ringer Alexander Grebe surely win celebrities - a short-term strategy to increase brand awareness and attract new customers, but does not guarantee long-term success. According to him, "Ekonika" is trying to find a replacement brand Alla Pugachova: in 2006, a company in the design collection of the trio of designers and entertainers "Fresh Art" project. Sell in "Jump Russia" plan, in a year with so many Shnurova adult shoes, how many children, or more than 200,000 pairs. The company has found a good opportunity to sell their expensive shoes, adds Grebe.
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