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Rocket Dog: Design Matters in Brand Elevation

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Rocket Dog: Design Matters in Brand Elevation

Rocket Dog is investing in brand elevation to give itself a boost in the market with more pricing options, improved positioning at better retailers and inroads into the lifestyle category.

At the same time, the company aims to reach early trend adopters between the ages of 16 to 30 who want cool-looking shoes that are both comfortable and durable.

To meet those goals, Rocket Dog last month added two members to its design team: Heather Marie de Courrèges, a seasoned shoe designer for global and lifestyle brands, and Lana Andes, a specialist in the development of casual outdoor lifestyle footwear.

FN spoke with the design leaders to get their early thoughts on translating luxury to Rocket Dog, connecting with the modern-day consumer, and updating iconic lifestyle shoes.

Lana Andes: The DNA is rooted in our laid-back, playful styling, which proudly shows off the California lifestyle and takes global fashion and cultural trends in but at the same time adds our own off-beat twist. We fuse casual looks that unforgivingly require all-day comfort and reflect a free- spirited and youthful attitude.

Heather Marie de Courrèges: It’s important to do early research, follow and shop the market closely, and get ahead of trends by applying original ideas and creativity as early as possible, ensuring the designs are original.

The guard rails at an affordable price point require a designer to be more thoughtful in how the product is engineered. Each step is first approached creatively, but significant time is also spent ensuring proper engineering, with the end goal of providing high-quality, original product that offers value.


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