Visual Research & Demographic (RESEARCH DB)

Demographic:
Wanting to bring the more streetwear trainers to the market, thinking of those who buy streetwear brands. People have such strong brand loyalty to Nike as well as other big streetwear brands trying to incorporate these elements into the design approach as well as strategies to increase opportunities to develop brand loyalty.
A younger audience are developing a sense of self awareness and self identity since they're going through big life developments, GCSEs, A-levels, University, as well as personal developments. This age group of 16-24 year olds will be developing a sense of self expression, ultimately to be presented through their fashion choices.
- By having this age group as the demographic I could develop a sense of brand loyalty within the target market, as they're able to find the brand a way to express themselves.

Visual Research:
Trainer brands, where they're positioned. Comparing the price (high-end/affordable) to whether they're sportswear/streetwear.

Nike 
Seen as a 50/50 between sportswear and streetwear, advertised as a way of getting everyone into sport and bringing out you inner athlete. The price range is roughly £55-170.
Asics
A sports brand, high end, known for being a reliable sports brand. Price range is £45-154. Bought by people serious about sport, not worn as a street brand.
Adidas 
Streetwear but also sportswear, 50/50 really. Price range £50-140. Again seen as a high end more "designer" brand but originated from sports shoes.
Fila
Have the appearance of sportswear trainers, but are becoming very much a streetwear brand of trainer. Price range is £65-120, again on the high end of the price range, paying for the brand rather than the shoes.
Reebok
Seen more as a sports brand but is also worn by people as streetwear (70/30 split), the price range is £60-110 again on the higher end, seen as a sports brand.
New Balance
Produce well known sports trainers as well as streetwear, started as a sports brand so more of a 60/40 split. Older generations will be more familiar with the brand being sportswear but younger generations are more aware of the streetwear style trainers. Price range is £60-90.
Sketchers
Again more of a sports brand, began to brand out into the larger cunky trainer fashion trend happening currently. Price range is £64-84.
Converse
Began as a sportswear brand but now become much more streetwear, people tend to buy converse to wear around, not to play sport in. Price range £50-95.
Vans
Again more of a street brand, be adopted by the skater movement. Price range is £50-90.
Newfeel
Decathlon's own brand of walking trainers, 100% sportwear brand. Very affordable with a price range of £9-40.

Overall Consensus:
Most streetwear brands have a higher price range, especially if they cross over into sportswear. The brands that are exclusively streetwear are a little cheaper. There aren't many affordable shoes for streetwear, the lowest price (for a popular/well known brand) is 50 pounds.
Where to Position Hitec?
Having the brand be based more on the streetwear side, the price of the shoes collection I'm focusing on is in the right price range (£60-70). The shoes have a retro aesthetic so this could be something to incorporate as well as their squash origins.