Somewhere Over the Rainbow (Sandals)

My Rainbow sandals have traveled the world with me, and been there for many important milestones throughout my life. The same pair of Rainbows that accompanied me on my first trip to Europe 6+ years ago to study abroad, also traveled the streets of New York City with me to find my first apartment. A few years after securing me an apartment in NYC, the sandals helped me become a “true New Yorker” when we had our first trip to the Hamptons. In between each of these milestones were countless spring and summer days that I would not leave the house without my trusty Rainbows on my feet or in my bag.

 

My beloved Rainbows, showing the mold of my foot

There is no denying that Rainbows are a popular sandal, almost everyone I know owns a pair. I find it interesting that they do not do much advertising and are still able to have so much success, which I attribute to word of mouth and a truly great, lasting product. The simple Rainbow story is that the product is customized, eco-friendly and most importantly…comes with a lifetime guarantee.  As a product, the Rainbow sandals basically tell their own story for the brand.

I am not sure I will ever be wealthy enough to have shoes custom designed for me, but Rainbows are made of sponge rubber which mold to the wearer’s feet, making them “mine.” Even putting on my roommate’s Rainbow’s for 2 minutes to run downstairs and get my laundry is uncomfortable, as they have been molded to fit her feet, not mine.

Besides the comfort level of a sandal, which is hard to find, Rainbows are made my hand, and made to last forever. Rainbow has a guarantee for the lifetime of the sole. They have won my customer loyalty by knowing that if I ever wear through the top or bottom layer of the soul, they will replace my shoe entirely. The straps are made to never break or wear out, but if by chance they do, they will also be replaced by the company for free.  Just knowing that the product is made to last a lifetime, which allows the company to offer such a guarantee, lets consumers know that the investment will be worthwhile.

As I mentioned above, Rainbow does not do much advertising. A few surfer magazines here and there, but beyond that they rely on word of mouth, promotion/sponsorship of events and social media. As I study digital marketing, it’s interesting to see how a company who does barely any traditional marketing, has taken on Facebook, Twitter and Instagram. The product may be great and sell itself, but the brand has recognized that a community has formed around the product, and that it is important to give the customers an online hub to keep them engaged.

The brand falls short in their positioning of this product, which they position as mainly a product for surfers. All of their imagery and the few ads I have seen show it as a shoe designed for surfers. The surfer positioning made sense being as Rainbow launched in southern California, and surfers were the ones to wear flip flops year round, but the market has really expanded. Hipsters and preppies alike have adapted the Rainbow sandal to their lifestyle. While the product lasts forever, they do get dirty and grungy looking. More advertising not directed at surfers could easily remind other consumers of the need to purchase a new pair, in a different color or style.

Lastly, the website is a bit plain. There is nothing engaging when you first go to the page, just a large image of a surfer. While most people going to the site might be doing so to purchase, sharing the Rainbow story and guarantee would only encourage purchase. The “History” and story behind all of the great aspects of Rainbows are hidden on the webpage, and most users may not even think to click those links. The price is steep for a pair of sandals, so anyone just going straight to the “Products” tab on the website might not know they are worth the investment. If you’re selling a great product, I believe in letting the potential customer know just why it is so great.