There are already some borderline exceptions to the theme AND the ZT0777, which (no criticism of the knife) looks completely out of place in the lineup, stands out like a sore thumb.
The brand ZT and all of it's offerings are still in it's infant stages. It is very difficult to bring a brand to market and have early success, yet we have with ZT. Out of the gate, we are very pleased with the response to the product line, and to date, we have been very focused on a military/tactical flavor. We felt this genre to be one that would give the brand the highest possible chance for early success, and it seems to have paid off.
We never intended ZT to be cornered in this specific military market. Our eyes see farther down the road that just the first five years of life. What you're seeing today in the next step with the expansion of the ZT brand. The 0777 was to show everyone that the brand can offer more than the style you currently see. I'm excited that it stands out. A sore thumb makes it sound like a bad painful thing, when it's the first step in executing ZT further.
Evolving ZT to this new niche will not be easy, but feel we have some new designs for 2012 that will have some city flair and style that will aid in furthering the brand appeal. I'd actually predict that this new urban street line-up to have more draw than the what you see today. I suspect we'll see 3 new models on this side of the brand that will assist in consumers seeing us branching out with design, and bringing innovation they hadn't seen before. Not sure how that can be bad.
I understand the problem, they sort of painted themselves into a corner.
We can all have opinions here, but mine is, there's not a problem. ZT and Kershaw stand on their own two feet, separated from each other. Most don't even know there are manufactured by the same company.
With Kershaw, the brand itself is sectioned 3 ways, you have the premium side, the value USA made, and the imports. Not all of the sku's are going to be loved by everyone, but there is an offering for everyone. This division within the brand is calculated and monitored daily. We evaluate annually, and what we are seeing is not a problem, but in fact a gain. ZT can function well within this same matrix.
They have a high-end tactical brand, and a brand that's increasingly associated with Wal-Mart.
I'm unsure where the rub is here. It's possible to have it all. Kershaw has been in WM for many years, but 4 knives hardly makes you increasingly associated with anyone.
There's just no place for a high-end fancy decorated knife to go.
Maybe ask questions first, and then drawing a conclusion becomes more realistic?
The 0777 is a LE. Doesn't make it in the 2012 ZT catalog. It was designed to catapult ZT towards a mean, quick, sleek, street son of a gun.
It was also shown at the Blade Show, the show where you kinda show off a bit. It worked. It was the big hit at the show (along with the 0560/0561
). Won Overall Knife of the Year. Due to its dashing good looks and execution, this new type of ZT was even copied by another small desperate brand. Clearly we made an impact.
Never was there intention to have a line of the high end premium decorated show horses, but if you want to get a temperature check and move a brand needle...go large.
Clearly they need another "marque".
I never know what we clearly need.
I would, however, advise against having it named by whoever chose a phrase most often associated with rabid anti-knife policies the last time... and they might want to revisit that decision too. I'd sort of like "Zero Nonsense", myself..
Craig and I chose the name, and I'm unsure what this all means.
Just 'cause they put out TONS of different folders at all price ranges, they still do have some really high end pieces. Take the Tilt for example. they could have made it a ZT, but they made it a Kershaw.
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