Kurt Geiger Group
Shoeaholics
Insight
Covid has accelerated the demise of traditional, mainstream multi-brand retail. eCommerce has taken over. Brands are focusing on their own higher margin, monobrand direct to consumer channels. The department store shopper is up for grabs.
Challenge
Reposition a clearance outlet by overhauling the consumer and trade proposition to take advantage of the prevailing conditions on the high street. Appeal to mainstream multi-brand shoppers and open new accounts with mainstream brands to hit significant commercial targets.
Change
We created a brand that met that the varied needs of ‘suburban CEOs’; from ‘I need it tomorrow’ distress purchases to I’m just browsing for inspiration. And we launched it with a celebration of the confidence and individual self-expression they gain from wearing the perfect pair of shoes.
Insight
Covid has accelerated the demise of traditional, mainstream multi-brand retail. eCommerce has taken over. Brands are focusing on their own higher margin, monobrand direct to consumer channels. The department store shopper is up for grabs.
Challenge
Reposition a clearance outlet by overhauling the consumer and trade proposition to take advantage of the prevailing conditions on the high street. Appeal to mainstream multi-brand shoppers and open new accounts with mainstream brands to hit significant commercial targets.
Change
We created a brand that met that the varied needs of ‘suburban CEOs’; from ‘I need it tomorrow’ distress purchases to I’m just browsing for inspiration. And we launched it with a celebration of the confidence and individual self-expression they gain from wearing the perfect pair of shoes.
