schuh

As a business, schuh has a heritage of strong cultural relevance born of its glory days in the 90s, and intrinsic, consistent customer-centric values that, within the category, have a unique appeal to prospective Gen Z audiences who need an alternative to the homogeny of JD Sports and the athleisure staples. But, for too long it has lacked confidence in its brand expression and that has affected its performance with existing consumers, the recently identified target audiences and even its relationships with supplier partners.

To relaunch a brand that has an incredible past without feeling nostalgic, and to represent the diversity and customer centricity inherent in Schuh’s retail operations, we needed to reinvigorate the confidence dormant in the Schuh business by redefining a new brand platform for a Gen Z focused relaunch. Moving away from product we needed to convey a clear point of view to high street shoppers who don’t see themselves in the staple athleisure uniform but want to express their unique sense of style with more confidence.

Identifying a common thread of desire within the different cohorts of Gen-Z target consumers was key to a new, holistic brand strategy – the need to style themselves differently depending on their mood and therefore express different facets of their personality led us to the schuh’s new brand platform of ‘Fluid Attitude’. From this our new campaign platform was created and executed in record time due to the incoming peak sales period – ‘Same, But Different’ features boldly diverse, culturally hot talent in a visually striking, integrated campaign running across Broadcast, Digital, Out Of Home, Retail and Social. Watch this space…