 |
| fashion women shoes |
Although the shoes can be elusive, that has not stopped manufacturers of shoes to try to create. Of these Dr. Scholl, best known for the elements of foot care, such as anti-warts, moleskin and braces.
In an attempt to re-imagine Dr. Scholl's footwear brand, and expand the scope, Dr. Scholl's shoes, Dr. Scholl's footwear division, which is licensed under the Brown Shoe Company, Merck Consumer Care has launched an advertising campaign to promote a new line of about 80 models of shoes for men and women. The shoes are shoes, sneakers and even an updated version of the original Sport Sandals, now lighter than wood and plastic heel. Shoes cost $ 50 to $ 90.
"What really differentiates us is that this brand has more than 100 years of tradition of making products that are good for our feet," said Maureen McCann, vice president of wholesale marketing for Brown Shoe.
Helping to create a campaign strategy, the company is to conduct market research and discovered that even people who knew the brand - more than 90 percent said they knew and were "emotional connection" is the original exercise sandals - Many people do not know, doctor. Scholl is made of other types of footwear.
"Prospects of our consumer research told us we had to reinforce the element of brand shoes," McCann said in an e-mail. To this was added the word "shoes" for the brand and began to change with the new name this spring.
•
But changing the message of Dr. Scholl's going to be difficult, said Robert Passikoff, president of Brand Keys in New York, a consulting firm to clients and brand loyalty.
"A good opportunity to market is not necessarily a good opportunity for the brand." Mr. Passikoff said. Consumers need to be receptive to seeing the brand name Dr. Scholl as the shoe instead of the brand foot care.
Although the sport sandal made media appearances over the years, especially Isaac Mizrahi fashion show in 1993, "Sex and the City" in 2002, and "Martha Stewart Show" in 2007, "If you asked 100 people about Dr. Scholl is what we're going to do is talk to you on foot care and rehabilitation ward, "he said Passikoff. "It comes back to what people want to believe in the brand."
Perhaps the biggest company in a move to open retail stores. In October, Dr. Scholl's shoe stores to open in Las Vegas, San Marcos, Tex., and Tampa, Florida
"These are also tourist destinations," said Mrs McCann. "We want to reach consumers when they are on holiday shopping and out."
The new retail partners of the brand include Lord & Taylor, Macys.com, Piperlime, and perhaps most surprisingly, Urban Outfitters. Part of the sales strategy is also to obtain independent shoe stores are in the shoes of Dr. Scholl, Ms. McCann said, adding that the brand has opened 150 new accounts with full retail of footwear in six months. "We feel like a good place to get the message of Dr. Scholl's there."
The campaign also includes a new website where users can discover new products and buy the shoes directly. A Facebook page of the brand now has nearly 11,500 fans, and the company began to place code that takes the users of the site on their advertisements and on labels that hang shoes on display in stores.
Dr. Scholl has also introduced new technologies for their shoes, using things like memory foam and gel insoles to absorb the pressure on the feet. As part of a new packaging design, a set of 19 icons show the functions shoes "as if they are sealed water repellent or" wick ".
Ms. McCall said the company had increased its advertising spending during the past year, but declined to say how much. According Kantar Media, part of WPP Group, Dr. Scholl has spent $ 278 000 on the marketing efforts for non-care-related meals in 2009 and $ 3.3 million in 2010.
•
Dr. Scholl's shoes, worked as an independent agency Kiku Obata & Company campaign. "We wanted to create images that really tells the story, and suggests that life is made to play in the city and the outdoors," said Ms. Obata. Most of the ads were shot in San Francisco, because it has both urban and outdoor feel, he said. Some ads feature models sitting on the rocks on the beach or hiking, while others show them standing in front of shops in the '50s and '60s retro look.
"And 'this feeling relaxed and Dr. Scholl's customers live," said Ms. Obata. Agency fired a series of ads for consumer and trade publications including InStyle, shape and Footwear News.
"Our customers really wanted shoes that only get them from anywhere," said Ms. Obata. "They do not want to sacrifice in one way or comfort."
No comments:
Post a Comment