Brand Awareness

Part
01
of five
Part
01

Stuart Weitzman Media Spend

No official data was found on the media marketing spending amount of Stuart Weitzman for 2018. Tapestry, the brand's parent company, spent $228.4 million for the whole company's marketing activities in 2018. Based on the given percentage of 4% of the total revenue for the whole company, the total marketing spending amount for the Stuart brand was extrapolated to be $14.95 million.

METHODOLOGY

We started our research by looking for directly available data on the media spending of the Stuart Weitzman brand and any available breakdown. We looked for this information on its official website, on its parent company's website, on financial publications sites like the Financial Brand, American Banker, Wall Street Journal, NASDAQ, and other related sites; business sites such as Forbes, Biz Journal, Business Insider, and others; marketing sites such as Digital Agency Network, Strategy Online, Ad Weekly, Adage, and others; market research sites such as Statista, IBIS World, Mordor Research, and related sources; press release sources such as Cision, Globe News Wire, and others; consulting sites such Harland Clarke, McKinsey, PWC, Deloitte, and other relevant sources. Based on this search approach, we were not able to find the actual media spending and the corresponding spending breakdown of the Stuart Weitzman brand. What we found from Tapestry, its parent company's annual report is the marketing spending of the entire Tapestry commanpany.
We then looked at the sites of advertising agencies such as Blue Fountain, R/GA, Big Spaceship and others to determine if they have indicated any marketing campaign statistics that might help in deriving the actual media spending of Stuart. However, Stuart's marketing spending amount and breakdown are not found on these sites. What we found are the general campaign strategies that the agencies are deploying for their clients.
We also expanded our search to look for slightly outdated information. We hoped to use any historical data to extrapolate the current media spending data. However, what we found are some outdated data on how much Stuart has allotted to market one shoe. We also found a percentage of increase of the brands' marketing budget for the year 2015. However, we were not able to find further information that can help us triangulate the current media spending data.
We then checked if there are industry averages on the percentage of revenue or marketing budget that are typically allotted for media spending. We then found a report that provides some details on typical percentage allotment of marketing budgets. Based on the percentage found, we were able to do a rough calculation of the media spending breakdown of typical companies. We then calculated the breakdown of media marketing expenses based on the standard percentages.
Given the limited information on the marketing budget, we have presented our calculations below on how we derived some helpful figures on Stuart's media spending and partial breakdown. We also provided some relevant marketing spending data for the entire Tapestry company.

Stuart Weitzman Media Spend

In 2018, the Tapestry company spent a total of $228.4 million in various media marketing campaigns as directly stated in its annual 10K report. The report stated that this amount is around 4% of its net revenue of $5.88 billion. These numbers for Tapestry above are not calculated and are shown as-is or explicitly in the annual 10K report so no calculations are performed.

Applying the same percentage to Stuart's own revenue, the estimated marketing spending of the brand is calculated as follows: 4% X $373.8 million = $14.95 million.
This is also roughly consistent with the suggested marketing percentage of 4.4% of the total revenue for the retail industry in general. In terms of the brand's actual selling, general, and administrative expenses (SG&A), the total amount is $213.90 million.

CALCULATIONS OF STUART WEITZMAN'S MEDIA SPENDING BREAKDOWN

Based on the available average industry data, the following are the average percentage of marketing budgets that are typically allotted for each marketing media channels:
Online channels: 42% X $14.95 million = $6.28 million
Offline channels: (100% - 42%) X $14.95 million = $8.67 million
Social media marketing: 25% of total online spending
= 25% X $6.28 million = $1.57 million

OTHER HELPFUL INFORMATION

Tapestry's marketing strategy for each of its owned brands involves a 360-degree method. The company ensures that its marketing campaigns are consistent in all the available channels. Its campaigns aim to produce pertinent and rich marketing messaging in all the channels that the company uses to reach its customers. The marketing channels that the company employs for each brand include direct mail, online, print, out-of-home, and social media marketing. The Stuart brand also has an e-commerce site where its products are showcased.
The Stuart Weitzman brand is engaged in the production of women's shoes that are known to be well-designed and functional. The brand is also broadening its portfolio through its handbags and jewelry line. It was acquired by Tapestry, a high-end lifestyle company in 2015.

When Stuart Weitzman was first established, the brand spent around $8,000 in marketing campaigns to convince one customer to purchase one shoe pair. The brand also heavily marketed its brand in social media platforms. This paved the way for a solid return on social media spending in terms of new customers onboarded and sales increases. In 2015, Stuart Weitzman planned to invest a significant increase in its Facebook marketing, spending by over 300%.
Part
02
of five
Part
02

Sam Edelman Media Spend

In 2017, Sam Edelman spent $83.6 million on advertising and marketing. Based on the average ad spend growth rate, the amount spent on advertising and marketing by the company in 2018 was estimated to be $123.97 million. Within the same year, the total ad spend on digital advertising was $54 million. Below is the methodology that was used to fund some of the figures presented in this research.

METHODOLOGY

We started the research by checking for the annual reports by Sam Edelman. The latest report was from 2017 and this provided us with the media spend of the company in 2017, and the amount spent on advertising on its Famous Footwear brand. Additionally, there was an estimated advertising budget of the company in 2018. Our next strategy was to check for the advertising spend of Sam Edelman in news reports and press releases. While we did not find the exact marketing spend by the company, the IAB internet advertising revenue report by Appnexus in 2018 stated that the digital ad spend of US companies was 40.48% of total ad spend in 2017 while in 2018 it had increased to 43.62%. The report also notes that the average ad spend of US companies in 2017 was $83 billion and in 2018 was $93.75 billion. Below are calculations used to find the average total ad spend of the US companies: For 2017- Total ad spend x 40.48% = $83,000,000,000 Hence, Total ad spend = (83,000,000,000 x 100)/40.48 = $205,039,525,692 = $205 billion approximately For 2018- total ad spend x 43.62% = $93,750,000,000 Hence, total ad spend = (93,750,000,000 x 100)/ 43.62 = $ 214,924,346,630 = $214.9 billion approximately From the above results, the annual growth percentage for 2017-18 in total ad spend can be calculated. Growth in total ad spend for 2017-18= $214.9 billion - $205 billion = $ 9.9 billion If annual growth percentage for 2017-18 is b%, Total ad spend 2017 x b%= growth in total ad spend for 2017-18 That is, $205 billion x (b/100)= $9.9 billion So, b = $9.9 billion x 100/$ 205 billion = (9900000000 x 100)/ 205000000000 = 48.29% As such, the annual ad spend growth of an average US company for the period, 2017-18 is 48.29%. This is assumed as applicable to Sam Edelman as well. The 2017 ad spend of Sam Edelman is $83.6 million, according to their 2017 annual report. The total ad spend of the company for the year, 2018 = $83.6 million x 148.29% =$123.97 million Also, in 2018, a US company spent 43.62% of its total ad spend on digital advertising, according to the Appnexus report. So the digital advertising spend of Sam Edelman will be 43.62% of $123.97 million in 2018. That is, $123.97 million x (43.62/100) = $54,075,714 = $54 million

MEDIA SPEND BY SAM EDELMAN

MEDIA SPEND: 2017

In 2017, a brand of Sam Edelman, had a marketing program that comprises digital marketing and social media, national television ads, e-commerce ads and in-store ads. Within the same year, Sam Edelman spent $48.4 million to market and advertise Famous Footwear. An additional $33.9 million was used to market and advertise the Brand Portfolio segment. There are advertising expenses that are recognized and deferred as a component of prepaid expenses and other currents. By February 3 2018, this figure was $4 million. As such, the company spent a total of 83.6 million in marketing and advertising in 2017.

MEDIA SPEND: 2018

Between 2017 and 2018, the annual ad spend growth rate for US companies was 48.29%. Based on the advertising spend in 2017, the ad spend for Sam Edelman in 2018 was $123.97 million. Additionally, the digital advertising spend of the company in 2018 was $54 million.
Part
03
of five
Part
03

Rothys Media Spend

Even though the lack of publicly available information limited our findings, we were able to find some insightful information in regard to Rothy's media spend. For instance, in 2019, the company partnered with Sandwich, a video agency through a deal that is estimated to be worth between $10 and $15 million in order to enter into traditional TV advertising. Further details on our research methodology and findings on Rothy's media spend follows below.

METHODOLOGY

The requested information on Rothy's spend on media in 2018 was not found in the public domain because all the targeted company and third party resources that were researched did not contain relevant information in regard to the media spend of Rothy's. Additionally, triangulation was not possible because of the limited availability of relevant data that we could use in triangulation. As Rothy's Inc. is not a publicly listed company, the publication of company details such as media spend and annual reports solely relies on the company's interest meaning relevant information can only be derived if published by the company in the public domain. In our search for research relevant information, we used the following strategies.

Our first strategies were focused on Rothy's official website, press releases, and financial reports because they are usually the most credible sources of information on media spend. However, with this strategy, we were only able to find general information on the products of the company with information that was specific to the company's 2018 media spend highly unavailable. Further, we searched for the company's overview information and we were able to locate information on the fact that Rothy's was founded in San Francisco and it has a manufacturing site in China. From this fact, we tried to derive the company's media spend from the company's financial filings in the U.S. (SEC filings) and China (China Securities Regulatory Commission). However, as the company is not publicly listed, we were unable to locate any filing information in the public domain.

In our second strategy, we tried to figure out Rothy's spending on traditional media such as TV, radio, print, and digital media spending by looking for the company's total media spend and any available breakdown information from advertising and business reports that included Techcrunch, Business Insider, Crunchbase, Adweek, Adage, and Contently. Additionally, we also targeted resources like Search Engine Land, Digiday, and NY Times that usually contain relevant information on marketing and advertising strategies of various companies. Through our exhaustive search in these and more resources, we could only locate information that Rothy’s entered into a traditional TV advertising deal with two national TV ads in 2019 by collaborating with a video agency named Sandwich with an estimated spending of around $10 to $15 million and that initially, Rothy’s only focused on digital media advertising through Facebook, Twitter, Instagram, Twitter, and Bing and keyword advertising with minimal ad spending that was less than half of Rothy’s marketing budget. In the end, we could not derive the total media spend because relevant information remained unavailable with this strategy. We then tried to check for information from 2016 and 2017 as recommended by the research criteria to see if Rothy's has ever provided such information by doing a web archive search of the company's website using the Web Archive website and using the strategies mentioned above. However, this strategy also failed as we could not find any relevant information using this strategy.

As a last resort, we did an exhaustive search for resources that mentioned Rothy's in ad agency websites that included Sandwich Video, Martin Agency, and Multiview. The idea behind this was that we could find information on what these agencies are charging the company for advertising and use such information to estimate the company's media spend. However, we could not locate any relevant information because most of the available information was on video content. We summed research up by doing an extensive search for relevant information on Rothy's media spend on statistical and news resources that included IBIS World, Statista, and Reuters. With this strategy, we were still not able to locate any relevant information as most of the available information was on general DTC media spending with nothing specific to Rothy's.
Triangulating a relevant answer was also not possible because of the absence of any current media spend data after the use of the above three research strategies. The company was also recently founded in 2015 meaning the amount of publicly available data that can be used in triangulation was limited. All the relevant insights that we identified through the strategies highlighted above have been summed up below.

KEY FINDINGS ON ROTHY'S MEDIA SPEND

TV ADVERTISING
In 2019, Rothy’s partnered with Sandwich, a video agency in order to enter into traditional TV advertising with two national TV ads. The estimated spending of this collaboration was valued at around $10 to $15 million.

DIGITAL MEDIA
Initially, Rothy’s only focused on digital media advertising through the use of advertising platforms that included Facebook, Twitter, Instagram, and Bing and keyword advertising with minimal ad spend that was less than half of Rothy’s marketing budget. Rothy's founder, Stephen Hawthornthwaite stated that although the company is not spending much on Facebook ads, it is receiving good returns on its ad spend.

In addition, the company's main focus in terms of marketing is on Twitter ads. According to Rothy's brand manager, Lacey Young and vice president, Jenny Robinson, Twitter ads are catalysts of digital media advertising when a brand wants to create brand awareness among new as well as existing customers.

DIGITAL MEDIA PRESENCE

Rothy's digital media presence across major social media networks follows below:
  • Facebook - Rothy's account is liked by 256,713 people and it has a daily engagement with followers via posts and comments.
  • Twitter - Rothy's account is followed by 5,939 people on Twitter and it has a daily engagement with followers via posts and comments.
  • Instagram - the Rothy's account is followed by 221,000 people on Instagram and it has a daily engagement with followers through posts and comments.
Part
04
of five
Part
04

Brand Best Practices

According to a report by Media Hawk, a media company located in Los Angeles, consumers may need to see a brand between 6 and 8 times to consider it. USA-based HubSpot reported 5 times to be a good benchmark for consumers to see a brand before considering it, while Fileboard noted in its report that people might need to see a brand for as many as 7 - 13 times before they consider it enough to move from marketing leads to sales-qualified leads or customers. The steps related to building a brand that consumers would consider and love includes simplicity, consistency, and ease.

THE NUMBER OF TIMES CONSUMERS NEED TO SEE A BRAND TO CONSIDER IT

A 2019 report by Hawk Media referenced a study by SalesForce and revealed that it takes from 6 to 8 touchpoints or the number of times required to get a single conversion or action-based consideration from a consumer. Furthermore, the report noted that to make these touchpoints effective in capturing the consideration of consumers, a brand must impress every of its target market with every touchpoint from the first to the last. That is, brands must go beyond single interactions or transactions to encourage consumers to become loyal brand ambassadors or advocates by giving them more bargaining power. Hawk Media's report signified that brands that want to get considered by consumers need integrated marketing campaigns. As per the report, integrated marketing is 31% more effective in building brands consumers would consider because it promotes a consistent message and value, as well as makes it easier for consumers to remember a brand irrespective of the touchpoint of interaction involved.

However, before brands worry about how many times consumers need to influence consideration, it must prioritize the fundamentals of branding, which includes segmentation, targeting, and positioning, according to Hawk Media's report. Meaning that to develop a strong brand identity consumers would consider, a company's initiatives and campaigns have to always align with a chosen target market and a value proposition that must be central to every touchpoint.

According to a report by HubSpot, consumers need to see a brand up to 5 times to consider it, but the report observed this is different for industries and the target customers involved, respectively. HubSpot's report also noted that a company must pick and stick to the number of touchpoints or times they would promote their brand to consumers to test what number works best, which ultimately helps to identify the magic number that works for them. HubSpot adviced that each time a brand reaches a potential consumer, it should provide them with value in a new way, but this value must stay true to its branding and should include a mix of calls and emails to convert them into customers.

On the other hand, Fileboard's report noted that it could take from 7 to 13 times (or touchpoints) required for a potential customer to consider a brand enough to move from being just a marketing lead to becoming a sales-qualified lead or customer. Based on this, the report observed that brands have to be consistent in their marketing and must not give up on consumers if they do not consider the brand after seeing it a few times.

BEST PRACTICES RELATED TO HOW MANY TIMES A CONSUMER NEEDS TO SEE A BRAND

BUILDING BRAND STRATEGY AND EQUITY

Creating a brand that consumers would consider involves devising a brand strategy that clarifies what, how, where, when, and to whom a company communicates and deliver its brand messages, as well as the distribution channel it chooses to spread those messages both verbally and visually, as per a report by Entrepreneur. Also, this report signified that making the branding consistent and relevant to a specified target audience increases the chances of consideration from customers. According to research by The Verde Group and the Wharton School, about two-thirds of consumers use more than one channel to purchases. Thus, despite the increased number of online and offline opportunities available to make an impression, a brand that wants consumers to consider it has to be consistent across all touchpoints and channels.

Steps to building a brand consumers would consider

The significant steps needed for consumers to consider and follow a brand, according to Build An Army includes convincing first-time visitors to stay; compelling potential consumers to read contents by a brand; and motivating those who interact or have read contents by a brand to subscribe/sign up for future updates. Furthermore, in a 2018 report by Inc., the three steps a company requires to build a brand consumers would consider and love include simplicity, consistency, and ease. According to Inc., a brand has to be simple for its target audience to know what they are about clearly, and the messaging used to promote the brand have to be consistent across all channels, including its in-house teams and operations.

Besides, irrespective of the number of times consumers see a company and how that influences their decision to consider a brand, the communication the company uses to reach consumers must be relevant, as 50% of consumers said most brand communication is irrelevant. Also, there has to be authenticity in brand communication to influence consumer consideration with 80% of consumers noting "authenticity of content" to be a significant factor of them considering or following a brand. This statistic shows that consumers eventually tell and despise brands that are deceptive, disingenuous, or make exaggerated claims. Furthermore, 57% of people said negative reviews left unaddressed by a company gives them a good reason to "break up" with brands, meaning that to get consumers to consider a brand, a company has to address reviews by consumers on sites such as Yelp, Trustpilot, and others.











Part
05
of five
Part
05

Easy Spirit Brand Awareness, Europe & US

Easy Spirit is a multi-brand shoe seller with strong brand recognition in the US, ranking 5th out of 45 top shoe brands. It has a strong following among women between 40 and 60, using marketing operations like "Comfort," "The Makers of Easy," and their "Move For" campaigns. However, we found little direct evidence from publicly available sources regarding Easy Spirit's brand recognition in Europe and could not draw any clear conclusions about its brand awareness in that market.

METHODOLOGY

We compiled a picture of the brand's US presence from a variety of sources, including the primary web presence of the company, as well as reports from industry media, market research firms, and more. In doing such, it became clear we had not found enough information about the brand's European brand recognition.

Seeking that missing information, we turned to market information reports from international industry journals like Ixtenso and the Leather and Footwear Journal, among others. These sources gave us some insight into the global performance of top footwear brands but did not directly address or contain data about Easy Spirit's brand recognition in Europe.

Next, we altered our strategy, looking at European Union and government industry reports as well as data from regional industry organizations like the Confederation of European Footwear Industry. While these sources touched on total market performance, brand recognition data did not emerge from this approach.

Then we tried exploring paywalled sources. Market data compiled by McKinsey, Euromonitor, Transparency Market Research, Statista, Europa, and their peers can be extremely high-quality and some part of the in-depth reports tends to be publicly accessible. These sources produced some forecasts about the overall footwear market in Europe and some general information about the market penetration of American bands, but nothing specific to Easy Spirit came from this strategy.

As a final strategy, we explored the available information that could be gleaned by looking at the brand's presence on major online retailers, as it would be accessible to a European user. This demonstrated that the brand was accessible and had some presence specifically tailored to a European customer base, but nothing emerged that allowed us to resolve a picture of the brands larger brand recognition rate in Europe.

US BRAND RECOGITION

Easy Spirit ranks 5th out of the top 45 shoe brands in the US for brand recognition. Using its "Makers of Easy" platform combined with its "Move For" campaign, Easy Spirit targets female customers of all ages. Conceived in New York in the 1980s, the brand was one of the first to carve out a niche with women's comfort fashion footwear.

Marc Fisher Footwear now owns Easy Spirit. Marc Fisher's portfolio already includes Guess, Tommy Hilfiger, Kendall + Kylie and Ivanka Trump among others. In the wake of the purchase, Easy Spirit relaunched the shoe brand and business with new products, new positioning, and new wholesale and e-commerce growth strategies. Its new Move For commercial was "made for women, by women, and highlights the sights, sounds, and actions of the everyday hustle of women across a broad spectrum of age and lifestyles."

Easy Spirit worked with agency Graj + Gustavsen to gather customer feedback in designing the new marketing push along with the "Makers of Easy" campaign. The rebrand was supported by a massive media buy, including broadcast television, cable, digital video, social media, and geo-targeted online ads, combined with influencer partnerships.

To ease the company's e-commerce experience, online stores have been rebuilt, and features such as free shipping, deep offers, extended sizes and widths, quiz guides and style suggestion algorithms have been rolled out. One of these is the "Easy Support System," which itemizes the components of the comfort design from “A to Easy.” The alphabetical system uses each letter to represent a different pillar of comfort and construction. Easy Spirit also distributes through retailers and used the relaunch to reinforcing relationships with Macy’s, HSN, Zappos and Boscov’s.

EUROPEAN BRAND RECOGNITION

Easy Spirit uses many online outlets to project a global presence and has partnerships with Amazon, eBay and others. The company has 58 products in its European walking style category.

CONCLUSION

Easy Spirit is the 5th most broadly recognized shoe brand in the US. Following its recent purchase by Marc Fisher Footwear, the band is undergoing a major relaunch and rebranding with eyes toward growth. Unfortunately, using publicly accessible sources, we were unable to find enough information to describe Easy Spirit's brand recognition in Europe.
Sources
Sources

From Part 02
Quotes
  • "Research report; AppNexus is an American multinational technology company operating a cloud-based software platform that enables and optimizes programmatic online advertising"
From Part 03
Quotes
  • "Fresh off a $35 million investment round of funding from Goldman Sachs in December, Rothy’s is going national with two different TV spots"
  • "Rothy’s, the San Francisco-based, direct-to-consumer shoe company, is coming to a TV screen near you."
  • "Jennifer Kohl, svp, executive director of integrated media at VMLY&R, said Rothy’s mostly likely spent between the $10 to $15 million range on traditional."
  • "Part of that relatively low spend on TV is due to the engagement increase DTC brands tend to see after the ad airs on TV, said Kohl. Brands tend to see an immediate reaction in paid search, social, web traffic, search queries, time on site and more."
Quotes
  • " Twitter acts as a catalyst for reaching people where other platforms can’t — when people are on the go, looking to consume content. This is in contrast to the way people behave on other platforms, where they may not be looking to engage with brands."
  • "Part of our time is spent interacting with our community on social media and figuring out how best to delight our customers."
  • "Word-of-mouth marketing from our passionate customers plays a critical role in our marketing strategy. Another key piece is focusing on reaching potential customers online where they are — like on Twitter. "
  • "Twitter is instrumental in building and maintaining awareness for Rothy’s. Part of our marketing strategy is to maintain brand awareness wherever our customers’ eyeballs are."
  • " Since both prospective and current customers are consuming content and engaging on Twitter, serving ads on the platform lets us be in the right place at the right time — which is perfect for our growing brand."
Quotes
  • "Word of mouth is a huge element; customers email us all the time, delighted with their discovery of the shoes. The Facebook strategy is to visually make people who haven’t heard of Rothy’s aware of the product. "
  • "Despite that you may be seeing a number of ads, we’re not spending as much money on Facebook when you look at it holistically. We’re seeing great return on our ad spend, but it’s way less than half our marketing budget."
  • "RM: Facebook is important. We’re also using Twitter, Pinterest, Instagram, Bing, keyword advertising. I’d say we’re getting good traction on Instagram; any platform that’s particularly visual is effective."
Quotes
  • "Twitter acts as a catalyst to reach people where other platforms can not – when people are traveling, look to consume content. This contrasts with the way people behave on other platforms, where they may not be trying to interact with brands."
  • " We spend part of our time interacting with our community on social media and finding the best way to delight our customers."
  • "Word of mouth marketing of our passionate customers plays a vital role in our marketing strategy. Another key piece is to focus on how to reach potential customers online, such as on Twitter. By leaning on the visual appeal and elegance of the shoe, we let the product speak the most in our marketing"
Quotes
  • "The company owns and operates a 65,000-square-foot factory in China that employs about 100 workers. Rothy's growth is somewhat limited by its modest production capacity. "
From Part 04
Quotes
  • "It Takes 6 to 8 touchpoints to Make a Single Conversion"
  • "You have to impress the target market at every touchpoint. In addition to that, during the process, your audience is easily distracted by competitors. Research and product comparison are easy to do and this gives more bargaining power to the customers."
  • "When you think about building your brand, you have to look beyond a single transaction and encourage loyalty or even advocacy in every customer who converts. You have to take into account a customer’s lifetime value and determine whether the cost per acquisition (i.e., the amount you spend for all touchpoints) is worth it."
Quotes
  • "However, when you surpass five touchpoints, the law of diminishing returns comes into play. In other words, a seventh touchpoint is not much more effective than a sixth. With this in mind, I think five touches is a good benchmark."
  • "Your prospecting message mix should be just that -- a mix. The specific divide between calls and emails should by determined by you and your manager based on what works best in your industry."
Quotes
  • "According to a Laurie Beasley, it takes from 7 to 13 touches to deliver a qualified sales lead. So, don’t lose hope and put some extra effort in there."
Quotes
  • "What they clicked on did not meet the expectation of what they wanted in the moment. And when someone has landed on your site, moments are everything."
Quotes
  • "Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be."
Quotes
  • "According to a study from The Verde Group and the Wharton School, two-thirds of all shoppers use more than one channel to make purchases. With all the online and offline opportunities to make an impression, consistency across all channels and touchpoints are more important than ever."
Quotes
  • "57% of people say unaddressed negative reviews are a good reason to “break up” with a brand. Review sites like Yelp and TripAdvisor have grown in popularity, and many consumers now base decisions off them"
  • "80% of people cite “authenticity of content” as the main factor as to whether or not they follow a brand. The bottom line is, people can tell if and when a brand is being deceptive, disingenuous, or exaggerated claims"
  • "50% of consumers feel like most brand communication is irrelevant. This ties back into making sure your branding is in alignment with your strategic business objectives. "
From Part 05
Quotes
  • "Easy Spirit, the original women's comfort footwear brand, is re-launching its brand and business with refreshed products, brand positioning, wholesale and ecommerce growth strategies, and communications platform. "
  • "The Easy Spirit 'Move For™' commercial was made for women, by women, and highlights the sights, sounds and actions of the everyday hustle of women across a broad spectrum of age and lifestyles. "
  • "Move For™’ will be supported through a full media buy including television commercials airing in targeted bursts on a mix of broadcast and cable/syndication networks, digital video, "
  • "Social advertising, geo-targeted out-of-home units, programmatic display, as well as digital and influencer partnerships."
  • "A New Step Forward. Born from a need that working women had during the 1980's NYC transit strike, Easy Spirit is again drawing from its heritage and ethos to deliver comfort during a cultural shift – one in which comfort is becoming table stakes in footwear and apparel."
  • "Driven by consumer feedback conducted by agency partner Graj + Gustavsen, Easy Spirit continues to proudly stand for comfort and ease with its new brand platform, 'Makers of Easy'. "
Quotes
  • "Easy Spirit now owned by Marc Fisher Footwear, is launching a multifaceted international campaign that includes refreshed brand positioning, logo, identity, digital presence and a return to TV advertising after 20 years."
  • "The goal is to excite existing customers and intrigue new ones [by focusing] on brand awareness and customer engagement,” said Shanya Perera, VP of marketing, advertising and PR for Marc Fisher."
  • "The “Makers of Easy” platform and companion “Move For” campaign celebrate the components that drive, and compel and inspire women, she said."
  • "The company tapped strategy consultants Graj + Gustavsen for the campaign, which features real women across a range of age groups and backgrounds. “Our hope is that women from all walks of life can see themselves, their daughters, mothers, sisters and friends in it,” said Simon Graj, co-founder."
  • "One example is the Easy Support System, which itemizes the components of the comfort design from “A to Easy” — each letter representing a different pillar of comfort, construction and architecture."
  • "Easy Spirit is also revamping the look and feel of its website this month, making it easier for shoppers. According to Itzkowitz, the updates could generate a 15 to 20 percent increase in business over last year."
Quotes
  • "Women’s comfort brand Easy Spirit has a little sister. Today, the brand introduced Evolve — a companion line geared toward a more fashion-focused consumer who leads a busy lifestyle."
  • "The collection incorporates a proprietary technology offering built into the EVA footbed that offers more energy return than the average footbed, according to the company."
  • "Under the umbrella of its new owner, Marc Fisher Footwear, which acquired the business in 2017, the brand has continued to undergo a refresh with footwear targeting a modern consumer."
  • "The brand was one of the first on the footwear scene to focus on women’s comfort looks, conceived during the 1980 New York transit strike when an executive at its former owner, U.S. Shoe Co., noticed women walking to work in sneakers and carrying their pumps."
  • "It didn’t take long for the company to come up with a solution — a collection of fashion-driven looks with built-in comfort features"
Quotes
  • "The New York-based footwear firm — which already lists Guess, Tommy Hilfiger, Kendall + Kylie and Ivanka Trump among the brands in its portfolio — told FN today it has purchased women’s comfort brand Easy Spirit from Nine West Holdings."
  • "The addition of the 35-year-old brand is a homecoming of sorts for company founder and 30-plus-year shoe industry veteran Marc Fisher, who worked with the Easy Spirit during his time at Nine West, the company co-founded by his father, Jerome Fisher."
  • "Easy Spirit’s American heritage was among the brand’s selling points, noted Susan Itzkowitz, Marc Fisher Footwear president."
  • "With its authenticity, unique comfort technology and strong brand awareness, Easy Spirit further diversifies our portfolio and provides considerable opportunity for growth and increased expansion in the U.S. and international markets,” Itzkowitz said"
  • "“Our core competencies in design, sales, sourcing and marketing will enable us to maintain the essence of Easy Spirit while further developing and growing this wonderful brand.”"
Quotes
  • "Easy Spirit (easyspirit.com) is a well-known comfort & health shoe brand which competes against brands like Clark's, Aerosoles and Naturalizer."
  • "Compared to its peers, Easy Spirit ranks as one of the top-performing brands in its category, with an overall ranking of #5 out of 45 total brands."
Quotes
  • "Following its purchase of women’s footwear brand Easy Spirit, fashion conglomerate Marc Fisher Footwear determined the company’s e-commerce infrastructure needed upgrading."
  • "Marc Fisher Footwear wanted to migrate Easy Spirit, together with its other shoe brands, to one platform, to operate from a single admin, and have greater visibility and insights into customer data. "
  • "Marc Fisher determined it could replicate every feature of its existing e-commerce platform using Adobe Magento, while saving money on agency development, in-house staff, and license fees."
  • "Working with Adobe implementation partner mediaspa, the company was able to fix Easy Spirit’s slow supply chain problems. Now, products in the supply chain are made available to the website 30 days faster than was previously possible."
  • "Easy Spirit implemented a one-page checkout, delivering a quick checkout flow to increase conversion rate. Since its launch of Magento, Easy Spirit has also seen a 10% increase in conversion rate and 50% decrease in total cost of ownership."
Quotes
  • "The addition of Easy Spirit to the Marc Fisher portfolio is a homecoming of sorts. Both Fisher and company president Susan Itzkowitz were involved with the brand when it was owned by Nine West, but they promise a different look and feel for the brand that they acquired early in January."
  • "“Easy Spirit is an iconic brand with a huge customer base,” Itzkowitz tells Footwear Insight. "
  • " “Easy Spirit has a following with women in their 40, 50s and 60s and it’s a wonderful addition to our portfolio,” says Itzkowitz."
  • "The first Easy Spirit collection under Marc Fisher design will be out in June, according to Itzkowitz. Department stores are the target retail base."
Quotes
  • "Easy spirit lists 58 ‘European walking shoes’ "
Quotes
  • "Easy spirit has 589 products in Amazon"
Quotes
  • "Easy Spirit products for sale | eBay total 1380 products listed."