Genesco’s Schuh Banner Is the ‘Same, But Different’ in New Brand Update

UK-based footwear retailer Schuh is updating its brand messaging through a new campaign. Called “Same, but different,” the Genesco-owned retailer calls the campaign a “new brand platform” that aims to “transform Schuh from a multi-brand retailer into a meaningful high-street footwear destination.” According to Schuh, the campaign leads with two 30-second ads, marking the brand’s return to UK television screens after more than a decade. The company said the spots will feature children and young adults embracing their main character energy against a backdrop of relatable, everyday situations. The unique cast of characters includes a collective of models, artists, creatives and writers. Footwear also takes a starring role in the campaign. The company noted that New Rock wedges make a statement in a late-night chicken shop; The Schuh Collection boots turn heads in the aisles of a grocery store; Nike Air Max stride through a high-society tennis club; and Dr. Martens’ boots take ownership of a gentleman’s barber shop. Marking a new phase for the brand, the first “Same, but different” campaign aims to “forge stronger relationships with audiences who are rejecting the mundane homogeny of uniformed dressing and are opting to express a more creative side to their personal style,” the company said

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