The ever-shifting social media panorama has by no means been straightforward to navigate for footwear executives, however the previous yr has been doozy, marked by the fast rise of video platforms like TikTok and Instagram Reels, altering expectations about how manufacturers talk on social points, and elevated adoption of direct gross sales applications like livestream buying.
Yet amid a lot change, the necessity to make investments properly in a social media technique has turn into crucial, with folks spending extra time than ever on-line.
Leaders at high consolation shoe manufacturers reveal their methods for connecting with new and current prospects on digital platforms this fall and vacation.
Alison BergenCEO, Aerosoles
“For fall, our Laura Ashley partnership and the compelling content material surrounding it will likely be a significant approach we interact with prospects on social media. We considered this collaboration actually holistically and needed to construct out a whole world across the product that pulls our followers in. We’ve partnered with content material creator Harling Ross from the start on this undertaking, working intently together with her on curating a digital ‘Cottage Shoppe’ of classic décor, equipment and clothes that embodies the collaboration’s ‘cottagecore’ aesthetic and offers buyers a brand new motive to go to Aerosoles.com.”
Aerosoles CEO Alison Bergen
CREDIT: Courtesy of Aerosoles
Frank CammarataFounder & CEO, The Enjoiya Group
“Instagram is unquestionably the strongest for us when it comes to partaking our prospects. We work with many influencers and bloggers, who create very interesting images and movies. It’s a superb approach for us to showcase our footwear in artistic and distinctive methods. Our social media campaigns deal with educating the patron about what units our manufacturers aside, particularly trend, consolation, high quality and worth. We reinforce our relationship with our prospects by asking open-ended questions on their life and preferences. We additionally incorporate a name to motion, which helps to extend engagement.”
A spring 2022 sandal from Enjoiya.
CREDIT: Courtesy of Enjoiya
Brad KinnasVP of e-commerce & digital advertising and marketing, Aetrex Worldwide
“We’ve had nice success launching new merchandise on Livestream buying occasions [on Facebook and Instagram]. Our prospects’ expertise is way extra interesting and handy. They can view the entire product types, colours and luxury options. Plus, they will ask questions, get solutions in actual time and purchase the product multi function discussion board. Launching new merchandise on a Livestream platform additionally generates pleasure, curiosity and exclusivity. We reward our viewers who observe us by giving them entry to unique content material and promotions.”
Brad Kinnas of Aetrex
CREDIT: Courtesy of Aetrex
Tiss DahanVP of promoting, Dansko
“Social media platforms change quickly and our crew has stayed on high of the present developments which might be driving increased engagement and impressions. We are leveraging instruments like Reels on Instagram, and tapping in to platforms like TikTok to maintain our shoppers engaged with video, audio and animation. We even have taken steps to know how her preferences might have shifted, enabling us to higher perceive what’s resonating together with her in immediately’s atmosphere. This permits us to provide extra content material that we — and our retail companions — can use on social media to replicate how our footwear matches inside our shopper’s way of life, hobbies and trend decisions.”
Dansko’s Larisa leopard-print flat for fall 2021.
CREDIT: Courtesy of Dansko
Edna De PamphilisMarketing Director, Lamo
“Aside from the digital campaigns that we’ll set forth for the autumn and vacation season, we want to accomplice with influencers who embody the informal and cozy facet of the Lamo model. We want to faucet into a few of their audiences but in addition accomplice with them on collaborations reminiscent of giveaways, contests and livestream buying experiences to offer extra perception into our model, merchandise and have interaction on a distinct stage.”
Edna De Pamphilis
CREDIT: Courtesy of Lamo