The ever-shifting social media panorama has by no means been straightforward to navigate for footwear executives, however the previous 12 months 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 packages like livestream buying.
Yet amid a lot change, the necessity to make investments correctly in a social media technique has grow to be crucial, with folks spending extra time than ever on-line.
Leaders at prime consolation shoe manufacturers reveal their methods for connecting with new and present clients 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 serious manner we interact with clients 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 challenge, working intently along with her on curating a digital ‘Cottage Shoppe’ of classic décor, equipment and clothes that embodies the collaboration’s ‘cottagecore’ aesthetic and provides buyers a brand new purpose 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 by way of participating our clients. We work with many influencers and bloggers, who create very interesting pictures and movies. It’s a superb manner for us to showcase our footwear in inventive and distinctive methods. Our social media campaigns give attention to educating the buyer about what units our manufacturers aside, particularly trend, consolation, high quality and worth. We reinforce our relationship with our clients by asking open-ended questions on their existence 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, Aetrex Worldwide
“We’ve had nice success launching new merchandise on Livestream buying occasions [on Facebook and Instagram]. Our clients’ expertise is much extra interesting and handy. They can view all the product kinds, 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 comply with us by giving them entry to unique content material and promotions.”
Brad Kinnas of Aetrex
CREDIT: Courtesy of Aetrex
Tiss DahanVP of selling, Dansko
“Social media platforms change quickly and our workforce has stayed on prime of the present traits which can 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 grasp how her preferences might have shifted, enabling us to raised perceive what’s resonating along with her in at present’s setting. This permits us to provide extra content material that we — and our retail companions — can use on social media to mirror how our footwear suits inside our shopper’s life-style, hobbies and trend selections.”
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 are going to set forth for the autumn and vacation season, we need to companion with influencers who embody the informal and cozy facet of the Lamo model. We need to faucet into a few of their audiences but in addition companion with them on collaborations equivalent to giveaways, contests and livestream buying experiences to supply extra perception into our model, merchandise and have interaction on a distinct degree.”
Edna De Pamphilis
CREDIT: Courtesy of Lamo