Images reprinted courtesy of http://daisyflood.blogspot.co.uk/
Yes, music is a hobby of mine so it is important to me any way.
Music is a form of inspiration in terms of how fashion played a part
in society during the time of the musical eras, it is motivational to
keep up to date with music particularly for our brand Pro-Keds as
they are a funky ‘Shoreditch’ street style brand which produces
abstract seasonal patterns and prints therefore musical inspiration
plays a big part in the design and marketing materials for this
brand.
What are you listening to right now?
I love The Wombats new album, I saw them recently in Newcastle’s
O2 and they were amazing. I also love Blossoms, I have heard a
few tracks from their new album and I now can’t wait for the rest
of their album to be released.
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How do Keds and Sperry integrate their digital marketing in
with their offline marketing?
Keds and Sperry both have very strong brand messaging and
core product which is what they are well known for, these brands
always relate back to their heritage rather than always focusing on
the latest design styles to ensure that all of our marketing aligns
with both digital and offline marketing every season.
What tools and metrics do you use to track how effective your
campaigns are?
When using social media Hootsuite is a really effective way to
track how our social media campaigns have been, this is great as
it is really precise and we can track this across every social media
channel we have used and in every country this is rolled out. For
print media it’s a bit harder, we have to base this on the magazine
circulation for that issue and then take into account sales increases
for the month of the issue release compared to the previous month
and the same month the year before.
Do the marketing insights (like a really successful use of
influencers with a specific aesthetic) feed into the new designs
- how much integration is there between the departments?
I don’t think they feed literally into how we design our product as
we still have to create product that looks and feels like it’s one of
our brands. I just feel whatever they are blogging/posting about
definitely has an effect on how popular these trends are becoming
therefore we can use this to predict what trends might be coming
through for the new season and incorporate this into some of our
products.
Keds have a proud American heritage - how does that translate
to a European market?
This is something we struggle with and have to manage to make
it appeal to a European market which has very different views
and style taste to the US. We manage this by creating our own
social media content as well as creating seeding boxes which have
products that are more European to send to influencers to create
country specific imagery. This is the only way we can control the
marketing within EMEA as we have to use our main marketing
materials from the US.
Is the brand message altered in any way?
Our brand message is a strong part of all of our brands therefore
it is never altered as we use this as a starting point for all of our
campaigns.
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