Brand Strategy & Positioning
How we brought larger brand awareness and engaged a younger customer for Marmi Shoes
Wolff Shoes-ST is a fourth generation shoe wholesaler and retailer with popular women’s brands like Marmi, Vaneli, Sesto Meucci and WOZ footwear. Marmi Shoes leads the portfolio with 11 high-end stores nationwide and a full eCommerce site.
Project Goals
Every Client and Project Must Have a Goal
Increase Brand Awareness: We knew Marmi Shoes was the best kept secret in footwear, and it was time everyone else knew, too!
Changing Perception: Women know the high-quality that came with Marmi and Vaneli brands, but they think “that’s what my grandma wore”. We needed to reinvent this brand for the stylish trend-right brand it was.
Increase total company sales: By increasing awareness and changing perception we were confident we could see that directly correlate to increased sales.
Brand Strategy
“There are many places where women can get stylish, comfortable footwear. So why should they shop Marmi Shoes?” This was the question at the center of our brand strategy work. Lots of brands sell cute shoes, but we have to go further than that. What was the customer problem that we were going to solve? We knew that if we could solve the problem that existed in her life when it came to shoe shopping and purchasing, we’d increase our brand awareness, retention and as a result total sales.
Not only did Marmi offer quality footwear made in Italy, but their extended sizes and widths have become synonymous with the brand. But it doesn’t stop there, the service Marmi Shoes offers to their customers harkens back to a bygone era. Here are some of their offerings:
Every shoe sold in their stores is tried on by the store associates when they arrive. This way they know exactly how they fit so they can better serve their customer’s needs.
Every associate is properly trained on sizing and measuring customers’ feet.
Each suede silhouette, whether it’s a boot, pump or loafer is treated with protectant before it leaves the store as a complementary service.
They offer water and refreshments in store while customers browse.
They offer free exchanges on any online purchase to ensure customers get the fit they need.
Our guiding principle soon became evident: in a world where human interactions and the personal touches that make customers feel special are diminishing, we decided to emphasize our service offerings and expertise. This approach would set us apart from the competition, becoming our mantra for success.
We exist to bring our customers fashionable footwear in her size and width with unparalleled service and experience.
The sentiment of this message needed to be present in every customer interaction, from emails to social media, influencer marketing, seasonal catalogs, the website, stores, etc.
This enhanced brand storytelling coupled with trend-right products continues to be a successful formula for Marmi Shoes. Seeing YOY increases in sales and customer loyalty.