×
201
Fashion Jobs
NAGA LIMITED
Manager - Production
Permanent · Dindigul
UBRIGHT INTERNATIONAL CO. LTD
Senior Sales Manager 20+ Lakh p.a
Permanent · Pune
JIO
jc Home Lead - Coimbatore & Tiruppur - Sales Manager
Permanent · Tiruppur
ERIS LIFESCIENCES LIMITED
Area Business Manager (Generics)
Permanent · Ahmedabad
DIGIKREDIT FINANCE
Requirement For Sales Manager :: Ahmedabad
Permanent · Ahmedabad
KHOSLA MACHINES PVT. LTD.
Sales Manager-North
Permanent · Sahibzada Ajit Singh Nagar
TRACKON COURIER
Area Sales Manager
Permanent · Vapi
AVANTOR
Area Sales Manager || Patna/Ranchi
Permanent · Ranchi
BDO INDIA LLP
Cnc Manager Production Manager Minimum 14 Yrs to 18 Yrs
Permanent · Chennai
KENT RO SYSTEMS
Corporate Sales Manager
Permanent · Chennai
AS
Opening For Production Manager in Leading Sweets Mfg Company
Permanent · Thane
CENTURY PLYBOARDS (I) LIMITED
Area Sales Manager - Ahmedabad
Permanent · Ahmedabad
SRL DIAGNOSTICS
Territory Development Manager
Permanent · Prayagraj
NATURELAND ORGANIC FOODS PRIVATE LIMITED
Area Sales Manager (Maharashtra)
Permanent · Mumbai
NATURELAND ORGANIC FOODS PRIVATE LIMITED
Area Sales Manager (Madhya Pradesh)
Permanent · Indore
GRAND CHEMICAL WORKS
Area Sales Manager- Jaipur & Lucknow
Permanent · Lucknow
KISHOR EXPORTS
Qam - Quality Assurance Manager For Garment Exports Company
Permanent · Ranchi
MARC LABORATORIES LTD.
Field Sales Officer/Area Business Manager / Regional Business Manager
Permanent · Varanasi
JAYPEE BROTHERS MEDICAL PUBLISHERS PVT LTD.
Area Sales Manager
Permanent · Prayagraj
RUDRAKSHA CERAMICS PRIVATE LIMITED
Area Sales Manager
Permanent · Pune
PROPERTYXPO.COM
Area Sales Manager| Real Estate Portfolio Management | Gurgaon
Permanent · Gurugram
SAHIBANDHU FINTECH SERVICES LIMITED
Area Sales Manager - Sahibandhu
Permanent · New Delhi
Published
Mar 25, 2015
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Sperry Top-Sider works to attract younger customers

Published
Mar 25, 2015

On Wednesday, Sperry Top-Sider was at Colette in Paris to celebrate its collaboration with American photographer Gray Malin. The nautical-style brand has worked with the artist to employ three of his aerial photographs in producing a capsule collection.

More than just a collaboration, it underscores the Wolverine-owned brand’s desire to reposition itself. 

A sneaker from Sperry Top-SiderXVelour - Sperry Top-Sider


With roots in early 20th century sailing, the brand enjoys a solid following among older customers linked to its New England style.

Nevertheless, with Rick Blackshaw at the helm since September, Sperry Top-Sider now intends to attract a 17-34 year-old demographic. The brand is completely overhauling its marketing strategy.

It has adopted a new logo and is opting for more dynamic images than those it has employed in the past. Most significantly, it has launched a campaign on social networks, putting its message in the hands of 80 brand ambassadors from various backgrounds, whose adventures will be shared by the brand.

Sperry Top-Sider’s project Odysseys Await


"With the project Await Odysseys, it’s the first time that the brand has committed itself to this kind of marketing," said Purvi Patel, associate marketing manager. "We are also overhauling our e-commerce site to offer a stronger consumer experience. Our new approach will be to gradually roll out a new concept in our stores as well as new displays in department stores and independent locations. And in 2016, the new logo will also be used for shoe collections."

The work of the design teams will be even more obvious for its 2016 spring-summer collection. The brand will additionally employ a more differentiated segmentation with models for premium accounts, using the highest quality materials, its core market retaining models classic to the brand as well as a Paul Sperry collection for younger customers featuring vulcanized sneakers that will be sold for around 60 euros. 

A sneaker from Sperry Top-SiderXVelour - Sperry Top-SIder


Sperry Top-Sider also strengthened its design team in 2014 to create a women’s division. The division should make its debut in 2016.

In France, where the brand’s development has been directly managed for only two years, a few locations will be opened, especially in chains such as Citadium.

With sixty current locations, the team in France is primarily tasked with asserting the potential of the brand among fashion-oriented retailers. The collaborations planned for this year with Velour, Danish brand Rains and English brand YMC should help in that respect.

Copyright © 2022 FashionNetwork.com All rights reserved.