Justin Boot Co. is using the country music industry to launch its Justin Bent Rail collection of edgy western looks targeting 18-to-24-year-old consumers.
“Bands in the alternative country scene are popular with that crowd,” said spokesperson Megan Force, referring to the collection’s core audience — particularly those living in the southern and western parts of the U.S., where these bands are most well known.
The Fort Worth, Texas-based company will promote the line through a marketing program that focuses on interacting with consumers. Initiatives include social media programs on MySpace, Facebook and Twitter, as well as exclusive live concert video streams and mobile text-to-win promotions. On the more traditional marketing side are POS materials and gift-with-purchase perks such as music download cards.
The Randy Rogers Band, singer-songwriter Wade Bowen and the Casey Donahew Band will be featured in the campaign, wearing the boots on tour as well as in the ads.
The men’s and women’s pull-on styles in distressed leathers have embroidered graphics and stitch patterns to give the Western looks a vintage feel. Set for an August launch, the collection retails for $110 to $169.