Media Bank: Crocs’ New Look … Madden at Fashion Week

Crocodile Dundee
For its 10th anniversary this year, Crocs is unveiling another new look. While consumers typically associate the brand with a traditional clog, its campaign for summer showcases updated styles, said Crocs chief marketing officer Andrew Davison. “We’re taking our comfort and unique DNA in the clog and expanding that to a full lifestyle,” said Davison, adding that taglines such as “Bet you didn’t know they’re wearing Crocs” help illustrate that idea. The brand, he added, expects to reach loyal customers, as well as new ones. “The [ads] are very clean and quick, the consumer can look and easily see how we’re moving forward into new styles and products,” said Davison. “[Consumers] show a strong emotional connection to the brand.” The campaign launched in print this month and will also include social media, online and in-store components. “It’s important to tie together all the different media channels and get across platforms,” said Davison. “That allows us to tell our story.”

Fashion Frenzy
Steve Madden crashed New York Fashion Week again. The designer teamed up with Mickey Boardman of Paper Magazine for the second time to post videos and exclusive behind-the-scenes looks at shows throughout fashion week. The campaign ran on Taxi TV and in the brand’s retail stores. Viewers also could enter a sweepstakes to win shoes or a VIP experience at New York Fashion Week in September 2012, including a “glam session” with the brand’s styling team and a private tour of the Steve Madden headquarters. Last year, more than 10,000 contestants entered.

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