Distinctively gorgeous shoes, impeccably
timeless collections and a new brand platform firmly rooted in
Naturalizer’s heritage gives women more than just a reason to buy,
it gives them a sense of belonging
Founded in 1927, contemporary footwear brand Naturalizer is
emerging this spring with a strategic gameplan to proudly, but
humbly, take its rightful place as one of women’s favorite footwear
brands.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20190422005386/en/
Today We Will Keep Our Promise. (Photo:
Business Wire)
After many months of meticulous research, thoughtful planning
and dynamic creative execution, Naturalizer is set to unveil a new
brand platform in April: a positive, authentic and momentum-fueled
narrative that is powered by many voices as a means to reintroduce
itself as the brand that is still striving with each new day to
make the best fitting, most effortlessly chic shoes for women.
“Our passion is our purpose; To bring women a better shoe,” said
Diane Sullivan, Caleres Inc. CEO, President and Chairman. “In fact,
we were actually the first to build a shoe on a woman’s last.
Industry talk, I know, but that means our fit is just better. This
initiative is about establishing our stance in the world and the
category; making our presence known through our actions. As a brand
that promises to make women a better shoe, and keeping that promise
for nearly 100 years.”
The platform and its launch campaign, “Today We Will,” is not
only the statement of the brand’s commitment to continuously make
better shoes in support of women, but an invitation to women
everywhere to be present, engage and declare their intentions to
live their best lives and support each other. Beautifully shot
images, moving video content and compelling quotes underscore this
messaging. Marketing and media will be supported with the hashtag,
#TodayWeWill_____ , with the blank line serving as a call to action
to women everywhere.
“’Today We Will’ is the statement of our purpose and intention,”
said Sullivan. “It is the mindset we share with a modern woman. It
is about inclusion, inspiring confident actions that matter in our
lives. For Naturalizer, it is our promise to make a better shoe for
nearly 100 years.”
Naturalizer is welcoming public figures, industry professionals
and their own employees to appear in the campaign over the course
of the year. The launch campaign features five women, whom the
company identified as sharing the brand’s values, talking about the
power of living with intent and what is important to them, with
each making their own “Today We Will” declarations: Model, activist
and writer Cameron Russell; Mogul CEO & founder and
best-selling author Tiffany Pham; Architectural photographer,
stylist and founder of The New Southern™ Alyssa Rosenheck; Designer
and creative entrepreneur TyLynn Nguyen; and model and entrepreneur
Flaviana Matata, who is also the founder of The Flaviana Matata
Foundation.
“How nice to be part of a campaign about making promises with
each other,” said Russell. “It’s inspiring to work with a company
passionate about celebrating that when we dream together as a
community, incredible things happen. I have found that to be true
in my own work and life, and have been the most hopeful, the most
powerful and most fulfilled when I am taking action with my
community.”
The investment in the platform and campaign come at a time when
the collections are consistently striking the perfect balance, rich
with shoes that will both excite and meet the practical needs of
women today. The design aesthetic is driven by a timeless, but
never predictable philosophy that is also driven by quality over
quantity and the consumer’s new fewer, better mindset.
“Our legendary emphasis on fit and elegant simplicity launched a
brand that became known as ‘the shoe with the beautiful fit’ and we
remain true to our roots: creating beautiful, modern styles that
feel exceptional inside and out,” said Angelique Joseph, VP of
Design for Naturalizer.
“Today We Will” arrives on the heels of a busy first quarter for
Naturalizer, during which time the brand launched a new collection
of elevated footwear, 27EDIT, and opened two flagship stores in New
York and Chicago featuring 27EDIT and a new range of leather goods
alongside a selection of carefully curated products made by
independent, women-owned business.
“’Today We Will’, our new collections, the recently opened
flagship stores – all of these exciting firsts bring Naturalizer’s
philosophy of ingenious elegant utility to life,” said Jay Schmidt,
Division President of Caleres Brand Portfolio. “They present us
with more opportunities to have meaningful conversations that drive
deeper engagement with customers, including our fastest- growing
consumer segments, Millennials and Gen Xers.”
About Naturalizer:
Our passion is our purpose. To bring women a better shoe. In
fact, Naturalizer is the first to construct shoes to withstand the
test of time. Our legendary emphasis on fit and elegant simplicity
launched a brand that became known as “the shoe with the beautiful
fit.” Since 1927, we’ve crafted beautiful and modern styles that
look and feel exceptional, inside and out. www.naturalizer.com
About Caleres (NYSE: CAL)
Caleres is a diverse portfolio of global footwear brands. Our
products are available virtually everywhere - in the over 1,200
retail stores we operate, in hundreds of major department and
specialty stores, on our branded e-commerce sites, and on many
additional third-party retail websites. Famous Footwear offers
great casual and athletic brands for the entire family with
convenient, curated, affordable collections. Sam Edelman keeps
expressive women in step with the latest trends in a playful,
whimsical way. Naturalizer shoes are beautiful from the inside out,
with elegant simplicity and legendary fit re-imagined for today’s
consumer. Allen Edmonds combines old world craft with new world
technology to create luxe footwear for the discerning man who wants
sophisticated, modern classics. Rounding out our family of brands
are Vionic, Vince, Franco Sarto, Dr. Scholl’s Shoes, LifeStride,
Via Spiga, Diane von Furstenberg, Blowfish Malibu, Bzees, Carlos by
Carlos Santana, Circus by Sam Edelman, Fergie, and rykä. Combined,
these brands make Caleres a company with both a legacy and a
mission. Our legacy is our more than 140 years of craftsmanship and
our passion for fit, while our mission is to continue to inspire
people to feel good…feet first. Visit caleres.com to learn more
about us.
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version on businesswire.com: https://www.businesswire.com/news/home/20190422005386/en/
Holly Campbellhcampbell@caleres.com
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