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Marc Fisher Footwear

In December 2005, Marc Fisher Footwear, LLC., a newly formed shoe company, enlisted Ruder Finn to assist with the launch of signature line, Marc Fisher Footwear. To date, Marc Fisher had not had any consumer marketing efforts, so the name was completely unknown to the American woman – the company's target market.

The footwear industry is heavily saturated, so the company needed assistance with breaking through the clutter and establishing itself as a dependable, fashionable footwear line for American women. The company also acquired licensing rights to design and distribute GUESS? men's, women's and children's footwear.

 

 

OBJECTIVES

• Establish Marc Fisher Footwear's corporate positioning as a provider of affordable fashion footwear.
• Create awareness of the Marc Fisher and GUESS? Footwear brands and styles.

PROGRAM

• Marc Fisher Footwear participated in a media tour of top tier fashion/beauty publications in New York in March 2006.
• Ruder Finn created a monthly fashion media check-in in order to keep Marc Fisher and GUESS? footwear top of mind for every issue of the fashion publications.
• Ruder Finn Interactive designed a Web site to visually depict Marc Fisher Footwear's philosophy and style.

RESULTS

• Ruder Finn booked 13 deskside meetings with top tier media including Allure, Lucky, Vogue, Cosmopolitan and US Weekly.
• Coming right out of the gate, Ruder Finn secured a cover of Lucky magazine.
• Ruder Finn secured interest in 19 additional members of top tier media such as Glamour, Teen Vogue, Seventeen and Ladies Home Journal.
• Ruder Finn secured coverage in 15 outlets within the first month, reaching an audience of 17,401,179.
• Through the momentum that Ruder Finn established, Marc Fisher and Ruder Finn are now experiencing a steady stream of media inquiries.