Creation of showcases for sports shoes
Window dressing project for the Merrell brand. Creation of personalized showcase for several products in different stores.
Services: commercial communication
A brand with personality
Merrell
Merrell is a sports footwear brand, founded in Vermont in 1981. It began as a company dedicated to designing and marketing trekking footwear. In 1987 it was bought by the Karhu company and since 1997 it belongs to the great corporation Wolverine World Wide, focused on the manufacture and marketing of footwear and owner of the brands Bates, Cat Footwear, Chaco, Harley-Davidson Footwear, Hush Puppies, HYTEST, Keds, Saucony, Sperry, Stride Rite, Wolverine, and Merrell.
The Merrell brand has been growing and diversifying its offer both in footwear options and in a line of textiles and accessories. But it requires a better brand presence at the point of sale.
Strengthen brand presence, the first step to be known
To achieve the objectives set by the company, gain a presence in specialized sports stores. We carry out a first phase of analysis and benchmarking of the competition. We study the product and its competitive advantages and the requirements of the different types of points of sale. With the information obtained, we developed a commercial communication project to apply in retail, contemplating the different technical needs that would arise due to the different graphic adaptations, production, logistics and facilities at the national level. But always aimed at attracting attention and offering an attractive presence of the brand and its products.
Influence the decision of the purchase process
A part of the communication was developed on backlight to enhance the visual effect (especially at night), amplifying the product sample areas that reinforce the image of the shoes through LED lighting.
Inside the point of sale, we seek to differentiate the marketing area of the Merrell product, highlighting it by showing the advantages and properties of the brand's products, giving the product a more specialized and technical "Top" positioning. As an example, the following stood out: Siren 3 GTX, a hiking shoe built with Q FORM® 2 stabilizing technology and a Vibram® MegaGrip™ sole that provides security whatever the terrain.
Stand out above the expected benefits
The communication carried out for retail specializing in sports focuses its focus on the benefits of the product and aspirational concepts.
The Merrell brand seeks to be inspiring and for its customers to experience that they can travel any path, in this case we focus on promoting mobility on rural roads, hiking. So the communication focused on the use of aspirational images of open landscapes in which the limits are not seen. To which was added an iconography created to synthesize concepts that should highlight competitive advantages with minimal texts. And it was accompanied by the communication supports of physical footwear.
Take a look to the full project here.