Consumer Products: Women's Apparel &amp; Accesssories
Icon Footwear
Strategic Brand Development
<h1><span style="color: #808080">Targeting younger women consumers who value everyday originality, we collaborated with this early stage couture footwear brand to rejuvenate its brand positioning and visual expression for greater US market penetration in leading department stores.</span></h1>
<span style="color: #808080"><img class="alignnone size-full wp-image-2636" title="classicicon" alt="" src="/pullinc/wp-content/uploads/2011/10/classicicon.jpg" width="515" height="353" /></span>

Icon Footwear is a couture manufacturer and marketer of printed leather woman’s footwear, handbags and accessories. Icon footwear had experienced early marketing success through it’s offering of classic and comfortable printed leather footwear designs targeted to woman over forty. Icon products were primarily sold through small fashion boutiques and specialty apparel retailers in the US.

The brand owners desired to expand the business by developing new product designs that appealed to a younger, more fashion conscious consumer, and to increase their opportunities to penetrate major department store distribution in stores like Nordstrom's and Macy's.

The new product designs offered women consumers more stylish designs presented in fresh, colorful and artful printed leather patterns of contemporary and master paintings and prints. These footwear designs afforded consumers an opportunity to express their individuality in a spirited, lighthearted way.

<img class="alignnone size-full wp-image-2654" title="tradeshow2" alt="" src="/pullinc/wp-content/uploads/2011/10/tradeshow2.jpg" width="515" height="345" />
<img class="alignnone size-full wp-image-2639" title="brochure" alt="" src="/pullinc/wp-content/uploads/2011/10/brochure.jpg" width="515" height="253" />

Through qualitative research, we learned the Icon women highly-valued practical, comfortable and wearable footwear, but also appealed to their playful, individualist, expressive, non-conformist nature. The brand mantra of “step lively” became a call to action for the Icon consumer to explore and express her individuality and leave an indelible impression on those around her. The Icon women valued practical comfort without sacrificing stylish, everyday originality.

To bring this strategic brand positioning to life for retail buyers, we developed a brand messaging platform, and provided creative direction and guidance for the development of a new trademark, brand guidelines, retail packaging, merchandising elements, collateral sales materials and consumer web site.