schuh unveils its latest brand strategy ‘Same, but Different’ to strengthen its connection with young consumers.
- The campaign represents schuh’s commitment to self-expression and cultural diversity in the retail market.
- Marking a return to television advertising after a decade, schuh aims to stand out amidst industry sameness.
- The initiative is supported by creative strategy partner ZAK and media planner PHD Manchester.
- The campaign will span various platforms, targeting Gen Z with a culturally focused approach.
schuh announces its innovative brand platform titled ‘Same, but Different’ in a bid to create a deeper connection with young audiences. This initiative showcases schuh’s determination to remain a key player in high-street footwear by reinventing its brand image.
schuh’s new strategy focusses on celebrating self-expression and cultural diversity, essential values for the company. Stephanie Legg, Chief Marketing Officer, emphasises that while other brands restrict individuality, schuh fosters a safe space for young adults to exhibit their identity unapologetically.
With this campaign, schuh returns to television screens, launching its first TV advertisement in over ten years in a strategic move to reach more viewers. This move is part of a broader effort to disrupt the monotony often seen in the retail environment.
ZAK, schuh’s new creative partner, is instrumental in this transition, bringing cultural focus to schuh’s branding. Matt Bennett of ZAK highlights the opportunity to redefine a beloved brand by breaking away from the norm.
The campaign, coordinated by PHD Manchester, utilises multi-platform strategies including linear TV, VOD, OOH, and digital channels. Mark Worth of PHD Manchester remarks on the strategic media choices aimed at enhancing schuh’s new brand image and reaching Gen Z through engaging platforms like music, gaming, and women’s sports.
schuh’s bold brand initiative aims to reshape perceptions and fortify its position as a leader in modern retail.
