Blundstone is making what it calls “a substantial commitment towards marketing programs” to support its retail partners in 2014. The company announced plans to bolster its retail display and web site presence in the fall and plans for social media engagement.
“Blundstone is an authentic Tasmanian brand, rugged, individualistic, with a distinctive original look and that needs to be captured for the US consumer with the right execution at retail and marketing support programs,” says Chief Financial Officer, Andrew Ross. Blundstone has hired Brand Initiatives Group, a New York-based marketing and brand consultancy to be its partner in this effort to develop a distinctive brand positioning and a comprehensive go-to-market strategy for the U.S. market.
Supporting the 2014 retail growth, Blundstone will unveil the brand’s new display program with in-store POP and signage planned for fall deliveries. With branded graphics, display tabletop units, and customizable wall display units made of copper and wood, the new in-store visual identity speaks directly to the brand’s authenticity and heritage.
The brand has also strengthened its marketing efforts with strategic social media and marketing campaigns and will re-launch its U.S. website later this calendar year. Blundstone.com will feature a fully functional ecommerce where users can browse the entireBlundstone product range. There will also be a store locator for users who want to find an authorized Blundstone retailer in their region.
