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Rothy’s President on Building a Brand by Word of Mouth

Rothy’s founders spent three years just doing the research to produce its shoes.
The San Francisco firm, which has raised $7 million to date, has made a name for itself selling flats made from recycled plastic bottles. The company, which owns a factory in China where it has about 450 workers, utilizes a 3-D knitting process that helps reduce waste during the production process. Its current offering — all machine-washable — includes a simple flat, pointed-toe flat, loafer and slip-on sneaker style.
The right product is at the cornerstone of what’s helping drive the direct-to-consumer shoe brand’s marketing maneuvers, which have been largely reliant on word of mouth, in addition to a healthy dose of advertising via Facebook and Instagram, according to president and chief operating officer Kerry Cooper.
“We will stalk you on Instagram and Facebook,” she said jokingly during last week’s forum. “That’s been a great channel for us.”
As the company remains focused on those efforts, Cooper said it’s “an art and science” when it comes to ensuring a paid ad strategy doesn’t impact the more organic word-of-mouth factor.
Consumers have an eye on aesthetics when it comes to photographing product and posting to social media, thereby helping generate attractive content. Thus, “I

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Via:: https://wwd.com/accessories-news/footwear/rothys-ceo-on-building-a-brand-by-word-of-mouth-wwd-digital-forum-los-angeles-1202904243/