When James Rowley joined the Mephisto USA team as president and CEO in January, he told FN his primary goals were to update the 53-year-old brand’s image to attract a younger audience, while also developing stronger ties to its retail partners. In the intervening months, the former Geox executive has set his plans in motion, culminating recently with a buzzy campaign launch in Los Angeles. Here, he shares details about the efforts so far and where the brand can go.
What is the most effective way Mephisto is talking to millennial shoppers?
“We’re super-aggressive about reaching out to [this] group. All I’ve done in the last nine months is talk to younger consumers. We’ve [launched] our own Instagram page around our 50-year-old Originals Rainbow and Lady styles, and have repositioned them by reducing the price from $349 to $269. We’ve also developed new [online] content targeting 25- to 40-year-olds and recently launched a collection under the #MephistoWalks campaign that began with a pop-up shop in Los Angeles and influencer activation event at Sportie LA.”
Mephisto Walks campaign.
CREDIT: Courtesy of Mephisto
What are the biggest barriers to reaching the younger generation?
“There’s a challenge to get people into our product at [this] high level. Younger