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Influencers, Celebrity Remain Key Parts of ShoeDazzle Growth Strategy

ShoeDazzle is perhaps finally finding firmer footing with its own brand identity.
The business, part of TechStyle Fashion Group and started in partnership with Kim Kardashian, has been built on pop culture with its heavy use of celebrity and influencer collaborations. It now appears to be putting a finer point on that through its assortments under the leadership of recently appointed general manager Petra Braun Fukuda.
“We have done celebrity partnerships throughout the years and I think what is recently happening is that we expanded this strategy of having a much wider range of influencers and people we want to have collaboration partnerships with,” said Fukuda, who most recently served as senior vice president of the brand and has also worked on sister brand JustFab since joining the company in 2010.
ShoeDazzle is part of the TechStyle family of businesses, which also includes Fabletics, Fabkids and Savage x Fenty.
The focus on only A-list celebrities, in the vein of people such as Gwen Stefani or Keke Palmer (both of whom ShoeDazzle has worked with in the past), with millions of followers isn’t the sole emphasis. Instead, Fukuda said, the company is looking for influencers across a broader range of categories, ranging from lifestyle to

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Via:: https://wwd.com/accessories-news/footwear/influencers-celebrity-remain-key-part-of-shoedazzle-growth-brand-identity-1203101757/