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Sperry Top-Sider

Posted in: Brand Positioning & Development, Creative Development, Fashion, Qualitative Exploratory, Retail

Sperry Top-Sider

Challenge: Given constantly shifting fashion trends, Sperry wanted to invigorate the brand’s historic boat shoe and ensure its continued relevance.

Objective: Plan-it played an integral role in assisting Sperry in repositioning itself in the footwear marketplace.

Solution: Through exploratory qualitative research, shoe buyers were exposed to image boards and other creative concepts to help understand “brand attachment” among current and former buyers, and brand elasticity to determine how far it could go in design efforts and communications.

Result: Plan-it identified strategies to extend Sperry’s positive “original boat shoe” heritage/image to the broader casual shoe category and provided recommendations for targeting opportunities and product line extensions.

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