How Marc Fisher Footwear’s Omnichannel Strategy Is Unlocking New Growth Opportunities
Marc Fisher Footwear is telling the stories of its brands through a major DTC push.
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Marc Fisher Footwear has grown up alongside the e-comm revolution.
“The company has definitely gone through a digital transformation,” said chief operating officer Alan Luchette.
After evolving from a primarily wholesale distribution approach, the company is building an infrastructure with supporting online applications and initiatives for its products. For instance, Marc Fisher operates six direct-to-consumer sites right now. And with DTC only increasing for the business, a key part of that infrastructure includes marketing, according to Luchette.
Company leaders described their approach as holistic yet brand-centric, led by data-driven, customer-focused strategies. In particular, personalized content and influencer marketing have been key factors in Marc Fisher’s growth.
“We really are investing in that direct-to-consumer growth, those digital marketing strategies that drive engagement and first-time customer acquisition,” said senior vice president of marketing, advertising and PR Shanya Perera. “What sets us apart is we’re doing this at scale with not just one or two brands. We’re doing it with several with an omnichannel strategy.”
And the company is diligent in its efforts, she added. “The biggest thing is content marketing, storytelling, knowing that you have to hit the customer over the head a billion times with content until they even consider you, and knowing that you have to have content [across all channels].”
Social media remains a significant driver, though results and top-performing platforms vary according to the brand and its target audience. For Nine West, for instance, TikTok is a growth opportunity, Perera explained, while Rockport performs well on Facebook.
“We approach our marketing planning with the general understanding that our partners, products, and brands all have unique strengths and selling points which has allowed us to build targeted unique plans capitalizing on where we both see the most opportunity and ultimately results driven success,” said Andrea Ventimiglia, VP of brand marketing strategy.
At Easy Spirit, influencer marketing continues to be important. Though Marc Fisher is selective on who they partner with, the company is seeing conversation and high engagement with its 45- to 65-year-old consumers via this strategy compared with other brands and their young demos.
“Those women are so loyal, and these creators are so authentic,” said Perera. “We’ve been laser focused on not abandoning our true customer. Other brands in our core competitive set are going super young and completely alienating their customer with their content. We really feel strongly that this woman is underserved, and we’re working on different ways to [reach them].”
Programming is one example. In February, amid National Heart Health Month, Easy Spirit launched its #MoveforHeart initiative, teaming up with the Mount Sinai Fuster Heart Hospital to raise awareness about the significance of women’s heart health.
The #MoveforHeart Limited Edition Romy Walking Shoe was at the center of the campaign, with a portion of the proceeds going toward the hospital. Dr. Anuradha Lala-Trindade and the brand hosted an in-person event to coincide.
On the flip side, the Hunter boot brand is targeting a younger audience. “If you look at the collection, it’s very different than what it has been in the past, it’s not just rain boots. We’re now going to be seasonless, so there are clogs and sandals,” said Perera. “We’re in growth mode.”
It all comes down to the consumer. Success hinges on the team’s ability to anticipate where the customer is spending her time, explained David Grieco, director of e-commerce operations.
“From an analytics perspective, we’re seeing significant potential in adapting to evolving digital shopping journeys. Our data indicates that customers are increasingly discovering products through diverse channels before purchase,” he added. “New shopping formats across social platforms, advances in personalization capabilities, and innovations in visual search are creating avenues for driving engagement and conversion that simply didn’t exist before.”
