Hush Puppies Branding

Brand Management

Introduction

In 1958, Hush Puppies created the first casual shoe, designed for young American families who were shifting from a culture of conservative uniformity to a comfortable, casual way of life. The soft, breathable and comfortable footwear invited the world to break the conventions and enjoy the relaxed style. The brand was introduced to the industry at the National Shoe Fair in Chicago. Reaction was immediate and overwhelming, as the crowd was intrigued by the casual lifestyle positioning, innovative styling, brushed suede uppers and lightweight crepe soles. They created a new segment altogether with a loud and clear value proposition “we created casual”. Rightly so this brand were the ones who identified the potential of this segment.

Segmentation:

Demographically

The brand serves middle to premium class customers. They have shoes for all age groups and for every occasion keeping the value proposition intact. Sticking to its casual appeal they still make formal shoe for men and women which has a relaxed style so that it does not confine itself in the casual wear segment.

Geographically

As the product is affordable by middle to premium segment the geographic locations it targets are metro, tier 1 and tier 2 cities where customers find it worthy enough to pay 2500 rupees for a pair of shoe. Hush puppies go with the taste and preferences of people staying in these cities,

Psychograpically

The brand appeals to all four high resource psychographic groups

1. Innovators-They go for upscale niche oriented product

2. Thinkers- They value knowledge and responsibility

3. Achievers- Goal oriented people who focus of career and family

4. Experimenters- Young, enthusiastic people.

Hush puppies has something for each group. The Innovators get the feel of a niche orientation with the carefully crafted shoes. Thinkers find its products fashioned for a healthy lifestyle. They get to feel responsibility they have towards their...