Easy Spirit, the shoe brand known for its '80s-era messaging like "Looks like a pump, feels like a sneaker," is back with new marketing for the modern era. There's no more big hair and shoulder pads, but there is still a shoe for all occasions. The new push, with which it hopes to expand its customer baseit leans toward the over-50 crowdis the brand's first TV run since the early 1990s. It's part of its relaunch under new owner Marc Fisher Footwear, which bought the 35-year-old Easy Spirit last year.
The work, the result of a year of customer research, according to Marc Fisher, positions Easy Spirit under a "Makers of Easy" brand platform that highlights both heritage styles of yesterday and younger consumers looking for comfortable footwear, including women who stand all day at their jobs (think nurses and teachers). Working with New York-based agency Graj + Gustafson, Easy Spirit created the ad campaign "Move For," which began running this week on digital channels and will air on national TV in March.
"We have one of the most loyal customers you could find for a brand," says Shanya Perera, VP of marketing and PR at Marc Fisher Footwear, noting that some women have bought over 50 pairs each.