Off Broadway Shoes

  • Challenge:
  • Held a strong reputation in established markets, but new store openings were slotted for markets with little to no brand awareness
  • Messaging focused on price only
  • Competition was outspending Off Broadway 10 to 1
  • Solution:
  • Revised approach to target the fashion conscious woman
  • Positioned style as the premier point of difference
  • Extended media reach through fashion expertise and on-air promotions
  • Results:
  • Double digit increases in same store sales
  • Rate of store openings exceeded goals
  • Fastest growing chain in the shoe category