Likewise, it has been a brand that over time has become an innovative leader in the fashion industry. In addition, it resonates with a generation that cares about style from different parts of the world, including Spain. If there is a key component in the success of this brand, it is its marketing plan that has been well structured to differentiate itself from the competition and meet its general and commercial objectives.
For this reason, this article will be dedicated to Cole Haan's marketing strategy .
Who is Cole Haan's target audience?
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Cole Haan’s target audience is men and women between the ages of 24 and 44. This demographic has a preference for style and comfort , and Cole Haan combines both characteristics. As such, the brand resonates with entrepreneurs and professionals who want and need to look good for as long as possible.
Because Cole Haan only uses quality materials to construct its products, it has positioned itself with a premium price that is characteristic of its innovative design. Its premium price is linked to its value proposition that emphasizes the relationship between price and quality. In this way, Cole Haan customers can acquire innovative and durable products that prioritize responsible practices.
It is important to mention Cole Haan's price differentiation. In order to reach a wider audience, it has also introduced a more casual and affordable line of products to the market, giving anyone who wants to try the brand and expanding to new audiences.
What is Cole Haan's marketing strategy about?
Now, let's take a look at what Cole Haan's marketing strategy is all about , and the key points that have led it to become a global brand of footwear, accessories and outerwear:
Brand positioning.
Cole Haan's brand positioning can be considered successful. As a premium brand , it targets professionals who must wear shoes, especially leather ones, and luxury accessories. This brand can also differentiate itself from others by using an innovative hybrid sole for its footwear, made up of the practicality of rubber and leather that provides sophistication.
On the other hand, it is relevant to mention the three pillars of Asos' brand positioning :
Craftsmanship: Since its inception, the brand founder email lists has maintained a rich heritage of using quality materials. Its construction methods also ensure the production of high-end, long-lasting products.
Style: The brand offers a wide variety of stylish designs that can be worn on various occasions. This way, its target audience can find different options to suit their clothing needs.
Innovation: By focusing on innovation, Cole Haan makes use of a unique hybrid sole as it has made a commitment to improving the quality of its products as time goes by.
Product innovation.
When it comes to pushing the boundaries of design in the fashion industry, Cole Haan knows how to do it very well by frequently innovating its products and accessories. Thus, among its most iconic shoes is the “ZeroGrand” shoe. This dress shoe causes a great stir among the audience, by providing the same comfort as a sports shoe. And that is because, for its construction, a cushioned and lightweight sole is used, with a breathable upper. Therefore, it became the perfect shoe for those who seek style and comfort at the same time.
The “Grand.360” shoe has been another huge success for the brand, serving as proof that comfort and style can go hand in hand. This shoe is made up of a flexible sole and a supportive upper that ensures its aesthetic appeal and evokes a sense of luxury. Thus, like the “ZeroGrand” shoe, it has garnered much praise for being an innovation in dress shoes.
Multi-channel presence.
Through its multi-channel presence, Cole Haan has achieved great reach to meet the different needs of its public. At the same time, it maintains a solid physical presence with more than 500 stores in countries such as Spain, London, New York and Tokyo. As a result, the brand can offer a unique and personalized shopping experience . It also offers the necessary guidance that is left in the hands of a trained staff willing to help each client.
In addition to its physical presence, Cole Haan has a strong digital presence through its global website. On its portal, different categories of clothing, footwear and accessories can be found, which are available for users who prefer to make their purchases online more easily.
Similarly, to expand its reach, it has partnered with over 400 wholesale accounts. So, regardless of consumers' taste, they have different options to quickly access Cole Haan products.
If you're wondering what's most relevant about this multi-channel approach, it's important to mention its sufficiency for collecting important data from its customers. This way, the brand can personalize their shopping experience, either through recommendations or through an email campaign. The fact is that, by providing a pleasant customer journey experience, Cole Haan strengthens brand loyalty and makes it one of the most successful brands today.
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Collaborations.
Both collaborations and limited editions are of great importance to Cole Haan. The reason is because they help to update their brand image and target new demographics. For example, their partnership with comedian Hasan Minhaj brought a lot of wit and cultural reach to their collections. This approach has managed to resonate with younger consumers who are constantly looking for brands that align with their values and individuality .
In this regard, other notable collaborations include Keith Haring, an ingenious artist who brought great appeal and exclusivity to the limited edition collection “GrandPrø Rally Loafer by Xhibition”. Now, moving away from the world of fashion, the collaboration with the messaging platform “Slack” was also a great success. As the brand was able to reach a more specific demographic segment, catering to the needs of corporate workers and reinforcing their loyalty.
