on
a lifestyle fashion shoot, stylist Jeffrey Miller mentioned
that his friends in Soho were buying 1950's style Hush Puppies
in thrift stores. Later that year, Tom Hanks wore Hush
Puppies in the movie "Forrest Gump." American
design was emerging again, after a decade of European influence.
Hush Puppies was poised to play a part in the return of "classic,
American style."
Jeff assembled the
entire Hush Puppies product and communications teams -- designers,
advertising and publicity agencies, positioning consultants,
market researchers and stylists -- to plan a launch of vintage
Hush Puppies products, while making sure they stayed true
to brand values. A grass roots product launch was planned.
Designers John Bartlett and Anna
Sui used Hush Puppies as part of their shows during Fashion
Week. Fashion editors received Hush Puppies as Christmas
gifts. GQ magazine ran an 8-page advertorial featuring
the "Amazing Feets" of noted celebrities.
A limited distribution strategy was lunched in just six fashion
boutiques across the country.
The buzz
caught on. And as it spread
Hush Puppies
fueled the flame through smart publicity. In San Francisco,
a UPS driver was accosted by a mob as he delivered Classics
to one of the boutiques. GQ telephones rang off the
hook. The Hush Puppies toll-free number was updated
to handle the demand. By May, every retailer in the
country was begging for the shoes. By year-end, sales
jumped from 65,000 to 475,000 pairs. They grew to 1.6
million pair the following year. Hush Puppies were in
every major magazine and newspaper and on the feet of celebrities
and fashion leaders. Publicity impressions topped 3
billion. Hush Puppies came to defend the classic American
trend of the 1990's, a trend that continues today.
Only a few
years earlier, the corporation
was "trying
to convince people that we had never made those shoes."
But with smart guidance from Jeff and the Hush Puppies team,
Classics became the brand capstone -- the visual definition
of fun, comfortable, genuine style" positioning.
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