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Footwear brands step up the pace with TV ads

Skechers, Geox and Buckle My Shoe have launched TV advertising campaigns to help support their stockists through a difficult trading period.

Kids’ footwear brand Buckle my Shoe will make its TV debut later this year as part of a £400,000 ad campaign. A series of 30-second commercials will be screened across kids’ channels Nickelodeon and Cartoon Network, as well as on Channel 5, in August and September to drive back-to-school sales. A print campaign targeting mums in women’s weekly and monthly magazines Eve, She and OK! will reinforce the TV coverage.

Skechers has set aside its largest ever UK and Ireland advertising budget for 2008 and kicked off a TV campaign supporting its adult ranges during ITV’s Saturday Night Takeaway programme last week.

Previously, Skechers focused all of its TV spend on its kids’ collections.

The women’s ad features a woman peering under a curtain in the shop changing room to get a closer look at the Skechers shoes being worn, while the men’s ad is shot entirely from below the waist and features a group of men chatting up a woman in a bar.

Mid-market brand Geox has also launched two TV ads, with disco and virtual reality themes, to support its girls’ and boys’ ranges.
The brand, which is best known for its breathable sole technology, has also invested in a print campaign to support its adult lines, which will feature in magazines including Grazia, Elle and GQ. The brand did not run a print campaign last spring.

The winners of the Drapers Footwear Awards will be announced on May 8. For more details, log on to www.drapersonline.com/footwear

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