Women’s mainstream footwear brand Van Dal is to launch its first TV ad campaign in a bid to shake off perceptions that its product is “old fashioned” and target a younger demographic.
Broadcaster Mariella Frostrup will voice the ad, which will launch on March 28 to coincide with the 75th anniversary of the brand’s UK manufacturing operation, and will run until Easter. Van Dal makes 20% of its footwear in Norwich.
Tony Lindford, managing director of Van Dal’s parent company The Florida Group, said: “Historically, there has been a view held by some that we are a little bit out of date and the sort of brand their mothers might have worn.
“This is all about reaching out to a new generation of customers and letting them know we are an acceptable brand with great heritage and great products.”
Van Dal will also launch a premium, retro-inspired sub-brand to mark the anniversary this month. The Van Dal Vintage range will be based on designs first produced by Van Dal in 1957, and will be entirely manufactured in Norwich.
“We don’t manufacture all of our shoes here in the UK, but the UK manufacturing is an important part of our business,” Lindford said. “It’s not always easy, especially when it comes to getting all of the component parts, but it is something that increasingly people seem to want.”
Van Dal has also launched a competition for shop staff to win £75,000 worth of prizes, as an incentive for them to drive sales. For every sale worth more than £50, staff are able to enter a draw for prizes including holidays to the Maldives and Barbados.
Van Dal has about 500 UK stockists.