Naturalizer Re-branding Aims for Younger, Style-Conscious Shoe Shopper

Naturalizer may be known as a practical choice in women’s shoes, but a new re-branding effort is aiming to mix that functional perception with fashion.
Coinciding with its 90th anniversary, parent company Caleres, which also operates Sam Edelman, Via Spiga and Diane von Furstenberg shoes, among other lines, is trying to move Naturalizer into chicer territory with a younger customer base and the brand’s next 90 years in mind.
The re-branding includes a new, bolder logo, a more lifestyle-oriented advertising campaign and several new shoe styles, including a caramel suede over-the-knee boot for fall, a navy patent leather platform tassel loafer and a block heeled oxblood suede sandal — a far cry from the almost ergonomic flat slip-ons that have previously made up Naturalizer’s core offering.
Prices for the new styles are also higher, ranging from about $90 to $200, compared with prices starting in the $30 range for some earlier styles.

Over-the-knee boots, trendy loafers and a block heeled sandal are new territory for Naturalizer. 

The focus on innovation and fit isn’t going anywhere, according to Caleres brand portfolio president Jay Schmidt, but a “modern” woman who wants comfort and a higher style quotient is being targeted by a “reimagined” Naturalizer.
“We have a higher

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