Montreal-based Aldo Group is making some big moves for its global fall campaign.
The footwear and accessories retailer has launched the #AldoMovesMe campaign, which centres on the concept of movement. The concept is meant to correspond with Aldo’s philosophy: “to inspire and move forward.”
Aldo worked with top fashion photographer Mikael Jansson and renowned stylist Alex White on the campaign, which includes print, online, mobile, in-store and social media.
Aldo’s creative director, Carl Jesper Versfeld, said the brand wanted to take a “fresh and cool” approach to the fall campaign creative. “For us, movement was a powerful concept, and what made it unique was the application of collage,” he said.
Using collage was a way to hone in on Aldo’s products, while still showing how they fit with a complete fashion look.
The goal of the campaign is to “elevate the perception of the Aldo brand as a true designer brand,” said Erwin Hinteregger, chief marketing officer at Aldo Group, which has more than 2,100 stores in 95 countries. The brand wants to be seen “as one of key voices when it comes to fashion, footwear and accessories.”
Aldo’s target audience is both women and men who are fashion-forward, said Hinteregger. “They are passionate about fashion, they love shopping and they are also characterized by having a very strong personal style,” he said.
“They look at brands such as Aldo and others for fashion inspiration. So, what we have been doing is what we call ‘contextualization’ of how to wear our products in the total context—head to toe.”
While the campaign includes traditional advertising, such as fashion magazines in North America and abroad, Aldo is putting a big push on social media.
“The team is doing a terrific job when it comes to growing not only our followers, but more importantly, the level of engagement on [platforms such as] Instagram, Pinterest and Snapchat, said Hinteregger. “[Our target] lives in those channels, they’re very social, and they continuously look for what’s going on in the fashion world.”
In August, Aldo is launching a new app, which will feature editorial content and look books for inspiration on how to wear Aldo products. “If they see a product they like they can see in what store it’s available, on the spot,” said Hinteregger. In addition, customers can send a message to an Aldo store indicating they would like to try on a specific product, and it will be ready for them when they arrive.
“[The app] becomes a new platform for us to really connect with our consumer in a more personal and more relevant way, as well as to inspire them,” said Hinteregger.
The app’s features are designed “to make it more enticing, more exciting, but also to ease the shopping experience in terms of finding whatever your style is, and importantly, connecting the digital to the physical,” he added.
