Deichmann: Because we love shoes

This case demonstrates how Delchmann, Europe's biggest shoe retailer from Germany, added a new emotional dimension to its predominantly rational brand, establishing it as a vendor of fashionable shoes.

Deichmann: Because we love shoes

Campaign details

Brand: DeichmannAgency: GREY Germany GmbHClient: Deichmann SECountry: Germany

Campaign Background & Summary

The problem: Competitors from the fashion industry dramatically changed the rules.

In the last decade, off- and online retailers such as H&M, started selling shoes in conjunction with their clothing ranges. Shoes were being increasingly marketed as part of a complete outfit1. This new offering rapidly diversified across Deichmann's competitive set, changing the way consumers looked at shoes. Instead of thinking about product quality, they started thinking about shoes in terms of...

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