Ziera: Fashion as it should be

This case study describes how Ziera, the New Zealand women's footwear brand, repositioned from its comfort over style history, into a smart, empowering choice that embraced both style and comfort.

Ziera: Fashion as it should be

Summary

In 2015, women's footwear brand Ziera was losing customers, and relevance. Their comfort heritage had made them famous, but to drive sales growth in this highly competitive category they needed to appeal to a new audience segment: the style conscious. .99 posed the question: why should women be fashion victims, torturing themselves with uncomfortable shoes, when Ziera provided the perfect alternative? This provocative campaign sparked a debate, capturing the attention of millions, including the media, and re-positioned Ziera as a smart, empowering choice that allowed women to look fashionable without making sacrifices.

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