NEW YORK, Feb. 20, 2018 /PRNewswire/ -- Easy Spirit, the original women's comfort footwear brand, is re-launching its brand and business with refreshed products, brand positioning, wholesale and ecommerce growth strategies, and communications platform.
This reinvention comes on the heels of being acquired by Marc Fisher Footwear last January, when CEO Marc Fisher sought to bring the brand back into the portfolio of Marc Fisher Footwear brands. Nine West Group, which was co-founded by his father, Jerome Fisher, previously owned Easy Spirit.
A New Step Forward. Born from a need that working women had during the 1980's NYC transit strike, Easy Spirit is again drawing from its heritage and ethos to deliver comfort during a cultural shift – one in which comfort is becoming table stakes in footwear and apparel.
"Today's woman moves for so many new and different reasons; more than ever she is prioritizing comfort. Just as it did 35 years ago, Easy Spirit is reacting to relevant cultural shifts by evolving to accommodate women's comfort needs," says Marc Fisher.
Makers of Easy. Driven by consumer feedback conducted by agency partner Graj + Gustavsen, Easy Spirit continues to proudly stand for comfort and ease with its new brand platform, 'Makers of Easy'. This positioning has informed a refreshed ecommerce site that provides an easier shopping experience. This includes free shipping, a deeper offering of extended sizes and widths, a quiz that guides style suggestions based on fit needs, and a clearly defined system of product features and benefits.
Move For™. Easy Spirit is also returning to its TV roots with a new commercial, 'Move For™', the first commercial since the 'Looks Like a Pump, Feels Like a Sneaker' ad of the 1980's and '90's.
"The new campaign celebrates the personal motivations of today's women while also embracing the brand's legacy of enabling ease of movement through comfortable footwear," said Shanya Perera, VP of Marketing and Advertising.
Made for women, by women, the piece was shot in New York City by director Sasha Levinson and highlights the sights, sounds and actions of the everyday hustle of women across a broad spectrum of age and lifestyles.
'Move For™' will be supported through a full media buy including television commercials airing in targeted bursts on a mix of broadcast and cable/syndication networks, digital video, social advertising, geo-targeted out-of-home units, programmatic display, as well as digital and influencer partnerships.
Modern Comforts. From comfort footwear innovator to becoming a more quiet resource for women over the last decade, Easy Spirit is looking to reclaim its position as a leader in comfortable design with a refreshed collection. While remaining true to its core design values of comfort and ease, Easy Spirit is expanding its assortment to include modernized silhouettes across athletic, casual and dress categories, improved materials and technology for comfort and fit, and updated iconic styles. The collection is meant to serve the brand's loyal comfort-seeking customer base but also attract new customers across a broad spectrum of personal interests and lifestyles of those who prioritize comfort.
Forward Movement. "With a legacy rooted in creating a simple, easy solution to a universal need of comfort, the story of Easy Spirit has always been one of ingenuity and innovative thinking. We know we have a very loyal customer and we are committed to making her life easy. However we also know comfort is a shared spirit and we have the opportunity to attract new customers of all ages and walks of life " said Susan Itzkowitz, President of Marc Fisher Footwear. The brand's step forward includes refreshed product, which has received a strong reaction from retailers. Easy Spirit is continuing to build the distribution of the brand to new retail partners domestically and internationally, as well as reinvigorating the business for existing partners.
Easy Spirit plans to use momentum from the brand launch to introduce an extension of classifications in the near term.
The Easy Spirit collection is available for purchase at easyspirit.com and at major department stores, with price points ranging from $49-$89.
About Marc Fisher Footwear Company
Established in 2005, Marc Fisher Footwear company is a leading full-service, product-driven fashion footwear company with knowledge and expertise in design, sales, sourcing, distribution and marketing – all with dedicated and strategic direction for each brand within the portfolio, which includes Easy Spirit, GUESS, G by Guess, Tommy Hilfiger, Tretorn, Kendall + Kylie, Ivanka Trump, indigo rd., Unisa, and Sigerson Morrison along with the namesake brands – Marc Fisher and Marc Fisher LTD. Our diverse portfolio of globally recognized brands – available domestically and internationally via wholesale and retail channels – consistently meets the widest range of consumers' fashion footwear needs, from classic to contemporary, sport to dress, men's to women's. Headquartered in Greenwich, Connecticut, with showrooms in New York City, Marc Fisher Footwear is sold worldwide through department stores, specialty stores and e-commerce channels.
About Graj + Gustavsen
G+G is a full-service strategic and creative branding agency that offers brand and business growth solutions by delivering vision and insight in the areas of strategy, design, brand extension and consumer experience. For over 25 years, G+G has partnered with brand owners, investors and operators to maximize brand value, creating brand experiences and extensions that connect deeply with consumers. More information on G+G's process and past work can be found at http://www.ggny.com/.