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The footwear market is saturated and highly trend-driven. Not only does this require you to stay ahead of emerging trends and continuously innovate, but it also requires you to have a unique footwear offering while staying true to your brand. So what’s your compelling story? How do you create a meaningful brand, evoke emotion in your customers, build loyalty and trust, and showcase your mission for sustainability, comfort, lifestyle, or philanthropy online?
Crafting brand narratives that showcase value propositions, product technology, and clear sub-branding helps foster meaningful connections. CQL has helped footwear brands marry storytelling with eCommerce, creating rich experiences customers will remember.
RICH STORYTELLING
Your brand mission, values, and purpose, when fused into the eCommerce experience, can increase conversions and transform customers into loyal brand ambassadors for years to come. Moreover, when brand value propositions are tied to a product story, customers will form a connection to the product and believe in the brand’s authenticity and legitimacy.
FRYE
Frye’s 160-year heritage as an iconic boot brand remains preserved, while evolving and introducing designs through a modern lens. With Americana roots and timeless footwear designs, Frye targets main-stream fashion with seasonal content and integrates influencer generated content, but stays true to its authentic heritage. Their online experience blends the pride of American quality and craftsmanship, timeless product designs, and luxurious high-end fashion that builds personal connection. Specifically, CQL helped shape modern visual language while redesigning the brand’s digital experience by presenting the logo in unique ways across the site by way of pattern and flourishes, establishing reusable eclectic yet refined layouts, and historic timeline to capture the Frye story.
TOMS
TOMS pioneered the One for One® model – giving away one pair of shoes for every pair sold, supporting larger health, education and community development programs through strategic partnerships. The TOMS brand is seamlessly integrated into their website with a fresh, relevant aesthetic that reinforces TOMS’ core value of improving lives. With classic, comfortable, and on-trend ways to “Wear TOMS & Wear GOOD,” TOMS is a source of inspiration to customers, connecting the style, quality, and value customers care about with making a positive impact on every purchase. CQL manifested these values into an ecommerce experience alongside the TOMS team by artfully supplementing the path to purchase with impact messaging and brand mission content.
FOOTWEAR TECHNOLOGY
If you are a feature-forward brand, conveying product technology with engaging interfaces can set you apart from the competition. CQL has helped brands like Hytest and Bauer position products in a way that customers better understand footwear materials and unique patented technology, as well as answer the question “what problem is this product solving for me?”
HYTEST®
All HYTEST® footwear is designed to meet ASTM standards, fit the shape of your foot, and give you comfort and protection – no matter the toe type you choose. With the HYTEST® Toe Guide, CQL designed an easy way for customers to find the best work shoe. The Toe Guide showcases HYTEST’s unique technology including Steel Toe, Composite Toe and Nano Toe Footwear and the level of sturdiness, comfort, weight, temperature barrier, and protection each type provides.
Bauer
Pioneering the first skate with a blade attached to a boot, Bauer hockey skates have a history of unique features & technologies. Through their eCommerce redesign & replatform, CQL helped identify ways to guide customers to the best skate while educating about unique product features. This includes sub-branding highlights on product cards, guided product recommendations and interactive feature diagrams, showcasing Bauer’s innovative technology such as Hyperflex Facing (integrated flex zones), Hyperflex Outsole (maintains edges while turning), AEROLITE (lightweight skate material), and PULSE TI Steel (edge retention).
BRAND ELEMENTS
Customers should be at the core of ecommerce design, delivering the information, messages, and impressions to evoke emotion and compel shoppers to purchase. Through the use of badging, brands can portray their value propositions and unique product features through the website to educate and build loyalty.
ANDRE ASSOUS
With Andre Assous’ Featherweights™, customers feel like they are walking on air. Featherweights™ badging on product cards across the browsing experience and even product pages helps shoppers easily find a new favorite within this “de-light-ful” product offering. Beyond product badging, CQL designed textural and iconic elements inspired by the logo and Spanish textiles to further position the brand as an elevated experience dedicated to detail.
FRYE
Deeply rooted in Americana and the spirit of adventure, “Made in USA” felt wildly appropriate to include as a value proposition to shoppers as they explore iconic Frye styles. This badging is a homage to the high standard of quality through materials and Goodyear welt construction crafted in the states. For boots off the well-traveled path, CQL designed badging to identify pre-loved boots to help customers find them a new home.
BARETRAPS
At the core of every Baretraps’ Shoe is multi-layered comfort, superior support, and lightweight and flexible materials. The Baretraps brand focuses on the art and science of comfort and showcases their unique comfort footwear technology throughout their website. Customers can shop “Rebound Technology,” “Posture Plus+ Build-In Orthotic,” “BubbleTech Targeted Cushion,” and “Weatherproof Technology” as collections centric to the brand, but also can find these badges on shoes marking their favorite footwear features.
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