Amazing Success Stories: Durango Boots
Want to know how customer insights can redefine your brand strategy and boost sales? Read on...
Case Study: Rocky Brands — Durango sales up over 100%
Durango, the heritage western brand of Rocky Brands, had a serious problem – flat or declining sales for several years. The brand needed an infusion of excitement to spur sales.
To uncover the potential magic of the brand, Cult identified western boot fanatics to learn what they loved about western boots and how boots fit into their lifestyles. We hit the streets and visited homes and shopped in stores in five markets across the U.S.
We learned that western boots are a transitional object. A Freudian term, that means that the very act of pulling on boots dramatically changes your mood and state of mind. Emotions that consumers felt were “excitement, sexy, bad-ass, uninhibited, fun.” These are powerful and exciting emotions that led to a breakthrough strategy and creative idea.
Rather than focus on the boots themselves, which is what the brand had previously featured, Cult created a strategy based on the emotional excitement associated with Durango boots. The creative concepts were bold, edgy, fun — and even a bit risqué — which powerfully connected to the target audience.
The results were sensational. Sales went up 135% within three years and the brand had a new life. Read see the whole story here.
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