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New Marketing Strategies to Define Stuart Weitzman’s Spring Campaign

Stuart Weitzman is looking to make some changes in 2019—and it all begins with its upcoming spring campaign.

Stuart Weitzman and its parent company, Tapestry (which also owns Kate Spade and Coach), have tapped some familiar faces for a new four-part marketing campaign that not only marks the beginning of a new year, but the beginning of a new era at the brand following a turbulent period of change.

Kendall Jenner, Willow Smith, Yang Mi and Jean Campbell will be the stars of Stuart Weitzman’s spring ’19 campaign and the company says their presence is indicative of a more diverse and inclusive strategy that will look to open the brand to a wider range of consumers.

“The strength of women and the freedom to be completely and authentically themselves is the tone at Stuart Weitzman for Spring 2019,” the brand said in a statement.

That freedom begins with Stuart Weitzman’s signature nude footwear palette, which is on full display next to the varied skin tones of the four models it chose for the campaign. The brand is also planning to expand its selection of widths and extend sizes to activate a customer base that has been left untapped due to lack of diversity in fit.

“The timeless icons featured in the campaign emphasize the brand’s dedication to providing ageless designs for women of all lifestyles and all cultural backgrounds,” the brand noted.

New Marketing Strategies to Define Stuart Weitzman's Spring Campaign
Styles from Stuart Weitzman’s upcoming Spring Collection. Stuart Weitzman

Stuart Weitzman’s “all-inclusive” collection will be composed of both familiar and experimental silhouettes, beginning with the classic “Nudist” stiletto sandal. The collection will also include a kitten heel, pumps and a nude bootie—along with the introduction of two trendy platformed sandals, including one the brand is calling the “Nudistdisco.”

On the business end, Stuart Weitzman’s new approach to growing its customer base will come in conjunction with a new marketing strategy set to take effect this spring. The brand plans to prioritize digital and marquee outdoor media to promote the campaign, along with building an “immersive experience for customer engagement.”

The changes at Stuart Weitzman come after registering a 1 percent decline in sales in the brand’s first quarter, for $95 million in overall revenue. At the same time overall sales at Tapestry increased 7 percent, year-over-year. Tapestry said the loss at Stuart Weitzman was a result of “development and production delays” though it claims to have since taken steps to prevent similar issues from recurring.