John Lobb are the highest quality bespoke and ready to wear shoe makers. Based in Paris, Jermyn Street, Toulouse, Japan and California, there is also distribution through Hermes, the brand owner. Whilst the shoes are demonstrably the finest that money can buy, the brand was not fully appreciated for what it offers: the finest traditional and modern design together with the most skilled and accomplished craftsmanship.WW were approached to devise a strategy and a creative communications programme to build additional sales amongst existing customers, and through a new base who might not have considered John Lobb to be relevant to them, or possibly not have even heard of the brand.
WW created a multi-media executional approach including in-store activity, direct mail, brochures, advertising, new image photography, care cards, signage, and POS material. This resulted in a 40% sales increase (1999-2004).