New Easy Spirit Campaign Celebrates the Personal Motivations of Today’s Women While Embracing the Brand’s Legacy of Comfortable Footwear
Easy Spirit, a women’s comfort footwear brand, is relaunching 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 the brand.
Born from a need that working women had during the 1980s NYC transit strike, the brand 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 prioritising comfort. Just as it did 35 years ago, Easy Spirit is reacting to relevant cultural shifts by evolving to accommodate women’s comfort needs,” said Marc Fisher.
Driven by consumer feedback conducted by agency partner Graj + Gustavsen, the brand continues to stand for comfort and ease with its new brand platform, ‘Makers of Easy’.
The brand 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 1980s and ’90s.
“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.
“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 products, which has received a strong reaction from retailers. It 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.