When your smaller brand (Jones the Bootmaker with 42 stores) has a higher profile than your mainstay UK brand (Pavers, with over 165 stores), it’s time for action.

So the independent shoe brand has unveiled a new Pavers campaign ‘Feel Great Footwear’ along with new brand identity and “trailblazing” multimedia campaign.
 
The targeted campaign gains inspiration from Pavers’ own recent research that revealed “staggering results around misrepresentation in the fashion industry among women over 55”. 

It appears just 19% of the age group feel represented and only 13% believe the fashion industry understands women their age.
 
The result is a campaign that “celebrates real women who are living life to the full, comfortably and confidently” while aiming to champion those over-55 women “and recognise them in a space where they’re often forgotten”.

The advertising campaign, produced by Zig Zag Productions, has launched across linear TV including ITV, Channel 4 and Sky, streaming services and paid social. It’s also being supported by direct mail, e-mail, in-store windows and POS.

Meanwhile, the repositioning and refreshing of the Pavers brand, in partnership with Steve Edge Design, also brings with it a new logo, brand identity, photography as well as creative direction.
 
Speaking of the new campaign, Debbie Paver, daughter-in-law of founder Cathy, said: “Pavers [has] always embraced the ‘older’ customer, we understand that they want comfort and demand great style. We meet formidable women everyday in our stores, and this campaign is to represent and celebrate them”.

While Pavers said its 165+ stores account for two-thirds of its business the other third comes from online and catalogue sales, with the retailer noting that digital traffic was up over 10% year-on-year in the first week of November.