• G-Star Footwear
  • G-Star Footwear
  • G-Star Footwear

G-Star Footwear

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Challenge

G-Star Raw Footwear – how to successfully shift from an out-sourced licensing model to internal management.

The Approach

We built and established an internal Footwear Department, securing personnel and implementing business standards. We also capitalize on low hanging fruit by improving the footwear exposure in mono-brand stores.

The Result

We successfully achieved the launch year budget and deepened strategic relationships with major key accounts: Zalando, ECI, Amazon, Brown’s and Asos. We strategically optimized sales in owned and franchise stores achieving a 400% increase in sales TY vs. LY. We also increased the category relevance with franchise partners, rolled out dedicated footwear corners in existing mono-brand stores and concessions, established the inclusion of dedicated footwear exposure in all new store build-outs and developed dedicated footwear training in sales staff seasonal briefs.