The European footwear retailer dropped its first TV campaign in 15 years to reaffirm its place on the high street. The Drum sits down with its chief marketer to find out how she plans to bring brand back into the business.
Schuh has seen profits soar this year, yet its brand has been neglected in the pursuit of sales, according to chief marketing officer Stephanie Legg. “Before I joined Schuh, it had slipped into the void so that I wasn’t really aware of it as a brand. The brand hadn’t really focused on that upper funnel impact form of media for a very, very long time.”
Schuh has been performing well in the post-Covid years with its UK turnover rising from £354m in 2023 to £381m. In-store footfall rose 3.8% and online sales surged 10% during the same period. Bolstered by its strong performance Schuh has gone on a recruitment drive creating 400 new jobs.
Read more here
