Pavers, one of the UK’s leading shoe brands, has unveiled its new campaign Feel Great Footwear with new brand identity and trailblazing multimedia campaign.
Launched on 1st November, the campaign follows recent research by YouGov and Pavers which revealed staggering results around misrepresentation in the fashion industry amongst women over 55 – with only 19% feeling represented and just 13% believing the fashion industry understands women their age.
Feel Great Footwear is a celebration of real women who are living life to the full, comfortably and confidently. By repositioning and refreshing the Pavers brand, in partnership with Steve Edge Design, with a new logo, brand identity, photography as well as creative direction, Feel Great Footwear aims to champion women over 55 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, and is being supported by direct mail, email, instore windows and POS.
Pavers was founded by the late Cathy Paver in 1971, providing comfortable and affordable footwear for women who struggled to find well-fitting shoes elsewhere. Cathy’s reason for starting Pavers is just as relevant today as it was over 50 years ago, with the brand continuing to create feel great footwear that combines comfort, durability and style. Starting the business at the age of 43, Cathy continued to work well into her eighties and her legacy is continued by her family who still run the business today.
Speaking of the new Feel Great Footwear campaign, Debbie Paver, daughter-in-law of founder Cathy, said: “Feel Great Footwear is about shoes that are so comfortable you almost forget you’re wearing them, but knowing you still look great. Pavers have 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”.
Steve Edge, founder & creative director at Steve Edge Design, commented: “Working with the amazing team at Pavers to bring their rebrand to life has been a true pleasure. The chance to reposition Pavers with a focus on the often-overlooked demographic of women over 50 was something that genuinely inspired us.
“The new “Feel Great Footwear” positioning not only celebrates the passion and energy that define the company but also highlights the comfort at the heart of every Pavers shoe. We’re thrilled about the brand’s future and look forward to supporting the Pavers team as we continue to grow together.”
