Men shop on Mars, women shop on Venus: Ahnu

Fashion

Men shop on Mars, women shop on Venus: Ahnu

With the launch of a new website and a series of upcoming branding initiatives, Ahnu Footwear is making a distinct shift to allow gender-specific communication to male and female audiences. While traditional marketing pushes for a consistent look and feel across an entire brand to all audiences, Ahnu will embark on a different path … honing their brand for two constituencies with distinctly different desires. “The reality is that men and women are seeking different things, even from the same brand. At Ahnu, we`re acknowledging that reality not just through product with technical features and color palettes, but with the overall brand experience as well,” said Jim Van Dine, president of Ahnu Footwear. Ahnu`s gender-specific approach begins with their products. Since their launch in 2007, Ahnu`s unique men`s and women`s collections have embodied distinct aesthetic and performance attributes. And in coming seasons, that edge will become even sharper. The Ahnu branding difference continues with a shift in art direction, which began with subtle changes to their new website, www.ahnufootwear.com, which launched this week. In the new website, the delineation between Ahnu`s men`s and women`s collections – in both structure and execution – lays the foundation for gender-specific branding and outreach. Ahnu will also unveil a new packaging strategy in the coming months that will directly affect the hands-on experience of male and female consumers. The look, feel and informational content will be shaped and micro-branded to appeal to specific genders. “The immediate comfort and noticeable style of Ahnu designs have continually drawn a strong, positive reaction from both men and women,” added Jacqueline Lenox, vice-president of marketing and design. “Through these branding adjustments, we`re simply continuing that conversation in a way that makes sense.” Ahnu Footwear is built for uncompromising performance in all environments, including trail running, outdoor cross-performance, and travel. Ahnu`s unique “go anywhere” design philosophy is centered around the balance of performance and lifestyle and a commitment to the highest possible environmental and social standards. A portion of Ahnu ownership is held in an outdoor trust, permanently committing a portion of their future success to conservation and advocacy work.

Ahnu Footwear

     Favourite      Print this story  Comments  Submit Press Release