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“We think of these sites as really a part of the footwear culture,” says Jordan K. White, senior vice-president of marketing for Rockford Footwear.
“It’s like having a real-life online store.”
In this case, Rockford has a website called “Rockford Footprint,” which lists a variety of brands and their retail locations.
Kari Osterlund, the company’s brand ambassador, says the site provides “an opportunity to connect directly with the brand’s fans and influencers in a way that hasn’t been possible before.”
The site is currently in the beta phase, but White says it has the potential to be a valuable marketing tool.
“There’s really a lot of brand loyalty that we want to build with this site,” she says.
Rockford recently launched a new product line, “Solo,” that it says is designed for people who want to create a lifestyle where they can get to know their customers and interact with them directly.
“Solos are the ultimate companion,” White says.
“They’re more like a diary, but they’re not.
They’re really interactive.”
White says the idea behind the site is to build a community around each brand.
“If you go into a shop and you look at the site, you’re not really going to know much about the brand,” she said.
“You’re going to have a very different experience.
The brand has partnered with some of Canada’s most influential brands, including Gap and H&M, to help promote the site. “
So, we’re going forward with a very real commitment to building that community around these brands.”
The brand has partnered with some of Canada’s most influential brands, including Gap and H&M, to help promote the site.
“These guys have a lot to say about their brands, and they’ve given us the chance to be part of that conversation,” White said.
Rockfords new line, Solo, is a way to engage with fans.
“The Solo brand is built around the philosophy of authenticity, integrity and authenticity itself,” she explains.
“What we want is for people to feel that their identity is theirs.”