Just a few years ago Ecco, a Danish shoemaker founded 50 years ago, switched its marketing strategy to tap into the latest surge for all things Nordic, by emphasising the brand’s Scandinavian design credentials rather than the comfort and durability of its footwear.
“Before, we were doing shoots in America emphasising all different aspects of the brand,” says Margit Gosau, vice-president of brand management, at Ecco’s head office in Bredebro, near the border with Germany.
“But there has since been a big push to highlight our place in the Scandinavian design tradition, which has helped to frame our products as more than just sensible footwear, but something more profound, minimalist and trendy.”
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