Competitive Edge
The Journeys brand has over 2,000 retail outlets across America. They’re known for carrying all the name brand shoes that kids love, in a wide range of styles and colors they crave. The problem was the brand had stayed stagnant over the years while competitor brands like Pac Sun, CCS and Zumiez passed them by. Journeys was no longer viewed as “cool.”
The teenage consumer is a fickle one. You have to stay relevant and genuine, without appearing as if you’re trying too hard. J.Schmid found our key insight in the Journeys name. All teenagers are on a “journey” to find themselves. They want to fit in with the crowd, and at the same time, remain unique and different. Shoes are the perfect way to express individuality. We conveyed this mantra through the tagline, “An Attitude You Can Wear.”
The teenage consumer is a fickle one. You have to stay relevant and genuine, without appearing as if you’re trying too hard. J.Schmid found our key insight in the Journeys name. All teenagers are on a “journey” to find themselves. They want to fit in with the crowd, and at the same time, remain unique and different. Shoes are the perfect way to express individuality. We conveyed this mantra through the tagline, “An Attitude You Can Wear.”
