Kustom's Fraley on targeting a younger demo, brand plans

Kustom Brand Director Pat Fraley and Marketing Manager Eric Mehlberg.

We talked with Kustom Brand Director Pat Fraley on how the brand plans to stand out in a crowded marketplace by targeting a younger demographic than other sandal companies in the surf market.

 

Kustom has entered a crowded shoe market. How can you set the brand apart? 




Pat: With Kustom, we have a brand message that is more in line with what is happening in the best apparel brands. It is young, progressive, edgy. It’s a message that really resonates with the 12-24 year old and getting that message out is a focus point for us in 2011. The older brands are great at what they do, but let your parents wear those. The kids want something fresh and that’s where Kustom comes in

 

Have retailers been open to trying Kustom thus far?

Pat: In general yes but as with any new start up brand you have to be patient. Coming from Australia it has taken time to fine-tune the product for the American market. I am happy to say more and more retailers are stepping up to partner with us because they like what they are seeing

 

What are some key accounts?

Kustom adPat: Huntington Surf & Sport, Hansen’s, ZJ’s, Jacks, Surfside, K5, BC Surf & Sport, WRV, The Buckle, Zumiez

 

Is the product designed here or in Australia?

Pat: Both. We have designers all over the globe and we all share our designs and ideas and then build a product line that best fits our specific regions needs

 

What are the differences in the shoe markets/styles in the two countries?

Pat: In Australia and Europe, shoes drive the brand’s business whereas here in the U.S., the bulk of the business is with sandals. That was a conscious decision on our part.

 

As far as styling goes, these days product is becoming more global in its appeal so the differences aren’t as apparent from one country to the next.

 

On page 2: New marketing plans, price points, retailer response to new brands


 


 

 

Any new marketing plans for the brand?

Kustom adPat: Yes. As I mentioned, we feel Kustom has a good niche as a young alternative to other offerings and our entire marketing plan revolves around getting that message in front of the consumer. I think our new creative look for 2011 is amazing and will really help separate us from the pack.

 

We also will be continuing with our Airstrike event and the Landscape Altered partnership with Kai Neville. There are some changes being made with Airstrike for 2011 that will take it and modern surfing another step forward.

 

Where does Kustom fit price point and style-wise in the marketplace?

Pat: We are in line with most competitors. Our focus is on sandals that retail from $16 to $26 and shoes from $39 to $49. With our styling we continue to design product that is on point with a younger customer. We pay a lot of attention to what they are wearing in apparel and design product that is complimentary to those trends

 

In general, is your sense that retailers are open to trying new brands these days or sticking with proven sellers?

Pat: In general they are but maybe not as much as they should be. Obviously in tough economic times they tend to stick with what works but our industry always needs new up and coming brands in the mix to keep things exciting. Retailers need to support these brands as much as possible to keep things fresh. Kids want what’s new.

 

But it’s not just about carrying new brands. They need to present them in a way that is compelling. Put them front and center. Make them look important, because they are important.

 

Any new products coming from Kustom soon?

Pat: Yes. We are about to undertake our single biggest product launch to date. It’s an amazing product that we are very excited about and for us it’s interesting because it is a shoe. It’s called the Evolution Series and is being marketed as “A Shoe With No Footprint?” because it is environmentally sensitive in its design and construction.

 

The product is unreal, it has a great environmental story and amazing creative to help market it. We have partnered with many key retailers for its initial launch and will be in stores this November. We will make a lot of noise with it and really believe it will solidify our place in the market.

 

 

 

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