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How Aquila is rebranding for the casual bloke

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Holistic Dubai
How Aquila is rebranding for the casual bloke

While Aquila had focused on creating the polished content on its high-end products, it had missed the mark with the middle tier and more casual products

 

"My granddad, Tony Longo showed up in Australia from Italy in 1949, with very little more than the instruments of his exchange; a tack hammer, a shoe iron block and a calfskin blade. The brand was set up in 1958 out of a little industrial facility in Fitzroy, Melbourne. It's lowering currently to think how far we have come, presently a third era privately-owned company actually making quality mens shoes 60 years on." - T-shirt super Héros

 

Aquila is the main men's footwear image in Australia, working across 55 retail locations from one side of the country to the other.

 

Gladly Australian claimed since 1958, we are known for our obligation to making quality, jazzy men's shoes for any event.

 

Aquila interpreted from Italian is 'Falcon', which was picked by our author for the characteristics it speaks to; Confidence, Strength and Style. We expect to motivate trust in all Aquila men, since when you look great, you feel better. Furthermore, when you feel better, it shows. We are enlivened by the always advancing world we live in, which we convert into plans that are made for the cutting edge man's reality.

 

Think Aquila and you consider very good quality, Italian cowhide, hand-made shoes. However, that is not all Aquila offers. So the business has set about a rebrand to change those shopper insights.

 

Established in 1958 by Tony Longo, Aquila is Australia's driving men's shoe image with more than 50 stores across the country. The retailer rebuilt toward the beginning of 2018, a program of work that included taking a gander at all guarantee made for the brand.

 

Aquila showcasing director, Kiara Pecenko, said there was an unmistakable detach between the promoting and the more extensive territory being offered by the brand. While Aquila had zeroed in on making the cleaned content on its top of the line items, it had come up short with the center level and more easygoing items, of which there are hundreds.

 

To address this, the brand has dispatched a 'genuine folks' image mission to pull in a more easygoing crowd. What's more, this is only the start, with plans to grow promoting across various channels, and furthermore update its innovation stack to encourage better personalisation and focusing on.

 

"We have a truly different reach," Pecenko told CMO. "In any case, the symbolism and correspondences didn't enough get our expansiveness of reach out to buyers, so we began from that point."

Supporting infrastructure

A connected test Aquila, in the same way as other associations, faces has been the inheritance innovation stack promoting has been working with. Pecenko said it's an intricate tech stack, however the group is attempting to fragment advertising endeavors however much as could be expected.

 

"We are chipping away at our tech stack, with a definitive point of getting a bound together client profile. Along these lines, we can settle on truly educated choices about the sorts regarding interchanges we are pushing to clients pushing ahead," he proceeded. "Obviously, advanced is an enormous assistance there, anything we can gather from the site, social, YouTube - we are gathering information anyplace we can discover it, for better focusing on."

 

The retailer has moved its site onto BigCommerce, and changed its email framework to DotDigital, for better advertising pushing ahead. Pecenko said the group is getting a charge out of the high level revealing capacities it currently gets, however lets it be known requirements to continue being shrewd, as it is just a little group.

"We are unquestionably taking a gander at expanding personalisation into the future, we know there's a major contrast between the thing a client is purchasing in Melbourne, contrasted with Queensland, so want to customize for this pushing ahead," he said.

 

"The new mission truly establishes the pace of what we are targeting going ahead. In the following year, we will develop it, ensuring we continue utilizing 'genuine folks' angles so we are significantly more relatable and genuine."

 

Client created content is another large push for Aquila in the following a year, and Pecenko perceived clients being enormous backers and sharing what they are wearing through social is critical to building better attention to its wide item range.

 

Then, Carlton AFL commander, Patrick Cripps, is the most recent ability to join Aquila's 'Genuine Guys, Real Good Shoes' mission, joining NRL legend, Benji Marshall.

 

"Patrick was the ideal fit for our 'Genuine Guys' line up. He is a magnetic genuine person, who shows as much class on the field as he does off and has accomplished such amazing honors at a youthful age," Aquila CEO, Luke Longo, said. "We are regarded to be working with some phenomenal folks across an assortment of ventures including food, road craftsmanship, game and preparing to speak to the brand and anticipate reporting further names throughout the next few months."

 

Follow CMO on Twitter: @CMOAustralia, partake in the CMO discussion on LinkedIn: CMO ANZ, follow our standard updates through CMO Australia's Linkedin organization page, or go along with us on Facebook: https://www.facebook.com/CMOAustralia.

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