- Minelli has changed its approach. The Vivarte group's French footwear retailer has refocused on its customers, unleashing an advertising campaign centred around women's everyday life.
- Minelli's first advertising campaign of the Mad & Woman era features five influencers, four women and a man, and puts shoes in the foreground of its selfie-style, not star-photoshoot-style, pictures. "We wanted to put shoes back in a prominent position, because we are proud of our products," Griveaux added.
- Minelli's new brand approach is designed to generate more empathy with customers. "It is an immersive campaign which allows the retailer, whose style was recognised but also perceived as rather aloof, to speak to every woman.
- The starting point is not choosing an outfit, but the things [women] do in their daily routine. Each and every one of them wearing the right kind of shoes, to get them further," said Christelle Delarue, founder of Mad & Woman. "Our aim is to establish a close connection with all our various types of customers, whether employees, artists or executives," said Griveaux.
- By and large, Minelli's product range is unchanged, and strives to remain contemporary and comfortable, not especially targeted to fashion victims. And the brand's new slogan #Walkwithminelli, featured on campaign posters, seeks to boost Minelli's presence on social media.
- Besides the new campaign, Minelli is involved in several projects focusing on women's empowerment: the retailer is a partner of the 'Eté des entrepreneuses', a trade show dedicated to female entrepreneurs, it has joined forces with feminist newsletter Les Glorieuses, and will promote Empow'her - a company supporting women-led start-ups - to customers seeking to set up their own business.
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