Most Recent Articles In BusinessMost Recent Articles In Business
- Industry Monitors Chinese Factory Strike
- Zappos Head Talks Culture, Downtown Vegas
- Sycamore to Operate Nine West As Standalone Firm, Card to Exit
Justin Boot Co. is using the country music industry to launch its Justin Bent Rail collection of edgy western looks targeting 18-to-24-year-old consumers.
“Bands in the alternative country scene are popular with that crowd,” said spokesperson Megan Force, referring to the collection’s core audience — particularly those living in the southern and western parts of the U.S., where these bands are most well known.
The Fort Worth, Texas-based company will promote the line through a marketing program that focuses on interacting with consumers. Initiatives include social media programs on MySpace, Facebook and Twitter, as well as exclusive live concert video streams and mobile text-to-win promotions. On the more traditional marketing side are POS materials and gift-with-purchase perks such as music download cards.
The Randy Rogers Band, singer-songwriter Wade Bowen and the Casey Donahew Band will be featured in the campaign, wearing the boots on tour as well as in the ads.
The men’s and women’s pull-on styles in distressed leathers have embroidered graphics and stitch patterns to give the Western looks a vintage feel. Set for an August launch, the collection retails for $110 to $169.