Off Broadway Shoes

Delightfully obsessed

Off Broadway Shoes

Delightfully obsessed

In a market flooded with fast fashion and online shopping, Off Broadway Shoe Warehouse needed to redefine its brand to regain its footing. With the help of Mode, it prepared to stand out from the crowd as a fashion-forward destination for the shoe obsessed.

Fashion & Accessories

Branding
Packaging
Digital Environments

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Looking For Purpose

When Off Broadway engaged Mode, the store carried hundreds of designer labels, but the brand itself stood for little. Although it had a new store experience, lingering perceptions kept shoppers away.

Creating A Voice

We uncovered that our most loyal customers loved the brand because they viewed it as a hidden haven where they could endlessly explore new styles and find incredible values. This insight led to the “Obsess for Less” brand positioning, celebrating the brand’s mission to be the ultimate shoe destination for the fashion obsessed.

Redefining the warehouse

Through the new positioning we capitalized on the opportunity for Off Broadway to redefine itself, elevating the brand to attract new shoppers and better connect with current fans. We looked to shift the store’s notion of a “warehouse” away from that of a bulk discount facility, and instead represent the warehouse as a creative, inspiring space where designers and craftsman work tirelessly to create the styles that customers love. Through that lens, the warehouse would be used as a visual platform for the brand.

Services

Brand Development
Integrated Campaigns
Digital Experiences
Environmental Design
Print and Packaging

Fashion & Accessories

Branding
Packaging
Digital Environments

Off Broadway rolled out the new brand positioning to employees, vendors, & shoppers across multiple platforms including in-store promotions & digital experiences.

Marked for Markdowns

We introduced a bold “red markdown slash” as a graphic element that aimed to consistently remind our audiences that the OB brand is synonymous with value and supports their fashion obsession.

Marked for Markdowns

We introduced a bold “red markdown slash” as a graphic element that aimed to consistently remind our audiences that the OB brand is synonymous with value and supports their fashion obsession.

Measurable Results

Our work for the brand also influenced the approach for seasonal campaigns, driving in-store & online traffic.

⁺13%

ecomm sales increase
Spring season

⁺11%

media impressions
(excluding social)

⁺200%

web traffic increase
Fall season

The Great Escape

For the summer season, we introduced the audience to an integrated, light-hearted narrative featuring the joy of travel through weekend getaways.

The Great Escape

For the summer season, we introduced the audience to an integrated, light-hearted narrative featuring the joy of travel through weekend getaways.

Fall Favorites

The focus for fall was on a seasonal style staple: boots. We extended our lifestyle-centric campaign approach to the city, highlighting hidden gems - those secret spots and shops we treasure for their charm.

Fall Favorites

Holiday Wishes

The winter campaign empowered shoppers to grant their own holiday wishes, celebrating the magic of the season through the value of the brand.

Holiday Wishes

The winter campaign empowered shoppers to grant their own holiday wishes, celebrating the magic of the season through the value of the brand.