Ziera: Leaving their Kumfs zone
NewZealand footwear company Kumfs Shoes unveils a new identity thisSeptember, changing its name to Ziera, launching a new product rangeand remodelling all its 43 company stores across Australia and NewZealand. Total investment in the rebrand has been around $NZ5 million.
Over two and a half years in the making, Kumfs worked with variousagencies to realise this vision including Auckland-based brand strategycompany Brian R. Richards, to develop ‘Ziera’, while Saatchi DesignWorldwide developed the new logo and brand look, while the advertisingcreative was developed by Auckland agency .99.
VIEW THE COMMERCIAL:
The decision to change was made after the company realised itsreputation and brand identity didn’t reflect the actual product, orwhere the organisation wanted to be. Ziera managing director, AndrewRobertson, the decision to change names was the outcome of a ‘gradualevolution’ over the years whereby the company and its product range hadsimply outgrown the Kumfs name.
“We undertook extensive research into the development of the Zierabrand. The name better reflects the personality and essence of thebrand and holds much greater appeal for the women who wear our shoes,”Mr Robertson said. “The existing Kumfs brand has built tremendousequity and a strong customer base. But we’re also the first to admitthe name had some negative connotations. Our aim with Ziera is todemonstrate the evolution of our brand.
“Our styles have been more fashion-forward and on trend for a while now, but the Kumfs name has been a barrier for many women.”
The company believes that the Ziera name is more feminine, contemporaryand will widen its appeal.
17 Comments
Well then, that was fun while it lasted. Dollars to donuts Kordamentha will be in charge by the end of next year.
Why PR this?
11:01 – “Why PR this?” Why not. – It’s free, it’s PR and it’s no doubt one of many mediums they’re using to get this message across. They probably realise this is another opportunity to promote rather than prove that they have some new/original idea. Makes good business sense.
If they will release a men’s range, they could call it Ford Ziera.
Yeah, but it’s the wrong forum for PRing this sort of work. This blog is for latest creative work… I could put a picture of me playing SwingBall on here too and make the same case that you’re making. Seriously Lynchy, Warehouse Kiwi and then now this… quality control please.
Isn’t “Beautiful inside, beautiful outside” an add for yoghurt? Or bran?
Something about pooing.
I’m sure of it.
Hush Puppies made a comeback. Dr Martens and Converse brands have been around for a long time too. All have been through eras when they were uncool. This brand name and ad campaign is doomed! A brand is not a name, it’s the value attached to a product. Maybe that’s why Kumpfs worked.
“Auckland agency .99, the retail arm of Colenso BBDO.”
WTF? .99 and Colenso have been separate agencies for over 3 years now. Do you’re homework.
6:06pm – but unless I’m wrong .99 is still owned by BBDO. You can’t really have two completely separate agencies under the one agency in the same city… unless you call them different divisions (even if it’s in name only) so it doesn’t look fishy. .99 is therefore still referred to as the retail arm of Colenso which is true… the majority of their work is retail and they are an arm of BBDO. Just like Adworks back in the day was underwritten as the retail arm of Colenso until Greg bought the shares back (after getting shitty with the establishment of .99 on the side. Rightly too.).
3:45 – you are wrong. 99 is owned by Clems.
Who cares who owns .99? What I wanna know is, why would anyone want to put their name to this embarrassingly old-fashioned, lamely designed, unremarkable piece of shite? I agree with 1:43 – the headline sounds like an ad for metamucil.
3:57 Clems BBDO, dick.
Clemenger BBDO is part of the Omnicom, as is Colenso BBDO, DDB, .99, and Aim as well as media shops including OMD, and Spark PHD, oh never mind….
If the future of an NZ brand is riding on this work, then this is another ad day for the NZ economy.
Crap. Typo. Sad day.
Yeah, you had two typos in there actually 5:47.
You’re on a roll.
So sad about this. What about we oldies who like comfort and to be smart. I’ve noticed all the shoes i wear have disappeared.