John Fluevog Shoes’ CMO on Selling Unique Soles to Unique Souls [Video]

In episode 471 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Stephen Bailey, chief marketing officer of John Fluevog Shoes, an independent design and retail footwear company based in Vancouver. Listen in as Bailey provides an overview of the unique footwear brand (0:45), fulfilling online orders from its stores (2:25), and his 20-year career history with the company and its evolution (4:45). He details the brand’s culture and community (7:10), its wide-ranging customer base and psychographics (9:55), and Fluevog’s approach to building and maintaining a loyal, dedicated customer base (12:15).

In addition, Bailey discusses customer relationships and trust (17:50), Fluevog’s footwear and marketing efforts (19:20), and the collaboration and communication between the brand’s internal teams to stay agile (23:10). Lastly, he shares why Fluevog leans into traditional retail tactics and the human touch (25:50), its unique brand partnerships (27:45), his advice for other retail marketers heading into 2025 as well as a creative Fluevog holiday campaign (32:10).

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