Sperry – Targeting the ‘Bold, Adventurous and Courageous’

Sperry – Targeting the ‘Bold, Adventurous and Courageous’

Paul Sperry invented the original boat shoes back in 1935 in our home state of Connecticut. It's a fascinating story about how he almost lost his life struggling on a slick deck that you can read more about at the Sperry website. Now, Sperry is a household name and a brand that provides great product those who are water-bound, but also provide a classic and contemporary style that is all-American.

Visual Merchandising and Store Design (VMSD) recently featured Sperry's new design concept in May's issue in a four-page spread. Their new design is geared towards the active consumer.

"We call our target consumer ‘the Intrepid. This consumer is bold, adventurous and courageous; not afraid of challenge…"
– Heather Dietrichson, Director of Store Design and Construction Wolverine Worldwide 

Who did Sperry choose to highlight their merchandise? You guessed it! They went with Solais' trackheads with VioLight technology and are planning to roll out the new concept in a dozen stores by year end.


Share this post