Part A:

What brands do you think do a particularly good job creating a distinct look on social media/e-commerce? How could we create a distinct look for Stride Rite? 

The best brands that create unique looks are usually leading the industry. For example, Apple and Google in tech or Adidas and Nike in Sneakers. I love to look at high fashion for inspiration. Their portrayal of product is the best in class.

Fashionkids.nu, Freshlypicked.com and Childrensalon.com are examples of companies that have made this connection, elevating the representation of children ecommerce and social media. 

In order to develop a distinct look for stride rite. I would analyze top selling styles and then create correlating seasonal looks and photo compositions. We need to continue to push the quality of photo and video composition on budget. To be as artistic as possible is the goal. This will differentiate it self from being a utility into items that create everlasting memories and connections to the brand. Creating a fantasy lifesyle that the consumer believes they are buying is powerful.

Part B:

Balancing brand integrity, communication of the product point of difference (non-visible technical product features like washability or lighted soles) and driving sales is a constant struggle; how would you take the distinctive look that you’ve created in part A and translate this into the last part of the sale (i.e. email, digital ads, in-store merchandising, etc. – open to execution).

The best place to start is by analyzing Stride Rite's market, audience, top selling products, and past data. They have built a successful brand for many years and there are always key parts of the past that will lead the future. I would create creative campaigns that tells Stride Rite's story through the seasons. By compositing cute eye catching shots of children being children while always keeping the focus on the product. Communicating product features should not be troublesome but idealized. This is Stride Rite's upper hand on the competition. Honest.com does a great job with consumer education while creating images that connect with their audience. Social, email, and digital ads should then rotate between marketing objectives. 60% Lifestyle, the envision of what the consumer sees their kids as. 20% product shots showcasing the best designs and creative compositions. 10% Consumer shots, shots displaying the parents with their kids.Last 10% promotional/ information where we showcase those key features, sales, or events.