Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-Conscious Shopping
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping.
The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned way.
Instead, the brand promotes conscious shopping, asking their customers whether they really needed a new pair of shoes.
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The brand’s latest newsletter told customers they had restocked previous sold-out shoe styles, but also added: “If you don’t need the shoes and you’re just buying them because we peer pressured you into it, and you’re going to regret the purchase later, then we can’t feel good about that.
“We’re putting in a boring grey button to our new drop below, trusting and knowing that you’ll follow it if you’re ready to shop responsibility.”
TWOOBS has also stopped selling their signature shoes with added bling in an effort to contribute less to fast fashion, explaining on Instagram: “We used to release blinged out items seasonally to keep up with trends and “freshen up” our offering.
“It probably resulted in a looooot of last-season shoes being neglected in favour of newness, and a feeling that you had to keep buying from us over and over again.”
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However, the shift away from traditional marketing hasn’t stopped TWOOBS from having a large social media presence, with the brand regularly posting and engaging with its customers.
Now the brand is just connecting in an innovative and more transparent way.
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