New Customer and Consumer Based Focus Takes
Leading Slipper Company in Fresh, New Direction
March 9, 2005 – New York, NY - Dearfoams, the slipper category leader
owned by R.G. Barry, debuts its fresh new strategy and brand look for the Fall
2005 Market this week in New York. "Dearfoams is poised for renewed growth and
retail dominance after implementing significant operational changes during 2004,"
says CEO Thomas Von Lehman.
The Company's new growth strategy focuses on providing superior retail customer
service and innovative consumer products. Changes include re-focused product
design and retail selling strategies, along with expansion of the company's Hong
Kong based quality and sourcing team as all manufacturing has moved to Asia.
Beginning with Fall 2005, consumers will see and experience the new Dearfoams
Company first hand. Dynamic new packaging and merchandising vehicles will
begin shipping to retail in June. Consumers will see a new, softer, more personal
Dearfoams logo, and contemporary, eye-catching packaging - color coded by
usage category for easy identification and incorporating new lifestyle photography.
This dramatic new look and feel for the Dearfoams brand clearly communicates the
emotional connection that consumers feel with the product and will visibly
differentiate the Dearfoams brand at point of sale.
Extensive Consumer Research Leads New Brand Positioning,
Product and Merchandising Strategies
Over the last six months, the Dearfoams company has conducted extensive
proprietary consumer research which serves as the foundation for its new brand
positioning and consumer marketing efforts. "Dearfoams has nearly 40% of the
upper tier slipper market and is the #1 brand among consumers who have
purchased slippers in the past 18 months. We are determined to leverage our very
strong brand awareness and strength in the marketplace with fresh and innovative
new products and marketing programs designed specifically to meet all of the at
home footwear needs of our consumers. And our retail partners are responding
very positively to our relaunch and our new product efforts." says Von Lehman.
Results from the Company's proprietary consumer research studies have revealed
extraordinary insights about consumer attitudes, usage behavior and shopping
preferences, and that research forms the basis for Dearfoams' new "lifestyle at
home" brand positioning platform. "Most surprising was the very strong emotional
connection consumers have with their slippers and the high involvement they have
with the category. Even more important was the understanding that consumers
use slippers throughout the day, whether they're on the go around the house or
ready for some down time, coupled with the fact that they wear slippers all year
round," says Glenn Evans, Senior Vice President, Creative Services & Sourcing.
"By understanding how consumers use their slippers at home, we’ve created three
usage categories … Relax at Home, Active at Home and Fashion at Home … that
specifically address our consumers’ various needs," says Evans.
The consumer research, brand positioning and marketing initiatives were
developed in conjunction with Agility Consulting, LLC – specialists in strategic
business development based in Greensboro, North Carolina. Advertising and
public relations agencies have also been retained to fully leverage and effectively
communicate the enormous strides the Dearfoams company has taken in the past
year. A new trade advertising campaign, launched this week, will further reinforce
the strength of the Dearfoams brand with both its retail customers and consumers.
About Dearfoams
Dearfoams is a registered trademark of R.G. Barry Corporation. The Dearfoams
identity and personality have been firmly established with consumers and retailers
over a span of more than 50 years of category leadership, styling and innovation.
The company has corporate headquarters located in Pickerington, Ohio and a new
showroom location in New York City.
Media Contact
Nataly Blumberg
The Bromley Group
(212)696.1100 x20
natalyb@bromley-group.com
Company Contact:
Roy Youst
R.G. Barry Corporation
1-800-848-7560
ryoust@rgbarry.com |
