Ziera: Leaving their Kumfs zone
New Zealand footwear company Kumfs Shoes unveils a new identity this September, changing its name to Ziera, launching a new product range and remodelling all its 43 company stores across Australia and New Zealand. Total investment in the rebrand has been around $NZ5 million.
Over two and a half years in the making, Kumfs worked with various agencies to realise this vision including Auckland-based brand strategy company Brian R. Richards, to develop ‘Ziera’, while Saatchi Design Worldwide developed the new logo and brand look, while the advertising creative was developed by Auckland agency .99, the retail arm of Clemenger BBDO.
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The decision to change was made after the company realised itsreputation and brand identity didn’t reflect the actual product, orwhere the organisation wanted to be. Ziera managing director, AndrewRobertson, the decision to change names was the outcome of a ‘gradualevolution’ over the years whereby the company and its product range hadsimply outgrown the Kumfs name.
“We undertook extensive research into the development of the Zierabrand. The name better reflects the personality and essence of thebrand and holds much greater appeal for the women who wear our shoes,”Mr Robertson said. “The existing Kumfs brand has built tremendousequity and a strong customer base. But we’re also the first to admitthe name had some negative connotations. Our aim with Ziera is todemonstrate the evolution of our brand.
“Our styles have been more fashion-forward and on trend for a while now, but the Kumfs name has been a barrier for many women.”
The company believes that the Ziera name is more feminine, contemporaryand will widen its appeal.
7 Comments
Wow, a tampon commercial from 1983.
And my words of the day are Bibliography dermits.
Hope this doesn’t actually reflect the reputation and brand identity that has taken so much research and so many companies to create..if so, can you get your money back?
Here here!! I just saw an ad in a magazine for Ziera & certainly the first impression was very good & didn’t conjure up the Kumfs sort of nanna image. Good move. Lucy, Australia
It’s great that they’re trying not to be nanna-like but obviously they’ve gone too much the other way… because honestly, orthotics are orthotics and teenage girls are teenage girls.
What about meeting us girls/ladies/women half-way?
I’m a young 40 and I needed an orthotic shoe this year because of my temporary heel problem – I’m not a teenager OR a nanna – or even a mother! And if I bought the Kumfs/Ziera product I would like to pay for advertising that reflects the product and not as the smart first commentor said another 1983 tampon ad!
I can’t see the new ad will increase sales over the long term. You will probably alienate the once-loyal ladies.
I wish advertisers would use their brains a lot more… and not be so lazy and predicatable! It is actually the year 2010.
And you get paid a lot of money to waste our time!!!
I saw the shoes at Top Ryde the other day…they are a HUGE improvement on Kumfs. They’re obviously going for a younger audience. I quite like the new ad.
It took over 30 years to build the reputation of Kumfs. You worked hard for it until you got there the quality and product is all that mattered. I witnessed first-hand how much it grew over 10 years and with every season the style and comfort kept getting better.
The success belonged to Kumfs. When I heard you wanted to change the name I didn’t agree with it and I was hoping thar you wouldn’t go ahead with this.
But in reality, retail is not the same as it used to be 2-3 years ago. Also, online shopping is killing the success of retail.
Wishing you all the best in future.