{"id":12105,"date":"2021-09-23T16:34:28","date_gmt":"2021-09-23T11:04:28","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=12105"},"modified":"2023-10-19T16:29:27","modified_gmt":"2023-10-19T10:59:27","slug":"aldo-digital-retail-social-success","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/aldo-digital-retail-social-success\/","title":{"rendered":"The ALDO Group\u2019s Digital Makeover: A Success Story"},"content":{"rendered":"Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>\n

The ALDO Group has been a frontrunner for five decades now in fashion footwear, and is a top choice for its versatile, reasonably priced, shoes, accessories and bags. It\u2019s no secret that the Canadian brand\u2019s best designs – Blanchette<\/a>, a flat that\u2019s a hybrid loafer and slipper; the Cassedy<\/a>, a four-inch pointy toe pump; and the Aurella<\/a>, a block-heel ankle-height boot –  is a favourite amid celebrities like Kate Middleton, Bella Hadid, Diane Kruger, Mandy Moore, Leighton Meester,etc.<\/p>\n\n\n\n

And there\u2019s a reason why ALDO has remained at the forefront for this long: its ability to be malleable to the needs of the consumer. <\/strong><\/p>\n\n\n\n

\"The<\/figure>\n\n\n\n

For instance, when the climate change movement took steam a couple of years ago, ALDO took notice. It promptly changed its practices in 2018<\/a> to become the first fashion footwear and accessories retailer to be certified as climate neutral <\/strong>for its corporate stores, offices, and distribution centres. And between 2013 and 2018, the company achieved a 46%<\/a> reduction of its greenhouse gases!<\/p>\n\n\n\n

Apart from that, long before the pandemic, in 2014, Aldo announced an investment of <\/strong>$363<\/strong><\/a> million in its technological infrastructure.<\/strong> The brand decided to go digital and develop a multi-channel approach. It was one of the first retail brands in its spectrum to launch a mobile app for consumers to shop from. <\/p>\n\n\n\n

Its introduction of the app at that point in time, was made to purely cater to the comfort and convenience of the consumer<\/strong>, rather than a move to generate profits.<\/p>\n\n\n\n

\"The<\/figure>\n\n\n\n

Let\u2019s take a deep dive into ALDO\u2019s digital makeover:

1) Research into the modern consumer<\/h2>\n\n\n\n

For years now, a fashion brand\u2019s go to advertising platforms have been magazines, billboards, and traditional television advertisements. But over the last few years, ALDO sensed a significant shift in consumer expectations. Daianara Grullon Amalfitano, SVP, \u201cWe are always paying close attention to stay relevant throughout that shopping journey. By watching where consumers are starting and finishing. We realized consumers are spending more time at home. And they are absolutely spending more time on digital and social media\u201d.<\/p>\n\n\n\n

This research also translates into the brand\u2019s collections and styles. \u201cWe do a ton of consumer insights, and trend research as we plan our collection. For example, we’re really seeing a shopping moment happening for fashion-forward styles with a return to heels. And interesting architectural details, along with an appetite for bright colours,” said Amanda Amar, Director of Communications at Aldo Group.<\/p>\n\n\n\n

\u201cVersatility is a big thing we’re hearing from young consumers. And that\u2019s why one of the most in-demand styles of the season is going to be chunky lug sole boots. They serve as a perfect transition from slippers to heels.\u201d <\/p>\n\n\n\n

Amanda predicts the style called “Major” from Aldo’s most recent collection is going to be a big seller.<\/p>\n\n\n\n

\"The<\/figure>\n\n\n\n

2) Identifying the right channels & formats<\/h2>\n\n\n\n

ALDO\u2019s Step Into Love, Step Into Next <\/em>campaigns launched in 2020, and 2021, respectively have been nothing short of charttopping successes. The TikTok dance challenge tied to last year\u2019s campaign garnered more than 5.4 billion views on the social media platform, according to the brand. <\/p>\n\n\n\n

This time, the video-first campaign will appear on Instagram instead, and include a contest with a $5,000 prize. ALDO\u2019s switch from TikTok was due to Instagram\u2019s algorithm changes that now prioritize video in its content mix. Along with the brand\u2019s own larger following on the Facebook-owned social media platform.<\/p>\n\n\n\n

This goes to show that the brand is tuned to being seen in the channels that their consumers – Gen Z<\/a> and millennials – are actively using, furthermore with spirited efforts like live shopping events.<\/p>\n\n\n\n

3) ALDO taps into micro influencers<\/h2>\n\n\n\n

ALDO truly wants younger shoppers to understand its core brand personality – unity, self-confidence and connecting with others. Shoes, Amalfitano points out, not only tell a story of what someone is doing in a given moment. They also reveal where one has been, and where they are going. And this is the story that the brand\u2019s campaign is trying to tell. <\/p>\n\n\n\n

And that\u2019s why the brand is tapping into micro-influencers – because they lend a \u201cmore personal touch\u201d to campaigns. The campaign reinforces the personal betterment theme by inviting its audience to highlight a recent \u201cnext step\u201d they\u2019ve taken. This could be achieving a goal, checking an item off their bucket list or simply taking a small step to becoming the best version of themselves.\u00a0<\/p>\n\n\n\n

The brand\u2019s growth curve from being one of the most popular mall brands, to becoming one with the highest engagement rate on social, is one to reckon with. With a formidable online presence today, ALDO\u2019s digital investments are something to watch out for.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 4<\/span> minutes<\/span><\/span> The ALDO Group has been a frontrunner for five decades now in fashion footwear, and is a top choice for its versatile, reasonably priced, shoes, accessories and bags. It\u2019s no secret that the Canadian brand\u2019s best designs – Blanchette, a flat that\u2019s a hybrid loafer and slipper; the Cassedy, a four-inch pointy toe pump; and …<\/p>\n","protected":false},"author":23,"featured_media":12109,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[1365,1369,1374,1371,1373,1370,1366,1372,1375,1367,1368],"acf":[],"yoast_head":"\nALDO: The Success Story Of Its Digital Makeover | The Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"There\u2019s a reason why ALDO has remained at the forefront for 50 years now: its ability to be malleable to the needs of the shopper.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/aldo-digital-retail-social-success\/\" \/>\n<meta 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