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Men shop on Mars, women shop on Venus: Ahnu
Dec '08
With the launch of a new website and a series of upcoming branding initiatives, Ahnu Footwear is making a distinct shift to allow gender-specific communication to male and female audiences.

While traditional marketing pushes for a consistent look and feel across an entire brand to all audiences, Ahnu will embark on a different path … honing their brand for two constituencies with distinctly different desires.

“The reality is that men and women are seeking different things, even from the same brand. At Ahnu, we're acknowledging that reality not just through product with technical features and color palettes, but with the overall brand experience as well,” said Jim Van Dine, president of Ahnu Footwear.

Ahnu's gender-specific approach begins with their products. Since their launch in 2007, Ahnu's unique men's and women's collections have embodied distinct aesthetic and performance attributes. And in coming seasons, that edge will become even sharper.

The Ahnu branding difference continues with a shift in art direction, which began with subtle changes to their new website, www.ahnufootwear.com, which launched this week. In the new website, the delineation between Ahnu's men's and women's collections – in both structure and execution – lays the foundation for gender-specific branding and outreach.

Ahnu will also unveil a new packaging strategy in the coming months that will directly affect the hands-on experience of male and female consumers. The look, feel and informational content will be shaped and micro-branded to appeal to specific genders.

“The immediate comfort and noticeable style of Ahnu designs have continually drawn a strong, positive reaction from both men and women,” added Jacqueline Lenox, vice-president of marketing and design. “Through these branding adjustments, we're simply continuing that conversation in a way that makes sense.”

Ahnu Footwear is built for uncompromising performance in all environments, including trail running, outdoor cross-performance, and travel. Ahnu's unique “go anywhere” design philosophy is centered around the balance of performance and lifestyle and a commitment to the highest possible environmental and social standards. A portion of Ahnu ownership is held in an outdoor trust, permanently committing a portion of their future success to conservation and advocacy work.

Ahnu Footwear

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