Female influencers, aged 20-40, focusing on fashion and lifestyle, with a relatable and confident presence.

Product Positioning

SOREL can be positioned as a brand that embodies empowerment and confidence through its winter fashion offerings. The focus on "effortless on-trend winter fashion" suggests a blend of style and practicality, appealing to consumers who value both aesthetics and functionality. By emphasizing themes of empowerment, SOREL can connect with customers who seek to express their individuality and confidence through their clothing choices.

To differentiate in the market, SOREL could highlight unique features such as sustainable materials, innovative designs, or collaborations with influential designers. This approach can attract a modern audience that values both style and ethical considerations.

Target Customers

The ideal customer profile for SOREL includes:

• Fashion-Forward Individuals: Young professionals aged 25-35 who prioritize style and are looking for fashionable yet functional winter wear. They are likely to follow fashion trends and seek out brands that resonate with their lifestyle.

• Outdoor Enthusiasts: Individuals who enjoy outdoor activities during winter, such as hiking or skiing, and need reliable footwear that combines performance with style. This group may range from ages 20-40.

• Sustainability-Conscious Consumers: Customers who are increasingly aware of environmental issues and prefer brands that demonstrate a commitment to sustainability. This demographic spans various age groups but is particularly strong among millennials and Gen Z.

Potential Influencer Matches

To effectively promote SOREL's campaign themes, consider collaborating with the following types of influencers:

• Fashion Influencers: These influencers can showcase SOREL products in stylish outfits, emphasizing the brand's on-trend winter fashion. Their followers are likely to be interested in fashion, making them ideal for promoting the brand's aesthetic.

• Lifestyle Influencers: Influencers who focus on everyday life and confidence can create relatable content that resonates with the target audience. They can highlight how SOREL products fit seamlessly into daily routines, promoting empowerment through fashion.

• Outdoor and Adventure Influencers: Collaborating with influencers who specialize in outdoor activities can effectively showcase the functionality and durability of SOREL products. They can demonstrate how the footwear performs in various winter conditions, appealing to the outdoor enthusiast demographic.

• Sustainability Advocates: Influencers who focus on eco-friendly living can help position SOREL as a responsible brand. They can share the brand's commitment to sustainability, attracting consumers who prioritize ethical fashion choices.

Content Creation Ideas

To align with the brand and engage the target audience, consider the following content topics and ideas:

• Empowerment Stories: Share testimonials or stories from customers who feel empowered wearing SOREL products. This could be in the form of video interviews or social media posts.

• Style Guides: Create content that showcases different ways to style SOREL footwear for various winter occasions, from casual outings to more formal events.

• Behind-the-Scenes: Offer a glimpse into the design process or the sustainable practices behind SOREL products. This transparency can build trust and interest among consumers.

• User-Generated Content Campaigns: Encourage customers to share their own photos and stories wearing SOREL products, using a specific hashtag. This can create a sense of community and increase brand visibility.

• Seasonal Challenges: Launch a winter fashion challenge on social media, inviting followers to showcase their best winter looks featuring SOREL products. This can drive engagement and create buzz around the brand.

By focusing on these strategies, SOREL can effectively connect with its target audience and enhance its brand presence in the market.