Feature

iSpy… Sky High Success!

Kate Vandermeer

Kate Vandermeer

At just three years old, fashion footwear label Peep Toe Shoes is something of a style and business dynamo.  Here, iSpyStyle uncovers the x-factor behind the brand’s rise to sucess… and celebrity.

Kate Vandermeer is Director of iSpyStyle – a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect the creative community. You can follow Kate on Twitter at – http://www.twitter.com/iSpyStyle_Kate and subscribe to her website for free on http://www.ispystyle.net

Entering a saturated market like the fashion shoes category is no easy feat (no pun intended)! So the sky-high rise of Peep Toe Shoes makes for a unique and fascinating case study.

Beginning only three short years ago, Peep Toe shoes have carved a credible niche in the Australian shoe market, wholesaling to 100 boutiques across Australia and boasting four retail stores (one online). Thanks to a strong product placement presence in the fashion glossies and during major catwalk shows, these affordable, comfortable and fashionable iSpy_Peep_Toeleather shoes – with a very loyal fan base – seem to be everywhere.

A recent strategic business move includes some interesting category expansions; fashionable wedding shoes in a variety of colours priced $220 to $275 and an extended size range including size 34 & 42 (Australian sizes 4 and 12 respectively) in selected styles.

Until recently it seemed the only missing piece to Peep Toe’s puzzle was a lack of synergy with their branding. Then around three weeks ago, I came across their visuals for their first campaign (pictured above), shot by Chris Ferguson, styled by Amanda Newman and using gorgeous international model Sara Emilia. This shoot elevates Peep Toe’s branding, setting a mood about what the brand aspires to be. It will be interesting to watch this dynamic business move forward and carve more market share.

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