DMK: Rebranding a footwear brand to connect with millennials and Gen Z

• Main Authors: LUI, Patricia, ANG, Jovina, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: brand image; marketing mix; millennials; zoomers; marketing plans; influencers; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/444; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-23-BATCH%20%5BPDF-Pic%5D/SMU-23-0002%20%5BRebranding%20DMK%5D/SMU-23-0002%20%5BRebranding%20DMK%5D.pdf?CT=1687711095030&OR=ItemsView
• Institution: Singapore Management University

This case study begins in October 2022, two years after Sophia and Eileen Goh, who were sisters, rebranded the footwear company to expand its customer base from baby boomers and Gen X to millennials and Gen Z. The footwear brand was originally positioned as a workwear brand, specifically to cater to...