Iconic UK excessive road model shuts 14 shops – and opens a TikTok store as a substitute
An iconic UK footwear brand has launched a TikTok shop to target Gen Z after closing 14 high street stores as losses doubled to £5million
British high street staple Shoezone is taking a massive leap into the digital world
British high street staple Shoezone is taking a massive leap into the digital world by launching its very own TikTok shop after shutting down more than a dozen of its physical stores. The bargain footwear giant is pivoting its strategy in a major bid to win over younger, tech-savvy shoppers.
By stepping up its social media game, Shoezone will now allow TikTok influencers and creators to link directly to its budget-friendly shoes in their videos.
The move sees the affordable retailer join the likes of rival footwear brands Puma, Soletrader and EGO, who are already raking it in on the viral video platform.
Shoezone plans to plug some of its most popular, wallet-friendly styles on the app, such as the Walkright Collins girls black patent school shoe for £9.99.
It will also push the Lilley women’s black lace bow ballerina shoe for £7.99 and the Lilley women’s cream double buckle mule sandal for £9.99.
The digital overhaul is part of a massive online-first campaign. Bosses hope that teaming up with popular creators will improve their follower count and send virtual sales skyrocketing.
As part of the rollout, Shoezone has already started filming trendy, public “vox pop” interviews on the street, asking everyday Brits about their style choices and what they really think of the brand.
Company chiefs believe the internet-focused approach will help them strike a chord with trendy Gen Z buyers, while also grabbing the attention of mums and dads looking for cheap school shoes.
A Shoezone spokesperson said: “TikTok continues to play an increasingly important role in how younger consumers discover brands and products.
“By combining vox pop content with creator-led TikTok Shop partnerships, we’re able to create engaging social content while also delivering strong commercial results.
“The strategy allows us to react quickly to trends, connect with Gen Z audiences and continue growing awareness of the Shoezone brand.”
The dramatic shift online comes just weeks after the company confirmed it was pulling the shutters down on 14 of its high street branches, as losses doubled to £5million.
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