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Minnetonka Moccasin has a remarkable heritage but felt they had never leveraged the power of their brand. As a result they became victims to fashion cycles outside of a core distribution base.
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Fluis conducted an executive retreat with Minnetonka management to discuss goals and aspirations. We conducted research with the retail community to assess their perceptions and opportunities. We conducted consumer research and found that people carry fond memories of the brand in greater weight than a brand of its size might normally expect.
Fluis developed PR to trumpet the current fashion revival to consumer, trade and press influentials. We created a strong position based upon perceptions and heritage. The result? Minnetonka business is up and they are expanding into new retail channels.
Fluis | Minnetonka Been Here Before... Be Here Again
