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Footwear Trading gets feet in-store with Primall Media
Primall Media

Footwear Trading has again selected Unlimited’s shopping mall advertising specialist, Primall Media, to generate awareness among the youth around its Levis campaign in South Africa’s upmarket shopping malls.

“Levis stores are located in all major shopping malls across the country so it is imperative for the brand to increase its profile inside these malls,” says Primall Media’s Lee Curtis.

“Footwear Trading has run a number of summer and winter advertising campaigns with Primall Media, and is a firm believer in the media platforms that we have on offer as they really do ‘push’ feet into stores,” he adds.

The Footwear Trading campaign runs from 1 November to 31 January 2013, inside Canal Walk, Gateway, Menlyn, Sandton City and V&A Waterfront, and makes use of Primall’s Touch Screens, Hanging Banners, Digital Skyscrapers, Icons and Interior Billboards to get its message across to consumers.

From humble beginnings in 1985, Footwear Trading Pty Ltd has established itself as one of the largest, privately-owned, multi-divisional footwear and apparel distributors in Southern Africa.

“We specialise in the marketing and distribution of famous international and local footwear and apparel brands, and our company has a well established and functional network of international design and sourcing facilities in Asia, Europe and South Africa, for our licensed products,” says Footwear Trading’s Derick Koen.

“Each brand has a separate management and sales team. This enables us to keep the identity of each brand unique and special. We believe in formulating individual brand identities through analysing each brand and market respectively and implementing product design and marketing strategies accordingly,” he adds.

Creating an emotional bond between the brands it sells and the consumers who buy them is of paramount importance. “That’s why mall media works so well for us,” he adds.