Transform Magazine: John Lobb changes name to open its doors to a new generation of luxury customers – 2021
British luxury footwear brand John Lobb has worked with international brand counsel, Yonder Consulting, to develop a new brand identity that aims to appeal to the next generation of shoe connoisseurs and luxury customers.
Originally founded in 1849 by a Cornish farmer who traveled the world hand-making boots and shoes, John Lobb is still run by his direct descendants. However, with the growing popularity of ready-to-wear luxury clothing, the advantages of fashion and bespoke footwear have been lost among the emerging race of luxury consumers. It has become necessary for John Lobb to find new ways to communicate, engage and sell his products in a post-Covid-19 world.
By launching a modernized visual identity and embracing digital capabilities, including an e-commerce website and social media presence, the retailer aims to demonstrate how a luxury brand can showcase its heritage, while simultaneously interacting online with new audiences and young consumers.
As the heart of the brand is the 9 St James boutique in London, which plays a role in the visual identity with elements of its facade incorporated into the refreshed logo and new website. With international travel still minimal and many shoppers staying resolutely online, this helps John Lobb emotionally connect with his customers and literally open his doors to an online audience.
“We know that to best meet the needs of our customers, evolution is necessary and with the transformation of the luxury sector, we wanted to bring 9 St James Street online by opening the doors of our store to our digital customers. We are delighted that the brand renewal has showcased our heritage and uniqueness while allowing us to connect with new audiences online, ”said Nicholas Lobb, Director of John Lobb.
Family history and the brand’s heritage also play a prominent role in the brand’s new color palette centered on burgundy, the grandson of the founder’s favorite color. Burgundy aims to represent warmth and richness, supported by a muted gold plate tone. The dark premium navy blue captures the brand’s craftsmanship, while the light ivory color inspired by the chiseled wood color reflecting the shape of the shoes aims to enhance the overall tone of the brand by contrasting with the other three richer colors. .
Additionally, the brand has distilled a new tone of voice for written communications and copywriting by reviewing 170 years of correspondence authored by the Lobb family. To further engage with digital audiences, John Lobb created a new Instagram to showcase their products and reach new audiences.
“This is a truly exciting time for John Lobb and we have been delighted to work with them as they adapt to the new realities of the luxury industry. To be successful, it was essential to familiarize yourself with the business and find out what makes John Lobb unique and how best to express it online, ”says Manfred Abraham, Co-CEO of Yonder Consulting