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Pitching leather for future leaders PDF Print E-mail
Written by MARK JAEGER   
Wednesday, 30 December 2015 19:45

Allen Edmonds campaign says shoes can help land that job

Leave it to the marketing team at Allen Edmonds Shoe Co. to put a new spin on the unnerving challenge new college graduates face in the quest for that elusive first job.

The Port Washington company, which markets its high-end shoes around the globe, has packaged a “student interview offer.”

The campaign combines a selection of men’s shoes, complementing belts and cedar shoe trees for a $150 discounted price.

It also offers some timely outfit advice for recent grads who may have grown lax in their grooming habits while pursuing their college degrees.

The company’s marketing campaign warns that job seekers looking to put their best foot forward in the professional world cannot afford to ignore their choice of footwear. 

The advice could be alarming to a generation of young men who have grown comfortable living in jeans and sneakers.

“Research shows that 80% of hiring executives say shoes are ‘extremely important’ in creating the right impression in work environments, but only 51% of young men even wear appropriate shoes to an interview,” according to the company’s promotional material.

The company then doles out fashion advice, in a decidedly masculine vein, based on what message their top-selling shoe lines relay to discerning employers.

For what’s it worth, the company says its best-selling style, the Park Ave., “worn by everyone from U.S. presidents to CEOs of Fortune 500 companies to professionals at all levels in communities across America … tells people you are mature, attentive and ready for a career.”

The shoe company’s marketing team characterizes the shoe as a “can’t go wrong” style for any interview.

A slightly dressier line, the Fifth Ave., is marketed as the “go to” shoe for those seeking jobs in the financing sector.

In a classic old-school reference to its McAllister wingtips, the company says the style reinforces the old adage to “dress for the job you want, not the one you have.”

By sporting the style, the would-be professional is “making an aspirational statement about respecting tradition,” according to Allen Edmonds copywriters.

The student interview deal is available only at the company’s stores, and must be accompanied by the buyer showing a valid student ID to qualify for the discount.                                                              

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