John Brown Media invited to launch Edgars Shoe Gallery summer campaign

Posted: October 11, 2013

Edgars Shoe GalleryAs one of the leading global content marketing agencies, John Brown Media continue to push their own boundaries. This is clearly evident in their latest project – a full advertising campaign conceptualised and rolled out by the successful Edgars portfolio team for Edgars Shoe Gallery.

Edcon, South Africa’s largest non-food retailer and owner of Shoe Gallery, commissioned John Brown Media to bring their summer 2013/2014 offering to life and the result was ‘In Full Bloom’ – a unique identity for the Shoe Gallery brand, as well as in-store architecture which is attractive, emotionally engaging and aspirational.

The campaign aims to showcase ‘Shoes As Art’, with beautiful shoes featuring as the hero of every fashion-forward shot. The Art Director, Candice Gericke, applied intricate overlays to every image to create the illusion that beautiful artworks of floral fantasia are delicately growing up around the models. Oversized floral window vinyls frame the shoes displayed in the window, while giant white frames display shoes and campaign images in-store, creating a Garden of Eden showcase. Floral is all over the international runways at the moment from high-end designers like Prada, Chanel and Alexander McQueen – and also on countless streetstyle blogs – so it couldn’t be more on point right now.

Edgars Shoe GalleryShot in Cape Town by photographer Caroline McClelland and styled by renowned Fashion Director, Bev Nates, the full campaign will be in all six Edgars Shoe Gallery stores from September 2013. If you’re in the vicinity of a Shoe Gallery store, pop in to shop the selection of hot international brands as well as the high-fashion private label collections. Alternatively visit their Pinterest page (insert link), also managed by John Brown Media, for some inspiration and shoe eye candy.






About John Brown Media

As part of a leading global content agency, John Brown Media is continuing to deliver on their positioning as a multichannel content marketing agency with digital capabilities. They are passionate about helping brands engage with their customers across a multitude of platforms, from digital and social media management to print. John Brown has offices in Cape Town, Johannesburg, London, Shanghai, Hong Kong and Dubai; allowing them to service clients such as Pick n Pay, Edgars, Discovery and Spur locally, and Waitrose, John Lewis, Orange, RBS and Spinneys abroad. Visit John Brown Media for more.

About Edcon

Edcon is South Africa’s largest non-food retailer, with a market share of the South African clothing and footwear (C&F) market nearly twice that of its nearest competitor, trading through a range of retail formats. The Group has grown from opening its first store in 1929, to trading in 1,233 stores (at March 2013) in South Africa, Botswana, Namibia, Swaziland, Lesotho, Mozambique and Zambia. Edcon has been recognised as one of the top companies to work for in South Africa and continues to make significant progress in its employment equity and transformation goals.

Edcon retail businesses are structured under three divisions: Edgars division, including Edgars, Boardmans, Edgars Active, Edgars Shoe Gallery, Red Square and the Group’s mono-branded stores such as Topshop, Topman, Tom Tailor, Dune, Lucky Brand and T.M. Lewin whose product is also available through Edgars stores, serves principally middle and upper income markets; Discount division including Jet, JetMart and Legit, serves principally middle to lower income markets; and CNA, the Group’s stationery, books, games, movies, music, hi-tech electronics and mobile retailer. The Edcon Credit and financial services division provides credit and insurance products to the Group’s customers.

With the launch of its Thank U loyalty program, Edcon now has the largest retail customer database in South Africa with approximately 9 million customers. This enables Edcon to provide customers with relevant offerings across its suite of retail and financial services products.

For more information, please visit the Edcon website: