Case — Skoringen

New Positioning: From Too Many Choices to the Right Choices

From Too Many Choices to the Right Ones - In a crowded and fast-changing retail landscape, Skoringen faced a clear challenge: customers liked their brands — but didn’t associate them with Skoringen.

Through a new positioning, “Handpicked for your feet” the Nordic shoe retailer embraced a curated approach, shifting focus from offering more to offering better. With a refined brand identity and a campaign that cut through the noise, Skoringen repositioned itself as the personal shopper for style-conscious, time-poor consumers.

Client
Skoringen

Year
2023 - ongoing

Deliveries
Brand & Positioning Strategy,
Creative Concept & Campaign Development,
Visual Identity & Retail & In-Store Communication

How do you position the Nordic region’s leading shoe retailer (celebrating its 70th anniversary in 2025) in a market that is more challenging than ever before? A market where new digital pure players and the rise of direct-to-consumer sales have caused widespread store closures among comparable competitors.

A thorough market analysis in Norway and Denmark showed that the strongest preference driver was “that the selection of shoes matches my taste.” However, it also revealed that even though many of the brands preferred by the target group are indeed sold by Skoringen, they are rarely associated with the brand. In other words, Skoringen had succeeded in offering the right selection – but not in communicating it.

This same trend appeared in our in-depth interviews. While the target group cares about shoes and fashion, they simply don’t have the time to scroll through every new trend, collection, and style – in fact, they expressed frustration that the selection was too large, unfocused and overwhelming.

The Solution

It became clear that Skoringenn either could nor should compete by offering the largest selection. Instead, they could win by presenting the right selection.

A position as the selective personal shopper, who simplifies the target group’s search for the season’s best styles through a carefully curated selection.

A position where Less is truly More.

And a position that, through outdoor advertising and film – with the new tagline Handpicked for your feet –clearly communicated that there is an alternative to the endless choices of the internet.

A new corporate visual identity was also rolled out to shift Skoringen’s look and feel to a more modern expression.

Results:

Although it’s too early to evaluate long-term commercial impact, early indicators suggest a highly successful campaign launch. When benchmarked against the category average (Index 100), the campaign has significantly outperformed, especially in its ability to shift brand perception positively.

Among the general population aged 15+, the campaign scored an Index 185, meaning more than twice as many people reported a more positive perception of Skoringen after seeing the ad compared to the category norm.

Among women, a key demographic, the campaign achieved an Index 215, showing a similarly strong uplift in brand sentiment.
These early results clearly suggest that the campaign is not only reaching the right audience but is also creating a deeper, more positive emotional connection with viewers — laying a strong foundation for long-term brand equity and preference.

‍