Sakroots Targets the Wanderlust Consumer

The Sak Brand Group’s headquarters may be firmly planted on Fifth Avenue, but Sakroots, its print-driven footwear, handbag and accessories brand geared toward Millennials, is taking off in international markets that are known for their jet-set, tropical locales.

The group, which also owns The Sak and Elliott Lucca labels, reported 25-30% year-over-year sales growth for Sakroots, making it the company’s fastest growing brand globally.

Julie Wemyss, Sakroots international sales director, said the brand’s vibrant, nature-inspired prints sell especially well in regions with warm climates. “Because of the warm weather, our bright, colorful artwork is a hit with consumers,” she said. Bestsellers include the Encore flip-flop, a rubber thong with a boldly printed footbed, and the Eudora, a thong with a cotton strap and subtle print detail.

Encore_Group-5
Encore

Sakroots is currently sold in over 500 stores in Australia, Spain, Indonesia, Korea, New Zealand and the Philippines, and in 30 shop-in-shops in Indonesia. Up next, the brand is set on tapping into the Taiwan and Malaysia markets and it will launch international shipping on Sakroots.com.

The company is also shifting its strategy as an omnichannel lifestyle brand to include new products geared toward niche sectors, including surf, outdoor, collegiate and festival. New items span notebook sets and journals to hammocks, paddle boards and tents.

Social media has been a key tool in sharing the brand’s “Choose Your Karma” give back program, a range of prints tied to non-profits, including the Elephant Nature Park, Whale and Dolphin Conservation, The San Francisco Botanical Garden Society and more. Visual platforms like Instagram have also been crucial in telling the brand’s travel and destination story. Recent posts include snapshots of duffle bags lounging poolside and fans wearing the brand’s espadrilles on beaches in California.

A combination of feel-good prints and an active social media presence is the brand’s recipe for global success. As a Millennial brand, Wemyss, said most of its marketing efforts are focused online which is where the Sakroots consumer tends to discover their shopping inspiration. To keep a seamless story, Wemyss said, “Our international distributors follow our guidelines and post use social media as a tool to grow brand awareness.”

Efforts are taken to ensure the Sakroots in-store experience is consistent continent to continent, too. The brand’s most successful international locations are the lifestyle concept stores that hold multiple product categories, Wemyss reported. Shop-in-shops are decked out with tall, multi-purpose fixtures designed to create a complete picture of the brand. The company also uses unfinished, light colored wood which sets a neutral palette for the prints to pop.

Wemyss added, “It helps the consumer to easily shop and understand the full story of the brand. There are more options internationally for larger real estate space within stores.”

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