A foothold on feminism: Ziera looks to reward 'unstoppable' women – with shoes

  • News
  • February 10, 2017
  • Bri Tither
A foothold on feminism: Ziera looks to reward 'unstoppable' women – with shoes

With one of the largest recorded women’s marches against Donald Trump taking place only a matter of weeks ago, it seems that 2017 could be the year of progressive feminism. Jumping on board with this idea, New Zealand-owned Ziera Shoes has launched a campaign titled ‘Unstoppable’ that promotes empowerment and strength amongst women globally.

In today’s day and age, feminism is mainstream and major advertisers have taken note. In Ziera’s latest campaign it asks its audience to search for an unstoppable woman who empowers others through their amazing spirit.

“There’s an unstoppable woman in everyone’s life. Day after day, she’s achieving great things and doesn’t let anything stand in her way. Give her a helping hand to recognise her ambition to be the best version of herself. Achieve the extraordinary every day. Be unstoppable … Shoes must live up to the everyday demands of individuals getting on with their busy lives. Shoes that must look as good as they feel. Knowing you want to express your unique style, wherever you are, whatever you’re doing.”

Ziera is offering one of five prizes of $2,500 plus five pairs of shoes to give women a helping hand. People can nominate as many women as they like. Each time people nominate, they'll go into the draw to win one of 100 pairs of shoes, one for them and one for the person they nominate.

Ziera has been up and running for over 70 years now, with over 20 stores in New Zealand alone. It rebranded in 2010, changing its name from Kumfs and launching a new product range. The new name was meant to be more feminine, contemporary and widely appealing, leaving the comfy grandma shoe image and slightly dodgy sounding name behind. It also hired former Camper designer Laura Boulton to sharpen the look.

"We undertook extensive research into the development of the Ziera brand, Ziera managing director Andrew Robertson said at the time.“The name better reflects the personality and essence of the brand and holds much greater appeal for the women who wear our shoes.”

Some may say linking female empowerment with a pair of shoes is belittling. But in recent years, feminist campaigns have grown in popularity as a marketing strategy. As The Guardian wrote recently, sex doesn’t sell anymore, but activism does, so brands are increasingly letting their views be known on a range of different issues.

In 2016, Nesquik, H&M, Neutrogena, Brawny, Kelloggs and other huge brands released promotions all employing the idea of women’s empowerment. P&G brand Always received huge plaudits for its impressive ‘Like a Girl’ campaign, which showed the differences in perception between males and females and, more recently, aimed to stop girls being limited in their with a campaign it also called ‘unstoppable’. 

Another successful campaign was Dove’s “Real Beauty”, which included the Dove Real Beauty Sketches ad. Women were asked to describe themselves to a sketch artist for one version. Then the sketch artist asked another random woman who had met the subject to describe her and did a sketch based on that. The women were shocked that the sketches based on other people’s descriptions were more flattering and “attractive.”

Although this all seems touching, and there is no doubt that large brands can influence culture through their advertising, many question the authenticity of these campaigns and have criticised brands for ‘purpose washing’, or jumping on a social bandwagon in an effort to increase sales.

As an example, Dove is owned by Unilever, which also owns Axe (or Lynx), a male brand of deodorant. Advertisements for Axe featured women with Victoria’s Secret levels of unattainable, incredulous beauty. Basically, Unilever was telling girls and women to accept themselves as they are and to feel empowered by their bodies no matter what shape or size, whilst also telling boys and men to accept nothing but the impossible beauty of a size 0 supermodel. Talk about mixed messages. To its credit, however, Unilever has changed its approach with Lynx recently, by trying to get men to embrace their unique attributes. 

Retailers are all about sales – but they're also an important part of society. If focusing on women’s empowerment is a good way to combine the two then it will be interesting to see whether other retailers play the gender card in 2017.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Gem Retail Hotlist: Barkers innovates the in-store experience

  • Design
  • November 21, 2019
  • Catherine Murray
Gem Retail Hotlist: Barkers innovates the in-store experience

Barkers won the 'Hottest in-store experience' award at the 2019 Gem Retail Hotlist. We've investigated what made them stand out.

Read more

Gem Retail Hotlist: Nothing nutty about Pic's Peanut Butter World

  • Design
  • November 21, 2019
  • Sarah Dunn
Gem Retail Hotlist: Nothing nutty about Pic's Peanut Butter World

Pic's Peanut Butter World was the winner of the 'Hottest fit-out' award at the Gem Retail Hotlist this year. We found out more about its fabulous fit-out.

Read more

How do Kiwis do their Christmas shopping at Mighty Ape?

  • News
  • November 20, 2019
How do Kiwis do their Christmas shopping at Mighty Ape?

New Zealand e-tailer Mighty Ape surveyed 2,962 Kiwi shoppers post-Christmas last year. Among its findings are that Black Friday is officially bigger than Boxing Day among its audience, with almost four times as many products were sold on Black Friday compared to Boxing Day 2018. Cyber Monday, the online-only sale that falls on the Monday following Black Friday, has also proven to be popular with Kiwis. It now also outsells Boxing Day at Mighty Ape.​ ​It's presented further findings in a clever infographic.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Introducing New World's 2019 Christmas ad

  • News
  • November 19, 2019
  • StopPress Team
Introducing New World's 2019 Christmas ad

New World and Colenso BBDO have unveiled this year’s Christmas ad, showing the generous Kiwi tradition of inviting every available Tom, Dick and Harry to Christmas lunch, resulting in many mouths to feed.

Read more

Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

  • News
  • November 19, 2019
  • Latesha Randall
Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

Latesha Randall is ​the co-founder of Raglan Coconut Yoghurt, a delicious dairy-free yoghurt born out of a beautiful town two hours south of Auckland. She previously documented the adventures of her company when it was a start-up in a column in Idealog – you can read it here. Recently, Randall traveled to the 2019 Natural Products Expo in Baltimore, USA and observed the food trends that were happening abroad. New Zealand foodies, take note: here, she reports back on what she thinks will be big contenders in the future food space.

Read more

Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

  • News
  • November 19, 2019
  • The Register team
Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

Two prominent Kiwi outdoor goods retailers, Kathmandu and Cactus Outdoor, have collaborated to produce a line of certified ‘Buy NZ Made’ products which will be launched in Kathmandu stores around New Zealand on Buy NZ Made Day this week.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit