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Rios of Mercedes


 

The Challenge

Rios of Mercedes is a traditional western boot maker with a long and distinguished heritage of quality craftsmanship. Rios offers a line of boots with the quality materials and hand made look of a custom boot, made available in stores. Their unique fit and feel require a sizing solution that has confounded both shoppers and salesmen alike. Our challenge was to expand awareness and appeal of the Rios of Mercedes brand while maintaining its cult-like status and to elucidate and validate the unique Rios fit.

The Approach

We wanted to accentuate the tradition of these handmade boots and embody the romanticism of the old west while giving them fresh upper echelon appeal with comfort and correct fit as the main message. An enhancement of packaging, investments in merchandising, and a commitment to a single strong message are all part of the grand plan.

 

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