Ecco hires Cone in efforts to kick up its US presence

LONDONDERRY, NH: Ecco Footwear has picked PR firm Cone to handle consumer marketing as the Danish brand expands its US market presence.

LONDONDERRY, NH: Ecco Footwear has picked PR firm Cone to handle consumer marketing as the Danish brand expands its US market presence.

Boston-based Cone expects to put three people on the account, handling Ecco product publicity, events, and brand positioning.

Ecco wants to expand its US sales, both through new company retail stores and other outlets. It has done trade relations in the past, and is fairly well known in the shoe retail world, but now hopes to reach consumers with this PR push.

"Ecco is at a stage of its brand development where they really want to build a consumer franchise," said Jens Bang, president and CEO of Cone.

Ecco is planning what it calls concept stores in Boston, Washington, DC, and New York City. Cone will handle PR as those outlets open.

"The Ecco concept stores will help them establish a strong brand image," said Bang.

The agency also expects to mount a major PR push for Ecco during the back-to-school season this fall, Bang said.

Ecco makes a wide variety of shoe types for men, women, and children. It generally aims for the 24- to 49-year-old demographic, with its offerings costing $90-$160, said Bang.

The company is celebrating its 10th anniversary in the US this year. It markets and sells its products in more than 35 countries across Europe, Asia, South America, Australia, and the Middle East.

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