Volley marketing manager Sam Despotidis details how Volley has traded through the pandemic.
How has Volley changed during COVID?
We were very fortunately to be a digital only brand, meaning you could only purchase our footwear through Volley online.
Customers have been very engaged with us over the period as traffic has increased through what we call “the COVID uplift” but also due to new styles and colourways.
Describe a successful initiative you’ve rolled out this year.
In July we released our mid-year Pride 2020 campaign.
We had an overwhelming response from customers who are part of the Pride community, with the campaign reaching over two million people.
With each Pride pair sold, donated $5 to our charity partners Wear It Purple.
Across all our Pride initiatives, we have raised over $25,000 to Wear it Purple.
How is trade at the moment?
Trade is going very well with a triple figure percentage uplift.
What have been some trending products and/or categories during this time?
Our Overgrip Leather styles have been the hottest new release products, with two sold out launches in six months.
We are about to release the Overgrip Leather in mid-September for the third time and are expecting a quick sell out once again.
In addition, our Heritage styles in our core colours (White/Green/Gold and Black) have been very popular and have almost completely sold out.
This highly anticipated restock will also be in mid-September
How are you preparing for Cyber Weekend and/or Christmas this year?
Given the existing in-store shopping limitations across Australia, we are expecting a booming Cyber weekend.
As our shoes are at a great price point for Christmas gifting, we will certainly be prepared for the expected uplift this year
What is on the horizon for Volley in 2021?
We are launching collaborations with two of Australia's most Iconic brands.
These styles will be extremely limited in number so first in best dressed.