In this blog you can find articles about VEJA’s storytelling abilities, their no-ads strategy or even their numerous brand collaborations. To validate all those analyses, I conducted a survey that deals with the ecological and ethically conscious brand’s awareness, price perception, and their ability to deliver their message to the right audience.
According to the survey, 67% of the participants have heard of the brand VEJA. For a brand that doesn’t do any traditional advertising, VEJA is pretty popular. How did VEJA make this happen?
It appears that most people who do know the brand, to be exact, 45% of participants, have heard of it through word of mouth. This fact makes perfect sense when cross analyzed with VEJA’s strategy. We know that VEJA do not engage in traditional advertising like Nike or Adidas do. These brands spend 70% of the cost of a pair of shoes into marketing. VEJA chooses to focus instead on a fair value chain from conception to distribution process of their shoes. Consequently, the brand relies on their loyal customer to spread the word about VEJA. Although one could ask, is message clear ?
When asked “What’s special about VEJA?”, 58% of participants chose the right answer : ethical & ecological standpoint, which, we can say, is the brand’s unique selling proposition.
The other participants (22%) mainly answered “I couldn’t say” to that question. They weren’t able to pinpoint what made VEJA tick.
This could explain why 24% of participants think that VEJA shoes are cheaper than they are, in other words, cheaper than 80€. In fact, half of them also answered that they weren’t able to say what made VEJA special. It would be safe to say that people who don’t know that VEJA is a sustainable brand, think the brand is a cool and first price sneaker brand.
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