Genesco’s Journeys Group has announced a strategic move to revitalize its marketing approach by appointing Stacy Doren as the new executive vice president and chief marketing officer (CMO). With over 20 years of experience at Levi Strauss & Co., Doren brings a wealth of knowledge to the table, particularly in targeting youthful demographics and adapting to shifting market trends.

Effective August 1, Doren will oversee all marketing initiatives for Journeys, a brand well-known for its trendy footwear targeted at teens. This decision comes at a crucial time when the company has reported declining same-store sales, a trend that has also affected various Genesco brands. Doren’s proven track record at Levi’s, where she played a pivotal role in brand innovation and consumer engagement, positions her as a key player in turning around Journeys’ performance.

One of Doren’s primary goals will likely be to leverage data-driven marketing strategies to better understand and connect with the brand’s target audience. Millennials and Gen Z consumers are known for their dynamic preferences, often seeking authenticity and brand values that resonate with their lifestyle choices. Doren’s experience in navigating these complexities can enhance Journeys’ marketing campaigns, making them more relatable and effective.

Moreover, her arrival indicates a critical shift in branding philosophy at Journeys, emphasizing not only product quality but also a compelling narrative that speaks directly to the teenage consumer’s identity. In an era where customer loyalty is increasingly tied to emotional connections, it will be important for Doren to develop campaigns that engage and inspire.

In conclusion, as Journeys faces the challenge of rejuvenating its sales figures, Stacy Doren’s integral role as CMO is anticipated to usher in a new chapter of marketing innovation. By focusing on contemporary marketing practices and deep consumer insights, Journeys can potentially regain its footing in the competitive fashion footwear landscape.