New Bass Shoes Pilot Website

This website was created for my internship project at PVH this summer.

As part of the internship program, the interns were divided into groups and assigned the task of creating a marketing campaign for a new demographic for a PVH brand. We were assigned Bass Shoes. Our campaign was called “Step Into Your Own” and this was our proposal:

The goal of our project is to re-establish Bass as a classic American brand in the minds of consumers -one that provides high quality, high value footwear. Bass has a rich heritage, which will serve to strengthen its position as a classic brand. Icons such as musical artist, Michael Jackson, actor, James Dean, and aviator, Charles Lindbergh, have all left their mark on history while wearing Bass shoes. We plan on incorporating these as well as current day figures in our campaign to encourage our new target market to “Step Into Their Own” and leave their individual mark on history with Bass shoes. Though this campaign will have a multi-generational appeal, our primary target market will be young upper-middle class men and women between ages 18-30, who represent an opportunity for Bass to gain loyalty with a larger customer base. These young people are currently coming into their own as they make preparations to enter college or start a career and create their future; they are trying to define themselves. While their minds, talents, and relationships will take them where they want to go in life, their feet will literally take them there. We hope that
they will choose Bass as the shoes to carry them, and we will deliver our message to this demographic through innovative and modern forms of communication that will increase Bass’s online presence and provide a strong foundation for future brand growth.

As part of the team, I was in charge of developing the website and how it would relate to our campaign. My duties included fully coding and designing the website. At the end of our internship, we presented our campaign to the CEO and the executives of PVH. We got very positive feedback and hopefully they will implement some of our ideas in the future.