EIDER SAFETY, Aggressive Marketing Targeting MZ Generation

HIGH-END industrial safety brand ‘EIDER SAFETY’ has recently been taking aggressive steps in online and digital marketing.

When you think of safety shoes, you might recall the old days when they were commonly called "ajae shoes" or "nogada shoes" (manual labor shoes). Even existing safety shoe brands rarely used the term marketing.

Considering that K2 Safety, the number one brand in the safety shoe market share, started online marketing late, EIDER SAFETY has focused more on online channels than offline from its launch year, and as a result, the response regarding product satisfaction has been successful.

The SMART line safety shoes mainly target the MZ generation, and recently, viral marketing has been active online. Customers who purchased the shoes after seeing designs never before seen in safety shoes have been pouring in positive reviews about the comfort as well, making it a cost-effective model that stimulates value for money. Accordingly, EIDER SAFETY is accelerating its consumer targeting by launching winter thermal shoes.

Offline marketing is not being neglected either. An EIDER SAFETY representative stated, “To boost sales of the work gear products scheduled for release next year, we have recently been expanding offline dealerships, and we will continue to plan offline campaigns to gradually increase direct contact points with actual consumers.”