I’m sure you have all seen these before. No, they are not your average rubber boots. These are your rainy day fashion essential – Hunter Boots, an ultra-chic, high quality option to your average wellington. To me the words “chic” and “rubber rain boots” are completely contradicting, so how does Hunter manage to maintain their high sales revenue and appeal? This can be attributed to an excellent marketing team.
In an attempt to make Hunter boots more than a pair of rubber footwear, in 2008 Hunter sent “samples” of their tall, side buckle and traditionally green wellies to fashionistas such as Alexa Chung and Kate Moss. Suddenly, Hunters were no longer simply utilitarian and “country-style” outfits were now “in” for the fall and winter seasons. This is a highly effective marketing technique as Hunter experienced a £4.1 million profit before tax being recorded for 2009. This is a 16% increase since fiscal year 2008 and the numbers are still rising.
Despite the price for a pair of these highly sought after boots averaging at $180.00, which to me is well above the worth of a pair of rubber wellies, Hunter boots are extremely popular and can be seen on the feet of students across UBC as well as those with more of a disposable income in Gastown. This is because you are not simply paying for the quality and utilitarian value of the rain boots, you are paying for the genius marketing and the image they portray. As long as the marketing tactics adapt to the changing fashion trends in today’s culture and rain continues to fall in Vancouver (which it will), Hunter boots will continue to be the fashionable option for rain gear below your knees.