February 17th, 2012 from AdAge
In a short interview with Ivan Wicksteed, Cole Haan’s new CMO, AdAge talks about Haan’s move into the digital arena:
“Coming into the world of fashion, pretty much every fashion company behaves in exactly the same way. It's very print-driven, very much about the models and photographers and styling... So I pretty much killed the entire traditional print budget in my first week and channeled all of that into content development, social media and digital.”
We’re interested to see how Cole Haan uses digital to create brand awareness, a job often left to print media.
http://adage.com/article/cmo-interviews/questions-cole-haan-s-cmo-ivan-wicksteed/232786/