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We are Urge
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Urge is an independent footwear company from Sydney Australia, designing stylish, quality made footwear. Each season Urge develops collections for men and women that interpret global trends. The collection transcends day to night, vintage to modern, bold to understated, all inspired by Australia’s coastal lifestyle culture. “Our philosophy for making shoes is very simple” says Urge founder, Mark Mitchell. “They have to look great, be super comfortable and stand the test of time without burning a whole in your pocket”.
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Vision of Urge
To be Australia’s number one all leather fashion footwear. The collection
for women and men offering highest quality materials and make at the most competitive price. Based in sydney the brand is inspired by australias iconic coastal lifestyle. Sold at urgefootwear.com , department stores, boutiques and online stores worldwide.
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Name of Urge
The Urge team make it happen. They act on their Urge. Born in Sydney’s
northern beaches, Urge was established by the mitchell family who have made quality leather footwear and accessories in australia since 1952. An australian footwear specialist, Urge founder mark mitchell eyed a gap in the market for a collection that was inspired by the runways seasonal trends and designed for australia’s casual coastal style. Urge has plenty of different meanings but for the brand, it represents a quintessential australian spirit that acts on impulse. Its not just a name, it’s the companys philosophy and it applies to everything they do.
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Design of Urge
It was Sydney’s effortless casual style that inspired early collections. Friends and strangers influenced the original designs that went on to become Urge classics. Over time those staples evolved as the brand looked beyond Sydney and the streets of the international fashion capitals for design inspiration. Today the Urge collections are often described as an Australian take on modern-vintage, bohemian-chic, specializing in leather uppers and soles. For over 12 years Urge has been producing fashionable footwear with superior comfort , fit and quality at a competitive price. Urge consistently sources the world’s best material suppliers and footwear manufacturers. Urge works closely with their makers to ensure each shoe meets their tough quality standards.
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Men of Urge
Born out of the coastal culture of Sydneys northern beaches the man of Urge is shaped by his surroundings the outdoors, music, art and urban streets. He’s a modern mischievous australian beatnik. A mens range that kicked off with a couple of canvas shoes has a evolved into a seasonal collection of 20 men’s styles with the Urge signature look, all leather vintage modern classics that stroll from day to night.
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Women of Urge
The women of Urge are at home with the boys as much as the girls. They’re the
iconic, confident, sexy and spirited all australian woman, well travelled and well versed in the latest styles. Day to night shes effortless in her style rocking in all leather boots, heels, shoes and flats for every moment.
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Brand of Urge
Impulsive Trend & culturaly aware Confident Spirited Adventurous Stylish Irreverent Humourous Creative
Identity of Urge
Product of Urge Point of Difference • From Sydneys northern beaches • Designed in Australia • Modern vintage take on trends • Efforteless day to night • Featuring leather upper, outsole or insole 17
• Competitive price for quality footwear that lasts
Loaf Milled
The Urge Proposition
[ BLACK MILLED LEATHER ] [ TAN MILLED LEATHER ] [ NAVY MILLED LEATHER ]
Competitive, high quality, all leather women and mens footwear modern vintage style inspired by australia’s urban coastal lifestyle
Belettes RRP – $199.95 [ BLACK ] [ GREY ]
Quality For over 12 years Urge has built a reputation for producing fashionable leather
footwear with superior comfort , fit and quality at a competitive price. Urge consistently sources world’s best material suppliers and footwear manufacturers. Urge works closely with their makers to ensure each shoe meets their tough quality standards.
Vincent
RRP – $199.95 [ BLACK ] [ CRACKED WHITE ]
Product Focus of Urge Womens
Mens
Accessories
Boots
Boots
Small Leather Goods
Wedges
Chukkas
Purse
Heels
Shoes
Wallets
Flats
Sneakers
Key Chains
Sandals
Slides
Sockettes
Sneakers
$1000
Positioning of Urge Womens $460 - $1000
Sam Edelman
$190 - $480
Free Bird By Steve Madden
$190 - $320
Senso
$200 - $320
Hudson
$180 - $340
Free People
$199 - $320
Dolce Vita
$180 - $250
Tony Bianco
$140 - $260
Jeffrey Campbell
$130 - $200
Matiko
$120 - $200
Kurt Geiger
$110 - $220
Madewell Urge
$120 - $180
$60 - $220 $90 - $200
Sol Sana
$90 - $200
Steve Madden
$80 - $200
Seychelles
$90 - $180
Windsor Smith
$90 - $180
$120
Matisse
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PRICE POSITIONING
Marsell
TREND
DESIGN POSITIONING
DESIGNER
Target Customer Of Urge
CASUAL
HUMOUROUS
NEW BOHEMIAN
YOUTHFULL
FEARLESS
NEXT GEN
ENERGETIC
FASHION SAVY
CONNECTED
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Key Demographics
Shopping Behaviour
Fashion concious female and males 16-35 creatives and young professionals
Medium spend per purchase
Live at home, with room mates or with partners
High street and affordable designer labels
Modern independants
Searches out brands that emulate trend
Medium disposable income
Focus on quality, style and value
Trend adopters
Shops online and on the street waits for sales to buy desiigner items
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Favourite Brands Women Bassike Jbrand Free People Rag And Bone Ag
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Men Madewell Vince Equipment Nike Converse
Blk Denim Band Of Ourtsiders Nike RVCA Saturdays Stance
Vanishing Elephant HBA Arvust Nudie Cheap Monday Zanerobe
I Love Ugly Weathered Acadamy Brand Fallen Broken St Thrills
Attitudes
Consumer Habits
I buy shoes and clothes that are on trend, the latest thing I focus on statement pieces that i put back with trend essentials The brand of shoes and clothing i buy are important to me How much they cost vs quality is also important My style is an extension of myself
Brand boy / girl: for image concious, statement dressing young urban male/ female. Brand boy/ girl are fashionistas with a developing sense of style and money they commit every week to spend on it. Often living with friends or with a partner Overall their spend is medium to high for the average male/ female in their age group. They sometimes buy fewer items in order to be able to afford the more expensive Maximum spend per purchase - whatever they buy has to be the best they can afford. They love the internet as a source of shopping for brands. But also enjoy street shopping with friends. They are adventurous and keen to express their individuality through their clothes. They will use cash and low limit credit cards for purchases and will use sales to buy more expensive items.
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USA Target Distribution of Urge
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1 Shopbop 2 Urban Outfitters 3 Nasty Gal 4 Nordstrom 5 Free People 6 Bloomingdales 7 Revolve 8 Daily Look 9 Solestruck 10 Zappos
11 Dna 12 Lf Stores 13 Akira 14 Piperlime 15 Neiman Marcus Cusp 16 Amazon 17 Anthropologie 18 Asos 19 Lesters 20 Heels.com
USA Key Boutiques and Small E-Com Top 20 1 Need Supply 2 Belmont Army 3 Shoe Market 4 Brooklyn Fox 5 American Rag 6 Tags 7 Mohawk General Store
8 Creatures Of Comfort 9 Wildfang 10 Atrium 11 Blue And Cream 12 By George 13 Tani 14 Van De Vort
AUS Distribution of Urge 1. Urgefootwear.com 2. The Iconic 3. David Jones 4. Glue Store 5. Wanted 6. Surf Stitch 7. Hemley Store 8. Market Hq 10. General Pants 11. Supernova
12. In The Meadow Boutique 13. Argentina Store 14. The Shop Next Door 15. Transit 16. Universal 16. General Pants 17. Sabotage 18. Zomp 19. Style Tread
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Retail Of Urge Visionfor urgefootwear.com.au BuildUrge direct to be the number one account for urge globally. Target consistent growth and excellent customer service.
Create Urge direct retail environment through: 1. Customer service and relations 2. Exclusive product availability 27
3. Customer experience
Digital Marketing Of Urge Social media (instagram, twitter, blog and facebook) Affiliate E news letter Video Photography 28
Marketing Assests of Urge
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Creative direction Lookbooks Point of purchase Online store Social media Packaging
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Ambassadors of Urge Align with people on the verge Multiple heros but curated with a common thread What can we own what’s affordable what’s accessible but still gives great cut through and access to super users?
Renagades Surfers Skaters Craftsmen Artisan Musicians Artists Poets Documentary filmmakers Creative couples Collaborations Nomadic creative Iconoclasts
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Head Office Sydney, Australia
Online Shop Enquiries
PR & Marketing Enquiries
USA Sales & Press Enquiries
Urge Footwear PTY LTD
laurie@urgefootwear.com.au
Laurie Young
Melt Management
41/ 5 Ponderosa Pde
Ph +61 2 9979 3829
laurie@urgefootwear.com.au
81 Broadway, 4th floor
Ph: +61 2 9979 3829
New York, NY 10001
Warriewood NSW Sydney, Australia
Ph: +1 212 696 0560
Ph: +61 2 9979 3829
F: +1 212 696 0561
face : facebook.com/urgefootwear
Womens & Men’s Wholesale Enquiries
Sales
twitter : twitter.com/urgefootwearsyd
Mark Baxter
chris@meltmanagement.com
www.urgefootwear.com.au
mbaxter@urgefootwear.com.au
Press
Ph: +61 2 9979 3829
jo@meltmanagement.com
inst: urgefootwear
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urgefootwear.com.au