Stephen Bailey (Fluevog Shoes)

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On this episode of Marketing News Canada, Darian Kovacs interviews Stephen Bailey, the CMO of Fluevog Shoes.

Stephen spent years travelling and attending school at UVIC and McGill. After doing so, he spent the last 16 years on the client-side of marketing. Stephen lives in Vancouver with his wife and children. 

Fluevog is a 50- year old, independent, Canadian footwear brand that has 26 stores in Canada, the US, Australia and Europe. With an incredible team, Stephen works primarily on branding, communications and e-commerce, and retail strategy. 

Fluevog is known for its “quirky” advertisements. Stephen believes that this makes the brand more approachable and desirable for consumers. It makes it so their advertising can resonate with any age group in a fun way. 

An example of an advertising campaign the company did was “no you're weird.” Stephen holds a place close to his heart for this campaign due to the impact that it had. He told a story of a time he observed two children outside on a playground wearing pins that said “no you're weird” and before they parted their separate ways they poked each other's pins and said the slogan.

After doing heavy outreach to Bonnie Henry, Stephen had a phone call with her, from which a partnership was arranged. The benefits from the shoes sold from her line will go to charities of her choice. The proceeds are currently going to local food banks, and they have the intention to switch it every so often. 

Sustainability is important to Stephen and Fluevog. On black Friday their message was “buy better, buy less.” to draw attention to the fact that their shoes are well made, therefore last a long time. When buying higher quality products, the need for them to be replaced is less, therefore making it easier to practice sustainability. 

Finding the perfect fit is important to the employees at Fluevog. With this being said, sometimes orders may take longer to be shipped as the employees are working hard to ensure the perfect shoe is being sent out. Another witty slogan the brand had was “Making mistakes since 1970.” This is to remind consumers that they are not perfect, but they are doing the most they can to ensure customer satisfaction.

When asked a series of Rapid Fire questions, Stephen answered as followed:

  1. Marketing book you’d recommend? Anything by

    Seth Godin

  1. Podcast you’d recommend?

    The Wallstreet Journal 


Stephen’s creativity and witty personality makes him the perfect candidate to do marketing for Fluevog Shoes as the brand is fun and outgoing just like him.  

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