Reimagining timeless designs with features such as waterproofing are creating new opportunities in the footwear sector. With a focus on retro, suede, and colourful trainers, maintaining quality remains a challenge for the industry – spurring innovation in footwear care. In the UK, wellness is a key focus, especially for Gen Z and Millennials, who increasingly value performance and adaptability. With increasing climate unpredictability, brands offering versatile, seasonless products are best positioned for year-round success.

Two campaigns were developed for the brand, focusing on consumer values. Consumers are shifting focus toward personal values, purpose, and community, moving away from trend-driven consumption toward more meaningful and sustainable choices. They seek slower, healthier lifestyles and deeper emotional connections with products. As a result, DRYVIBE prioritise transparency, purpose-driven storytelling, and consumer-centric decisions.

Market and competitor analysis shows a demand for versatile, waterproof, fashion-forward footwear. DRYVIBE’s strategy focuses on consumer-led marketing, incorporating feedback and fostering co-creation. Supported by research, (as shown) some of following methods are utilised by DRYVIBE to promote their campaigns and achieve their objectives: teasers, countdowns, celebrity endorsement, UGC, QR codes, exclusive products, and more.