Lucchese is a legendary Texas brand and a true icon of the American West, handcrafting the world’s finest boots since 1883. In the worlds of both boot making and luxury brand marketing, there is no competition.

Not long ago, Lucchese expanded its product line to include premium leather goods beyond boots. Our task was to maintain the brand’s premium identity with brand loyalists, while also broadening its reach to newer consumer segments.


Step one was to re-engage core customers with messaging and content that demonstrated this was still the Lucchese they’ve always known and loved. This award-winning initiative included a new brand positioning, new product hierarchy, new brand identity and packaging, plus an integrated content launch.

Recognizing an increasing demand to purchase online, we next worked with Lucchese to evolve their website into a more streamlined, user-friendly experience. We then timed the site’s launch with a digital campaign geared towards holiday shoppers in our core target segments.

Site traffic exploded straight out of the gate, and year-over-year online sales doubled.

These efforts were soon followed by a large-scale consumer insights study that revealed untapped opportunities, both with new audiences and in new markets, providing the brand a foundation of growth for years to come.

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