Tricker’s

Classic Looks: How we turned brand storytelling into a 146% sales uplift

Storytelling That Sells Shoes

Tricker’s shoes are made to be worn for decades, but customers still need to see how they fit into life today. Classic Men’s Looks brings together distinctive people, complementary brands and carefully chosen settings to show Tricker’s footwear in context, creating stories that build the brand while delivering measurable commercial results.

The Brief

As Tricker’s retained brand partner, part of our role is to keep finding new ways to move the brand forward, helping them reach new audiences, generate commercial returns and remain distinctive within a congested luxury market.

Tricker’s has a large and passionate following, with strong expectations of how the brand should present itself. Any new campaign needs to respect the quality, longevity and substance that have defined the shoemaker since 1829, while giving customers a fresh way to engage with it.

The challenge was to show how Tricker’s shoes fit into contemporary life. Product imagery can communicate materials and construction, but it does less to demonstrate how a style works within a wardrobe, environment or way of living.

Working with influential personalities offered an opportunity to provide that inspiration, but reach alone would never be enough. The people and partnerships needed to feel credible, with genuine stories and values that belonged naturally alongside the brand.

The Strategy

We pitched Classic Men’s Looks as an ongoing editorial series built around people with a genuine point of view.

Each instalment pairs a Tricker’s style with someone whose work, interests and values naturally connect with the brand. Complementary clothing partners and carefully selected locations then help to build a complete world around the product.

The first campaign, Country Gent, featured Tom Griffin, a podcast host and advocate for considered dressing and slow fashion. We paired him with Yarmouth Oilskins, another British manufacturer with a shared appreciation for practical clothing, longevity and traditional production.

The same thinking has guided every campaign since. Each person, partner and setting is chosen because it contributes something meaningful, rather than simply offering reach or recognition.

This creates an organic connection between people, product and place. The shoes remain central, but customers encounter them through a story that gives the style greater relevance and helps them imagine how they might wear it themselves.

The starting point was never who had the largest audience. It was whether the person, the product and the partner brands shared a genuine and aligned point of view. When those connections are right, the footwear doesn’t feel placed into a campaign. It belongs in the story, and that credibility is what makes the content commercially effective.

Will Farrow, Creative Director, Farrows

The Execution

Each campaign begins with a Tricker’s style and a clear idea of the world it belongs in. From there, we develop the concept, identify the right subject and introduce brands whose clothing helps complete the look.

Farrows manages the entire process, from talent research, partner outreach and shoot planning through to photography, video production and editorial interviews. We then create the campaign landing page and plan its activation across product pages, email and social media.

The interviews give the series its depth. Rather than asking someone simply to model the shoes, we explore their work, personal style and relationship with the things they own. This gives the audience a reason to engage beyond the product while keeping the footwear integral to the story.

A person stands in the doorway of a small red wooden cabin surrounded by lush green forest, with their arms crossed, looking contemplative.

Bringing the content onto the product page is particularly important. Customers can see how the featured style is worn at the point they are considering a purchase, allowing the campaign to continue supporting conversion after its initial launch.

Eight individual looks have now been published, each exploring a different style archetype. Together, they form a growing library of photography, video and editorial content that places Tricker’s footwear within a range of wardrobes, environments and occasions.

A man in a greenhouse carries a watering can and a jacket, surrounded by potted plants and seedlings on the ground.

The Results

Classic Men’s Looks has established a repeatable editorial platform for showing how Tricker’s footwear can be worn today. Across eight distinct looks, the series has placed the product within contemporary wardrobes, settings and stories, while retaining the credibility expected of a brand founded in 1829.

The carefully chosen contributors and partner brands have also helped Tricker’s reach new, style-conscious audiences without relying on conventional influencer marketing. Each campaign feels like a natural extension of the brand, building a growing library of photography, video and editorial content that continues to inspire customers beyond the initial launch.

That stronger context has translated into commercial results. Featured styles achieved an average sales increase of 146% in the 60 days following launch, compared with the same period the previous year.

The series also attracts a more valuable audience. Customers who landed on a Classic Men’s Looks page had a 29% higher average order value than the site average and were 9% more likely to return to the site for subsequent visits.

Classic Men’s Looks has given Tricker’s a fresh way to tell its story, demonstrate the versatility of its footwear and bring new audiences into the brand. Most importantly, it shows that content can build future heritage while helping sell shoes today.