Marketing Vanguard: Footwear, Fashion, and the Future with Journeys CMO Stacy Doran
Episode Release Date: April 4, 2025
Introduction
In this episode of Marketing Vanguard, host Jenny Rooney from Adweek engages in an insightful conversation with Stacy Doran, the newly appointed Chief Marketing Officer (CMO) of Journeys, a leading mall-based multibrand footwear retailer. This discussion delves into Journeys' strategic evolution, the shifting retail landscape influenced by Gen Z, and Stacy's vision for steering the brand toward future growth.
About Journeys and Stacy Doran
Stacy Doran begins by providing an overview of Journeys, highlighting its four-decade-long presence in the retail industry. With approximately 1,000 store locations across the US, Canada, and Puerto Rico, Journeys caters primarily to the 13-22 age demographic. Stacy emphasizes the brand's deep-rooted connection to youth culture and its resilience during the pandemic.
[01:33] Stacy Doran: "Isn't necessarily going to get us there into the future for the next 40 years."
The conversation transitions to Stacy's recent appointment as CMO, alongside leadership from Andy Gray and Chris Santa Ella, both veterans from Foot Locker and Levi's respectively. Together, they aim to evolve Journeys by refining consumer segmentation and expanding the brand's appeal beyond its traditional alternative and skate-focused image.
Brand Evolution and Strategic Focus
Stacy outlines the strategic shift from a niche market to a broader, more aspirational target audience. Recognizing that today's teens resist being pigeonholed, Journeys is expanding its consumer segments to include:
- Aspirational Consumers: Trendsetters who adopt new styles swiftly.
- Mainstream Consumers: Those who prefer popular brands but are slower to adopt trends.
[04:23] Stacy Doran: "We've added a couple of consumer segments to the mix, holding on to that consumer that's known us and loved us, but expanding out so that we can service more consumers."
This evolution extends beyond product lines to encompass brand communications and marketing strategies, ensuring that Journeys remains adaptable to the fluid style preferences of Gen Z.
Differentiation in a Competitive Landscape
Jenny Rooney raises a pertinent question about Journeys' differentiation amidst fierce competition from giants like Amazon and Foot Locker, as well as niche boutiques. Stacy responds by highlighting Journeys' unique advantage within the mall environment.
[06:31] Stacy Doran: "Nobody in the mall carries the broad range of products and brands, popular brands that the teens want today like Journeys does."
She emphasizes that while other retailers may focus solely on sneaker culture or athletic-driven looks, Journeys offers a diverse assortment that appeals to a wider spectrum of teenage preferences. This broad range, coupled with the mall's resurgence fueled by Gen Z's social shopping habits, positions Journeys favorably in the market.
The Mall Experience and Gen Z Shopping Habits
Stacy discusses the revitalization of malls, attributing it to Gen Z's desire for social and experiential shopping. Contrary to the notion that malls are obsolete, she notes a resurgence driven by:
- Social Activities: Teens view mall visits as social events.
- Interactive Shopping: The tactile experience of trying on and purchasing products.
- Digital Integration: Sharing mall experiences on platforms like TikTok.
[08:17] Stacy Doran: "Our differentiator is really a lot of retailers that service him. They’re more a sneaker culture."
Jenny adds that malls provide a shared experience that resonates with Gen Z's social-centric lifestyle, further reinforcing Journeys' strategy to leverage this environment.
Leveraging Social Media: TikTok Strategy
A significant portion of the discussion centers on the role of social media, particularly TikTok, in Journeys' marketing strategy. Stacy acknowledges TikTok as a crucial platform for reaching and engaging with their target demographic.
[09:34] Stacy Doran: "We're really leaning into it in a much, much bigger way and with more intent and more purpose and we have some fun stuff coming out on TikTok that's great."
She reveals plans to launch long-form episodic content on TikTok, aiming to create engaging narratives that stand out in users' feeds and foster deeper brand connections.
Stacy Doran's Transition to CMO
Jenny Rooney explores Stacy's extensive background at Levi's and her transition into the CMO role at Journeys. Stacy reflects on her 24-year tenure at Levi's, where she honed her skills in marketing strategy and talent development.
[12:34] Jenny Rooney: "It's a big, meaty role... I felt like I was ready."
Stacy emphasizes the importance of mentorship and self-belief in her career progression, offering advice to aspiring CMOs to prioritize learning and strategic focus over attempting to implement too many changes simultaneously.
[12:57] Stacy Doran: "Give yourself some grace and some time to learn and observe."
Brand and Media Strategy Initiatives
Stacy outlines several key initiatives aimed at revitalizing Journeys' brand presence:
- Brand Map and Brand Book Development: Collaborating with Anomaly, a world-class agency, to redefine Journeys' brand positioning, purpose, and tone.
- Long-Range Brand Campaigns: Launching during critical retail periods like Back to School to maximize impact.
- Store Refresh – Concept 4.0: Modernizing store layouts to showcase premium brands and integrate nostalgic brand elements like handprint graphics.
[16:25] Stacy Doran: "We're in the process of refreshing our stores... utilizing the handprint graphic... draws back to the heritage of the sticker culture."
These initiatives aim to strengthen brand equity and enhance the in-store experience, driving higher traffic and sales conversions.
Influencer and Creator Strategy
While Journeys is currently laying the foundational elements of its marketing strategy, Stacy discusses the tentative steps towards integrating influencers and creators into their campaigns.
[19:16] Stacy Doran: "Influencers will definitely play into the strategy. It has to."
However, she notes that a comprehensive influencer strategy is pending until foundational metrics for brand health and marketing ROI are established. This measured approach ensures that influencer partnerships are strategically aligned with broader marketing objectives.
The Role of AI in Marketing
When queried about AI's role, Stacy conveys a cautious yet optimistic stance. While Journeys utilizes AI for site personalization, broader applications in creative processes or internal operations are not yet in play.
[21:22] Stacy Doran: "We're using some AI for personalization on the site... Down the road. Not yet."
She emphasizes the need to prioritize foundational marketing strategies before integrating advanced technologies like AI, ensuring that any adoption is purposeful and measurable.
Business Performance and Early Results
Stacy shares promising indicators of Journeys' strategic shift, citing back-to-back double-digit growth in Q3 and Q4. The revamped store concept has led to increased traffic, higher conversion rates, and both new and returning customer growth.
[23:02] Stacy Doran: "So, I'll take that as a win. And like I said, we're only getting started."
These early successes bolster confidence in the ongoing strategic initiatives and set the stage for continued expansion and brand strengthening.
Leadership Style and Team Building
In discussing her leadership approach, Stacy likens herself to a versatile soccer player—transitioning from a midfield playmaker to an offensive role as per the organization's needs.
[24:32] Stacy Doran: "I'm in front of the goal, just trying to kick them in and hopefully over time I can rise up and move back to that midfield."
She underscores the importance of building a strong team, developing talent, and maintaining flexibility to adapt her leadership style to the evolving demands of the business.
Admiration and Recommendations
Stacy recommends Karen Riley Grant, CMO of Vuori and her former colleague at Levi's, as a noteworthy peer in the marketing realm.
[25:39] Stacy Doran: "Karen Riley Grant... she's just doing some amazing work right now."
This endorsement reflects Stacy's respect for collaborative excellence and her commitment to fostering strong professional networks.
Conclusion
The episode concludes with Stacy expressing optimism about Journeys' trajectory and the team's dedication to executing strategic initiatives effectively. Her candid reflections offer valuable insights for marketers navigating brand evolution, team leadership, and the integration of modern marketing channels.
[26:16] Stacy Doran: "Thank you for having me. Appreciate it."
Jenny Rooney wraps up by acknowledging the depth of Stacy's insights and the promising future of Journeys under her marketing leadership.
Key Takeaways
- Strategic Evolution: Transitioning from a niche market to a broader, more aspirational consumer base to meet the dynamic preferences of Gen Z.
- Mall Revitalization: Leveraging the resurgence of malls as social and experiential shopping hubs to enhance brand presence.
- Social Media Integration: Prioritizing platforms like TikTok for engaging content and brand storytelling.
- Foundational Focus: Establishing robust brand metrics and marketing ROI before expanding into advanced marketing technologies.
- Leadership and Team Development: Emphasizing talent development and adaptable leadership styles to drive organizational success.
Notable Quotes:
- Stacy Doran [01:33]: "Isn't necessarily going to get us there into the future for the next 40 years."
- Stacy Doran [04:23]: "We've added a couple of consumer segments to the mix, holding on to that consumer that's known us and loved us, but expanding out so that we can service more consumers."
- Stacy Doran [06:31]: "Nobody in the mall carries the broad range of products and brands, popular brands that the teens want today like Journeys does."
- Stacy Doran [12:57]: "Give yourself some grace and some time to learn and observe."
- Stacy Doran [24:32]: "I'm in front of the goal, just trying to kick them in and hopefully over time I can rise up and move back to that midfield."
Produced by: Jordan Prietano
Executive Produced by: Al Mannarino and John Hile
Edited by: Lane McGibony at Boutwell Studios
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