How the D’Amelios are marketing their new footwear line

Unsurprisingly, the family that made its name on TikTok is pursuing a social-first marketing strategy to promote its new line of footwear. D’Amelio Footwear, the first retail collection from social media stars Dixie and Charli D’Amelio along with their parents Marc and Heidi, debuts today. The line will include 28 styles of boots, platform slides, sneakers, pumps and sandals. Prices range from $80 to $200—a range Marc and Heidi D’Amelio called “accessible.” Designed by Lauren DiCicco, who is known for her work helping to create Jessica Simpson’s footwear line, D’Amelio Footwear is expected to be the family’s first of many retail category offerings, following a $6 million seed round of investment last fall. The D’Amelio family has a combined social media following of more than 390 million followers. They have been teasing D’Amelio Footwear for months on social media. The brand had more than 23,700 followers on Instagram and 2,600 on TikTok before today's official launch. View this post on Instagram A post shared by D’Amelio Footwear (@dameliofootwear) The footwear will be available via a brand website, directly via social channels such as Snapchat, Instagram and Facebook, and through TikTok’s shopping feature. Charli’s Instagram will include a “view shop” button for purchase. Check out the latest Ad Age events and award programs The brand will be promoted through organic posts on Instagram, Facebook, Twitter, Snapchat and YouTube, according to a spokesman. In addition, the company is investing in paid ads on Snapchat with eventual expansion planned to other social channels, and print marketing including an out-of-home billboard in Los Angeles. D'Amelio Footwear is the first brand in an expected retail empire as the family plans to roll out products across industries such as consumer packaged goods and lifestyle. The footwear line follows the debut of Social Tourist, a clothing line from Dixie and Charli D’Amelio, in 2021. That apparel is available at Abercrombie-owned Hollister. The sisters have also collaborated with the likes of Dunkin’, Burberry, Puma, Simmons and Halo.

How the D’Amelios are marketing their new footwear line

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