Style And Substance
Base London provides the right product, at the right price, in the right place, at the right time. The brand is driven by an in-depth understanding of its target market.Our brand is driven by an in-depth understanding of our customers
Knowing our audience enables us to target product and marketing with pinpoint precision. At Base London, we keep our feet firmly on the ground to ensure we stay one step ahead of the competition.
Product has always been key for Base London and we continue to produce, stylish, excellent quality footwear and more to satisfy consumer needs for all occasions.
The level of customer service and stock replenishment offered is of the highest standard and we believe second to none in the industry.
Our marketing activity always looks to push boundaries, amusing, enticing and interacting with our target audience.
These elements combined, provide retailers and consumers alike with a brand they can relate to and trust in.
Then & Now
Base London was founded in 1995 after a niche was spotted in the market - branded fashion formal footwear for the high street. Previously consumers had the choice of own label or exclusive designer names with nothing in between.
The Base London Brand was launched at around the same time as lads' mags such as FHM hit the shelves for the first time. These provided the perfect platform to talk directly to the target audience.
Keeping in line with consumer needs, the footwear range was expanded to include more casual styles. Base London rapidly earned an excellent reputation for high quality, affordable footwear and remains market leader in this arena.
We've proudly received public commendation for Base London in the form of numerous finalist nominations in the Footwear Brand of the Year category of the FHM/Drapers Footwear Brand Awards. We've actually gone on to win the award a remarkable 3 times - more than any other fashion brand has achieved!
Far & Wide
Base London is widely distributed throughout its home territories, the UK and Eire. The huge success of the brand subsequently led to expansion across Europe and the rest of the world.
We are constantly reviewing the demands of the international marketplace and are proficient in fulfilling the requirements of all our customers.
Man & Boy
Looking good and loving life an ethos well observed by Base London. Nights out are spent in late night bars and nights in, when without a girl, means mates, beer, a game or two of poker and a few games on the console. He lives and breathes sport - especially football - although anything involving his national team will do.
His bathroom cabinet, brimming with male grooming products reveals his vain side.
Secretly he keeps up with celebrity by delving into the gossip mags, but his public reading material consists of FHM, Maxim, Arena and his aspirations lie amongst the pages of Men's Health or similar.
Climbing the career ladder and settling down is something to worry about in the future, not now. He works to live, not vice-versa. He is non-conformist in that he's a little mischievous and likes to bend the rules.
He knows what he wants and isn't afraid to take a risk, albeit a small one. Approval from his mates is still important, so having faith in a brand is essential - no matter what he buys from them he knows he'll be accepted.
Smart & Casual
Smart, casual and sports influenced designs are all present in the range on offer. Versatility, comfort and quality are vital elements to consider because consumers are becoming savvier and the market is more competitive.
Base London sees the design process as answering a need through aesthetics and functionality. Consumers demand footwear with a multi-purpose and function as well as fashionability (the look). Our designers, therefore, travel extensively to draw inspiration from young male culture across the globe ensuring these demands are met. In addition to this, choosing the right suppliers and manufacturing processes are crucial in achieving the highest standards of styling, comfort and quality - all of which have become synonymous with the Base London brand.
Paying attention to details such as textured leathers, high quality finishes, prints and exclusive sole designs, set us apart from our competitors ensuring we remain unique in the market.
The Base London footwear collection aims to keep a strong brand identity, originality and commerciality season after season.
Bold & Brash
Integrated, well targeted marketing is key to our success. As times change so does the brand, keeping ahead of the competition is something we pride ourselves on.
Base London avoids typical (and at times pretentious) fashion advertising, striving to make a bold statement in an arguably bland environment. Retaining the humour and controversial attitude the brand is famous for is paramount.
PR support ensures the brand enjoys continued exposure throughout the year. Product placement, news stories and one off event sponsorships means Base London is always in the forefront of retailers' and consumers' minds.
Brand presence at retail level is equally as important as above the line marketing activity. Developing and maintaining good relations with retailers is paramount and Base London goes to great lengths to provide retail partners with an extensive support package including a vast range of in-store point of sale and display material, as well as bespoke fixturing, training and display assistance where required.
