In this final episode of the year for Mastering the Mum Market Season 2, Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history.
Discover howWilliams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick reveals the brand’s shift from traditional advertising to authentic, grassroots content and shares what it takes to build long-term trust with the most powerful consumer: mums.
You’ll learn:
• Why mums are still the primary decision-makers in family footwear purchases
• How Williams uses mum-to-mum content to drive relevance and results
• The key marketing mistake that turns brands into “wallpaper”
• What’s changed in how mums shop today, and how Williams keeps up
“If you're not talking directly to mums, your brand becomes wallpaper.”
Don’t forget to catch up on the rest of Season 2, featuring Big W, ENJO, and more.
Follow Williams @williamsshoes
Follow Christie on LinkedIn HERE
Follow Nicholas on LinkedIn HERE
