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BOSTON Phillips Design Group is updating Caressa Footwear with the positioning line “Live in it,” introduced in work that debuted last week at the World Shoe Association trade expo in Las Vegas.
The goal, according to Doug Fox, director of client services at the Boston shop, was to craft a brand platform that communicates various attributes such as comfort, style and function to a young-adult audience. The Burlington, Mass.-based client wants to appeal to 20-30 year olds in addition to the 35-plus crowd who make up the brand’s current customer base, Fox said.
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