JD Williams set to revamp its Shoetailor brand

Direct shopping group JD Williams, which has 20 catalogue brands, has revamped its Shoetailor footwear business to target customers better.

The changes are part of a general overhaul by the company. Head of brand marketing Simon Norrie said: 'We have a number of brands with which we could do a more branded, customer-led offer.'

A new TV campaign has been developed for Shoetailor, which generates sales of£5 million a year from its catalogue and online operation.

'It's moved away from our approach of 'we buy the whole range' to a more emotional message that we have got great fitting shoes for you because of the range,' Norrie added.