INTERVIEW
Q: How are you finding the footwear sector in general? Some say it’s a tough climate right now, so how do you ensure Ambitious remains relevant and appealing to consumers? MQ: The footwear industry continues to present various challenges, from economic shifts to evolving consumer expectations, yet I do believe it also remains a dynamic space full of opportunity! Today’s shoppers are increasingly drawn to versatility, sustainability, authenticity and a point of difference. These are values that are deeply embedded in Ambitious’s DNA. To stay relevant, we are committed to
designing and producing footwear in Portugal that seamlessly blends fashion-forward
“Consumer
engagement is at the heart of our strategy, and we ensure a 360-degree approach”
aesthetics with timeless appeal, while also driving sustainably-focused innovation through our Eyven program. This initiative ensures that every step – from
material sourcing to production – is consciously taken to minimise environmental impact and uphold responsible practices. By staying true to our core values and evolving with consumer needs, Ambitious remains at the forefront of contemporary, conscious footwear – ready to meet the demands of an ever-changing market.
Q: How do you engage with your end consumers via your retail partners and other channels? MQ: Consumer engagement is at the heart of our strategy, and we ensure a 360-degree approach from wholesale, B2B and B2C that blends online and offline interactions.
20 • FOOTWEAR TODAY • MARCH 2025 Through our retail partners, we provide in-
store training and brand storytelling support to help retailers across the UK and Ireland communicate the Ambitious ethos effectively – in partnership with Double H Agency. Through digital channels, we run targeted
social media campaigns that educate and inspire, featuring behind-the-scenes craftsmanship and more. And through influencer and press collaborations, we work with key UK-based influencers, stylists and fashion editors to amplify our message. Leveraging editorial features in premium fashion and lifestyle publications helps us to build brand credibility. By combining these efforts, we create
a seamless, immersive experience that strengthens the connection between Ambitious, our retail partners, and the end consumer.
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