About RUD
Macarena —graduated in Communication— and Micaela —graduated in Administration— dreamed of working together since they were very young. One day, while walking through a square, they had the idea of sell shoes and began to shape their project.
RUD is a dream of sisters (…), all our lives we wanted to do something together. We started selling at a fair in our school and then everything became more professional.
Macarena Axelrud
The brand’s goal is to offer footwear that meets fashion criteria without, on the one hand, sacrificing comfort and, on the other, damaging the environment. For this reason, all its products are cruelty-freethat is, they do not involve animal experiments within their elaboration process.
That the shoes are cruelty free is even something that the clients demand of us, that is why we do not work with leather. In addition, we try to ensure that the bags are made of friselina and that the boxes are as recyclable as possible.
Micaela Axelrud
Marketing strategy to sell shoes online
For the creators of RUD Shoes, it is one of the key elements that allows them to think and develop all their marketing strategy.
The RUD client is between 25 and 35 years old, that is our aspiration, the woman we target.
Macarena Axelrud
However, they recognize that there are women of other age groups who identify with the brand and this is due, according to the analysis of the Axelrud sisters, to the fact that their products offer a comprehensive solution.
We try to provide a solution to our clients, offer the basic items of the season. Whenever we put together a collection we think of that: the shoe for the whole day, to work and to go out.
Micaela Axelrud
Another strategy that usually yields positive results for the RUD Shoes brand is the constant launch of “capsule collections”, that is, the presentation of new products beyond the classic seasons spring-summer and autumn-winter.
Something new that RUD has is that we are launching capsule collections all the time and we always tell our clients ‘if you want it, buy it now because later there won’t be any’. We are constantly in search of fast fashion and it is not a coincidence that what we upload content is what people start to need or look for.
Micaela Axelrud
You can also create your shoe brand!
In turn, the entrepreneurs take advantage of it — those who contact them through social networks and WhatsApp — to enrich their creative process and offer footwear that truly responds to their interests.
As soon as the start of the season arrives, our recurring clients send us references of what they want us to do and, when we plan our strategies, we think directly about those clients that we have in mind.
Micaela Axelrud
Selling shoes online with Tiendanube: advantages and learnings
Mica and Maca’s business was conceived, from the beginning, as a digital enterprise and Tiendanube accompanied each part of the process to the point of being the most important sales channel of your company.
From minute zero Mica said ‘we have to be online’. And that’s how we started the Tiendanube without any product. Currently, we have many withdrawals through the showroom but our most important point of sale is the online store.
Macarena Axelrud
The main reasons why they chose Tiendanube were the simplicity of the platform and the possibility of integrating with various shipping methodswho automated the logistics of their business.
When we started, we put together a roadmap because almost all our clients were in Recoleta (CABA), so we delivered the shoes ourselves with the car. When we started with Tiendanube everything was very simple, we integrated the mail and now everything is integrated.
Micaela Axelrud
Learn how to configure the shipping methods in your e-commerce:
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Being their main sales channel, the entrepreneurs dedicate a large part of their daily schedule to keeping the online store updated, with the intention of capture the attention of new consumers and retain repeat customers.
We dedicate time to the production of photos and all the digital content, and we have a reminder to check the page every day. In addition, every two weeks we change the banners of the homepage, those of the categories and we make them animated with gifs.
Axelrud Sisters
For the Axelrud sisters, which sets their agenda for both online and offline actions.
The day starts from Tiendanube. It is what sets the agenda for us and then from there we fulfill the most important thing, starting with the sales that were made on the web: if there was a sale, we are going to solve it, finish it and package it, and then continue generating content, see suppliers , the payments we have to make, etc.
Micaela Axelrud
Like the Axelrud sisters, you too can turn your ideas and dreams into a . In Tiendanube we give you to create, in a few steps and without the need for technical knowledge, a professional online store.
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