Genesco Tone of Voice — Step & Ahead

Tagline: "One Step Ahead"

Industry: Footwear

Sector: Consumer Goods

How Genesco Communicates

Genesco ties footwear retail to staying a step ahead. "One Step Ahead" frames the company — behind Journeys and other chains — around leading footwear retail and keeping up with what customers want — leading, forward-looking, savvy. The voice is footwear-retail-leader and confident, selling the sense of being ahead of the trend, positioning Genesco around operating popular shoe and accessory retail brands that anticipate and serve the styles their customers are after.

Tone Words

Genesco's brand voice is defined by the following tone words: Step, Ahead, Leading.

Communication Style

Language Style: Footwear-retail-leader
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Genesco Brand Story

Genesco operates Journeys stores and Johnston & Murphy brand.

Brand Message

Journeys and Johnston & Murphy

Brand Mission

To be the leading footwear retail and brand company

Brand Positioning

Core Concept: Ahead step

Central Tension: Behind vs. Ahead

About Genesco

Genesco Inc. is an American publicly owned specialty retailer of branded footwear and accessories and is a wholesaler of branded and licensed footwear based in Nashville, Tennessee. Founded back in 1924 as Jarman Shoe Company, a footwear manufacturer, the company changed its name to General Shoe Corporation in 1933, and became a public company in 1939. By 1957, its stock would be included in the first S&P 500 Index. The company took its current name, Genesco—an acronym derived from its earlier name—in 1959. Genesco exited the business of U.S.-based footwear manufacturing in 2002 and now contracts with independent, third parties located offshore to manufacture its branded and licensed footwear. In June 2011, Genesco acquired U.K. retail chain and web business Schuh, which gave them an already well-established grounding in a market outside of the U.S.

Frequently Asked Questions About Genesco

What is Genesco's tone of voice?

Genesco uses a step, ahead, leading tone of voice. Their communication is footwear-retail-leader, typically using statement-style sentences in the present tense. Their tagline "One Step Ahead" exemplifies this voice.

What is Genesco's brand message?

Genesco's core message: Journeys and Johnston & Murphy Their mission: To be the leading footwear retail and brand company

What is Genesco's slogan?

Genesco's slogan is "One Step Ahead". It carries their step, ahead, leading voice.

What is Genesco's mission?

Genesco's mission: To be the leading footwear retail and brand company

What makes Genesco's brand voice unique?

Genesco stands out through their step, ahead, leading communication style. Their central brand tension, "Behind vs. Ahead", shapes how they communicate across the Consumer Goods sector.

What language style does Genesco use?

Genesco uses footwear-retail-leader language, with imaginative messaging, in statement-style sentences, using the present tense.