'Principles of Marketing – Shoes Essay\r'

'For most wo hands enclothe ar probably the most important f tout ensemble in of the whole step forwardfit. The skids you wear stinker improver your confidence or destroy it, and you can neer dumbfound enough. Companies capitalize on this idea by mostly targeting women when they ar marting their enclothe products. The market for dash forward men is growing rapidly, in that locationfrom much stores be providing a lot more(prenominal) diversity of men’s shoes as intumesce. The shoe market is divided into three major product categories athletic shoes, casual and dress shoes, and consequently â€Å"boom-or-bust” novelty designs. The shoe industry is unrivaled of the more â€Å"mature” industries, meaning that it has passed the emerging and growth stages and the gross revenue are slower and more constant. The average charwoman owns 17 couples of shoes. Women organise up 25% go forth of the 40% casual/dress shoes segment, period the remai ning 15% of it belongs to men. In order for a caller-out, to retain its old customers and attract radical customers, they must(prenominal) continually offer better and bolder shoes. The taste of shoe buyers neuters often, and so the sellers must improve their shoes.\r\nThe improvements in an athletic shoe would focus on comfort and motion enhancement. The dress and casual shoes would rely on the fashion-forwardness and the superior products and novelty designs focus on ameliorate profitability. The whole shoe industry has to be qualified to adapt to change and with the electronic era here. The biggest change the industry probably has to make is moving to an e-business adjusting a caller-up’s sales to stay the said(prenominal) and even increase, while keeping up with the technology and trends at the same time. That could mean expanding profits sales and closing down low performing stores or just marketing their online segments harder. The Designer Shoe Warehouse, m ore formally known as DSW, opened in 1969 and over the years has become a â€Å" take defected footwear and accessories retailer”. DSW offers a commodious range of brand name shoes and sneakers for men women kids as well accessories. Their strengths rely in the distinctive and convenient store layout as well as the prices offered to customers. Some shoes at DSW are offered at lower prices than in other stores. DSW is a storage store with rows upon rows of shoes. The possibilities seem endless.\r\nThey carry lots of different brands and styles so e very(prenominal)one can cause something that they same. The ships company has 364 stores in 41 states, the District of Columbia, and Puerto Rico, as well as 346 chartered departments for other retailers in the US. Not only does DSW ease up a whole bunch of conventional brick and trench mortar store locations, there are two web come ins. in that location is a product site where you can procure shoes and accessories, a nd there is an investor relations site where you can find information or so the company, press releases, mo filings, and stock information since it is a human racely traded company. DSW became public in 2005. whizz effort in retaining customers would be their rewards system. To become a share is justify of attention and you receive reward certificates after every 1,500 points earned. at that place are special deals and offers that are available to members only, such as, double-point shopping days twice a year, natal day certificates, and tracking purchases. And if you extremity to, you could upgrade your members pelvic arch to the promethium yields status; for a small price. But, the Premier Reward members get all the perks, such as free next day shipping, triple-point days twice a year and access to events and offers that are just only if for them.\r\nThe product website has an scant(p) layout for customers divided into categories and sub categories. When a customer is in the process of asking for for a shoe to purchase there are legion(predicate) great features included to help along the way. much(prenominal) as full product detail that includes a colorful description of the shoe, the materials the shoe is made out of, and the dimensions. The customer can see ratings other muckle intermit the shoe such as duration, width, and comfort. in that respect are also indications on the site that are more specific to feet preferences. Options such as choosing whether you want the shoe to come in a long or narrow, the different colors and sizes available are given to the customer as well as, par prices to show you how much you can save on a particular shoe. These details help the customers find a shoe that is the beaver for them. ALDO is a orphic company that is deeply rooted in culture, tradition, and swear out to others. Their mission is to deliver Total Customer Service, and make people feel unafraid through the products that they provid e. analogous to DSW, ALDO sells shoes and accessories to men and women.\r\nALDO stores are found all over the world in the fall in States, Canada, the United Kingdom, and 60 other countries. ALDO’s success relies on its ability to be fashion forward and globally conscious. This company is big on giving brook and the employees participate in community function events, fundraisers and causes. matchless big cause ALDO participates in is the fight against AIDS. They grow been involved with the fight since 1985 save in 2005 the ALDO aggroup launched flow called ALDO fights AIDS that has been spreading awareness and raising money for a cure by apply talented and known celebrities and media genres to donate as well as promote it. Something that narrow downs ALDO’s website is that they have a ‘Trends’ tab on their website that describes the looks, or styles they represent and has a gallery of pictures to show how they would dress while tiring the shoe s. To make it easier for the customer, they have a section on the website that has the top picks for both men and women.\r\nWhen thinking nearly purchasing a pair of shoes from ALDO there are many helpful things such as videos to teach you about the style of the shoes, colors available, a full written description of the material of the outside(a) of the shoe and what the soles made of and a size shoot with US and European sizes since their shoes vary in the sizes offered. The website also provides recommendations on what else you may like tally to their beliefs. ALDO offers free returns and fast delivery. thither is a new age among us where shoe stores don’t have to actually have a building, but only a space online to sell and vitrine shoes. Zappos is one of those stores. Zappos was founded in 1999 at the peak of the internet boom because the founder Nick Swinmurn was dissatisfied with the shoe market. No one retailer had everything that he was looking for. The vision fo r the company is to have the best service of process and best selection online and they are living the vision, and have been evolving with the market for the past 9 years.\r\nZappos has been called the Amazon of shoes. until now though the company does not have traditional brick and mortar stores they do have a warehouse that houses all of the shoes that they make available for sale. Zappos is a family that is made up of different members that do different things. The first member is Zappos.com, Inc. which has the facilities, finance Treasury and report departments, the Help Desk , Human Resources, etc. The next member of the family is Zappos CLT which takes calls, emails and chat live with customers. Zappos Development is responsible for content, creativeness and marketing. Zappos Gift Cards sells gift cards. Zappos Insights provides insight into the company culture and mentors people on Zappos Family culture. Zappos IP is comprised of emergence and the Project Management Team . Zappos Merchandising develops relationships with the vendors and purchase the products on the site. Zappos Retail consists of clothing and apparel to help with retail therapy. And the last member of the family is 6pm.com, LLC, this site sells shoes, clothing, bags, and accessories at brush off prices.\r\nThe Zappos Family has ten core values that they live and substantiate by in order to grow powerful and fulfill their goal to have the best service and best selection online. When on the Zappos website it is extremely easy to navigate through the pages. There are many categories and sub categories to choose from and the selections under them are endless. Zappos soon houses 1,140 different brands of shoes clothing and accessories with the goal and visualise on increasing that number. They sell merchandise from Crooks and Castles which sells hip clothing to Giuseppe Zanotti which sells expensive high fashion shoes, heels, boots, and sandals. A newer, all internet company is Just fab or JustFab.com. This company is led by, fashion photograph and owner of Baby Phat, Kimora Lee Simmons. JustFab keeps its members and customers up-to-date with fashion trends and styles. This company is differentiated because when you first sign up for JustFab, you take a style quiz about the different styles and looks you like. And every calendar month your own style experts pick out items that they think you will like, and adds them to your boutique.\r\nThere is a VIP membership, where members pay $39.95 for everything on the site and receive free shipping and returns. There is no obligation to pay but each month you must browse your boutique by the fifth or else you will be charged the $39.95. It is very important for a company to differentiate itself from others. specialty is key to acquiring and retaining customers, whether the differentiation comes from customer service, brand style, membership perks, etc. The companies selected all have things that differentiate them f rom each other, most of them relying on their rewards programs and customer service. DSW and Zappos vanity themselves on having a wide range and categorisation of shoes, accessories, and clothing. They both try to be a â€Å"one-stop-shop” getting all of your needs fulfilled in one place.\r\nI think the personalized stylist in the JustFab Company is a brilliant idea because it is a form of interactive marketing. They are increasing relationships amidst the customer and the company. The only critique of JustFab is in the variety and styles. Most of the shoes and clothes they sell look cheap and ugly, but that is the price to pay when you are only spending about $40.00 for a pair of shoes, when they can run from $60-$200 for a good pair, or even more. ALDO has a strong comprehend of community and the products are extremely stylish. The AIDS campaign is also a good sense of neighborly responsibility that increases the goodwill of the company.\r\nOut of all the companies the best and most effective business model and nominal head would have to be Zappos’s. The Zappos Family established a solidification of goals in the beginning and have been working toward them ever since. They live, work, and thrive by their ten Zappos Family Core Values. They are constantly working on growing the company and offering more brands to sell. The prices are good because they give sales on different shoes periodically. One thing I would do to better the company would implement a â€Å"boutique” just like in JustFab because all the variety it can be a little overwhelming at times.\r\nWebsites utilise\r\nhttp://www.dsw.com/\r\nhttp://investors.dswshoe.com/\r\nhttp://www.aldoshoes.com/us/culture\r\nhttp://www.justfab.com/how-justfab-works.htm\r\nhttp://about.zappos.com/\r\nhttp://www.statisticbrain.com/footwear-industry-statistics/\r\nhttp://www.investopedia.com/terms/\r\nhttp://articles.philly.com/2011-10-18/entertainment/30292867_1_shoes-foot-pain-women htt p://www.valueline.com/Stocks/Industry_Report.aspx?id=7259\r\n'