marketing, fashion, footwear

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Introduction to Marketing the Arts, Fashion

Text of marketing, fashion, footwear

  • Kathleen McEntire

  • NINE WEST -World-renowned fashion leader

    -Established in 1978

    -Nine West is a trusted fashion advisor in every category.

    -Sold in 60 countries, recognized as a total lifestyle brand offering runway looks interpreted into real life fashion. Nine West Mission Statement

  • -Footwear -Handbags -Eyewear -Sunglasses

    -Suits -Luggage -Scarves -Wraps

    -Jewelry -Belts -Hats -Cold weather accessories

    -Kids footwear -Sportswear -Dresses -Legwear -Outwear

    NINE WEST Product Mix

  • NINE WEST Jones Apparel Group

    AK Anne Klein Jones New York Collections Nine West Easy Spirit Enzo Angiolini Gloria Vanderbuilt Energie GLO Jeans l.e.i.

    Licensed Divisions

    Dockers J.G. Hook

  • NINE WEST SWOT

    External Factors

    Competition

    O: Expand into new markets to better compete with competitors (Brown Shoe Company, Kenneth Cole New York).

    T: Products in department stores are displayed next to competitors in the footwear section.

  • NINE WEST SWOT

    External Factors

    Economics

    O: Retail sales up 1.6% in October 2010.

    T: Consumers are projected to spend less during the 2010 Holiday season that previous years.

  • NINE WEST SWOT

    External Factors

    Nature

    O: Recycle old shoes into other products.

    T: Killing animals for their hides hurts the ecosystem.

  • NINE WEST SWOT

    External Factors

    Technology

    O: Build footwear that is supports the foot and body.

    T: Nike came out with a running shoe that tracks distance.

  • NINE WEST SWOT

    Internal Factors

    Customer

    O: Shoe prices are reasonable for the average business women.

    T: Males are left out in the Nine West company losing of the market by limiting their products to females.

  • NINE WEST SWOT

    Internal Factors

    Behavioral Buying Traits

    O:Consumers buy more accessories than apparel during a recession.

    T: Customers are less loyal to brands purchasing products from other retailers.

  • NINE WEST SWOT

    Internal Factors

    Promotion

    O:Sales are clearly advertised in window displays and on merchandise.

    T: Lack of awareness due to minimal promotion focused on Nine Wests apparel line including jeans, sportswear and dresses.

  • NINE WEST SWOT

    Internal Factors

    Product Mix

    O:Athletic shoes were recently added in collaboration with New Balance, incorporating a new customer with Nine West.

    T: The boots are more fashionable than functional.

  • Footwear

    Weston Footwear is timeless, redefining the

    American classic.

    The vision of the brand incorporates unique

    style with comfortable footwear.

  • Product/Service Objective:

    Weston Footwear will expand Nine Wests presence

    in the footwear market with the addition of a mens

    brand.

    Footwear will be engineered to fit comfortably and

    support the body.

  • Product/Service Objective:

    Sandals Athletic shoes Boots Casual Dress shoes

  • Marketing Objective:

    Bring awareness to Weston Footwear Focus on quality and effortless style

    Print adverting : magazines and newspapers

    Personal selling: in store

    Sales promotion :coupons and give a ways

    Direct marketing : communicating through mass

    email and mail address lists

  • Innovative and timeless mens footwear.

    Materials

    Suede Leather Canvas Metal closures

  • Price:

    Dress Shoes

    Casual $60-$240

    Formal $170-$450

    Boots

    Riding $210-$400

    Hiking $170-$300

    Ankle $150-$340

  • Price:

    Casual Shoes Canvas $60-$180

    Boat $90-$180

    Slip-ons $60-$180

    Loafers $80-$220

    Sandals $30-$110

    Slippers $40-$120

  • WESTON

    Available Retailers

    June 2011

    Macys Nordstrom Lord & Taylor Von Maur

  • Geographic

    Locations

    Los Angles San Francisco Houston Dallas Chicago Boston Philadelphia Miami

  • Promotion: Sell lifestyle:

    The Weston male is sophisticated,

    confident and strong.

    Emphasize four styles:

    Casual Fashion Forward Professional Special Occasions

  • Promotion:

    Print Advertising - June 2011/October 2011

    Chicago Tribune

    New York Times

    LA Times

    Newsweek

    Rolling Stone

    GQ

    New York Times Style

    Details