“In a sense, perhaps the most important sense, a brand is a promise. You know what you’re going to get with a well-branded product.” Geller explains. Even in footwear nowadays, when associating ourselves into particular social and cultural facets of life, we tend to gravitate to particular brands. In this report, I intend to comparitively analyze the two shoe brands; Vans and Havaianas. These two brands started up as classic, practical footwear, but have gradually grown into multi-million companies with great reputations in society. On account of this, I will be conducting research and comparing the two companies based on the model consumer behaviour.
Firstly, we will look at external factors; such as product and promotion, in marketing. For all intensive purposes, I will focus on both the male and female demographic.
Vans footwear, is affiliated with a adventurous spirit and youthful assertiveness. Vans is an ‘outdoor, extreme sports brand’, Chris Parks expresses. They are reliable shoes and sneakers that provide exceptional flexibiltiy, anchorage and ankle reinforement. Vans footwear almost immediately became a staple for skateboaders. (Saharudin, 2016). Regarding promotion, Vans continues …show more content…
They are an authentic and original footwear brand which are “a comfortable product, resistant, functional, practical and ecstetically pretty’ explains Enrico Campa. He goes on to state that the Havaiana is “simple, useful, cheap, for different occasions, never goes out of style.”. they are also extremely creative, with a vast spectrum of designs (Campa, 2011). Where their promotional values differ from that of Vans, is in their disbelief in mass media and promotional advertising (Campa, 2011). They are of high level of quality, and prices rarely change to uphold this. Celebrity endorsements are a huge marketing tool they use to successfully uphold their
sale of Nike’s high-margin products to high-end customers. Regardless of the low cost of the World Shoes, they
Obviously, there is a big number of driving forces in the athletic footwear industry. Each of these driving forces has different impacts—some of them can have a more considerable effect than others on figuring out how much cross-company differences influence market shares and a number of units sold. The first line of most influential factors includes comparative prices, S/Q ratings, and a number of models offered among the footwear competitors. These three most important competitive forces affect customer decisions of which athletic footwear brand to choose. Furthermore, the decisions of customers whether to purchase one brand or another are also influenced by such forces as advertising, celebrity endorsements, the number of independent retail
In analyzing the market/industry, the company was able to see some things that helped shape their plan. The first was rivalry among competing sellers. Our analyses indicated that there were 9 companies in the shoe industry that Competitive Shoes considered rivals. These companies were relatively new in the industry and produced the same types of shoes as Competitive Shoes. Due to this fact, they knew that the rivalry would be fierce since Competitive Shoes was going to produce a product that was like theirs, and the difference between the products would diminish as the products of industry rivals became strongly differentiated. This indicated to Competitive Shoes that brand loyalty would be minimal and buyers could easily switch brands at will. Competitive Shoes felt that they could produce the same quality shoes as the high-end producers, while at the same time lowering its production cost and offering the product at a lower price. This would make it easy for buyers to switch brands at will.
When it comes to the concept of sneakers and clothing, the majority of the population would think of it as just something we wear every day. They don’t think too much of it, and simply see them as something we wear. However, there is a certain part of population who love and live by clothing and sneakers. Major sneaker and clothing brands have established themselves to be forces in the market economy and with this they are attracting high demand and popularity. With the success of these brands, comes the subculture of sneakers and streetwear, who have attained a cult like following. I myself and many others are part of the subculture where we follow all things sneakers and clothing.
The market has shifted from when the shoes first arrived in the hands of consumer sin the 1980’s, where the target was males aged 18 – 35 who solely played basketball. Through the development of the brand, which was predicated with the class, charisma, swagger and success that followed Jordan’s career, the shoes became the ideal evening dress wear for the street-smart young urban man and the suburban teen who wanted a taste of Jordan’s electrifyingly lux style. Jordan’s laddering strategy is impeccable. Starting with the shoe’s attributes, like that Michael Jordan wears them, the resulting consequence makes their wearers feel like Michael, a boost in confidence and ability to perform. This taps into their core values to make Jordan ambassadors feel like they have the potential to be great towards reaching their personal
I have decided to write about Toms Shoes. Toms is an American brand of clothes, shoes, and accessories. There are several reasons why I choose this topic and this particular brand of shoes. In my point of view, Toms shoes are fashionably elegant. Also, they are affordable for a great number of families with minimum wage. Additionally, Toms company cares about the environment. Moreover, Toms is a charitable company. My reasons are elaborated upon hereunder.
In the year of 1966 two brothers by the names of Paul Van Doren and Jim Van Doren went in partners with Gordon Lee and Serge Delia to open business in Cali. They opened at 704 E. Broadway in Anaheim California on the 16th of March. The Van Doren Rubber Company was unique because it manufactured shoes on premises and sold them directly to the public. On the first morning they opened, March 16th, they sold to 12 customers who purchased their first ever pair of Vans. These first pairs were made the day of the order and picked up that evening. At this time the “Vans #44 Deck Shoes” now known as the “Authenics” were born. The name “House of Vans” was coined in the early 70’s by skateboarders with the sticky soles.
Products quality: Safety to wear, comfort, good material boots that can let customer to wear the boots in comfort situation even wear it in a long time. Safe to wear such as non- slip on the wet floor. Good material that can keep warm and lasting longer.
Stocking of brands is based on popular demand – recently, Provogue, MTV Style, and Benetton have been added. In-house labels are available at competitive prices and target the value-formoney customer and make up around 12 per cent of Shoppers’ Stop’s business. Sometimes in-house brands plug the price gap in certain product categories. To cash in on this, the company has big plans for its in-house brands: from re-branding to repositioning, to homing in on product categories where existing brands are not strong. Competition between brands is not an issue, because being a trading house, all brands get equal emphasis. The in-house brand shopper is one who places immense trust in the company and the quality of its goods and returns for repeat buys. And the company reposed its faith in regular customers by including them in a concept called the First Citizen’s Club (FCC). With 60,000 odd members, FCC customers account for 10 per cent of entries and for 34 per cent of the turnover. It was the sheer appeal of the experience that kept pulling these people back. Not one to let such an opportunity pass, the company ran a successful ad campaign (that talks about just this factor) in print for more than eight years. The theme is still the same. In 1999, a TV spot, which liked the shopping experience to the slowing down of one’s internal clock and the beauty of the whole
Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).
Vertu acquires much publicity from sales to celebrities like David Beckham, Madonna and Gwyneth Paltrow. As well Vertu has collaborated with big brands before like Ferrari, Boucheron and Audemars Piguet. Vertu releases different collections at different times and will only make a certain number of phones in order to keep a prestigious image and attract buyers. Vertu has a website for publicity which features product descriptions and photos of celebrities who own Vertu phones.
Day two- On this day, I went to the mall to purchase some shoes for an upcoming vacation I am taking over spring break. I noticed that I do not have a good pair of casual, comfortable shoes to walk around in, so I went to find some. I went to Off Broadway shoes and narrowed my choices down to a pair of Sperry’s boat shoes and Toms. Both were reasonably priced and met my basic needs for comfort and durability. I decided to purchase the Toms because they are less associated with self-centered fashion and instead do some good for the global community. A consumer behavior researcher would see my decision as being tied to the value for social consciousness and responsibility. Toms should continue to market the brand as being about helping neighbors to encourage this perception.
The director of the company, talks of his immense sense of pride of the company’s products being able to compete in the global market. He emphasizes that the growth of the company contributes to the growth of his country’s GDP. His desire to see the company grow is inter related to his dream about what might be of his country in terms of revenue and growth. His talk and view is based on the reality of the past and presents the self actualization discovery that has downed on the company. The founder Mr. Tal Dehtiar asks the world to open up their doors and given the company a chance to prove its quality and uniquely handmade shoes. He dreams of a company that is able to compete in all the markets by offering more options to the customer, for example the unique African safari boot. The nice working environment seen with employees that look proud of their work; ability to work efficiently and without strain through the help of machinery, develops a dream company to work for or with for any of the people out there. It represents the ideal future (Cooperrider, Whitney, & Stavros, 2008).
My brand I have chosen to discuss is Skechers shoes. Skechers are well known for their footwear. On Facebook, Skechers are talking about a new tennis shoe that is called Synergy 2.0 (Skechers, Inc., 2017). Some comments on here are people talking about how much they love Skechers. One lady talks about going to an outlet store in California and saying the employees were nice and helped her daughter find the shoes she wanted (Skechers, Inc., 2017). Another lady