April 24, 2012 Marketing Final Brand Profile
BRAND ATTRIBUTES Brand name: Nine West Brand quality: Classic footwear designs Physical characteristics of brand: Sophisticated and functional Brand strategy: Nine West releases current shoe designs regularly online and in stores. They offer a variety of styles sizes to fit every women’s need and their budget. Brand image: Fashionable shoes for the everyday woman. Brand reputation: Quality and customer care. Brand price: $59.00 Sandals - $249.00: Leather Boots Brand core value: A women’s footwear and accessory brand that exceeds their competitor’s quality, long lasting, timeless shoe styles/ designs. Brand logo & tagline: The logo is just the NINE WEST signage and the company does not currently have a tagline. Brand design & packaging: The Nine West packaging has simple graphics with an emphasis on lines. Sleek black and white designed shoe boxes with the Nine West logo always present. Brand customers satisfaction/warranties: Nine West offers free shipping on online orders, 30 day money back guarantee (or exchange) on unworn or defective merchandise within the time. Product must be returned with original packaging and ticket. Brand equity: The brand has gained loyal customers who seek their quality, comfortable and fashionable shoes and stylish accessories. Nine West satisfies the customer with price and style lasting for seasons to come. Brand’s primary competitors: Brown Shoe, Collective Brands, Kenneth Cole, Bakers, Bata, Deckers Outdoor, DSW, Guess?, Jimlar, Michael Kors Holdings, shoebuy.com, Zappos.com, Bally, C&J Clark, Etienne Aigner Group, Gucci, Iconix Brand Group, PVH, Salvatore Ferragamo, Shoe Carnival, Sketchers U.S.A. & Steven Madden. Consumer buying behavior: Primary target audience: Professional women ages 25-40 who are concerned with their appearance are fashionable, not trendy. Their average customer’s annual income is over
$45,000 and range in many careers from teachers to real estate agents. Their advertisements feature Caucasian women in their late 20’s who are out and about town or relaxing by the pool. Consumer buying decision: Nine West is a destination store. Customers come in looking for a pair of boots, sandals, flats, etc. The benefit about being a destination store is that customers may come in having researched on product but end up buying a sale item or something impulsive like a handbag. Though a loyal customer may be familiar with their frequent sales and end up waiting to buy in hopes of a further discount. Product packaging: Shoes come in a white shoe box with the black signage and logo (repeating 9s). All shoes are wrapped in white tissue paper. Styles vary and so do the plastic inserts to keep their shape. They also use plastic prongs as well for keeping the shape until they reach their destination. Pricing: Pumps : $79-$150 Booties: $79-$191 Boots: $149-$299 Cold Weather: $99-$280 Sandals: $49-$150 Espaadrilles: $79-$150 Flats and Ballerinas: $69-$99 Loafers and Oxfords: $79-$109 Platforms: $89-$150 Wedges: $89-$150 Sneakers: $39-$99 Vintage America Collection: $79-$249 Boutique 9: $69-$280 Handbags: $69-$119
Product distribution: Ninewest.com, Catalog, Nine West retailers; 159 specialty stores and 176 outlet stores. Department stores; Nordstrom, Macy’s, DSW and Zappo’s. PRODUCT PROMOTION Advertising: Magazine lifestyle advertisements in fashion magazines; Allure, Harpers Bazar, Elle, InStyle & Vogue. One or two page spread full color. Their new advertising campaigns have phrases that can be linked together through twitter (#Sally Says).
Sales promotion: Free standard shipping on any purchase, limited time only. Nine West offers their customers frequent sales in store and online, 25%-40% off. There is also a sale section feature on their website. Public relations: Nine West utilizes Twitter through the user name #Sallysays via twitter to keep followers informed about upcoming promotions, products and contests. Ninewest.com features an “as seen in” section for editorials, as seen on, national ad campaign and campaign videos. Other marketing disciplines: Nine West gives back to three organizations; Souls for Souls, St. Jude Children’s Research Hospital and QVC Presents FFANY Shoes on Sale. Nine West partners with designers to do feature collections such as; Sophie Theallet, Nine Loves membership reward program. SWOT ANALYSIS Strengths: Nine West products are comfortable, high quality and stylish. They offer a variety of styles in store and online. They have a strong following on social media such as Twitter #sallysays. Nine West offers a good product mix with footwear and accessories; handbags, tights, socks, jewelry and sunglasses. Weaknesses: The shoes may look like leather but are actually not. The products are limited to women only within their size range. Color options are also limited and Nine West does not carry a performance athletic shoe. Opportunities: Social media opportunities such as Instagram and blog updates and other social media innovations. Partner with an athletic company to produce a shoe through Nine West. Have more editorials on their products from outsiders. Threats: Oil prices on the rise will in turn raise the price of shoes and deter people away from frivolous spending. Labor in manufacturing plants are increasing. Material costs, environmental and legal issues can slow production, be more expensive or discontinue production completely (source elsewhere).
Recent advertising campaigns: