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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

NINE WEST Product Mix -Footwear -Handbags -Eyewear -Sunglasses -Jewelry -Belts -Hats -Cold weather accessories

-Kids footwear -Sportswear -Dresses -Legwear -Outwear -Suits -Luggage -Scarves -Wraps

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 ½ 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 West’s 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.

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 West’s presence in the footwear market with the addition of a men’s 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 men’s footwear. Materials •Suede •Leather •Canvas •Metal closures

Price: Dress Shoes Casual Formal

$60-$240 $170-$450


Riding Hiking Ankle

$210-$400 $170-$300 $150-$340

Price: Casual Shoes Canvas Boat Slip-ons Loafers Sandals Slippers

$60-$180 $90-$180 $60-$180 $80-$220 $30-$110 $40-$120

WESTON Available Retailers June 2011 •Macy’s •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

marketing, fashion, footwear  

Introduction to Marketing the Arts, Fashion

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