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Essay on history of shoes
Footwear international case study
Essay on history of shoes
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The footwear market during the early centuries has been constantly evolving while adapting consumers’ needs. In the past shoes were used for functional purposes, their purpose in the modern society has changed. The esthetical style of shoes has taken the equal share of consumer interest as functionality that was a predominant factor for the choice of shoes. European countries such as Italy, Spain, and France dictate the fashion trends of the European footwear market thus creating specific shoe brand image for consumers. The main buyers in the European footwear market are the teens, young people and young professionals/graduates both men and women . Consumers are more aware of the brand image the producers create in these segments. Shoes became self-identification tool that helps individuals to distinguish themselves form the masses. Shoes can represent an individual’s lifestyle, habits or profession.
An analysis of the initial need for shoes in daily life in the European footwear market demonstrates that the total revenues have increased by 1.7% between the year 2008 and 2012. Analytics expect that during the five-year period 2012 - 2017 the footwear market in Europe will continue to grow more and it will reach 81.11bn Euros by the end of 2017 . These numbers prove the fact that nowadays modern society perceives shoes not only as ‘feet protection’ but also as tool for presenting one’s personality and individuality. Therefore, shoe stores offer a wide variety of shoe brands. The EU is the second largest market for footwear and represents one third of the global market value (CBI, 2010). In 2008 the Europeans spent approximately 49 Euros per pair of shoes and bought 4.2 pairs (CBI, 2010). European customers are supplied with myriad ...
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...ing certain product, the theory of Consumption Values will be presented. According to J. N. Sheth et al. (1991), this theory is mostly used for predicting consumption behaviour as it describes and explains this purchase phenomenon. In later chapters when analysing consumer approach this theory will be explained in more detail. To add, approaches of consumer behaviour will be discussed as an additional tool. It is believed, it would be useful to know what approaches consumers have when applying the consumption criteria to make purchase.
These theories can be used separately to investigate brand image and consumer behaviour. To sum up the Brand Equity concept, theory of Consumption Values and approaches of consumer behaviour is expected to improve the deeper understanding about consumer’s purchase behaviour effected by the brand image.
1.4. Objectives of the Thesis
The author targets a certain consumers, people who are “stressed and sore-footed.” By targeting consumers for the “MagnaSoles” shoe inserts, it creates a purpose for the product to be marketed. With the “stressed and sore-footed” people, the author adds that they are “clamoring,” shouting, yelling, and demanding, for the new shoe inserts, which creates the allusion that the product works and is worth the money.
The Shoe Industry consists of a multitude of footwear categories, varying in utility, style and occasion. When overseeing the market for the shoe industry, we must look at the influence of all shoe trades universally to comprehensively understand how the disparities in sales relate to the needs of specific regions. Worldwide the footwear industry holds great aptitude for expansion, with a strong hold on over $256 billion in market value . When geographically segmenting the market, the United Sates represents 27.9% of the market at $71.7 billion, leading the market is Europe grasping 38.4% of the market at $98.4 billion and the Asia-Pacific region holding 19.1% of the market at $49 billion; the rest of the world makes up the remaining 14.6% of the market at $37.5 billion. Between 2008 and 2012, the average growth rate domestically has been 4.1%; in Europe and Asia-Pacific markets the growth rate was 1.7% and 4.8% respectively (see Exhibit 1).
Shoes are one of the essential survival tools because they provide protection to our feet where the balancing and supporting of our physical weight occurs. Not only that, but shoes are also perceived as fashion items. In the current era, the kind of shoes we wear represent who we are and contribute in giving people distinct individualities. However, as looks can be deceiving, these shoes are not as simple as they look when it comes to production, manufacturing, distribution, consumption, disposal, and measurement of their values. In order for these shoes to become products, various actors are involved including: consumers, firms, government, and the workers (Commodity Chains That Bind, 2013).
Globally, Adidas made a mark in providing the ‘€1 and $1 shoe’. The shoes were brought out for the millions of people around the world who couldn’t afford them. Reebok as a brand have also incl...
The 18th century fashion for men and women was influenced by the royal court and Puritans. Women’s fashion was very elegant and colorful, more so than the men’s fashion. The shoes worn by the women of the 18th century were made of silks and satin. They were decorated in laces and had a square or round shape. They also began to wear shoes of different and vibrant colors with higher heels. A majority of the time their shoes were not shown because of their extravagant skirts and petticoats. Lace was a stylish detail to women’s fashion during that time. They wore lace gloves and their petticoats were trimmed in lace. Men wore knee high boots that were either high-heeled or flat along with their knee length trousers. Their shoes were often neutral colors dark brown, light ...
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
The Shoe Industry consists of a multitude of footwear categories, varying in utility, style and occasion. When overseeing the market for the shoe industry, we must look at the influence of all shoe trades universally to comprehensively understand how the disparities in sales relate to the needs of specific regions. The global retail market within the shoe industry currently represents $185 billion, driven primarily by Asian and Latin American economies and is expected to reach $211.5 billion by 2018. The growth rate globally was 6% between 2004 and 2008, contrasting to the 2% compound annual growth from 2008 to 2012. The United States holds over 24% of the overall industry size it projected over $48 billion in annual revenue in 2012. Domestically, the growth rate has been flat at 0.3%. On a unit volume basis, global footwear consumption for 2012 is approximately 11,421.3 million (in pairs), where the United States makes up roughly 2,741.1 million (in pairs). By 2018 the U.S. Census Bureau has forecasted a steady decline within demand domestically of 3% and an increase of 1% globally.
Consumer Decision Making Process A key factor in successfully marketing new/existing products or implementing a product Extension is a thorough understanding of the motivation, learning, memory, and decision Processes that influence consumers purchasing behavior. Consumer purchasing behavior theories have found their way into managerial decision making to help companies more effectively develop and launch new products, segment the market, determine market entrance and in brand management. Therefore, a better understanding of how consumers decide what to purchase is critical to the success of a product. There are numerous theories and models describing the consumer purchasing decision process.
the shoe industry has are making shoes that all people wear such as setting a
Most people in the world gratefully have the chance to make their own choices and decisions every day. One of those choices and decisions that they make is what they are going to put on their feet for the day. Unknowingly the decision of what type of shoe a person wears for a specific day will affect their entire day. There are also many factors that contribute to what type or style of shoes a person buys or wears such as economic status, design, usefulness, and popularity. As of today, there are various types of shoes which are sandals, heels, boots and athletic and casual shoes.
Skechers is a global leader in the lifestyle footwear industry. They offer one of the largest selection of lifestyle footwear that appeals to trend savvy men, women and children. Consumers are always considered about various type , unique design, colour, attractive, fashionable and so on. Skechers' early products were just only utility-style boots and skate shoes. In order to satisfy needs of consumer, the company has since diversified to include thousands of athletic, casual and dress styles for men, women, and children. So that, Skechers' produce several brands that included Skechers Sport, Skechers USA, Active, Cali, Shape-ups, Tone-ups, Skechers Resistance, Skechers Work and Skechers Kids. We consider about the womens those are care about their height especially model and don’t want wear gorgeous high heels. Thus, Skechers produce the SKCH+3 which are the footwear that hidden wedge then adds height and attained fashion effect. Not just only the features, the company also emphasized about comfortable cushion of the shoes such as the Skechers Memory Form which built in memory foam insoles provide a gentle, comfortable cushion with every step. It's like a bed for your feet! Thus, marketer want to satisfy needs of consumer so they would not missed out any features. Skechers sport is the best choice for those are athletic and sport lovers because it provided light weight and flexible footwear for them. Consumer would not worry about easy get injury when doing exercise or any sports. Furthermore, Skechers also considered about the family who have kids, Skechers Kids provided the shoes which are colourful and twinkle. This also satisfy the needs of consumer are always worry about their kid’s shoes. Comparing with oth...
What's in a shoe? Perhaps it was originally intended to protect one's feet from the elements but today the shoe has evolved from its practical origins to grandiose heights, and at the highest level is of course, the high heel. Heels are not something one simply wears on their feet, but a passion, hobby, personal expression, source of authority, sexual independence, staple of gendered feminine culture, mark of flaunted femininity, psychologically empowering, and joy. Women choose to wear high heels for many reasons; the key is that they indeed are the ones who proactively choose to endorse the high heel, often at the expense of their own physical com...
Overall impact of brand on consumer behavior is moderate Brand name, brand loyalty, after purchase service, verification of the product; symbolic mean...
Charles & Keith, a well-recognized women’s footwear brand was established in 1996 in Singapore Amara shopping centre by the two young brothers, Charles Wong and Keith Wong. The company began its foreign market venture in 2000. To date, Charles and Keith has a presence in more than 20 major cities around the world. The brand are well-known internationally today with the vision “to be the most admired fashion-forward company” and the mission “to offer high quality products and services, with a commitment to perfection” in mind all the time (Charles & Keith, 2013).