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 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.

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 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 $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

•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