Footwear Case Study

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Demographics:
• 18 – 50-year-old
• Marikina or NCR based
• Who are currently updated with the latest fashion trends and who are fashion enthusiast.
Psychographics:
• Customers who prefer comfort and durability for the shoes
• Customers looking for retail stores that are up to date with the latest fashion trends that are selling it at a price worth the value of the product.
• Customer who are also looking for shoes that has versatility when it comes to its usage and design.

CHAPTER 6
INDUSTRY ANALYSIS

Pestel Analysis
Economic Factors includes the economic state of the industry and its consumers.
• Young adults segment is 22% of the total population as of 2014
• The Filipino Millennials (ages 18 to 34 years old) has been recorded that there has been a difference to the other …show more content…

Customers will prefer buying the shoes if it focuses on these top 3 qualities when it comes to the shoes:
1) Quality
2) Comfortable
3) Durable

For the technological factors it includes the platforms mostly used by the competitors and what is its effect to the product.
• Internet retailing has grown by 13% in its current value terms in 2015
• Internet retailing for apparel and footwear contribute greatly to the channel
• Growth of internet retailing has been credited to retailers’ efforts to develop businesses by improving their products expanding their reach to serve other areas aside from Metro Manila and carry out promotions like markdowns and discounts.
• Retailers focuses on providing variety of fashion items and brands that attracted customers, some of them also offered items that are about to be distributed and introduced into the market.
• E-market places like Lazada and Zalora has helped provide small businesses to reach out to their target market
• E-marketplaces also allowed established business and brands to try and enter the internet

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