“Heels To Go” is a unique two way transformable shoe that can extend and retract according to the customers comfort. The aim of this design is to create comfort for working or college women because “Heels To Go” is convenient and comfortable for daily activities. This shoe will be distributed by one of the most well-known companies GUESS since they have a good brand image for ladies heels.
Analysis of Market
Guess was founded in 1981 by the Marciano brothers Maurice and Paul and is now known worldwide for its fun and fashion-forward collections for babies, boys and girls aged new-born to 14 years. There are also very well known in the market for ladies Heels and accessories. They do most of their positioning through their well-designed websites and use price skimming method for all their products.
Strengths:
The high heels available in the today’s market only allow changes in the height of the heels, but “Heels To Go” can adjust to the customers satisfaction, comfort and can also become a flat shoe all together. This product is priced in a way that it is affordable for everyone. This product is 150 to 200 pounds which is almost similar to most of the women heels sold in today’s market. This product will also be manufactured with the best quality materials possible. There is a brand recognition with “Heels To Go” because they are being sold by GUESS which already has a good brand name.
Weaknesses:
“Heels to Go” is an advanced version of an existing technology. This shoe will only be introduced in UKs GUESS franchise and therefore international customers are being eliminated. This shoe only comes in one style, so if people prefer to wear something trendier, this shoe wouldn’t be their first preference.
Opportunit...
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...y need 10 thousand pounds for technology expense and 15 thousand pounds as per to the money paid to Guess for its shoe brand name and material. its return on capital to start off, we would be sharing the technology with guess and the profit earned from it will be divided into (Guess)60:40(Us) ratio for the first year and moving into the later years, the ratio would be made to our benefit slowly, until we can completely break away from GUESS with our product.
Place
We have decided that “Heels To Go” will be sold through different channels of distribution, through GUESS retail stores all over the UK and through their online website. If we gain profits faster than we think, our plan is to launch this design in GUESS stalls all over the world and to introduce this design with different retail brands like Tory Burch and Nine West, which are also leading women stores.
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