Promotional Plan
Promotional Plan Critique
Brown Shoe Company:
Naturalizer
Company Profile The company that I selected for my promotional plan critique is Naturalizer, which is a brand within Brown Shoe Company. Brown Shoe Company was founded in 1878 and is headquartered in St. Louis, Missouri. Brown Shoe is a $2.6 billion leader in the footwear industry. Brown Shoe Company Inc. is a global footwear company that operates as a footwear retailer and wholesaler in the United States, Canada, China, and Guam. It provides licensed, branded, and private-label casual, dress, and athletic footwear products to women, men, and children (About Us, 2012). As of January 2012, the company operated 1,323 retail stores under the Famous Footwear and Naturalizer names (Trends, 2012). The company’s Famous Footwear retail stores offer products under numerous brands including; Nike, Skechers, New Balance, Converse, Puma, Adidas, DC, Asics, LifeStride, Dr. Scholl’s Shoes, Reebok, Vans, K-Swiss, BOC by Born, and Naturalizer. It also operates retail stores under the Naturalizer brand that sells women’s shoes; and other store concepts. Brown Shoe Company, Inc. also sells its products through a successful online business. In addition, it designs, sources, and markets footwear for women and men to retail stores that include national chains, mass merchandisers, department stores, independent retailers, catalogs, and online retailers (About Us, 2012).
Brand Image/Mission Statement When Naturalizer was founded, the brand had the revolutionary idea of creating stylish and comfortable shoes made just for women. The brand became known as "the shoe with the beautiful fit." For years, Naturalizer has understood how truly comfortable shoes can help women move energetically through their day and live life to the fullest. Naturalizer shoes are designed with the best of each season 's trend-right looks, details and materials that women will love for social, work, play and every day. The brands mission
Brown Shoe Company:
Naturalizer
Company Profile The company that I selected for my promotional plan critique is Naturalizer, which is a brand within Brown Shoe Company. Brown Shoe Company was founded in 1878 and is headquartered in St. Louis, Missouri. Brown Shoe is a $2.6 billion leader in the footwear industry. Brown Shoe Company Inc. is a global footwear company that operates as a footwear retailer and wholesaler in the United States, Canada, China, and Guam. It provides licensed, branded, and private-label casual, dress, and athletic footwear products to women, men, and children (About Us, 2012). As of January 2012, the company operated 1,323 retail stores under the Famous Footwear and Naturalizer names (Trends, 2012). The company’s Famous Footwear retail stores offer products under numerous brands including; Nike, Skechers, New Balance, Converse, Puma, Adidas, DC, Asics, LifeStride, Dr. Scholl’s Shoes, Reebok, Vans, K-Swiss, BOC by Born, and Naturalizer. It also operates retail stores under the Naturalizer brand that sells women’s shoes; and other store concepts. Brown Shoe Company, Inc. also sells its products through a successful online business. In addition, it designs, sources, and markets footwear for women and men to retail stores that include national chains, mass merchandisers, department stores, independent retailers, catalogs, and online retailers (About Us, 2012).
Brand Image/Mission Statement When Naturalizer was founded, the brand had the revolutionary idea of creating stylish and comfortable shoes made just for women. The brand became known as "the shoe with the beautiful fit." For years, Naturalizer has understood how truly comfortable shoes can help women move energetically through their day and live life to the fullest. Naturalizer shoes are designed with the best of each season 's trend-right looks, details and materials that women will love for social, work, play and every day. The brands mission
References: About Us. (2012). Retrieved from Brown Shoe: www.brownshoe.com/about us Brown, J. (2009). Consumer Driven Forecasting To Improve Inventory Flow: Brown Shoe Company’s Journey. 24-25. Conti, S. (2008). Fashion’s New Circuit: Social Networks. WWD: Women’s Wear Daily, 196(101), 9-1NULL. Retrieved from www.womensweardaily.com DATAMONITOR: Brown Shoe. (2009). Brown Shoe SWOT Analysis, 1-8. Retrieved from Business Source Premier database. Footwear Executive Summary. (2012). Retrieved from htpp://therunway.brwonshoe.com Intelligence, S. C. (2009). Strivers. Retrieved October 15, 2009, from SRI Consulting Business Intelligence: http://www.sric-bi.com/VALS/strivers.shtml Levy-Schneider, B.(2000). Great Strides; Brown Shoe has Updated its women’s line with a more contemporary, laid-back look. Footwear News, 50 (47), 1. Trends. (2012). Retrieved from Naturalizer Shoes: www.naturalizer.com/trends