Shoes innovation: a new opportunity for the shoes' market

Résumé du document

After conducting some researches we decided to work on the sportswear shoes sector as we found that there were real opportunities to innovate in this sector along with the other reasons which we will explain further in this report. We could define our product as a new product line since we want to create an additional value to the existing products, rather than replacing them. Nowadays appearance is really important in our society and often people judge the others by their clothes. That is why lots of consumers want to be fashion. The vision of our product is simple: Be unique. To manage it we think to create a new model of shoes. To succeed in our project, we think to propose our new innovation to Converse Shoes Company for many reasons. Doing this, they will be able to enlarge their target once they have available lots of designs for the same shoe (more sober VS extravagant). Our vision, as referred above, is to be unique and find your own style.

Extraits

[...] Thus we can conclude that from the strategic element, which we have to master before anything is to launch our product inside a company as Converse. This element will be the key of our success and allows us to pass in the fault a set of complications. Study of competitive environment (appendix We studied the competitive environment making a graph representing price and innovation/design with different brands. Of course we have just taken the main brands because there are too much in the sportswear shoe environment. [...]

[...] The fashion factor is also a reason to segment the market, once there are people that see fashion as shallow, and others that live their lives to follow fashion. We divided the market regarding product usage, because obviously, we want to see which sector of the market uses more shoes and which does not. Additionally, there are people that are loyal to Converse and that will accept as good anything that comes from the company, and others that see Converse as just another brand and will be interested in their products only if they really capture their attention (and not only by the connection to the brand). [...]

[...] Meanwhile, French men think that shoes are expensive and also don't have enough money to buy as many shoes as they would like to, but they value fashion and think the idea of a multiple-function shoe is interesting! Portuguese women don't have storage for their shoes, think shoes are expensive and don't have enough money to spend in shoes as they would like to, the current crisis is affecting their shoe purchase. They showed interest for a multiple-function shoe at the same time they value quality. On the other hand, Portuguese men also think shoes are expensive and the present crisis is affecting their purchases for shoes; they also demonstrated interest for quality and a multiple-function shoe. [...]

[...] We thought this mix of nationalities could give us a global notion of the market. The surveys we made, besides concerning mainly people from Portugal and France, led us to the conclusions that customers generally want quality shoes at a low price, value the comfort factor and flexibility in a shoe, that they like variety and value some innovation. Fresh shoes are wanted in Spring/Summer seasons and warm and waterproof in Fall/Winter. Everyone wants a shoe that is easy to put on and off. [...]

[...] And when taking into account the other low price shoes, we can see that buying one mould+1st cover and three more covers, the expenditure will be of 89,97 which means less than four pairs of shoes with an average of per pair in the cheapest countries. Place (Distribution): The places where the shoes will be available are the usual stores where Converse sells its products. And the intermediaries, transportation, storage and other issues related to distribution will also be as Converse is used to work with. Conclusion Since the beginning of our work we pretended to work as a cohesive team, having for that formed teams, having people working on the product development and others on the market analysis. [...]