MARKETING FASHION FOOTWEAR

§  The global footwear consumption patterns

§  Definition of consumer behavior with reference to demographics, psychographics, and social factors.

§  Customer motivations and issues of self-concept and how this impacts on the decision-making process and disposal of shoes. 

§  The Purchase Decision Process

§  Ethics in Action: Disposal and Recycling of Shoes

§  Researching Emerging Consumer Behavior

§  The Role of Trend in Fashion Footwear

The entire footwear supply chain

§  Fundamentals of footwear design, construction, and manufacturing for luxury, mid-, and mass markets.

§  Identifying the global landscape of footwear production and examining the evolution of manufacturing locations.

§  Corporate social responsibility in relation to labor and factory management in footwear production.

§  Current and future sustainability of footwear manufacturing and new modes of construction

The global flow of footwear via continents: import, export, and trade agreements between continents & countries.

§  The buyer’s role In sourcing trend-led footwear

§  Evaluating the effect of globalization in the footwear trade on producers and suppliers via volume and value of goods.

§  Identifying the role of the footwear buyer and key accountabilities for sourcing and re-selling footwear, such as logistics, legalities, finance, and range planning.

§  Outlining and assessing key methods of distribution through wholesale and vertical integration.

Difference between private-label and branded product, and outline the different retail channels where both types of product are sold across market levels.

§  Modes of market entry

§  How different retail brands employ different modes of market entry and either a push or pull marketing strategy in conjunction with a multichannel or omni-channel approach.

§  New retail models emerging from an omnichannel approach

§  The need for both traditional and new, “inventory-less” retail models

Retail strategy and the approaches needed to develop a strong plan for growth.

§  Key audit tools used to analyze the external and internal environment in strategic development.

§  The various financial, pricing, and product development strategies used by footwear retailers to create competitive advantage.

§  Assessing the impact and importance of strategic action by retailers through internationalization, acquisitions, and brand development in retail.

What makes for impactful and effective footwear display

§  How can journey to sale be guided?

§  The challenges of visual merchandising for fashion footwear

§  Consumer experience strategies such as customization and personalization.

Brand touchpoints

§  Categories of fashion footwear brands.

§  Semiotics, brand architecture, and tiered branding

§  How brands structure their brand portfolios via different trademarks to maximize their market share.

§  Strategies used by brands to protect their intellectual property and combat counterfeiting

Measuring success—awareness and adoption

§  How brands are evolve through consumer awareness, perception, and adoption 

§  How successful brands appeal to style leaders to late adopters simultaneously

§  Dynamics of brand collaborations

§  What makes a footwear brand iconic, and how functional brands become fashion brands

§  Motivations that shape social enterprise and how these motivations shape brand vision

The key tools used to promote fashion footwear

§  Business strategy behind integrated marketing campaigns and measurements for success

§  Product seeding

§  New forms of digital promotion and how to measure their effectiveness

§  Issues relating to regulatory and cultural expectations for brands operating in a global marketplace