In support of an Investor Client’s interest in two footwear companies, Stax evaluated current market demand and brand positioning of these two key footwear brands
As part of this assessment, Stax sought to determine market conditions and outlook, end-user dynamics and competitive positioning and brand positioning.
Stax orchestrated a broad analysis of secondary research by gathering and analyzing publicly available industry data to assess market trends and drivers.
Furthermore, Stax conducted primary and secondary research to deliver a granular assessment of the two competitor brands. We supplemented our findings with interviews with category managers to round out our market and customer assessment.
Stax identified and outlined growth opportunities for both the targets to increase sales and improve brand perception and positioning.
Stax recommended that Target 1, should focus on improving its relationship with primary retailers and improve its in-store experience in discount retail stores through bigger assortments and stronger in-store signage.
Furthermore, we recommended that Target 2 improve product assortments and in-store signage which are in tandem with customer service in order to improve the consideration-to-conversion rate of potential customers.
The market for athletic footwear was expected to have a moderate growth over the next 3–5 years, given rising disposable incomes and demand for evolving technology. Additionally the basketball and running shoes segments were strong contributors to overall growth.
Target 1 was seen to be more ready to be elevated in the discount retailer space given its brand recognition and price-to-value proposition, and was unlikely to be competitive with market leaders in specialty stores.
We also found that the 2nd Target’s brand aligned well with department stores where customers were seeking a strong price-to-value proposition in tandem with quality and durability. Stax recommended that Target 2 should continue to focus on its presence in department stores as its products align well with current and potential customers.