Shoe Skins
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Transcript of Shoe Skins
Shoe SkinsCustomer-Driven Feasibility Study
Bristol, Cuozzo, Holz, Lyman, Patibandla, Sexton
• Research Performed and Customer Pain.• Shoe Skin System, Benefits, Target Market• Macro-Market information• Macro-Industry information• Key Learning’s and Conclusion
Executive Summary:Shoe Skins
Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of
the their shoes any time they want.
“Being different makes me feel good.” Colin (age 8)
“At school, you don’t like to be the same. You want to stand out.” Vika (age 11)
“I like clothes and styles that nobody else has. “ Phoebe (Age 7)
“Shoes that could change colors would be cool.” Allison (Age 8)
Research Data
Child and parentinterviews Parent Survey
90% of parents said kidsInfluenced their shoe buying decision
80% of the timeparents will buy at a retail store
1) Sneakers
2) Sandals
3) Crocs4) CharactersSneakers the most
Popular shoe…
Customer Pain
Parents: Having to buy multiple shoes for kids.
Kids: More choices and styles with their shoes.
Benefits of the Shoe Skin Solution
Variety of colors
and styles
Offers individuality and
self-expression
Ability
to share,
collect, and
trade skins
Cost effective – less need for other shoe purchases.
Benefits
The Shoe Skin System
High “cool” factor
with something new
and innovativeGreen: less shoes,
recyclable skinsOnline socialnetworkFun online
games and activities
Related Offerings and Expansion Possibilities
Licensing potential Unique designs,
match with outfit
Accessories (matching
Laces, pins, jibbets even)
Color, and pattern options truly endless.
Limited Editions from artistsAdd-ons such
as noises, LEDs
Fitness tracking:
GPS, Pedometer
Potential Pricing
SECONDARY SOURCESPricing of existing novelty shoe
offerings:• Customizable Converse
sneakers: $58 - $95• Heelys: $43 - $80• Crocs: $20 - $40; Jibbitz
(clip-on decorations) $3 - $6• Sneakart stickers: $12-$14
PRIMARY SOURCES• All parents interviewed would
pay $30 for the shoe skin system.
• 40 parents surveyed on typical price paid for a pair of children's shoes:
• < $25 35.9%• $25-$35 43.6%• $35-$50 17.9%• > $50 2.6%
This data supports a pricing range of $20 to $30 for the Shoe Skins system.
• Target Market: 5-12 age group
• Two segments: <9/>9• US Census: Estimated
36M 5-12 YO in 2008• Composes 68% of the
total $6.2B children’s footwear market
• 5-12 YO market: $4.2B in 2009
Target Market• Accessory Market• Benchmark: Jibbitz
• Feb 06 sales: $212K• Aug 06 $2.2M • Oct 06 sold to Crocs
for $20M
Macro trends indicate a huge potential for Shoe Skins beyond Children’s Shoes
Market size in Volume Sales:• Growing at CAGR of 5.1% during year 2001-06 & expected to grow at 6.4% during
year 2006-11• Children’s market represents 22% of overall US footwear market• Volume sales are growing at a higher rate than value sales• Both Children’s and Women’s footwear market is expected to grow at a faster rate compared to Men’s market
Macro Market Size
Macro Market SizeV2Children’s Footwear
Market Size in Value Sales: $6.2 Billion in 2009
• Expected to grow at 1.9% during year 2006-11
• Children’s market represents 13% of overall US footwear market
• Both Children’s and Women’s footwear market is expected to grow at a faster rate compared to Men’s market
Children’s Shoe AccessoriesOverall accessory market $37
Billion in 2006 • Difficult to estimate kids’ shoe
accessory segment• Assume half of ratable adult market• Estimated Market Size in Value Sales:
$2.6B• Growing at roughly 3% per year
Trend Description Favorable Unfavorable
Political Regulatory Environment
√
Economical Economic Down Turn
____ _____
Social Going Green √Social Obesity √Technological Online Shopping √Technological Online Social
Networking√
Macro Trend Analysis Summary
Overall Assessment: Moderately Favorable • Footwear is a necessity• Must be replaced often• Large customer base• Slow but steady growth• Appetite for customization• Opportunity for effective/focused marketing • Favorable social trends to re-usable and
fitness related products
Macro Market Summary
SUPPLIERSLow
RIVALSHigh
BUYERSLarge Chains: HighSmall Retailers: ModerateOnline: Low
SUBSTITUTESModerate
NEW ENTRANTSModerate
BARRIERS TO ENTRYModerate
?
Industry Attractiveness
Summary Assessment: Low Attractiveness• US manufacturers outsourcing production to Asia• Consolidation among manufacturers and retailers• Discount stores surpassing specialty footwear outlets• Retailers beginning to bypass wholesalers• Rampant copycat activity
ImplicationsInnovative products can find success (e.g., Crocs, Heelys)
• Must be even more thoughtful about strategy• Design strategy (IP)• Channel strategy
Industry Trends
In summary…• Market is moderately attractive• Industry is unattractive• Will continue to research micro market to
strengthen our value proposition• Business model development will be crucial to
overcome industry unattractiveness
Conclusion
Appendix
Who are the customers?• Boys and Girls
– Ages 7-12 yrs– Friends important– Very active (sports, dance,
etc.)
• Grandparents/Aunts/Uncle• Want their kids to have something to
remember them by and like them.• Want their kids to have best, latest
things.
• Parents– Want durable shoes that are
comfortable for the kids– Want their kids to be happy– Save money on multiple shoe
purchases
• Companies• Access to a large target market
to extend their brands.
Who is seeking the benefit?
Who else would buy?
CROCJibbets
CustomConverse SNEAKART
• Strong word-of-mouth.• Loyal customer base
• Break easy• Warm weather only,
limited activities
• Many activities• Any season, any
weather.
• Established brand.
• Difficult online setup• Limited to colors.
• Many styles, accessories• Share and swap.• Online social network
• Cool styles, make your own styles.
• Use with any shoe.
• Hard to Adhere• Fall off easy
• Easy to attach, remove• Durable
PROS
CONS
SS B
ENBenefits over other solutions
• Other ideas that came up during interviews.– Shoes that click, make noise– Skins that match your outfit for the day.– Theme shoes (elf shoes, princess slippers, etc.)– Shoes that bounce– chameleon shoes– Track your swapped style on the web. What are your
shoes doing now?– Track fitness (How far you walked/ran today)– Others as well (see notes)
Other ideas we’re considering
• Do we want to take on the full shoe manufacturing? Should we just stick with skins for any shoe?
• Will it stay on with excessive activity?
Current Challenges
Shoe SkinsShoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want.
The Shoe Skin System Web site mock-up
The System• The Shoe Skins system comprises a base model casual shoe
(or line of shoes) plus a removable “skin,” such as those available for laptops and cell phones.
• The skin will affix to a special surface on the shoe.• Shoe Skins will be sold separately in many different colors and
patterns and contain robust potential for licensing opportunities.