Sperry Top-Sider

Jamie Dauterman & Conner Henry

• Original brand of “boat shoe” designed in 1935 by Paul Sperry

• Grooved soles idea from his dog running across ice

• WWII, named one of the official shoes of the US Navy

• Seen as an iconic element of the “Classic American Style” look

• The Official Preppy Handbook endorses the Authentic Original as the footwear symbol of classic Prep Style

A little about the shoe…

•Rust-proof eyelets•100% premium U.S. sourced leather•Shock-absorbing EVA heel cup•Non-marking rubber outsole with razor cut wave-wiping for ultimate wet/dry traction

Distribution

• Sold primarily at stores like Nordstrom’s and Macy’s

• In 2010 started their own branded Sperry boutiques around the United States

Partners & Sponsorships

• US Sailing Team• Paddling companies Canoecopia and College

Kayak Fishing• New York Yacht Club, Oceana

“The fact that Sperry Top-Siders is indeed used by sailors

and yachtsmen eased its extension into a fashion brand.”

- Forbes

Creating a lifestyle, rather than “just a brand”

#passionforthesea

#topsiding

Trends & Demographics

Trends:• “Fratty”• Popular in the 80’s;

struggled in the 90’s

• On the rise once again

Demographics:• College-prep• High society/class• Boating members

Product Category Extensions

• In 2012, Sperry’s decided it was time to offer additional products into the marketplace

• By partnering with industry leaders, Sperry’s was able to add multiple new products, including: watches, sunglasses and even luggage

"Sperry Top-Sider's rich heritage inspires the design of each new product collection, paying homage to the authentic original boat shoe. The unique details and enduring style of these products will be geared toward a modern, discerning and stylish consumer.”

“Leading manufacturer and distributor of fashion watches worldwide.”

A prestigious European fashion accessory and eyewear company

“America’s Luggage Company”

A leader in travel goods since 1877

Strengths:•Appeal to multiple market segments

•Well established

•Comfortable and stylish

•Reasonably priced

•Offer “How-To’s” on their website to customize and update your Sperry’s

Weaknesses:

Opportunities:

•Sponsorship of events •Celebrities endorsements •Introducing more product categories•Offering exchanges or returns •Website for other countries had slim pickings

Threats:

•Cheap alternatives!

Competitors:•Cole Haan•Timberland•Mephisto•Allen Edmonds

"According to Craig Reingold, president of Sperry

Top-Sider, "We continue to hear from consumers that love this

brand that they want more Sperry products beyond the

broad spectrum of footwear we deliver today.  Through these new licensing agreements and

experienced partners, in Spring 2013 we expect to deliver on consumers' needs with much-

anticipated additional products for women and men who share the Passion for the Sea lifestyle

of the Sperry brand."

Work cited:

– http://www.forbes.com/sites/christacarone/2012/06/04/staying-alive-creating-immortal-brands/

– http://en.wikipedia.org/wiki/Sperry_Top-Sider– http://en.wikipedia.org/wiki/The_Official_Preppy_Handbook– http://www.sperrytopsider.com/en/content?caid=our-story– (https://www.collectivebrands.com/news-and-press/2012/02/sperry-top-sider

%C2%AE-continues-brand-expansion-beyond-footwear)– http://www.tonetoatl.com/2012/02/perimeter-getting-preppier-with-sperry.html– http://www.sperrytopsider.com/en/content?caid=customize-your-sperrys-page– http://www.sperrytopsider.com/en/content?

tmclickref=STS_Discover_Story_Secondary_3&tmcampid=35&caid=topsiding&tmplaceref=STS_Discover_Story_Secondary_3&tmad=c&icid=STS_Discover_Story_Secondary_3

– https://www.youtube.com/watch?v=NhxaDjjqmFk – https://www.youtube.com/watch?v=Ttp2b-JDxyQ