r able to withstand a downturn in the market than RykS.
The opportunities in this market are significant since athletic shoes (even when worn for non-athletic activities) wear out and must be replaced. Because of this, consumers must replenish their footwear on a regular basis. Those consumers who purchase the shoes for athletic use (which is actually a minority in the marketplace) are concerned with innovation and technological designs associated with the shoes; other consumers are interested in fashion.
The biggest threat facing RykS is its competition, which includes the giants Reebok and Nike. Reebok is a particular worry since it has also targeted women and takes this market niche quite seriously. However, RykS has developed a loyal following and now enjoys a strong presence in retail outlets, including Lady Foot Locker and Melville outlets.
In order for RykS to maintain its success, it will need to continue to invest in its research and development and its marketing program. While the company's commitment to helping bat
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