LA Gear LA Gear competes in the athletic and

Industry Analysis-Recent Performance

The domestic footwear market encountered four years of stagnation that ended in the mid-1990s. During that time, Nike adopted a strategic position of maintaining low inventory levels, with the result that the company kept low inventory costs and outperformed the rest of the market (Dukesherer 4). Sales declines in the company's overseas markets, including France, Germany and Japan, also put downward pressure on the company's overall growth and revenue potential during that time.

Buyers of athletic footwear are often not using the shoes for athletic purposes. Today, athletic footwear has become acceptable attire for many casual situations, and some consumers buy several pairs a month in order to remain fashionable (Chappell 1666). Consumers are not typically loyal to a particular brand, but are instead interested in the appearance of the shoes and the perceived image that the shoes have in the market. Tho

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serious amateur athletes typically purchased shoes which were made for their sports by a few manufacturers, but even adult amateur athletes often used adult sneakers for their leisure time activities. At this point, the demand for athletic shoes encompasses demand by athletes as well as by individuals who are making a fashion statement. Consumers are now coordinating their athletic shoes with their casual outfits, and most consumers in this niche no longer have only one pair of shoes, but rather have several different pair for different situations. Athletes may have different shoes for different activities while fashion consumers have different shoes for different sports, including shoes which can be used for multiple athletic events (cross-training shoes). Extent of Demand The American footwear market is large, with sales in excess of $7 billion. Many consumers purchase more than one pair of athletic footwear during the course of a 12-month period, and a significant percentage of consumers purchase more than two pair of these shoes in that time. Because these shoes are targeted not only to athletes but also to fashion consumers, there is a growing market for the product which is expected to increase. Although there are
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Approximate Word count = 2647
Approximate Pages = 11 (250 words per page)

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