U.S. Women's Designer Shoes Market
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WomenÆs designer shoesùthe top brands in the countryùhave found a highly profitable niche in the U.S. market. For the purposes of this paper, only non-athletic non-casual designer shoes will be considered: designer shoes of every heel height and style, plus boots. This particular market niche relies on cachet and word of mouth more than on traditional advertising. Designer shoes are not just footwear; they are status. Although top-notch shoe designers do advertise, they rely more heavily on the exposure their lines receive from being worn by Hollywood stars than on the catchy slogans and innovative ad campaigns that everyone else must rely on for business success. Once a designerÆs shoes are seen on the red carpet, they are hot whether they have ever been advertised or not.The U.S. footwear market did not gain in bulk during the 1990Æs. It is a mature market, however, and does continue to grow at a moderate pace. Much of the growth can be attributed to higher unit prices. The Dow Jones U.S. Footwear Index indicates a healthy picture for the footwear market, which at its highest is estimated to be worth $38.8 billion. FOT daily numbers are seen rising from 228 in April to 248 in May (1, Fig. 1). Dow Jones also shows a 52-week range from 194.80 to 256.53 and a one-year percentage change of 17.90% (1, Fig. 2). In the top ten best-performing stocks, however, only one company deals in designer shoesùKenneth Cole; the others are athlet
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er of the HBO TV series Sex And The City, took a wrong turn after lunch in SoHo she found herself on one of New YorkÆs grungier side streets and face-to-face with a mugger. ôPlease sir,ö she pleaded. ôYou can take my Fendi baguette, you can take my ring and my watch, but donÆt take my Manolo Blahniksö (ôManolo Blahnikö askmen.com).
Blahnik, who has what fans refer to as ôcoolness factor,ö was described by WomenÆs Wear Daily as ôone of the most exotic spirits in London,ö whose work showed personal wit and flair, and it is thanks to his designs that the popularity of the stiletto heel was revived to become a classic staple. ôThe cultured designer creates shoes that make millions of women swoon, and Madonna once described his work as æbetter than sexÆ and added that æ[his shoes] last longerÆ (ôManolo Blahnikö askmen.com).
These designers are illustrative of the experiences of high-end shoe designers. Women crave their shoes like a rare delicacy and are willing to pay premium dollar to own them. Where they pay those dollars varies, though. High-end designer shoes are available in the designersÆ boutiques; in the more elegant department stores, such as Neiman-Marcus, NordstromÆs, BloomingdaleÆs, Marshall Fields, and Saks Fifth Ave
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Some common words found in the essay are:
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Approximate Word count = 2115
Approximate Pages = 8 (250 words per page)
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