RETAILING SHOES: STRATEGIZING FOR A NEW NICHE MARKET

Abstract

The first part of this paper examines as a reference point the old marketing plan for Diamond Soles, an exclusive women's shoe store in the province of KwaZulu Natal, in the Republic of South Africa, desirous of entering the up market and trendy footwear consumer market because, it was deemed that its existing outlets were a great risk to stock, the adequate and competitive up market range of shoes, targeting the female consumer. Thereafter, the paper looks at the new plan and, thus comparisons to the old plan, is made in terms of management principles. The main drive will be to open a concept store in a trendy mall and this will outline the Diamond Sole concept store's strategic intent and aspirations. It focuses on the target market, growth, increasing brand familiarity, and equity and also provides a profitable mid-term solution for expansion and growth. It is against this background that the paper will undertake discussion, in order to enhance the principles of management and particularly, marketing.