A women’s shoe company wanted to grow. They were facing a crowded marketplace with established and knock off brands. Even as they wanted to grow, they faced price competition that made expansion in their traditional styles challenging.
We started by helping the company develop foresight into market trends and opportunities. The analysis showed growth in the men’s shoe market, presenting an opportunity. Competition was tough but younger men were increasingly interested in contemporary styling and branding. They were also increasingly savvy about pricing and online resources.
Our review of recreation and leisure interests revealed that poker in particular presented an interesting niche market with a large segment of young men interested in watching and playing Las Vegas style poker. They also expressed an drive to buy from socially responsible brands.
Based on our understanding we saw the potential for disruption in innovating a new shoe line for men. We created a stylish, comfortable, well-crafted and durable shoe that was competitively priced and sold only online.
To capitalize on the poker theme, we named the brand “Pair of Kings” – all of the styles built on this theme with names such as Full House, Flush, Deuce and Ace. Pair of Kings also developed a sustainability profile through programs such as the use of vegetable dyes and providing scraps from the manufacturing as supplies for Brazilian artisans.
We then created a multi-pronged execution plan and outreach effort.
Within 12 months Pair of Kings had surpassed all of their sales targets. The company has built on the branding, expanding its product line with additional styles. The company has exceeded all of its metrics over the last two years and has realized its growth objectives.