I want to be able to position the brand Report Signature in a unique spot of the market. Right in between high end luxury and more affordable and mass produced shoes is where the company will fit. In researching large shoe companies and looking at their market share and advertising efforts I believe that the two main competitors are Steve Madden and Christian Louboutin. Both of these companies have a very strong image in the market and people know who these brands are. Their advertising efforts are very strong, consistent, and clear. The main strength that these two brands have that my brand doesn’t is an actual brick and mortar location to sell their shoes exclusively. But to counter this problem we will show the client that by only being at a very few select boutiques, this makes Report Signatures that much more valuable and unique. A challenge that both of the companies are facing is wholesale sells, companies are now wanting to have more direct branding than outsourcing. Louboutin is suffering because they have turned more of their focus on their own retail stores and advertising, Steve Madden is suffering because the consumer now wants more of a unique quality to their wardrobe so they are looking to companies that don’t mass produce.
"He who writes the stories defines the culture... We are given a voice, and we have to be responsible in how we use that voice." Page 122, Advertising by Design.
I will define and revolutionize the high fashion footwear industry with my advertising efforts. Today, I feel that many advertisers don't understand that. I will tell a story that my consumer will fall in love with and we in turn, will love them.
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