AdAge.com
By Jeremy Mullman
Published: March 23, 2009
That's smart strategy, said SportsOneSource footwear analyst Matt Powell, but the brand still faces a steep challenge from a slew of strong competitors, and years of poor marketing and positioning.
Mr. Powell said years of providing basic shoes at different widths at ever-cheaper price points to retailers has given the brand a somewhat generic label that's hard to shake. "There's some wisdom in what they're trying to do, but they've let it become a commodity of sorts," he said.
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