The Client
- a leading manufacturer of premium quality rugged outdoor, occupational and casual footwear and branded apparel and accessories
- markets products through three distribution channels - wholesale, retail and military, primarily under owned brands, Rocky, Gates, EJ Footwear, Georgia Boot, Lehigh and Durango, as well as licensed brand Dickies
The Challenge - Customer Profile
Assess target customer needs, desires and factors to aid in the development of the Zümfoot Market Insights, Market & Brand Strategies, by:
- designing a focus group approach that would cost effectively determine key customer lifestyles, factors, needs and desires relative to comfort casual footwear
- auditing competitive comfort casual footwear manufacturers
- reviewing the industry trends relative to comfort casual footwear
- assessing the existing Zümfoot brand and its assets
- defining the Zümfoot brand to assure a customer connectivity
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