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jaychou1
Wysłany: Pią 7:25, 15 Kwi 2011
Temat postu: The development of K Swiss shoes
The development of
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In January 1987,
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, Steven Nichols ex president of Stride Rite Corporation,
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, having raised more than $116 million,
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,bought K Swiss from the Brunner brothers for a mere $20 million. Nichols,
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, in keeping with the shoes' elite status,
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, as the price of a pair of
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were much higher than any of it's contemporaries,
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, chose to run his ads in athletic magazines,
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, billboards and radio for selected cities. He expanded on this exclusivity-strategy by closing all the accounts in Japan,
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, with the exception of certain high-end stores. By the end of 1989 the company recorded sales in excess of $60 million for the US market,
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, by 1990 the selling price for a pair of
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,
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, in Japan was equivalant to USD100, establishing it as a "luxury" item.
Nichols,
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, opened a 251,
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,000 square foot distribution center in 1991,
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, he in the same year also formed a partnership with C & J Clarks to distribute
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to seleted department store in Europe and the UK.
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was granted the patent to both the Cushion Board sole construction and the D-R Cinch lacing system, in February 1992. The "Belais" and the "Belais-LT" was introduced in 1993 and the company expanded into the basketball as well as the aerobics apparel markets. Moving from the indoor arena tp hiking and casual wear,
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,K-Swiss introduced twelve new
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in 1994,
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, and expanded their magazine-advertisment platform to include Backpacker and Outside.
The company's first television advertisment,
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, targeting a much broader market segment than previously began in 1996,
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,resulting in sales of $116 million and stock trading at $28 per share by 1997. Although
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opened account with stores like Nordstrom, Footlocker,
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, Footaction and Dillards,
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, the company still maintained its policy of not flooding the market.
In a 1999 interview with Sporting Goods Business,
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, Nichols stated, ‘Many of our shoes we introduce for a very short period of time and then at some future date we reintroduce it and we reintroduce it on allocation to make sure that nobody buys
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too many. … When a retailer sells out virtually to the last pair, that's when we're the happiest.'
The $17-million ad campaing, called "Club K-Swiss" launched in 1998 resulted in sales of $162 million for that year. K-Swiss continued to expand worldwide
with sales in excess of $500 million by 2005.
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