The development of K Swiss shoes

denny123

The development of k swiss girls shoes
In January 1987, Steven Nichols ex president of Stride Rite Corporation,[link widoczny dla zalogowanych], having raised more than $116 million,bought K Swiss from the Brunner brothers for a mere $20 million. Nichols,[link widoczny dla zalogowanych], in keeping with the shoes' elite status, as the price of a pair of k swiss girls shoes were much higher than any of it's contemporaries, chose to run his ads in athletic magazines, billboards and radio for selected cities. He expanded on this exclusivity-strategy by closing all the accounts in Japan, 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,[link widoczny dla zalogowanych], by 1990 the selling price for a pair of k swiss girls shoes,[link widoczny dla zalogowanych], in Japan was equivalant to USD100,[link widoczny dla zalogowanych], establishing it as a "luxury" item.
Nichols,[link widoczny dla zalogowanych], opened a 251,[link widoczny dla zalogowanych],000 square foot distribution center in 1991, he in the same year also formed a partnership with C & J Clarks to distribute k swiss girls shoes to seleted department store in Europe and the UK.
k swiss girls shoes 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,K-Swiss introduced twelve new k swiss girls shoes in 1994, and expanded their magazine-advertisment platform to include Backpacker and Outside.
The company's first television advertisment,[link widoczny dla zalogowanych], targeting a much broader market segment than previously began in 1996,[link widoczny dla zalogowanych],resulting in sales of $116 million and stock trading at $28 per share by 1997. Although k swiss girls shoes opened account with stores like Nordstrom,[link widoczny dla zalogowanych], Footlocker,[link widoczny dla zalogowanych], Footaction and Dillards,[link widoczny dla zalogowanych], the company still maintained its policy of not flooding the market.
In a 1999 interview with Sporting Goods Business,[link widoczny dla zalogowanych], Nichols stated,[link widoczny dla zalogowanych], ‘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 k swiss girls shoes too many. … When a retailer sells out virtually to the last pair,[link widoczny dla zalogowanych], 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.