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Essay / Research Paper Abstract
This 13 page report discusses issues of concern in the athletic footwear industry with a particular focus on the challenges and changing aspects of management that have made an impact on the industry. The past 20 to 30 years have seen numerous significant changes in the athletic footwear business. As lifestyles have become more informal and more active, athletic shoes have become far more acceptable in numerous social situations that, at one time, would have required far more 'proper' footwear. Bibliography lists 13 sources.
Page Count:
13 pages (~225 words per page)
File: D0_BWshoe2.rtf
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level of disappointing sales reports extended into the first six month of 1998 as well. In order to fight back against such potential losses, shoe companies have tried a
wide variety of high-profile gimmicks, campaigns, and price cuts to stimulate mediocre sales. In fact, their efforts have ranged from economically daring to downright silly! The introduction of
metallic tones such as silver and gold was expected to boost one companys lackluster sales. Other companies have made the effort to target the "gray" market of aging baby
boomers. According to Manning (1998), the late 1990s have proven themselves to be a time in which Nike and much of the rest
of the athletic footwear industry have had to face a significant downturn in demand. For example, again according to Manning (1998), Nike lost money for the first time in 13
years in the quarter that ended on May 31st of last year. The company, which has always prided itself on its standing as a "full-price" brand, was itself forced into
the closeout business in 1998 to divest itself of an enormous excess of inventory. Numerous factors, ranging from the Asian financial crisis, the strong dollar, and an overall "fashion
shift" away from the athletic look have put Nike in as vulnerable a position as it was when Reebok ascended briefly past Nikes claim on the number one position in
the industry. Tedeschi (1998) reports that the CEO of The Athletes Foot shoe stores, Bob Corliss, claims that the fashion factor has entered the athletic business and has been largely
responsible for the dramatic fluctuations in athletic shoe sales over the past several years. All in all, 1998 proved to be one of
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