AD

BREAKING

Campaign Proposal
2014

TABLE of CONTENTS
Table of Contents1
Agency Overview.2
Executive Summary.3
Competitive Analysis4 - 5
SWOT6
Research7 - 10
Goals & Solutions.. 11
Target Audience.... 12
Consumer Profile.. 13
Positioning Statement / Single-Minded Idea.. 14
Print..15 - 16
Outdoor...17 - 23
Social Media... 24
Blogging25 - 26
Snapchat..27
Online. 28
YouTube. 29
Online Radio.. 30
Online Newspapers31 - 34
Production Budget.35
Media Plan.. 36
Media Stats. 37
Did it Work?38
Conclusion..39
Appendix.40

AD
BREAKING

Breaking Ad is comprised of a small group

of young, talented individuals with a knack
for making brands feel human. Our process
begins out in the real world, talking to real
people in real places so we can get the
answers we need to make our clients
brands connect with their audiences.
Jeffery De Ropp

Ryan Bisceglia

Emma Petit

Kelly Rasmussen

Leigh Ann Jandrists

Matthew Goldenberg

Brad Krause

Holly Hastings

EXECUTIVE SUMMARY
The name Stacy Adams has existed in the mind of consumers as an old brand
attached to a narrow demographic. Our goal is to more aggressively target a
younger and trendier audience. The closet door is wide open. Breaking Ad is
excited to introduce to you the re-vamped and re-styled Stacy Adams Style
Goes Anywhere Campaign. This campaign focuses on the versatility and trendsetting style of Stacy Adams shoes. As fashionable leaders among their peers,
our target audience never wants to be caught without a good-looking shoe to
compliment an outfit. For that reason, our main message to the consumer is, no
matter where you are going, you can step into style with Stacy Adams shoes.
We modified the planning approach to relate more effectively to a younger
target audience. An increased social media presence and the development of
platforms for more personal interactions is the core vision of our campaign.
Our re-branding effort involved a push for contemporary appeals and
promises. Young, professional, business-oriented men are constantly on the
move. They are also constantly in tune with their style. With little time for
wardrobe changes throughout the day, they need a shoe that looks good
anywhere. Stacy Adams is no longer the shoe for only special occasions.
It is the shoe for every occasion.

COMPETITIVE ANALYSIS
R E A C T I O N
A more expensive price range but the
Reaction line is still on the lower end
of the Kenneth Cole brand as a whole.
Kenneth Cole is sold at higher end
retailers like Nordstrom where Stacy
Adams is not available. They target
fashion conscious 20-30 year old men
and women. They have a similar web
presence to Stacy Adams in regards to
imagery and personality. In 2013 KCP
spent $8,438,638 on media as a whole.
Total annual ad spending was $15.9
million according to Redbooks.com.
Over half of the budget was used on
magazines, followed by newspapers,
internet and then outdoor. While this
data isnt for KCP Reaction specifically,
it gives us an idea of how that money
is distributed.

$15,900,000*

Aldos brand promise is: Always up-todate with the latest trends from the
fashion capitals of the world, and with an
emphasis on quality and craftsmanship,
Aldo is a brand for the conscious, selfaware shopper. Aldos target market
includes the Stacy Adams target, but
additionally targets men and women
aged 16-45 with a bold sense of fashion.
Based on their target market and
offerings, their target market is focused
more on females than males. Aldo is also
available at Nordstroms and on at nearcost sites like Zappos.

Calvin Klein is positioned as a leader in

fashion design and marketing. According
to their website, the shoe branch of the
Calvin Klein label focuses not on the
brand, but on the shape, material, and
foundation of the shoe at a very middle
of the road price point (starting at
around $90.00 for their most basic shoe).
Because they already have such a
recognizable brand through their clothing
line, their main focus is on matching the
shoes with the image. Their imagery on
their website, social media pages, and in
their ads, all target men 18-30 years of
age. However, it should be noted that on
Calvin Kleins shoe web page there aren't
any pictures of models. Just the shoes.
Even in the advertisements for Calvin
Klein shoes only footwear is featured.
Calvin Klein sells their shoes in
Nordstrom, Macys, Lord and Taylor, and
on 3rd party websites like Zappos. They
increased spending 24% between 2012.
and 2013. The most money was spent
on magazine ads, with 70.6% of their
budget allotted to this ($72,667,000). The
next largest media spent on advertising
was Network TV (9.7% or $10,000,200)
and Cable TV (8.6% or $8,864,149).

$7,681,387*

Steve Madden is a mid-tier retailer and

designer that offers a wide assortment
of products, but focuses mainly on
shoes. Steve Madden aims to provide
their consumers with a unique way to
express individuality. Steve Madden
takes inspiration from rock 'n' roll, sex
appeal, and urban edge lifestyle. Steve
Madden targets men ages 18-40 who
are fashion savvy and have a fun and
individualistic spirit. Their shoes fall in
the price range of $60-$200 but they
have more variety in their shoe
selection. Steve Madden holds a strong
position in the industry and pays close
attention to trends. In 2013, Steve
Madden spent $965,161 in the U.S. on
Internet, B-to-B magazines and radio.

$965,161*

$102, 902, 298*

*2013 figures, total ad spend

COMPETITIVE
ANALYSIS
T A K E A W A Y

These companies feature very similar shoes and use clich advertising;
they are stuck in the brands they have established. Therefore Stacy
Adams has the opportunity to differentiate itself to a new generation of
professionals with spending power.

The competition is able to market their brand through their other

products. They have the advantage of reaching consumers through
multiple product lines.

At the same time, similarities in style between the competitors and

Stacy Adams offers a potential to build an image around being
comparable to top brands.

The competition is intense; a lot of money is being dedicated towards

growing these brands. Stacy Adams, as a much less recognized brand,
faces a major challenge in strengthening awareness.

SWOT
Strengths

Weaknesses
Not as active in social media as some
competition
Website needs more engaging content
Low quality/quantity of response to
comments and ratings across the web
Lack of distribution and limited line impacts
brand exposure

Visible use of celebrity in marketing

Expensive look without the price tag
Fashion forward meets classic style

Opportunities

Threats

Strong parent brand that knows

shoes inside and out
Sufficient room to gain market share
Trendy shoes afford the ability to use
trendy and new media/marketing

Heavy competition at a similar price point

More established brands carry the loyalty
and trust of young trendy consumers
Difficulty in breaking through the clutter

RESEARCH
P RI MARY
Our research was based on informal interviews, in-store interviews and online
surveys with our peers. As members of our target audience we decided that
these methods would yield the most honest and helpful responses for our
purposes. Focus groups were conducted in popular social environments where
our target market was most likely to be found. We conducted four focus groups
that consisted of 4-8 people each as well as one-on-one interviews from which
we were able to collect qualitative data. Furthermore we received 47 online
survey responses to find out more about the media consumption and buying
habits of our target market. By the end of our qualitative research we had a pile
of 84 sticky notes filled with valuable insights, in
other words, a stack of pure research gold.

20 47 84

focus groups

RESEARCH
P R I M A R Y

Comfort
The amount of online reviews and their content is
important, for online and in-store. so how do
you manage this and the trying shoes on comment
as part of your strategy?
Do not wear something thats uncomfortable for
the sake of fashion
Trying shoes on is important
When comparing two similar style shoes, comfort
is the deciding factor

R E S E A R C H

F I N D I N G S

overall

Comfort
Many guys buy shoes online, but only if they know they will
be comfortable & trust the brand. Trust needs to be built
before customer can be confident to buy online

Affordability
Durability is important.
Buy 3-4 pairs of shoes per year
Only own one or two pairs, dont buy them
regularly
Good prices/deals can change this

Affordability
Men want to buy shoes that are more durable but wont
hesitate to spend a little more if they really enjoy the shoe.
Therefore, the importance of style and affordability can be
interchangeable on the level of importance

Style
When getting dressed in the morning, the shoe
isnt the first priority, but theyre definitely
considered
Shoes that match with the most outfits are ideal.
Dress casual for work and important events, not
day to day
Think its a future style concern to have nice shoes.
More brand recognition of their bosses luxury
brands, e.g. Gucci, Burberry
Shoe buying efficiency: shoes that can be worn out
as well as casually
Calvin Klein is a top brand in the eyes of the target
market

Style
Guys who have a lot of shoes, tend to say they are crucially
important to an outfit. They would change parts of their
outfit to match their shoes
Some consider shoes a collectible item
Fashion conscious guys judge their friends on what they
wear when theyre out. They are leaders of fashion in their
social circle
Guys base outfits on the occasions - they aim to buy shoes
that work for multiple outfits and occasions
Wont hesitate to spend a little more if they really enjoy the
shoe

RESEARCH
O N L I N E

R E S E A RC H STAT S

95% 57% 42%

purchased a
prefer to spend
agree to having their
pair of shoes in between $50-$100 own sense of style
the last 6 months for a pair of shoes
and flare
9

RESEARCH
INSIGHT
S EC O N DARY RES EARC H

M I LLE N IAL D ECISIO N FAT IG U E

In researching millennial buying behavior we discovered the work of Robin and

Samantha Henig. While writing the book Twenty Something, the Henigs' discovered
noteworthy millennial behavior. They discussed major stressors of millennial consumers.
Two causes being: Fear of Missing out and Decision Fatigue. Decision fatigue says that
in todays society we face overwhelming options for things to wear and do. With the
onslaught of societal pressures stemming from social media, its often overwhelming. The
answers that survey takers gave us during our field study confirmed the existence of
Decision Fatigue for millennials. We noted concerns when choosing shoes that
included the following: Going out of style, not being versatile, not being comfortable and
being affordable at their stage in life.
Most shoe marketing focuses on comfort and style. This campaign applies the research.
This meant introducing a new criteria for shoe buying. This brand is going to be versatile.
It is a timeless style that'll be comfortable in any setting. A shoe that won't cause buyers
remorse.

10

Henig, S. (2013). Twenty Some Thing (1st ed., Vol. 1). Chicago: Plume.

GOALS & SOLUTIONS

10%
Grow revenue by 10%
Occupy a new space in the
and increase the
mind of the target audience that
percentage of dress
Stacy Adams is the best choice
casual sales by 20% in
for a busy, thriving, fashion2015.
forward millennial man.

Stacy Adams is going to

solve consumer fatigue
by offering a solution to
the problem what am I
going to wear?

We want them to feel confident and versatile with the shoes theyre in.
We want them them to feel like a daily weight has been lifted off their shoulders.
We are the solution for their consumer decision fatigue.
11

WHO
TA RG E T

25-30 year old

A U D I E N C E

FASHION-CONSCIOUS

men
in

METROPOLITAN AREAS

WHO

CP ORNOS FU M
E
R
I L E

CONSUMER PROFILE
Stacy is a recent grad eager to get ahead in the business
world. Hes a busy professional who lives in downtown Chicago.
He enjoys his work, but also enjoys the nightlife the city has to
offer, going out 3-4 times a week. Stacy is exceptionally social,
both online and in person. He is engaged with the city he lives
in, and enjoys being an integral part of the social scene
surrounding him.
Stacy cares a lot about the way he looks and dresses, but has a
strict budget. Hes constantly on the lookout for stylish clothes
at an affordable price. Stacy believes his shoes are a key part of
his outfit and always has them in mind while shopping and
getting dressed in the morning.
Social media is an integral part of Stacys life. He likes keeping in
touch with his friends and staying up-to-date with whats
trending. Stacy is an early adopter and considers himself a
trendsetter. Often, he is the first in his group of friends to
discover new products and advancements.

13

POSITIONING
For young men between the ages of 18-30 who
are passionate about owning a contempo!ry and
trend-setting style, Stacy Adams oers
the best choice for fashionable shoes
that inspire condence, and
can be worn for any
occasion.

Shoes that inspire

condence for any occasion.
SINGLE-MINDED IDEA
14

PRINT
In February and October, Stacy Adams will have one full page, color advertisement
in both GQ and Esquire magazines. These will be regionally focused around New
York.
GQ and Esquire are both mens fashion magazines that focus on style and entertainment. The
readers of both magazines are the prime target audience for Stacy Adams shoes. February
was a chosen month for the advertisements for New York Fashion Week.

GQ - Circulation

Esquire - Circulation

1,924,355

~2,000,000

15

PRINT

16

OUTDOOR

L O S

A N G E L E S

Strategy Billboards will be placed along major

interstates that generate heavy traffic to expose the
Stacy Adams name to commuters throughout the year.
Rationale The billboards will be displayed throughout
March, LAs fashion week and month, as well as in
October, as trendy professionals are looking to
buy new apparel for the changing seasons.

17

BILLBOARD

OUTDOOR
C H I C A G O
Strategy In Chicago,
Metra train wraps will be
utilized in February and
again in October to appeal
to men while commuting to
work.
Rationale The months of
February and October provide
ideal timing to catch young
professionals attention as they are
looking for spring and winter attire,
respectively.

19

20

OUTDOOR
N E W

Y O R K

C I T Y

Strategy Subway stations will be the focus of our

New York campaign. The concentration will be on
station domination at popular stations throughout the
month of February, New Yorks fashion month.
Rationale Dominating a station
will bring Stacy Adams to the
forefront of young commuters
minds throughout the month of
February, right as fashion is
everywhere around them.

21

SUBWAY TAKEOVER

STATION DOMINATION

SOCIAL MEDIA
Stacy Adams social media will be positioned
as a style, career and social coach. The
ultimate goal is to get the audience to
associate the Stacy Adams brand with more
than just the shoe. We want them to relate
to the brand on a more personal level. Social
Media is the only type of media that allows
brands to have 2-way communication and
engagement with their audience - fostering
relationships.

24

BLOGGING
Strategy Provide fashionable
bloggers from Stay Classic,
Instagram and Buzzfeed sample
shoes to promote the Stacy
Adams brand.
Rationale The trendy young
professionals that fit into the
Stacy Adams target audience
are the same type of audience
that can be found following and
reading these blogs- it is a great
opportunity to promote the
brand in a natural way.

25

BLOGGING

BuzzFeed
Blogs effectively reach our consumers who are actively seeking ways to be fashion forward. Buzzfeed in
particular is a great medium to appeal to the Stacy Adams target demographic. By writing meaningful blog
posts that fit organically on the website,(such as fashion quizzes and blogs offering advice) we will use
Buzzfeed to build brand awareness and a more prominent social media presence.
26

SNAPCHAT
3

Snapchat is a newer form of social media that allows users to

take snaps and send them to their followers. In the past year
Snapchat has grown into a media sharing service for major
events around the world. In just the last few months it started
featuring advertising in the form of short videos and images.
These ads are sent out to every Snapchat users feed where
they are given the option to click the ad. Most Snapchat users
will tell you that they dont like having their feed filled with unclicked snaps (even promotional ones), the result is often a
deliberate choice to view promotional content. Provided that
the content is entertaining, users will check back on the feed
throughout the promotional period. Advertising on Snapchat is
a more direct and relatively inexpensive medium to appeal to
our target audience.

Second stop at #NYFashionWeek

During NY Fashion Week, we will have a small Stacy Adams

team that will be taking and sending snaps of their time during
the week out to our target market with the Snapchat app. This
will all be collected by the Stacy Adams snapchat team and
combined into a formal Snap Story.

Active Users

Snaps / Day

100 million

400 million

27

Source: http://expandedramblings.com/index.php/snapchat-statistics/

STACY ADAMS WEBSITE

28

Using our single minded idea and our tag line, we came
up with an idea for a Youtube series called "Style goes
Anywhere". The documentary style series will feature
one young man per episode talking about his
profession, life, and style. The professions covered
would vary significantly to show that Stacy Adams can
go anywhere andbe worn for a variety of professions
and occasions. We decided that a documentary style
series that focused more on how the shoes can be
worn, and less about why, would be a more engaging
and organic way to reach our target.
Each Youtube episode will be featured on the Stacy
Adams website in profiles about the men in the video,
and their style. That way the videos tie back to the
product and brand more directly. These profiles are
also a great way to show other Stacy Adams products
and the different styles the brand has to offer.
See Patricks story at: https://www.youtube.com/watch?
v=ICB6SpjBrgM&feature=youtu.be

29

Music will always be an important part of daily life.

But the way that we listen to music has been rapidly
changing over the last few years, especially for our
target audience. Online radio services like Spotify
and Pandora allow listeners to put on their favorite
genres, artists, playlists and specific songs (with
intermittent audio/visual ads) through the users
computer or mobile device. By targeting the online
stations that play the music our target listens to, well
have an opportunity to expand the reach of the
Stacy Adams brand beyond most traditional media.
This method is particularly effective for our target
audience because of the nature of their musiclistening habits; millennials will often put on a playlist
or a Pandora station that they will listen to
continuously. This results in longer ad retention and
therefore better brand recognition. Well be running
:30 ads continuously throughout 2015 on both
Spotify and Pandora.
Spotify Monthly Users

Pandora Total Listening Hours

Feb 2013 - Dec 2013

15 Million

15.3 Billion

The ads above will be displayed while the audio plays

30

http://evolver.fm/2012/07/31/spotify-hits-4-million-paying-users-but-how-many-people-really-use-it/
http://www.statista.com/statistics/190975/listener-hours-of-music-streaming-service-pandora-since-2009/

ONLINE NEWSPAPERS
Strategy The advertisements will be cubes and
leaderboards across the LA Times, Chicago Tribune,
and NY Times mobile and desktop sites. The ads will
be featured on the websites Culture/Lifestyle,
Business, and Financial sections.
Rationale Young professionals are interested in,
and expected to, keep up with current affairs and
major industry events. That being said, our three
main markets have websites with sections that
appeal exactly to the young and trendy professional.

31

ONLINE NEWSPAPERS

New York Times

200,000 over 5 days, $14.39 CPM, Cube, Leaderboard. NYTimes.com is a top news website that
boasts 28 million unique visitors each month as well as engaging them in the content online. Again, we
will be targeting the Business and Financial sections.
32

ONLINE NEWSPAPERS

Chicago Tribune
50,000 Impressions over 30 days, $13.33 CPM, Cube, Leaderboard. This is another local option that we
picked because it will help raise awareness in Chicagoland area among one of their target audiences, the
young trendsetter, who [doesnt] follow the crowd; the lead it.
33

ONLINE NEWSPAPERS

Los Angeles Times

150,000 impressions over 5 days, $14.00 CPM, Cube, Leaderboard. We will be featuring our ads on
their websites Culture Monster, Business, and Financial sections to target the young businessman.
34

HOW MUCH?
Production Budget

$234,000

6 Stacy Adams Videos

$90,000

1 Billboard

$12,000

Snapchat Story

$5,000

2 Backlit Train Ads

$15,000

1 Train Wrap

$50,000

3 Posters/Print Ads

$20,000

3 Online Ads

$15,000

30 Sec Video Ads

$20,000

30 Sec Radio Ad

$7,000
35

WHEN & WHERE?

Media Plan 2015

Brand: Stacy Adams

Budget: $1,000,000

Month

January

February

March

April

May

June

July

August

September

October

November

December

Total

Guerilla
Stacy Adams Videos
Paid Instagramers
Organic Online BlogsBuzzfeed

$1,000.00

$1,000.00

$1,000.00

$1,000.00

$1,000.00

$25,000.00

StayClassicBlog

$25,000.00
$1,000.00

Snapchat

$1,000.00

$1,000.00

$1,000.00

$1,000.00

$2,000.00

$64,000.00

$30,000.00
$1,000.00

$55,000.00

$5,000.00

$4,000.00
$30,000.00

$1,000.00

$1,000.00

$1,000.00

$1,000.00

$1,000.00

Newspaper (website)
LA Times
New York Times

$6,300.00
$4,000.00

Chicago Tribune

$8,000.00

$4,000.00

$2,000.00
$4,000.00

$6,300.00

$6,300.00

$6,300.00

$37,800.00

$4,000.00

$4,000.00

$4,000.00

$28,000.00

$2,000.00

$2,000.00

$16,000.00

$12,300.00

$75,800.00

$4,000.00

$16,300.00

$4,000.00

$4,000.00

$10,300.00

$12,300.00

$12,600.00

$12,600.00

Magazine
GQ

$44,700.00

Esquire

$32,500.00

$44,700.00

$89,400.00

$44,700.00

$121,900.00

$32,500.00

$77,200.00

Web
Spotify

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

Pandora

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$2,000.00

$24,000.00
$24,000.00

Social Media

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$120,000.00

Youtube Ads

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$120,000.00

Hulu +

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$10,000.00

$120,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$34,000.00

$408,000.00

Outdoor
LA- Billboard

$30,000.00

NY- Subway Ads

$27,500.00

Metra train wrap

$15,000.00
$42,500.00

$10,000.00
$2,500.00

$10,000.00
$2,500.00

$2,500.00

$50,000.00
$2,500.00

$15,000.00
$2,500.00

$10,000.00

$2,500.00

$27,500.00

$37,500.00
$30,000.00

$2,500.00

$87,500.00

Total Media Cost

$757,200.00

Total Production Cost

$234,000.00

OVERALL COST

$991,200.00

36

SIMPLIFIED. . .

37

DID IT WORK?
...
SHOE SALES
Percentage increase
for dress casual sales,
overall growth of
revenue, share of
market

SOCIAL MEDIA
Monitor feedback as
well as increases in
Likes, Followers,
Subscribers and
Conversations

38

WEBSITE TRAFFIC
Mouse movement,
click through rates,
website visits for
measurement /
effectiveness

CONCLUSION
Major shoe brands have been recycling the same old ideas for years hoping
to maintain their prominence as a new generation of spenders rises to
power. Now is a prime opportunity to establish a new brand image for
Stacy Adams while maintaining the heritage that goes along with the name.
This means introducing consumers to a new factor when buying shoes and
reducing the decision fatigue we discovered our audience has been feeling.
The world moves quickly. Staying up to date with whats fashionable these
days requires time and energy, and our audience does just that. Therefore,
effectively advertising to them requires a lot of time and energy to keep up
with their habits. This book outlines a plan that can not only keep up with
them, but stay one step ahead of them, because style goes anywhere.

39

APPENDIX
Candidate Screening Questions
1. Are they male?
2. Are they 18-25 years of age?
3. Do they consider themselves fashionable/ do they care about fashion?
4. Have they purchased a pair of shoes in the last 6 months? (If no, why?)
5. How much do they spend on an average pair of shoes? ($50-$150)

Online Survey Questions

1. Are you between the ages of 18-25?
2. Male or Female?
3. Have you purchased a pair of shoes in the past 6 months?
4. How much do you typically spend on dress shoes?
5. How fashionable would you say you are?
6. Would you buy a pair of shoes endorsed by a celebrity?
7. Do you have any fashion icons?
8. Do you like buying new shoes? Why or why not?
9. Do you brag about your fashion/fashion purchases in person or via social media?
10. Do you usually buy shoes? What kind of shoes do you have the most of?
11. What shows do you watch? Magazines? Websites? Blogs? Twitter Accounts?
12. Describe your favorite pair of shoes.

40

Focus Group Questions

1. What are the key things you base your outfit on? (Comfort, Convenience,
Occasion, Fashion, Other).
2. What was the last type of shoe you bought?
3. When was the last time you bought a pair of dress-casual?
4. What excites you most about a shoe purchase?
5. What are the first four brands of shoe that come to mind when I say
fashion?
6. What would you expect to pay when buying this pair of shoes? (present
picture) -OR- What would you be willing to pay for a pair of fashionable
leather shoes?
7. Where do you usually buy your shoes?
8. Who do you think buys these shoes?
9. How much do you think they are?
10. Would you consider buying these shoes ?
11. Who is your style icon?
12. What kinds of people/brands/accounts do you follow on social media?
13. Do you plan your outfits and then match your shoes or do you plan your
outfit around your shoes?
14. When I say fashionable, what kind of person comes to mind? Celebrities?

In-Store Interviews Questions

1. Why are you here today shopping for shoes? Whats factors are important
to you when buying shoes?
2. What are the key things you base your outfit off in relation to your shoes?
(Comfort, Convenience, Occasion, Fashion, Other).
3. Why are they buying shoes? (do they need to be replaced, are they out of
style, are they seeking more styles?) How many dress shoes do they own?
4. A new pair of shoes makes me feel like _________. Do you like your
shoes to make you stand out or fit in? Why?