preview

Payless Shoes

Decent Essays

Our primary focus for Payless ShoeSource is to improve its promotion of men’s formal footwear segment. Payless has done a fantastic job of this with women’s footwear. We know that there is significant room for growth in men’s formal footwear and believe that Payless can tap into this market. As for the athletic shoe market; customers in this area tend to be more loyal to their leisure shoes like Nike, Adidas, and Under Armour. However, young males are less inflexible with their formal footwear. And not only is it necessary for young adults to own at least a pair of dress shoes, but for young boys as well. Payless ShoeSource has a large market opportunity in male’s formal footwear. It includes children, college students, and young professionals.

If you scroll through the front page of Payless ShoeSource’s website, you will notice that only women’s shoes are being advertised. Television advertisements from Payless are mostly for women and young girls. Also, if you go to an actual Payless retail store, the majority of …show more content…

And with low prices, moms and dads can afford more than one pair that can be used for church, weddings, holidays, and other special times. Children at this young of age grow rapidly and usually need new shoes at least every six months. Some of the advertisements will show this problem, but the viewer will see that they can payless at Payless. College students will also be targeted. Students in college get more professional and will need dress shoes for internships, certain classes, school trips, or clubs. At this age, males are more flexible with their formal footwear and will appreciate the low prices. Once graduated, they will be young professionals getting out into the work force. And will be in need of new dress shoes. It is clear the Payless ShoeSource is missing out on a market opportunity. This recommendation will help Payless to bring in more males and have a larger client

Get Access