First a little Quiz…What is a Jibbitz ?. a. a homemaker's craft project. b. shorthand for " flibbertijibbit ". c. a decoration for Crocs. d. a multimillion dollar industry. Shoe Skins. Customer-Driven Feasibility Study Bristol, Cuozzo, Holz, Lyman, Patibandla, Sexton.
First a little Quiz…What is a Jibbitz?
a. a homemaker's craft project
b. shorthand for "flibbertijibbit"
c. a decoration for Crocs
d. a multimillion dollar industry
Customer-Driven Feasibility Study
Bristol, Cuozzo, Holz, Lyman,
Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of their shoes any time they want.
Child and parent
Kids: More choices and styles with their shoes.
Parents: Having to buy multiple shoes for kids.
High “cool” factor
with something new
Offers individuality and
Variety of colors
Green: less shoes,
Cost effective – less need for other shoe purchases.
Color, and pattern options
match with outfit
as noises, LEDs
Pricing of existing novelty shoe offerings:
Customizable Converse sneakers: $58 - $95
Heelys: $43 - $80
Crocs: $20 - $40; Jibbitz (clip-on decorations) $3 - $6
Sneakart stickers: $12-$14
All parents interviewed would pay $30 for the shoe skin system.
40 parents surveyed on typical price paid for a pair of children's shoes:
< $25 35.9%
> $50 2.6%Potential Pricing
This data supports a price of about $30 for the Shoe Skins system.
Market Size in Value Sales: $6.2 Billion*
*2009, Euromonitor International
*2006, Euromonitor International
Overall Assessment: ModeratelyFavorable
BARRIERS TO ENTRY
Large Chains: High
Small Retailers: Moderate
Summary Assessment: Low Attractiveness
Innovative products can find success (e.g., Crocs, Heelys)
Who is seeking the benefit?
Who else would buy?
Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want.
The Shoe Skin System
Web site mock-up