Above is a perceptual map of the major brands within the shoe industry. It appears that there is a big gap in the market for a brand to make a high comfort shoe at a low price. There is a gap here because for a company to make a high comfort shoe at a low price would mean that it would almost be unprofitable and they would be wasting their time. Croc like shoes are extremely comfy and really cheap but they do not last no more than a month or so as they are such poor quality.
Tom Field - 6th March 2013
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