Tiêu đề HÀNH TRÌNH KINH DOANH 2023 ROUND 2.pdf ✅

Case written by Avery Dennison Vietnam
Case written by Avery Dennison Vietnam
HÀNH TRÌNH KINH DOANH 2023 | ROUND 2 OVERVIEW Feetie is a global footwear and apparel brand that innovates with naturally derived materials to make better footwear and apparel products in a better way, while treading lighter on our planet. We began our journey in 2015 in the US with 3 beliefs about the emerging generation of consumers: These consumers recognize that climate change is an existential threat to the human race These consumers connect their purchase decisions with their impact on the planet, demanding more from businesses These consumers do not want to compromise between looking good, feeling good, and doing good The market for footwear and apparel world- wide is highly competitive, especially in our home country US. Our competitors include athletic and leisure footwear companies, as well as athletic and leisure apparel companies. We also compete directly against wholesalers and direct retailers of footwear and apparel, including large, diversified apparel companies with substantial market share and established companies expanding their production and marketing of technical footwear, as well as against retailers specifically focused on foot- wear. Because of the fragmented nature of the industry, we also compete with other apparel sellers, including those specializing in athletic footwear and other casual footwear. Many of our competitors have significant competitive advantages, including longer operating histories, larger and broader customer bases, more established relationships with a broader set of suppliers, greater brand recognition, and greater financial, research and development, store development, marketing, distribution, and other resources than we do. Competition has and may in the future result in pricing pressures, reduced profit margins, lost market share, or a failure to grow or maintain our market share, any of which could substantially harm our business and results of operations. Many of our competitors are large apparel and/or footwear companies with strong worldwide brand recognition, while others are new market participants with low barriers to entry. 01
We started from scratch 7 years ago; therefore, our market share is tiny compared to the huge market size potential of the footwear and apparel industry in the US and worldwide. With our recent expansion from casual shoes to performance shoes, we consider our main competitors in the US to be Nike, Puma, Vans, Sketchers, and more brands that are growing in this potential market. Meanwhile, our ambition is to grow in the international markets (Canada, Europe, Australia, and Asia are our target), where there are a dozen emerging brands competing aggressively. Sustainability, digitalization, and personalization are the key trends shaping the world market for apparel and footwear today, with consumer demands shaping corporate strategies across the globe. Sustainability claims are proliferating on the fashion agenda Consumers are becoming increasingly aware of the environmental impact of the fashion industry as health and sustainable living is a more integral part of their personal lives. After living in the era of fast-fashion, consumers are now re-evaluating their shopping habits and showing interest in adopting more sustainable practices. Euromonitor International’s Lifestyle survey revealed that consumers are worried about climate change 60% consumers try to have a positive impact on 64% the environment through every day actions Digitalization is penetrating and changing the retail landscape Across the globe, consumers are increasingly shopping online. They cite free shipping and the best prices among the top reasons to shop online, indicating their view of the online channel as a value channel. They also laud the convenience and positive experience provided by the channel, as they are able to shop a variety of brands and place an order at anytime from anywhere. Apparel and footwear brands and retailers have strengthened their e-commerce presence in recent years and prioritized omnichannel retail strategies. HÀNH TRÌNH KINH DOANH 2023 | ROUND 2 02