Grand Shoes: application of “The long tail” concept<br />
Who’s Grand Shoes ?<br />Grand Shoes, created 12 years ago, is a company that offers shoes that fit the feet and the style of the consumers. It offers a large range of shoes: from sneakers to classic footwear. These shoes are carefully selected and come from well-know brands (Nike, Adidas, Puma, J Shoes, Merrell, Vans, Camel Active, Blackstone and And 1).<br />
What’s “The long tail” concept ?<br />The long tail concept describes the niche strategy of selling a large number of unique items in relatively small quantities or selling fewer popular items in large quantities. <br />The concept was popularized by Chris Anderson in October 2004 in an article in the magazine Wired of which he is the editor-in-chief.<br />
In the physical world we're living in there are always limitations : financial, physical, technological ... .That is why firms always look to profit from the largest segments of consumers and sometimes ignoring the tastes of many of them.<br />This is the case of many outlets and websites, for example: small shops, companies that has small storage or that can’t afford making huge investments …<br />
In this presentation we will focus on the case of Grand Shoes:<br />Many outlets and websites like shoebuy.com , madeinchina.com , nike.com … are selling shoes to consumers without offering a wide variety, and this is especially due to the physical limitation: these shops usually pay high rents, have a problem running their inventories, don’t have space to store the products or can’t afford buying a wide variety of shoes.<br />
People with large feet often have problems finding the right shoes and that's how the idea of having a store called Grand Shoes emerged. <br />Grand Shoes aim at offering all sizes of shoes and delivering them in many countries by creating a website.<br />
The management at Grand Shoes understood the benefits of this strategy:<br /><ul><li>minorities combined form a huge segment.
helping in solving a social problem (a sort of discrimination in terms of choice) providing Grand Shoes a good social image.</li></li></ul><li>References<br />Photos:<br />http://www.grandshoes.co.uk/big_shoes/188.8.131.52/1/images//448_7cc9758691b78ab6e689e1d49dd2a7e7.gif<br />http://www.grandshoes.co.uk/big_shoes/big-mens-shoes/about-us/about-us.php<br />http://www.grandshoe.co.za/<br />http://www.eteamz.com/catssoccerclub/images/adidas_logo.jpg<br />http://blogs.orlandosentinel.com/sports_college_ucf/files/2010/03/nike-logo.jpg<br />http://www.patuxentfa.org/imgs/Puma_Logo(3).gif<br />http://thefuturebuzz.com/pics/laws/long%20tail.gif<br />http://stephenlawrenceclothing.co.uk/images/logo_camel_active.gif<br />http://www.daniellasourcedusport.com/uploads/pics/Merrell_Logo.JPG<br />http://www.redsfootwear.co.uk/images/RedsImages_Autumn2009/Autumn2009_Small/J%20Shoes/AW09/lr%20images/JShoesLogo_Large.jpg<br />http://www.seeklogo.com/images/A/AND_1-logo-5D2D779927-seeklogo.com.gif<br />http://ajband.files.wordpress.com/2009/03/vans_logo_large.jpg<br />http://blogs.citypages.com/blotter/assets_c/2008/12/BlackstoneLogo-thumb-393x79.gif<br />