Transcript Sperry Top-Sider.ppt

Sperry Top-Sider
Jamie Dauterman & Conner Henry
• Seen as an iconic
• Original brand of
element of the
“boat shoe” designed
“Classic American
in 1935 by Paul Sperry
Style” look
• Grooved soles idea
• The Official Preppy
from his dog running
Handbook endorses
across ice
the Authentic Original
• WWII, named one of
as the footwear
symbol of classic Prep
the official shoes of
Style
the US Navy
A little about the shoe…
•Rust-proof eyelets
•100% premium U.S.
sourced leather
•Shock-absorbing EVA
heel cup
•Non-marking rubber
outsole with razor cut
wave-wiping for
ultimate wet/dry
traction
Distribution
• Sold primarily at
stores like
Nordstrom’s and
Macy’s
• In 2010 started their
own branded Sperry
boutiques around the
United States
Partners
& Sponsorships
• US Sailing Team
• Paddling companies Canoecopia and
College Kayak Fishing
• New York Yacht Club, Oceana
“The fact that Sperry Top-Siders is indeed used
by sailors and yachtsmen eased its extension into
a fashion brand.” - Forbes
#topsiding
Creating a lifestyle,
rather than “just a brand”
#passionforthesea
Trends
& Demographics
Demographics:
• College-prep
• High society/class
• Boating members
Trends:
• “Fratty”
• Popular in the 80’s;
struggled in the
90’s
• On the rise once
again
Product Category Extensions
• In 2012, Sperry’s decided it was time to offer
additional products into the marketplace
• By partnering with industry leaders, Sperry’s
was able to add multiple new products,
including: watches, sunglasses and even luggage
"Sperry Top-Sider's rich
heritage inspires the design
of each new product
collection, paying homage to
the authentic original boat
shoe. The unique details and
enduring style of these
products will be geared
toward a modern,
discerning and stylish
“Leading manufacturer and distributor of fashion
watches worldwide.”
A prestigious European fashion accessory and eyewear
company
“America’s Luggage
Company”
A leader in travel goods
since 1877
Strengths:
•Appeal to multiple
market segments
•Well established
•Comfortable and
stylish
•Reasonably priced
•Offer “How-To’s”
on their website to
customize and
update your
Sperry’s
Weaknesses:
Opportunities:
•Sponsorship of events
•Celebrities
endorsements
•Introducing more
product categories
•Offering exchanges or
returns
•Website for other
countries had slim
pickings
Threats:
•Cheap alternatives!
Competitors:
•Cole Haan
•Timberland
•Mephisto
•Allen
Edmonds
"According to Craig Reingold, president of
Sperry Top-Sider, "We continue to hear from
consumers that love this brand that they want more
Sperry products beyond the broad spectrum of footwear
we deliver today. Through these new licensing
agreements and experienced partners, in Spring 2013
we expect to deliver on consumers' needs with muchanticipated additional products for women and men
who share the Passion for the Sea lifestyle of the
Sperry brand."
Work cited:
– http://www.forbes.com/sites/christacarone/2012/06/04/staying-alive-creatingimmortal-brands/
– http://en.wikipedia.org/wiki/Sperry_Top-Sider
– http://en.wikipedia.org/wiki/The_Official_Preppy_Handbook
– http://www.sperrytopsider.com/en/content?caid=our-story
– (https://www.collectivebrands.com/news-and-press/2012/02/sperry-top-sider
%C2%AE-continues-brand-expansion-beyond-footwear)
– http://www.tonetoatl.com/2012/02/perimeter-getting-preppier-with-sperry.html
–
–
–
–
http://www.sperrytopsider.com/en/content?caid=customize-your-sperrys-page
http://www.sperrytopsider.com/en/content?tmclickref=STS_Discover_Story_Secondary_3&tm
campid=35&caid=topsiding&tmplaceref=STS_Discover_Story_Secondary_3&tmad=c&icid=S
TS_Discover_Story_Secondary_3
https://www.youtube.com/watch?v=NhxaDjjqmFk
https://www.youtube.com/watch?v=Ttp2b-JDxyQ