BAAFH - Fundamentals of Marketing Research Project - Marketing Assignment Help

Assignment Task

Introduction

Founded in 2013, Purpletag.ie is an Irish online shoe store selling third party women’s, men’s and children’s shoe brands within the Republic of Ireland.

It is the online partner of Graham Shoes, an offline shoe retailer with stores in Dublin (men’s and women’s), Kilkenny (men’s, women’s and a specialised kids shop) and Carlow (men’s and women’s).

The website sells approximately 40 women’s brands, 10 children’s brands and 10 men’s brands. The breakdown of sales is approximately 80% women’s / 10% men’s / 10% kids.
 

Market Trends

The Irish footwear market has been – like many other consumer markets – subject to a growing shift of business to online sales, accelerated since the beginning of the Covid 19 pandemic and this is extremely likely to continue given the likely lasting changes in customer behaviour regarding the reduced customer propensity to visit and shop in traditional retail stores.
 

As trends move more towards casual fashion apparel, so too does the footwear. Pre Covid, there was already less demand for ‘going out’ dressy heeled shoes and formal office shoes in favour of casual, flat and sports styles, and this trend has been accelerated by the lockdowns and the prevalence of ‘WFH’ (working from home).
 

Athleisure footwear can be defined as non-performance sports/casual footwear; however performance sportwear suppliers (Nike, Adidas etc) are moving into this mainstream footwear space and as such, represent competition within the footwear sector. PurpleTag does not supply performance sports footwear.
 

Key Values / Features

The company’s mission statement is: We promise to personally take care of each transaction; to make sure our website is always easy and secure; and our customer service always friendly and personal.
 

Convenience: We offer free 1-2 days delivery within Ireland on all purchases over €40. Our delivery is reliable, comes with a personal touch (jelly & bow) and the service is efficient.
 

Best-selling brands: We sell women, kids and men’s best-selling footwear brands. Our brands are well known for quality, comfort and style, eg, Amy Huberman, Rieker, Kate Appleby, Tamaris, Marco Tozzi,
Sorel, Ruby Shoo, Converse, Clarks, FitFlop, Dubarry, Skechers and Crocs.
 

Irishness: We are 100% Irish owned and operated, a growing minority among current retailers.

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