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A. Product Category Threats and Opportunities Summary The footwear industry is marked by a variety of threats and opportunities affecting the ability for companies to gain and maintain market share. Within the domestic market there has recently been moderate growth despite the poor economic performance of the U.S. economy. The industry landscape is fragmented and highly competitive. Recent trends have seen a devaluation of footwear prices as a result of token brand loyalty and low cost strategies of discount manufacturers. Emphasis has been placed on the Generation Y segment due to level of buying power and size of market. This has caused a shift to retro designs and an increase of specialty boutiques to cater to this market. Companies who wish to compete in this industry must emphasize fashion in tandem with function at reasonable prices, as well as have a substantial capital base to be successful. Economic concerns Sluggish...

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