Where should Warren Williams be sold outside of major retailers whichthe company already has existing relationships with?Zappos is currently the largest and most visited online shoe retailer. The company has grown particularly rapidly during the pastdecade due mostly to word of mouth advocacy for their loyalty business model, relationship marketing techniques, and 24/7 customer service. Zappos would not only be a valuable partner because of their salevolume, but also because the ordering and shipping experience is thefirst impression the customer has of the experience with the shoe. first impression the customer has of the experience with the shoe. First impressions are the most lasting, and a positive ordering and shipping experience will set the tone of “Yeah, this was a good buy.”Demographic and traffic data (pictured below) generated byQuantcast.com matches favorably to Warren Williams’ target consumer.62% of the sites users are aged 35-50+, 33% of the sites users makeover $100k annualy, and 61% are well educated. While the majority ofusers are women, it is likely based on age data that many of them areusers are women, it is likely based on age data that many of them aremarried and could have influence on or buy for their husbands. Trafficdata shows Zappos’ peak sales period, unsurprisingly, as the holidays.While Zappos has not responded to inquiry on the subject, the optimaltiming to have product placed on the site would be just before theshopping season.

Boutiques, specifically designer shoe boutiques in NYC, provide aanother new distribution channel. This puts the brand extension into some of thetrendiest shops in the country and in front of the eyes of the trendsetters.Citidex.com lists over 75 designer shoe boutiques in NYC and the best way to decide which shops to pitch the line to would be letting the designers go doorto door to each shop to make sure the shop is the kind of place our target customerwould shop. This also lets the salespeople their meet the designers face to facewould shop. This also lets the salespeople their meet the designers face to faceand if deals are reached to carry the line, they will be able to explain the true gistof the brand to the salespeople. If the shoes do well in the boutique atmosphere,Warren Williams has the opportunity to create buzz over the line using localpublications and social media to give the line a stamp of authenticity among true“shoe heads.”