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Aldo

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Submitted By anuradha123
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Brand Positioning

Perceptual map of Aldo’s positioning in the market (primarily shoes). Comparison based on price and trendiness.
Brand promise: “Always up-to-date with the latest trends from the fashion capitals of the world, and with an emphasis on quality and craftsmanship, Aldo is a brand for the conscious, self-aware shopper.”
Target market: Aldo’s target market comprises men and women aged 16 to 45, with a chic, trendy, bold fashion sense, medium to high purchasing power and willingness to spend on their appearance/ image.
Competitors: Aldo, though primarily a shoe brand, also sells bags and accessories. Its competitors include other brands that sell a similar array of products. Four of its closest competitors are:
Competitor 1: Nine West, a sub-brand of the American clothing, accessories designer brand, The Jones Group, whose vision is to “ignite desire, instill confidence and stimulate compliments”. Stemming from its 30 year presence in the industry and its ‘Hot 9’ selection of ‘must-haves’ of the current season, Nine West is positioned as a “trusted fashion advisor in every category”. They claim to be recognised as a complete lifestyle brand that translates looks from the runway to “real life fashion”. The product range offers shoes and accessories for men and women, and in other parts of the world, it also has some clothing as well as a selection for children.

Competitor 2: Steve Madden, American designer label by the “fashion footwear mogul” of the same name, whose vision is to give “young, fashion forward women a unique way to express their individuality through style”. This brand is also positioned as one that represents a lifestyle, but pivots around the central idea of “embracing fashion” while retaining the “funky independence” that originally defined the brand. The product offering includes shoes, bags, and accessories for men, women, and

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