Midterm: Well Known Product 3

Consumers:

ALDO’s consumers are men and women. Women who wear sizes 5 to 11 and men who wear sizes 7 to 14. People who enjoy comfortable, good quality shoes for a reasonable price, shoe fanatics and people who like to look fashionable.

Competitors:

ALDO’s main competitors would almost be every retail and online shoe, handbag and accessory store. Some of them are Steve Madden, Bakers, Charlotte Russe, H&M, Zappos, etc.

In the Market:

ALDO is a well known brand all over the world that sells shoes, bags, accessories, fragrance, nail polish, lip gloss and shoe care for both men and women. ALDO doesn’t carry shoes in half sizes; they run small and are European sizes. The brand is also known for carrying every type of shoe insole and cleaners to keep your feet comfortable, making sure you can fit the shoe, make sure you protect them, keep them clean and shine.

“ALDO Group, a privately-held company which operates over 1,600 retail stores, approximately 1,000 of which are under the ALDO banner. The ALDO Group is present in Canada, the United States, the United Kingdom, Ireland as well as in 60 franchised countries by the end of 2011.” (http://www.aldoshoes.com/)

Cultivating the Community:
Being another big and well-known brand, ALDO gives back to the community a few ways.

“ALDO is a brand with a conscience, a brand that cares. We actively support the fight against AIDS. Giving back to our communities is a necessary and fundamental part of the work we do everyday.” (http://www.aldoshoes.com/)

“Once again, during the holiday season, the ALDO Group prepared 500 backpacks, which were distributed to DANS LA RUE, an organization that helps youth living on the streets of Montreal.” (http://www.aldoshoes.com/)

One really great way that they decide to go green is by using less packaging by re-inventing their shoeboxes so that you can use the box as a bag. “The resulting design is simple, and the message is clear – take the box, not the bag.” “There’s no ego in eco, so the new shoebox is free of bold branding and even features a special label index so that you can keep track of what’s inside: Store your photos, CD’s, and all of your bits and bobs in one neat little place.” (http://www.aldoshoes.com/) 

 “…our new shopping bags are also designed with recycling in mind.  Each bag is made from 100% wood-free paper, supporting the growth of responsible forest management worldwide. (http://www.aldoshoes.com/)