Deja Shoes Case Analysis

Deja Shoes Case Analysis - DEJA SHOES CASE ANALYSIS Julie...

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D EJA S HOES – C ASE A NALYSIS Julie Lewis’s idea of an ecological footwear company stemmed from her experience as an avid environmentalist and dedicated recycler. In those days, extending oneself in consideration of the environment wasn’t very fashionable; but, as it gained in popularity, demand for green products soon soared. Consumers quickly preferred products that promoted a cleaner environment without a great deal of sacrifice to quality and functionality. Deja Shoes—made entirely of recycled material— promised to meet this need in their footwear line, but failed to deliver, resulting in lower than expected sales and an almost complete withdrawal from retailers, including Nordstrom and L.L. Bean who had previously shown a startling level of enthusiasm. Deja Shoes’ first mistake resulted in faulty choices in product design. Initially, polypropylene was the material of choice for Deja’s product line; but, half-way through production, the material was found to be inadequate in providing durability and quality—not to mention, the material damaged
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Deja Shoes Case Analysis - DEJA SHOES CASE ANALYSIS Julie...

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