Фигурка "The Simpsons" Series 2 - Tony Hawk

But the number one complaint is what happened to the cool product?" Lambesis's strategy was based on translating Innovator shoes for the Majority. But suddenly Airwalk wasn't an Innovator shoe anymore. "We made another, critical mistake," Lee Smith, the former president of Airwalk says. "We had a segmentation strategy, where the small, independent core skate shops — the three hundred boutiques around the country that really created us — had a certain product line that was exclusive to them. They didn't want us to be in the mall. So what we did was we segmented our product. We said to the core shops, you don't have to compete with the malls. It worked out very well." The boutiques were given the technical shoes: different designs, better materials, more padding, different cushioning systems, different rubber compounds, more expensive uppers. "We had a special signature model — the Tony Hawk — for skateboarding, which was a lot beefier and more durable. It would retail for about eighty dollars." The shoes Airwalk distributed to Kinney's or Champ's or Foot Locker, meanwhile, were less elaborate and would retail for about $60 ...»