Thursday, March 25, 2010

The Core Of Our Brand

Last week, we posted Part 1 of a conversation between Faryl and Tom Guarriello from TrueTalk Consulting.

Here's Part 2, a brief clip in which Faryl describes her vision for founding Farylrobin Footwear. Faryl launched Farylrobin Footwear in 2002 because she loved shoes and wanted to make fashionable footwear at a reasonable price.

But, rather than us telling you Faryl's story, we thought it was best that she tell it herself.
The opportunity Faryl saw was for:
"...designer shoes in a mid-price range. 
If you think back to the early 2000s we had junior product, which was creative and fun, but very young. 
We had salon product, that was $300 plus at the time...and anything in between was generally what I think corporate American men thought corporate American women should be wearing: brown close-toed pumps (think: Nine West at the time). 
And there was nothing really creative between that $89 price point and the $300 price point; as if we took off in our life and we were either 16 and then we got serious in the world, or we got very wealthy very quickly. 
So, I really felt there was an opportunity in that marketplace.

[Any my background] really allowed us to create functional footwear—designer footwear—within those price ranges, that were comfortable."
Click on the Play icon below to begin listening. We hope you enjoy this two-minute clip. Stay tuned for Part 3.


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