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Values Sell by Angela Soper, Nadine Thompson

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2Defining your market

21

THE CREATIVE CHALLENGE:Determining who your customer is and how you can keep focusing on that customer

Birkenstock USA began as a seller of innovative, comfortable footwear—perhaps too innovative at the time. When founder Margot Fraser began trying to wholesale the funny-looking German-made sandals in the United States, no one wanted to give her the time of day. But she was wearing the sandals and knew how therapeutic and comfortable they were. She was convinced Americans with tired, aching feet who would appreciate them were out there —if only people had the chance to put them on. This notion propelled Margot to her first event (a health food store convention), where people could try the sandals for themselves. Store ...

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