Expecting success with shoes for pregnant women Ni

Expecting success with shoes for pregnant women,[link widoczny dla zalogowanych]
Hikers have them, dancers too,[link widoczny dla zalogowanych], as do any number of people who stand for long periods or are just trying to relax. But until February,[link widoczny dla zalogowanych], a shoe designed specifically for the needs of pregnant women was almost impossible to find.
New Life Shoes is a San Antonio company that has set out to change that.
Backed by a group of San Antonio-area investors and armed with advice from an Atlanta obstetrician and a core group of footwear industry veterans, New Life is off and running with an athletic shoe it believes pregnant women will find easier to use and more comfortable than any made by competitors.
"We have incorporated numerous features to offer support,[link widoczny dla zalogowanych], breathability and most importantly,[link widoczny dla zalogowanych], a great fit to meet the needs of the pregnant woman's changing foot," said New Life President .
If it can land sales with 10 percent of the approximately 4.3 million women who are pregnant annually in the United States, New Life can become a $35 million footwear company,[link widoczny dla zalogowanych], Connors said.
The company has set a goal of reaching that sales target in five to eight years. ,[link widoczny dla zalogowanych], an obstetrician at Mount Vernon OB-GYN Associates in suburban Atlanta, championed the idea of developing a shoe for pregnant women in the late 1990s after hearing his patients complain about their foot pain and how few shoe options they had.
Blank,[link widoczny dla zalogowanych], who took his idea to Connors, said the shoes not only had to be comfortable and easy to get on, but they needed to be fashionable and affordable. An athletic shoe was a plus because it would encourage a prospective mother to exercise,[link widoczny dla zalogowanych], the doctor said.
"The overall response has been complimentary for appearance,[link widoczny dla zalogowanych], fit and comfort,[link widoczny dla zalogowanych]," Blank said when asked what patients and nurses who tested the shoe said about the product. "I think it has lots of potential even outside of the maternity market."
Connors said the company is evaluating an expansion of the footwear line to serve other medical markets where foot swelling is an issue. It also is in the process of developing different styles of shoes,[link widoczny dla zalogowanych], including two types of sandals and a casual women's shoe.
For now, the company is focusing on getting the word out about its maternity shoes, which are manufactured in China,[link widoczny dla zalogowanych], and claiming a share of a maternity-wear market that is expected to grow by 1.3 percent this year to $2 billion,[link widoczny dla zalogowanych], according to IBISWorld market analysts.
Connors would not divulge specific sales totals for the company but said they met company expectations in March.
The company has pursued a nontraditional marketing campaign, promoting its shoes first through events for "mommy bloggers" who get the word out about new maternity products and then in coming weeks through brochures and sales displays available in the offices of obstetricians and gynecologists around the country. Connors said that should lead to significant sales growth.
Nikoleta Panteva, senior retail analyst with IBISWorld,[link widoczny dla zalogowanych], said the company's word-of-mouth approach to marketing could be more effective than traditional advertising. It appears to have the components in place to grow, she said.相关的主题文章：

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