Abstract:

Foot Locker Inc. is known globally for its athletic shoes and apparel and has the brand identity to leverage its name by diversifying into other product lines. Foot Locker wants to be known for more than just a “sneaker spot”, but they are missing that extra component or accessory that would broaden their brand image. Men go to Foot Locker locations for shoes and apparel, but their outfit is still not complete since it lacks one necessity-jewelry. Men mostly get their jewelry online or from major department stores. What if Foot Locker could fill in that void? This article analyzes Foot Locker relative to the men's accessories market. Jewelry is the oldest way of expression and combined with sneakers, it could be Foot Locker’s ticket to growth and continued success. We will discuss the possibility of Foot Locker starting their jewelry product extension that will be targeting their already known male demographic. Through the application of market research, creating an assortment plan, and global market research it is hypothesized that Jewelry by Foot Locker could become a great addition to the Foot Locker brand. If done properly, this jewelry extension could be the newest way Foot Locker improves their image and profits.