The MAD Shoes research phase: the approach, the market, the customer
Georgiana Ghiciuc, PhD
Entrepreneur; trainer and organisational culture consultant, currently getting into shoe design; ??founder of MAD, handcrafted ???? in limited edition capsule collections.
When I launched MAD Shoes, I frequently thought about the women who would wear my heels. I often wondered, “Besides myself, how many MAD women out there would prefer a classic stiletto in fuchsia pink?” In those early days, I didn’t overthink it; instead, I took action.?
We asked women what they thought of our concept and their responses were diverse. Some?absolutely loved the idea - the classic shape, the high heel, the bold color. Their enthusiasm was contagious, and I felt a rush of excitement.?
Yet, as we continued our research, it became clear that our target audience was more fluid than I had initially anticipated.
The approach?
During our initial research phase, we remained open to feedback, even when it was difficult to hear. While all the women we approached praised the craftsmanship of MAD Shoes, many noted that the heel was too high for everyday wear. This prompted us to ask deeper questions about comfort and color preferences, making us believe that our assumptions were flawed.
Recognizing that the heel height and the fuchsia pink color might not resonate with everyone allowed us to pivot our strategy. We began introducing new colors, such as olive green and coral red, which proved successful, with the olive green model becoming a bestseller.
“Although I do fit in the audience, the most important lesson I’ve learned was that understanding the broader spectrum of my customers is essential.? Plus, it translates into a wider revenue stream. It’s not just about my personal preferences; it’s about recognizing the diverse needs, styles, and lifestyles of all the women who wear MAD Shoes. Each customer has her own story, desires, and motivations. By listening to their feedback and engaging with them, I’ve gained valuable insights that go beyond my own experience.”
The research phase for MAD wasn't without its challenges. We stumbled upon many obstacles, from small imperfections to production delays and many others. We had to pivot multiple times, learning as we went. This process taught us the importance of patience and persistence, as well as the value of finding the right partners who align with our vision.
领英推荐
The MAD Shoes vs. the market - lessons learned from our competitor analysis
When we started, I knew it wasn’t just about seeing where we stand in the market - it was about understanding what makes us different. We dove deep into the strategies of local brands in Romania and international players from Italy and Spain. We examined everything: product design, pricing, marketing strategies, and how they interacted with their audience on social media. The results gave us powerful insights that have shaped MAD Shoes in ways I hadn’t fully anticipated.
One of the first lessons we learned was that while bold designs and standout craftsmanship are essential, they aren’t enough on their own. Consumers today want more than just a beautiful shoe - they want a story. Brands that can effectively communicate their narrative connect on a deeper level with their audience, and that’s where we knew MAD Shoes could shine. We’ve always focused on our handcrafted details, the quality of our materials, and the passion that goes into each pair, but now, we needed to ensure that our story reached the right ears.
Pricing was another significant area of learning. While we want MAD Shoes to be viewed as a premium brand, the market analysis showed us that affordability can’t be overlooked. Many of our competitors priced their products strategically to remain accessible without sacrificing the perception of quality. We took this into account and adjusted our pricing model to strike the right balance between premium and accessible, ensuring that MAD Shoes remained competitive while offering more value through craftsmanship and unique design.
The MAD Shoes vs. the customer - an in-depth analysis of our target audience
Our in-depth analysis of the MAD Shoes customer base was a journey of discovery. Through research and engagement, we gained invaluable insights into what drives our customers to choose MAD Shoes. We learned that while style and craftsmanship are essential, comfort and versatility also play crucial roles in the decision-making process.?
Understanding the diversity within our audience allowed us to refine our products and marketing to better meet their needs, ensuring that we offer both beauty and functionality in every pair.
“This experience taught me an important lesson: it's not about designing shoes I would wear, but about understanding the diverse needs of all women who wear MAD Shoes.”
Stay tuned for the launch of our new MAD Shoes collection!!!
Product Manager｜Women's Shoes Supplier｜B2B Sales developer??
1 个月Happy one year to MAD Shoes! Fashion is crazy, it requires passion and courage to engage in this business. It also tests patience and management coordination. I admire you Georgiana! ??