We visisted shops such as Schuh, Office, Size?, Nike and Adidas in order to gain a wide view of trends - in store, colour palettes and shoe styles. Colour was again a key part of visual merchandising and many of New Balance's competitors displayed a selection of shoes that were bright and fluorescent in colour. It was noticable that in some stores such as Size? the selection of New Balance shoes available were all dull and dark in colour. When presented next to shoes from their competitors the New Balance range looked as though it would appeal to a much older age group than who they are actually trying to market i.e. those in tier 1 and 2. In addition, it was also noticable that their was a limited amount of point of sale material displayed by New Balance.
These findings highlighted key areas where New Balance may be failing to reach their target competitors of a younger audience.
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