Since I started reading about the art of investing I've been thinking about competitive advantage and what it is that allows companies to live and what causes them to die. I've slowly become more and more cautious and demanding in my criteria for stock selection. Since I purchased KSWS I've become more negative regarding its future. It seems to me that history is littered with the corpses of mass-market fashion brands that were intensely popular for a couple of years and then died rapidly. I think that to keep a solid share-of-mind (giving you lasting share-of-market) you need to be selling a product that people buy frequently and is of marginal cost, (Coke, Pepsi, chewing gum, chocolate bars, magazines, newspapers, cigarettes, hair products, toothpaste, razors, batteries, cereal, etc) or a product that is of such a high value that it attracts a nearly reverential group of potential customers. (Ferrari, Rolex, Bentley, Tiffany, Armani, Gucci, Chanel, etc.)
There's much more money to be made in the first group, since the pool of potential customers is, essentially, everyone, whereas the driving force behind the share-of-mind of the second group is the fact that the product is unattainable for the vast majority of the population, severely limiting any expansion plans.
Then there's the companies that defy this classification but have strong share-of-mind regardless: Nike, Wal-Mart, Bose, (now I'm stretching) Toyota, Honda, The iPod, and that's about all that I can think of right now. Actually, the only one on that list that I'm convinced has a solid share-of-mind is Nike. Nike gets their share-of-mind via their brilliant marketing and ad campaigns. These ad campaigns mostly convey the idea that their shoes improve sport performance, sometimes to a superhuman level. This perception that their shoes are superior in technical features and quality persuades many people who never do any physical activity to buy and wear Nike sneakers. In fact, this is only reason I have seen why any mass-market apparel company has stayed in business for any historically significant amount of time. Fashion-based mass-market apparel brands come and go, but those which convey the perception that their products are technical marvels stick around. I'm thinking of adidas, Reebok, Puma (which along with Lacoste has come through a rough patch and is now shining) and oakley.
Unfortunately, KSWS hasn't decided to follow this marketing tack. Understandably, they're afraid of the impact of the intense competition. They've also tried to deviate from focusing on their straight 'classic' show before with dismal results. Unfortunately, there aren't any easy choices here. It looks like Americans are getting tired of K-Swiss as a fashion brand, and shifting to a 'sport' strategy is expensive and risky. But if Puma can pull off a sport/fashion brand renaissance in 10 years, then KSWS can do it too. The longer management sticks to the same-old as KSWS, the more antsy I feel.



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