PAGE 1 Shoe buyers, even savvy ones, can be ? ckle. A popular shoe today may see its shine fade a year from now. Footwear manufacturers grapple with this all the ti me. There are ti mes, however, when their diagnosis—“? ckle shoe buyer”—is not quite right. Adverti sing is a piece of the puzzle too. And so are pricing, distributi on, and other marketi ng levers. Identi fying which levers to pull (and how hard, and in what order) is a di?

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