Swot Analysis

In the past, dyeing shoes had been a painful process that too often resulted in customer dissatisfaction. In many cases, technology prevented an associate from fully satisfying the customer's expectations for dyed merchandise by "exactly" matching her garment color. Rather, reduced dye capabilities often produced color matches that were claimed to be "within an acceptable tolerance" of the garment. This created a conflict between the ability to ensure close color matches, and the customer's desire for color coordination throughout her ensemble. (David's Shoe Dye manual, pg. 1)

Throughout the bridal industry, it's well known that glue and surface contaminants inhibit dye coverage. Unfortunately, the detection of these defects typically occurs after a shoe has been dyed. At this point the merchandise is typically discarded and the process begins again, with hope for better results.

To increase customer satisfaction and minimize profit loss, David's Bridal has instituted a rigorous pre-inspection process that allows surface contaminates to be detected prior to dyeing. Since the fabric of our shoes contains a special chemical called an optical brightener, they glow under ultraviolet light. Where glue is present, the fabric will not glow as brightly as in the surrounding areas. Therefore, newly provided Ultraviolet lamps allow the consultant to identify contaminants, prior to dye application. Unfortunately, this ultraviolet device is unable to detect surface oils and dirt. If shoes are tried on without foot stockings and there is a transfer of oils and perspiration to a dyeable portion of the shoe, those areas may dye a different color. Additionally, if a consultant has hand lotion or grease on her hands and attempts to dye, the dye may not cover the shoes evenly. For best results, consultants must have clean, oil-free hands when handling dyeable shoes. (David's Shoe Dye manual pg. 2)

Over saturating the shoe during the dyeing process is common within the bridal industry. When too much dye is applied to the shoe's surface, it takes much longer to dry and the final appearance may lack color uniformity. Using hair driers to speed up drying time also causes problems with color uniformity; the end result may be darker, or duller.

Proper dye selection is important. Once the customer has chosen her dress and shoes, showing her color swatches will help determine color preference. Be aware that certain dress colors do not have coordinating dyes. For dresses that do not have a corresponding shoe dye match, suggesting an engineered color and explain that the chosen color will not match her dress perfectly. Dye request forms are completed every time there is the need for dyed shoes. The dye request form includes such information as, customer name, shoe style, shoe fabric, color, customer phone number, pick up date, and event date. The customer must also sign the form to indicate that the customer fully understands the shoes may not match the dress perfectly, the shoes will accent the dress, and the dye is not water proof. (David's Shoe Dye manual pgs.3-4)

Pre-inspect shoes to confirm that they are a matched pair in pristine condition, and they are the appropriate style and size. View each shoe under ultraviolet light. Remove surface contaminants. If they