Questionnaire on training needs for High-end and Luxury footwear manufacturing


1. Company name (not mandatory):
2. Country
3. Company web site (not mandatory) :
4. Contact person (not mandatory) :
5. Phone number (not mandatory) :
6. E-email (not mandatory) :
7. Function of contact person:
7.1 CEO
7.2 Head of Production
7.3 Head of Marketing
7.4 Other, please specify:
8. Regarding your company business model, please select which option is the most adequate (multiple answers possible):
8.1 Industrial with own brand (B2C, Business to Consumer)
8.2 Industrial producing to other brands (B2B, Business to Business)
8.3 Commercial with own brand (B2C, Business to Consumer)
8.4 Other, please specify:
9. Regarding the number of employees ...
Micro company (1 to 9 employees) Small company (10 to 49 employees) Medium company (50 to 250 employees) Large enterprise (more than 250 employees)
9.1 ...which option corresponds to your company?
10. Regarding the turnove ...
Below 5 Mi. Euros Between 5 Mi. Euros and 11 Mi. Euros Between 11 Mi. Euros and 50 Mi. Euros Above 50 Mi. Euros
10.1 ...which option corresponds to your company?
11. What are the products sold by your company for each consumer? For example: Boots, High heels, Oxford, Sneakers, Loafers, Boat shoes, etc.?
11.1 MAN
11.2 LADY
11.3 KIDS
11.4 OTHER
12. HES PROJECT THREE LEVELS MARKET SEGMENTATION - The following table illustrates a segmentation of categories within the luxury segment. The following categories’segmentation has been agreed by HES project partners after an in depth analysis of the various segmentation categories available. The categories chosen are based on the elaboration of the contents of two publications:
1. Chevalier, M. & Mazzalovo, G.: "Luxury brand management: A world of privilege"(2008). Singapore: Wiley.
2. Vincent Bastien & Jean Noel Kapferer: "Luxe oblige" (2008). Eyrolles.
Project partners also agree that the degree of the person's sensibility and the place of residence influence the definition of the categories.

Do you agree that the high-end and luxury shoes available on the market can be articulated and defined at the following levels? Please select the option which best describe your opinion.
Totally Agree Partially agree Disagree Do not know
1) Linked to history and heritage
2) Exclusive model
3) High price
4) High personalization
5) Hand crafted
6) Rare and sophisticated raw materials
7) Intangibility & emotional value
8) High quality services in the point of sale: measuring, personalized packaging, delivery at customer's home
9) Own network of points of sale
10) Made to provide an "experience" to the customer at the point of sale.
12.2 2.LUXURY
1) Inspired on all or part of exclusive models; limited editions for specific occasions (fundraising, other events, etc.)
2) Expensive models;
3) Personalization
4) Hand crafted
5) High quality of raw materials
6) Intangibility & emotional value
7) High quality services in the point of sale
8) Own network of points of sale
1) Not exclusive models
2) Better balance of quality/ price
3) Low personalization
4) Good quality of materials
5) Hand-machine crafted
6) Outsourcing: stiffeners, reinforcement, heel, soles
7) Points of sale more accessible
8) Made in factories in larger series
9) Although serial products, they stand out like luxury products, and they maintain their role as social markers.
12.4 NOTE : If you do not agree with the definitions above, please provide your own definitions/opinion.
12.4.1 1) ...
12.4.2 2) ...
12.4.3 3) ...
13. How do you place your company’s brand and/or products within the THREE LEVEL of MARKET SEGMENTATION ? Please select the most adequate option.
14. If you have your own brand, how do you reach consumers? (multiple answers possible)
14.1. Brick & mortar retailers
14.2. On-line platforms
14.3. Directly through your own shops
14.4. Directly through you own on-line platform
14.5. Other, please specify:
15. For your own brand, the average selling price a the shop-boutique / retailer is:
<300 euro 301 euro - 500 euro 501 euro - 1.000 euro 1.001 euro - 2000 euro >2.001 euro
15.1 Man
15.2 Lady
15.3 Ckildren
15.4 Other
16. Which are the features of your product, which better valorise it in terms of market positioning? Please scale your options between 1 (LESS relevant) and 5 (VERY relevant)
1 2 3 4 5
16.1 Quality of the materials
16.2 Design
16.3 Price
16.4 Product innovation
16.5 Exclusivity
16.6 Creativity
16.7 Hand-made, craftsmanship
16.8 Prestige/heritage linkage
16.9 Level of Customization
16.10 Brand notoriety
16.11 Differentiation of the finishing
16.12 Overall quality of the product
16.13 Post-selling services - support
16.14 Post-selling services - product repairing/recovering
16.15 Tailor-made production
16.16 Quality shop-boutique
16.17 Other, please specify:
16.18 Other, please specify:
17. What are the main features that characterize / differentiate a company of high-end / luxury footwear in your opinion. Please scale your options between 1 (VERY relevant) and 5 (LESS relevant).
1 2 3 4 5
17.1 Mission (see glossary)
17.2 Vision (see glossary)
17.3 Equipment
17.4 Employees - Polyvalence level of human resources
17.5 Employees - High skills human resources
17.6 Outsourced activities
17.7 Made in Europe
17.8 History and heritage
17.9 Highly selection of distribution channels
17.10 Other, please specify:
17.11 Other, please specify:
17.12 Other, please specify:
18. Which manufacturing process (bespoke, semi-bespoke, etc.) and methods of construction (goodyear, blake rapid, etc.) are used in your company?



Back to questionnaire
MISSION: A mission statement is a role, or purpose, by which an organization intends to serve its stakeholders. It describes what the organization does (current capabilities), who dos it serve (stakeholders), and what makes the organization unique (justification for existence). Mission statements exist always at the top level of an organization, but may also be set for different organizational levels or components. A mission statement is simply the organizations’ reason for existing.)
What does mission statement do? It tells a company’s story and ideals in less than 30 seconds. It provides the focus on the main business activity. If it is well written, it can help reducing “clutter” in other documents and processes. It can be described as “The best way to make a fire with two sticks is to make sure one of them is a match.”
For developing a mission of any project or organization, the following two questions should first be answered: 1. What are we going to do?   2. How are we going to do it?
VISION: A vision statement identifies where the organization intends to be in the future or where it should be to better meet the needs of stakeholders. It incorporates a shared understanding of the nature and purpose of the organization and uses this understanding to move the organization toward a greater purpose. It is a business’ guiding image of success. “Destiny is not a matter of chance, but of choice. Not something to wish for, but to attain.

Why do we need vision? Vision statement is a tool to inspire and provide a sense of direction and purpose. A vision provides the fabric for working together and accomplishing our goals. A good vision statement will help when there are no clear answers, or for critical decisions that will fundamentally affect your products or services. Control your destiny or someone else will!