Teens are trend setters.The marketing strategy adopted by Carrollton, Texas-based Heeling Sports Ltd. seems to capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the trend-setting ability of teens. Heeling Sports Ltd., which produces "Heelys," sneaker-like shoes that roll like skates, took a different tactic in advertising its product to teens. The company limited access to the shoes to a select group of teenagers. Initially, Heelys were hard to find because they were distributed through a few stores. The limited number of skating shoes made them even more desirable and created a sort of jealousy and buzz surrounding the shoes. Heelys have been available in selected retail outlets retail outlet n → punto de venta retail outlet n → point m de vente retail outlet retail n → since December 2000. That limited release was followed by major retail distribution in spring 2001. In a regional retail-test introduction for Christmas 2000, participating retailers report Heelys flying off the shelves as quickly as they were stocked. When Heelys "riders" visited various cities across the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. before Heelys were widely available, bystanders clamored to buy them right off the riders' feet. By malting them hard to buy, the company generated a lot of publicity and increased the frenzy around buying a pair. Reporting by Liz Murphy. Jane Applegate is the author of "201 Great Ideas for Your Small Business," and is CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of SBTV SBTV Small Business Television (network) .com, a multimedia site providing small-business resources. |
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