Film Analysis on Product Development (of the film Kinky Boots) Essay

Film Analysis on Product Development (of the film Kinky Boots) - Essay Example Showing him wearing rubber shoes on his way to London signifies his lack of enthusiasm for the shoe production business. His relocation, together with his fiancà ©e, was to his liking as he wants to get away from his family’s business as soon as possible. But the unexpected death of his father forces him to move back to Northamptom and lay off his workers when he figured out there is no way for him to save the company. There was just not enough market for the shoes they are producing. The four generations that proudly carried on the tradition of Price & Sons over the years was on it last days when he entered the picture. Even his father was already set on selling the factory before his death. On an accidental meeting with drag queen Lola, Charlie was hit with an inspiration to create as he described it, â€Å"proper, good, decent, built-to-last boots† (Joel). As it was that men of their persuasion are forced to buy women’s shoes that are not sturdy enough to withstand the weight of a full size man. Drag queens have very specific needs and wants that women’s shoes do not have. The heels break and their feet would hurt as their weight is carried on their feet that are not supported with proper footwear. The brilliant idea of changing the product of Price & Sons hit Charlie and propelled him to do something to save his family’s company. â€Å"You exploit divergence to create a new category, and the expansion of that new category allows your brand to flourish† (Ries and Ries). This revolutionary marketing idea is one that was apparent in the movie ‘Kinky Boots.’ They were more than the first to take advantage of the marketing niche. They were able to create a new category that was distinguishably new in the shoe making industry. There was no other shoe company that specializes in selling shoes that are made for drag queens who prefer women’s design but are also be fabricated accordingly. With the concept, Charlie