1.

Introduction

Salem shoes is a family run business in London that never got on sound footings since its
launch in 1989. The shoes on offer at retail outlets of Salem shoes had dominant touch of
Asian culture (Indian, Pakistani and Bangladeshi). This clearly implied that the majority
segment Londons population was not targeted by Salem shoes and therefore being targeted at
addressing the needs of small community segment; the Salem shoes never got going.
It was in 2002 when things started changing; with next generation of Salem family taking
charge of family business. It was in this year that a shoe brand Unze was brought to
Londons market by Salem Shoes embedded with innovations in different aspects of brands
marketing mix that assisted Salem Shoes in embracing tremendous success since then. This
report takes the readers through the innovative journey of Unze; a brand from Salem shoes.

The different stages of Unzes innovation were as follows:

Offering women party shoes with traditional Asian as well as European touch
Adding touches of comfort and variety in design, sizes and material from time to time

In similar context (--------------------) suggested that Unze as a brand in first phase of

innovation; especially focussed on serving the needs of multicultural Britain that has a history
of absorbing people from different backgrounds (---------------------). Thus the fisrt phase of
innovation of Unze broke the shackles of being part of a Company that only served a small
segment of society. It was this rudimentary aspect that differentiated Unze from other
products of Salem shoes; as the brand offered shoes for all. Unze initially catered the needs of
women from Asian women that looked for traditional shoes and also provided a range of
women shoes that had a western touch and therefore it served the needs of women from
different backgrounds.

In view of (-----------------) adoption of latest communication tools and channels for

promotional activities is a prominent part of innovating marketing (----------------). In similar
context the

Thus innovations adopted by Unze on one hand added value to brand and on the other hand
also ensured

According to Unze (2013) the success of Unze as brand lies in its customer centric
innovations and being a brand from Britain (a multicultural society ) (Unze, 2013). The data
ahead expounds on marketing design and innovation aspects of journey that Unze shoes have
experienced.