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2014-07-01
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Gisele opened a women’s footwear store that specializes in large sizes. What she did not know was that the store would end up attracting customers like drag queens, crossdressers, transsexuals and transvestites. How can consumers with different profiles be reconciled? The case deals with a positioning challenge for a female footwear brand, when faced with a very singular public. It is interesting for use in marketing subjects that deal with brand strategies and positioning.