Who And Why: The buying public
Now more than ever, consumers—yes you!—have more power than ever to influence and direct the products created. Every dollar spent (or not spent) on shoes is essentially a vote. With every purchase, consumers are voting for what they want to wear, what they want to see from brands in terms of corporate responsibility, and what they expect from a shoe. Beyond the power of voting through buying power, consumers have never had so much choice in terms of brands to choose from and the channels of distribution where they can purchase (mall stores, independent boutiques, online stores, eBay).