The apparel and footwear industries are highly competitive and fragmented due to low barriers of entry. It is fairly easy for new companies to enter into the apparel and footwear industry, however most companies lack staying power mostly because resources are undercapitalized or there is a “lack of broad-based global sourcing” (Wagle). Most small companies who have entered the apparel and footwear market do not have the technology and systems infrastructure used by major retailers. “They also generally lack marketing muscle to give their products the exposure needed to build brand loyalty among consumers. These entrepreneurs.
