www.dan-bailey.com

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KEY INSIGHT: Most wading boots are "dressed up" shoes and not specifically designed for the intended application.

STRATEGY: Use an analogy (mountaineering boots) to understand the demands of high performance footwear used in extreme condtions.

Create a systematic product line with differentiated features that correspond to price point.

DESCRIPTION: After launch, the Outfitter became Bailey's all time best selling boot. Subsequently, I was contracted to design and develop a strategic plan for their entire line of fly fishing footwear.

The Outfitter boot introduced several mountaineering boot design features to the fly fishing community that have become industry standard: speed lacing eyelets, "down to toe" lacing, heavy heel and toe rands, and dual pull loops to ease donning of the boot.

After the first season we conducted extensive field research with guides and customers to asses the performance and durability in order to make improvements for the next season.

We also introduced the only boot ever designed specifically for women. Instead of "down sizing" a men's boot we started with a narrower last and reduced the thickness of the EVA mid sole to increase flexibility for lighter weight users.

OUTCOME: In the first season of sales the Outfitter became Bailey’s all time best selling boot and is still their premier offering. The Women’s Outfitter is the second most popular model (by sales volume) out of the remaining three.

Two of the four boots were discontinued after the first season due to complications with the manufacturer, despite strong sales. The Outfitter and Women's Outfitter are still on shelves today.