Background

In the late 1940's, immigration from Casablanca brought thousands of shoemakers into the newly established State of Israel. It ignited an explosive growth of the shoes industry in the country. Many famous shoes design institutions such as Achilles, The Guild.. were established. Many graduates with exceptional talent were trained up and became designers of the well know international brands.  

Gazith, originated from Israel, is a well-known brand in the country. It is found by Avi Wiener, a prestigious international designer. He operates his own retail chain stores throughout Israel and in almost every mall in the big cities. Other than his own brand, Avi had also taken up the chief designing work for a prominent US brand. Everyone, from Israeli celebrities to tourists from around the world frequent Avi’s sassy stores that offer a variety of trendy models and colors whatever clubby, funky, dressy, casual, sporty or comfy. His design combines trend and comfort that are always difficult to coexist.

The design philosophy of Avi is different from that of the European designers who must be up to date on what all the other designers are doing, what the international trends are and try to express themselves while facing immense competition. Avi’s design is ingenuous, free, innovative, intuitive that somewhat disconnected from fashion trends and would always create unique and artistic work. His design speed up the growth of a cooperating brand in the US market that are much favoured by the local female.

Positioning

Designer brand, front edge trendy, colorful, uniaque and sometimes daring. Easy to match with fashion, compatible with all sorts of activities at day or night – working, casual time or social gathering.

Main Target Customers

Higher middle class in the city. 18 to 35 years of age. Enjoy social life. Interested and sensitive to trends and accept innovative fashion and accessories. Working ladies willing to pay for outstanding their personal image. 

Mission

The value and mission of Gazith : walk at the pace of the dressing fashion that is consistent with the mature taste of the ladies in the higher middle class. Provides shoes of high value, comfort, good quality, uniqueness and trends at affordable prices that are well matched with their dressing in their ever changing colorful lifestyle. It stands out their self image with confidence and evoke their desire of life.