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further constrained.For example, the Pico toddler shoe, released in Fall 2008, was one of the Kids category's highest volume models.During those very late days, she had no time to add the task of identifying and specifying EPMs, especially since these were not flagged in Nike's materials' databases and WT had not compiled an EPM palette.Large categories like Core and Running had some success negotiating price reductions based on volume, but categories that were unable to do so struggled to overcome margin pressures.The product team's attempt to make it the unit's first Gold shoe fell short when it realized specifying an EPM outer material would not only mean badly missing the Pico's margin target, but would significantly harm the category's margins.

further constrained. WT had been struggling to shift its design focus from a late-20s dance-oriented
consumer to a mid-teens sports-oriented consumer, leading to upheaval in its product line. WT
experienced continual personnel losses in its development function, leading to persistent
understaffing in the triad role with greatest Considered responsibilities. One WT developer reported
that she once needed to create 40 BOMs in two days on a deadline – 20 or 25 a season was more
typical – just to meet her regular product responsibilities. During those very late days, she had no
time to add the task of identifying and specifying EPMs, especially since these were not flagged in
Nike’s materials’ databases and WT had not compiled an EPM palette.
Profit Margins
The potential erosion of profit margins from developing greener footwear was another challenge
facing Considered. Alongside the increasing cost of petroleum, adding EPMs put even more
downward pressure on profit margins. Large categories like Core and Running had some success
negotiating price reductions based on volume, but categories that were unable to do so struggled to
overcome margin pressures. For example, the Pico toddler shoe, released in Fall 2008, was one of the
Kids category’s highest volume models. The product team’s attempt to make it the unit’s first Gold
shoe fell short when it realized specifying an EPM outer material would not only mean badly missing
the Pico’s margin target, but would significantly harm the category’s margins. The team was forced
to replace the EPM material with a non-EPM material, dropping the shoe to Silver.