Fair Pair Company was formed on the year 2013 by two talented businesswomen named Sawina Roi and Ticky Siew who believed that everyone can get a pair of shoes for a fair price. The company started off following the inspiration of Zappos the famous shoe online retailer in the U.S.A. which started in 2009. Thus, the company was named Fair Pair following its slogan “Fair price for the right Pair.” because the name catches on easily and also seeks to create a simple perception to customers that the company sells shoes at affordable prices which serves to better position itself in the customer’s perceptual map when it comes to shoe companies.
