This paper gives an overview of basic standardization settings and the importance of their implementation, as well as organizational settings in production of footwear. In order to encourage the development of Croatian footwear industry, it is essential to establish a quality assurance system in accordance with the requirements of European standards with a clear definition of quality policy as the key aspect of business policy. Quality is an important parameter for the production and business success and numerous business analyses of many companies have greatly contributed to its determination. Quality management is a very important factor in the success of production process and it represents the partnership between producers, suppliers and consumers. A successful product on the market is considered to have the optimal ratio of quality, type, supply and price set. The review is followed by an insight in the issues of footwear industry and solution guidelines. The final part of the paper gives a positive example of the yellow boot Timberland and how its successful launch and positioning have allowed it to win the footwear market worldwide.