Post on 16-Apr-2017
Start Up of Product BrandMid Term Project
Chebanova Veselina Kranthi Kiran Manthri Xinyun Zhang Anna Schiraldi
Idea of the brand
• Woman fashion SHOE brand • High COMFORT improvement of product• PERSONALIZATION with colors• CUSTOMIZATION with accesories
Comfort
Everyone is different
Everyone is different
• Two different fittings
• To introduce orthopedic technology and create comfortable insole (Collaboration with Politecnico of Milan)
• Make elastic stitches for hemline with one level lining
• To put special soft leather pillow on the counter part to provide more comfort
• Calculate amount of the load on foot and place the heel in the right position and make ergonomic platforms
Personalize
• COLOR YOUR LIFE! Wide range of colors
• CHOSE YOUR SHOES! Possibility to order the selected
styles with all the available colors (Fast delivery: 1 WEEK)
• BE CREATIVE! The customer can also order one
pair of shoe with two different colors
Customize
Everyone is different
• MAKE IT CONVENIENT! The customer can use different
accessories for one pair of shoes
• MAKE IT FLEXIBLE! The customer can create different
styles with change of accessories
• MAKE IT SMART! The customer can wear different
accessories for diffent occassions
MISSION• To personalize shoes according
to customers needs• To promote fashionable shoes
for every occasion• To improve comfort ability
VISION
Making women unique, fashionable and confident.
Vision & MissionEveryone is different
Serena Van Der Woodsen• IT girl• Work in PR• Very fashionable• Style: trendy, sexy, use different styles depending on occasion
Jenny Humphrey•Studies fashion design•Style: Rock and Avant-garde
Blair Waldorf• Works for Fashion Magazine• Style: retro, uses lots of accessories, romantic
Lily Van Der Woodsen• Business woman• Mother• Public figure• Style: elegant and classic
Our Customers
Trade Mark
We choose the brand name
HERA, because:
• Short and simple
• Easy to memorize and pronounce in all relevant languages
• Feminine and fits our product
• Easy to adapt to all advertising media
• Has a positive and strong connotation
Brand Name
Regional registration area: Europe
Owner of TM: Company
Class 18: Leather and imitations of leather, and goods made of these materials and not included in other classes; animal skins, hides; trunks and travelling bags; Umbrellas, parasols and walking sticks; whips, harness and saddlery.
Class 25: Clothing, Footwear, Heargear.
Class 35: Advertising, Business management, Business administration, Office functions.
Application
Preparatory studiesTrade mark name Graphic
representationNice classification
Hera’z H 14, 35, 42
Heraea No graphic representation
25, 41, 43
Hera No graphic representation
32, 33
Hera ballerina Not registered Not registered
Market Research
THE BUSINESS MODELAMSTERDAM: Headquarter (Fiscal Issues)
ITALY: Distribution channel (DOS)
CHINA: Manufactoring Accessories
MARCHE: Manufactoring shoes (Shoes cluster)
WORLD: Distribution channel (Online Retailing)
Footwear market in ItalyValue Quantity Price
s2010 Million
EuroWorld Rank
Million Pairs
World Rank
Euro
Export 7 296 2 222 4 32,92
Import 4 107 5 356 8 11,52
Production 5 630 203 9 27,8
Consumption 337 12
An Initiative of APPICCAPS Portuguese footwear, Components and Leather Goods Manufacture's Association
An Initiative of APPICCAPS Portuguese footwear, Components and Leather Goods Manufacture's Association
• World Market Share• 201010%
• Europe Market share• 201027.1%
• Export Increase in Quantity• Export Increase in Value
14%7%
• Import Increase in Quantity• Import Increase in Value
14%10%
• Main Importer • 30%
FranceGermany
• Main Exporter• 21%China
Footwear market in Italy
18%
19%39%
24%
Luxury € ≥ 300 € 9 billion
Fine € 100 - 300 € 9,1 billion
Medium € 30 - 100€ 19,4 billion
Ecomomical € ≤ 30 € 11.8 billion
Entry Segmentation
Excellent quality and perfect fit (handmade)Trendsetting Exclusive collection Mostly luxury or design brands
Very good quality and fitTrend following and attention to stylingVariety in collections but limited production
Acceptable qualityFunctionalLarge variety and high volume production
Low to medium qualityNon-brandedHigh volume production at the lowest price
Positioning MapJimmy Choo
TOD’s
Paul Smith
Coclico
Ecco
Bata
BIRKENSTOCKGEOX
Charlotte OlympiaLouboutin
Clarks
Casadei
Luxury
Economical
Practical Fashion
Giuseppe Zanotti
Product Development
Color palette. First collection.
• Power•Sophistication• Formality• Elegance• Mystery
• Excitement• Energy• Passion• Love• Speed
• Harmony• Health• Peace• Freshness• renewal
• Nature• Environment• Healthy• Intelligence• Confidence
• Stability• Harmony• Intuition• Meditation• Deepness
• Energy• Elegance• Luxury• Nobility• Confidence
• Sexuality• Pureness• Sensuality• Femininity• Nature
Merchandising ShoesFirst Collection
Model Color Fitting Sizes High Heels 9 cm 7 2 35 - 40
High Heels 9 cm with platform 7 2 35 - 40
Mid Heels 6 cm 7 2 35 - 40
Mid Heels 6 cm with platform 7 2 35 - 40
High Heels 9 cm mix color 4 2 35 - 40
Ankle boots High Heels 9 cm 7 2 35 - 40
Ankle boots High Heels 9 cm with platform 7 2 35 - 40
Ankle boots Mid Heels 6 cm 7 2 35 - 40
Ankle boots Mid Heels 6 cm with platform 7 2 35 - 40
Ballerinas 7 1 35 - 40
Loafers 7 2 35 - 40
Total: 11 styles
Collection
Heels 9 cm Heels 6 cm Ankle boots 9 cm Ankle boots 6 cm
Heels 9 cm with platform Heels 6 cm with platform Ankle boots 9 cm with platform Ankle boots 6 cm with platform
Loafers Ballerinas Mix Color
Merchandising AccessoriesFirst Collection
Model Color Variation SizesHigh boots style 7 2 1
Middle boots style 7 2 1Low boots variation 7 3 1Ankle Belt 6 2 1Anvil jewelry 1 3 1Heels ring 1 3 1
Total: 6 styles
Accessories
High boots style Middle boots style
Accessories
Low boots style
Accessories
Ankle Belt
Accessories
Anvil jewelry Heels ring
Production
Mixed Production
• Program production for shoes • + 2 Flashes per year• Fast fashion for accessories and
made to measure• Region of location: Marche, Italy
(exploiting the shoes cluster know-how)
• LEAD TIME: - for accessories 2 weeks - 1 week for custom made
Benefits
Program production • Product Development• Quality control• Product improvement
Fast fashion for• Short lead time• Flexibility• Easier forecast• Adapt to demand
Retail Price Calculation
General cost: 655 000 €(for one pair of shoes 10 €)
36,5 x Mark Up 5 = 182,5€
Direct cost:Material cost +
Labor Cost:13 + 18 x 45/60
= 26,5 €
182,5 + VAT 21% = 220€
Retail Price 220€
Price Range for Shoes Model
Retail Price for pair
Retail Price for one shoe
High Heels 9 cm 220 150
High Heels 9 cm with platform 220 150
Mid Heels 6 cm 220 150
Mid Heels 6 cm with platform 220 150
High Heels 9 cm mix color 260 260
Ankle boots High Heels 9 cm 290 210
Ankle boots High Heels 9 cm with platform 290 210
Ankle boots Mid Heels 6 cm 290 210
Ankle boots Mid Heels 6 cm with platform 290 210
Ballerinas 120 120
Loafers 160 160
ModelRetail Price for
pair Retail Price for
one
High boots style 59 39
Middle boots style 59 39
Low boots variation 49 29
Ankle Belt 39 19
Anvil jewelry 49 29
Heels ring 49 29
Price Range for Accessories
Distribution
DOS(Company Store)
• Communicate Brand Image
• High profit on sales
• Easier supply chain control
• Understanding of customer’s needs and expectations
• Customer Relationship Managment
• Quick response
Benefits:• Test the Market in different City• Understand customer’s needs
and expectation• Low investment & Low risk• High and creative
communication• Combination of exhibition,
performance and sales• Thematic event• Cooperation with young
creative designers and architect
POP UP (Temporary Store)
E-tailingDomain Name: www.herashoes.com
E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into a "virtual mall“
• Reduction of general costs• 24-hour availability• Global reach• No distribution cost• the ability to interact and provide
custom information and ordering• High brand image• Online shopping experience • Never-ending products
Communication
We communicate through:
• Word of mouth
• Collaboration with artist
• Promotion in Fashion Blogs
• Social Media
• Customers testimonials in blogs
• Promotion of our website in our stores
Planning Plan for five years
First Year
• Start in August 2013 with our autumn - winter collection
• DOS in Milan
• 3 Pop-up shops in different part of Italy during one year
• Developing production
• Organizing panel test
• Customer Profiling
• DOS in Rome
• Website improvement
• Collaboration with artist for creating flash collections
• Market research in Italy and other EU countries
Second Year
• DOS in Bologna
• Strong collection
• Collaboration with famous designers for accessories line
• Strong communication
Third Year
• DOS in Torino
• Communication investments
• Retail expansion in France and Germany
Fourth Year
• Brand extension
• Different Colored Bags with the same product idea
• launch accessories new line headgear, necklace, brooch, and earring
Fifth Year
Video
Everyone is different