CHŪ QÍ NANO BY LINA BE.

Outline

target customersrevenue sourcesproblems solved:customers, owner, partnerswhat makes this project unique – (competitive hedge)why it will work

Main trends in luxury as a whole (what customers want)

HedonismServicesExclusiveness (bespoke & made-

to-measure)ExperienceAuthenticityTime-savingFun

Source : IFOP

Global view of the shoes’market :

Luxury shoes worldwide :- From an average annual growth of

12,6 % 2004- 2007) to 6,5 % (2008)

A 4 billion euros retail market

40 % of the buyers : women

Source : Shoes book, 2008

Eurostaf

Luxury consumers’ behavioral segmentation

Elite

AspirersSensible/advised

Actives

Occasionalsindulge themselves

Unique experiences

Tradition / Luxury as a lifestyle

Seeking a “status”Aspects matter a lot Hard to figure out &

to woo

The highest value … at the best price

Big Internet users

The Chū Qí Nano woman

Female high heels luxury shoe’s addict

Cosmopolite & self-asserted (she knows what she wants & she goes for it)

Trend setter, very active, art & fashion lover

Active & sensible

High heels are about fun & challenge

High heel races in : Paris, Moscow, Berlin, DC, Mexico…

http://www.youtube.com/watch?v=YtKbouy5N-Q

The lingerie spirit :from underwear to footwear

www2.victoriassecret.com

When art meets stiletto lovers : Bruce Gray’s “Steelettos” for Stiletto Lovers

http://www.shuzsociety.com/bruce-grays-steelettos-for-stiletto-lovers/

Internet : blogs, community websites, online shops..

Jane Aldridge

’s sea of shoes

Revenue sources (1) : short run

Revenue sources (2) : long run

Bespoke

luxury nano shoes

Made-to-measure

nano accessories

(male & female)

Conquering the Asian market

(Tokyo, Seoul, Taipei)

Step 2 : Emerging countries

Licensing

Step 1 : USA & Europe

My competitive edge (1)

Communication CoreBrandCore

Product Core

Unique items :bespoke

Pleasure :Best material to make the shoes

Bold : unique shoes

for unique women

Beauty & fun :Your shoes’ colour change to match

your outfits

Women luxury shoes & Nanotechnology

Implication : the assosiation we got your back

My competitive edge (2)

Keller’s brand equity pyramide

Bespoke

Made in Italy

CHŪ QÍ NANO

BY LINA BE.

Self-esteem & social needs Limited edition for

fashion & design exhibitions

Nano-technolog

y Best

materials Hand-made

Word-to-mouth, exclusive blogs & social networks

WHY WILL IT WORK

Perceived opportunity

• The growing interest for nanotechnology

• Luxury clients looking for new surprising, one-of-a kind items

• Reputation of Italy, birth country of most fabled luxury shoes brands & designers : « el paese della bella scarpe »

In addition to shoes…« We got your back » :- An association to help women who wore

high heels all their lives… when they get older

- Best chiropractors to fix your back- Access to an exclusive SPA for feet (with

best feet care cosmetics, made out of nanotechnologies)

- A « sorority » club to teach how to stand out, walk with high heels & be confident in any situation

My brand’s spirit

Tear drops,

Massive AttackNonconfor

mism

Elegance & coquetry

Loyalty & vanguardism

Surprise