Table of Contest Concept.............................................................................3 Situation Analysis............................................................4 Market Anlysis........................................................................4 SWOT Analysis.......................................................................6 Strengths..............................................................................6 Weakness.............................................................................7 Opportunities..........................................................................7 Threats................................................................................8 Competitor Anylysis................................................................9 Jimmy Choo..........................................................................9 Salvatore Ferragamo................................................................10 Christian Louboutin..................................................................11 Brand Summary................................................................13 Back Story...........................................................................13 Logo...................................................................................15 Personality...........................................................................15
Target Market....................................................................17 Promotion Strategy...........................................................18 Goal...................................................................................18 Mission...............................................................................18 Objective.............................................................................18 Strategy..............................................................................18
Market Mix.........................................................................19 Products..............................................................................19 2 / 57
Price...................................................................................21 Place...................................................................................22 People.................................................................................23 Promotion............................................................................25 Adervertising........................................................................25 Direct Marketing.....................................................................33 Interavtive Marketing................................................................35 Sales Promotion.....................................................................38 Visual Merchandising................................................................40 Special Event........................................................................45 Public Relation......................................................................51
Extra Promotion................................................................54 Business Calendar............................................................55 Summary..........................................................................56
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Concept Our brand's name is Isavoy. It is a brand that makes luxury shoes. Our first store will be opened in Beverly Hills, LA, California. LA is one of the most dynamic cities in the United States. Isavoy is a traditional aristocratic Italian name, and this also means we will cooperate with Italian handmade shoes manufacturers that has long history background and good technique. We will hire some designers with new ideas and perfect skills that can give our products a high fashion look and quality. Therefore, our brand can makes shoes that are not just high fashion but also high quality and feel very comfortable for our customers. Shoes are consumable and an essential product, and women like to use high heels to make their body proportions better, so high heels are not just accessories, they are an important part of women’s daily looks. The market nowadays has a lot of famous high heel brands like Jimmy Choo, Salvatore Ferragamo, Christian Louboutin and so on. They are all beautiful and fashionable, but some women are not satisfied with them because they are painful, and almost no one can wear them all day long. However, Isavoy shoes are different from these companies’ shoes, and our shoes can perfectly combine fashion and comfort together. Isavoy shoes combine avant-garde designs, advanced ergonomic concepts, manufacturing skills and the world’s top materials, and they can be worn from morning to night. Women who wear Isavoy will always feel stylish without pain, so the motto of the company is “With Isavoy, you can walk fabulously on the clouds.”
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Situation Analysis Market Analysis In a recent comprehensive global report on the footwear market released by GIA (Global Industry Analysts, Inc.), it was reported that the market will reach 195 billion dollars by the year 2015, and volume sales are projected to reach 13.3 billion pairs by 2012.1 The growth has being driven by the rebuilding of customer confidence and the recovery of the worldwide economy. According to recent article from stylexperts.wordpress.com: “Because of the economic crisis, it is generally considered that the luxury fashion market will enter a long, hard winter. Weaker consumer confidence makes buyers to purchase the luxury goods carefully. Even if the apparel market is a bit slower recently, the luxury accessories segment is recording a major growth this season. Consumers are going towards more designers‘ high-end accessory lines that represent a powerful social status and are a bit more affordable. Buyers have shown a strong willingness to concentrate their luxury spending on accessories and more precisely on shoes that differentiate their look as a fashion conscious client. Shoes have become a record category for the luxury sector and had turned into the most important accessory in a woman’s closet. According to a recent report by Bain & Company, shoes will continue to be the fastest growing luxury segment of all.”2 As a result, when our group decided to build a luxury brand, the first choice was shoes because they allow women to beautify their bodies, and they are more affordable 1 2
http://www.prweb.com/releases/footwear_athletic/outdoor_casual_formal/prweb8058110.htm http://stylexperts.wordpress.com/2009/08/17/a-leg-to-stand-on-the-success-of-the-luxury-shoe-market/ 5 / 57
than apparel. Moreover, even though there are many shoe brands that do a good job at producing fashionable shoes, there are not many brands that can provide shoes which combine fashion and comfort. The perfect combination of style and comfort is the most significant feature of our brand, and we believe that this feature will allow our brand to play a big part in the women’s luxury shoe market。 There are two important trends happening now in the high heel shoe industry. First, the heels are getting higher
and higher. Second, the textile sand the designs are
becoming more craative and artistic.3 Four inches is the perfect height for heels, and that can make your legs have a beautiful line. Recently, designers have been pursuing the dramatically high high-heeled shoes. For example, the heels on Alexander McQueen ‘s shoes are almost 6-7 inches long, and this sometimes makes the models fall down on the runway. It seems designers don’t care about the comfort of the shoes and just want to show their talent. Meanwhile, the good news is designers have been getting a lot of inspiration from apparel, and they have started to make shoes with different textiles, like metal, lace, or hollow out. Also, they like to make plain fabric look 3D. The 70’s style is back, and there seem to be two main styles: more avant-garde or more natural, depending on the customer. Generally, trends influence brands, but still brands keep their personalities. It turns out, every brand goes their own ways under the trends, and the industry becomes more dynamic and diversified.
3
http://blog.sina.com.cn/s/blog_75a966520100r72c.html 6 / 57
SWOT Analysis
Strengths The strengths of our products include high quality, comfort, and avant-garde designs. First, every woman wants a high quality shoe in their shoe cabinet. We will choose high quality fabrics to make our products and we will also use the highly-skilled craftspeople who excel in making handmade shoes. Second, comfort is the most important demand for our brand. Usually, it cannot combined with high quality, so we will put the comfortable feeling in our products because we want to make it possible for our customers to wear our products for the whole day. Advanced ergonomics are also important for because they can let our customers feel better and comfortable when they wear our products. Third, we will hire innovative designers with fresh ideas to design our products, and this will allow us to present the consumers with fresh, avant-garde
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designs. Everyone does not want to wear the same shoes as too many other people, so we will design some avant-garde shoes for our customers.
Weakness There are two weaknesses for our brand: expense and a high production cost. First, expense is a big problem because we use very high quality fabrics and we also use the high quality labor to produce our products, so the production cost is very high and we have to sell them for an expensive price. Finally, a high production cost is also a big problem for our brand. We have to choose high quality fabrics, and we also have to invite some great new designers when our company is opened, so we have to spend much money in the beginning. We cannot save money in the first year. Therefore, these two weaknesses are our biggest problems in the first year. High quality labor to produce our products, so the production cost is very high and we have to sell them for an expensive price. Finally, a high production cost is also a big problem for our brand. We have to choose high quality fabrics, and we also have to invite some great new designers when our company is opened, so we have to spend much money in the beginning. We cannot save money in the first year. Therefore, these two weaknesses are our biggest problems in the first year.
Opportunities There are two main opportunities for our company: middle/high level
price and
quality and special events. First, our products are from up middle level to high level. We will provide the different products for our primary and secondary target markets.
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However, our brand requires high quality fabrics and skills, so we will not produce low level products. On the other hand, comfort and fashion are our opportunities for our brand. Usually, shoes cannot combine fashion and comfort, so we have an opportunity to combine these two things. We have another opportunity: post- sale service. It is very important for our brand and we will provide great post- sales service, such as repairing shoes at no cost in some situations.
Threats There are some threats for our brand, such as Christian Louboutin, Salvatore Ferragamo, and Jimmy choo. First, they also use high quality fabrics and they focus on handmade products, but they just focus on fashion and they do not focus on comfort. However, we have to do better with relation to fabrics’ quality and skills than them. Finally, they are very important competitors. They focus on high fashion, but they do not consider comfort, so we have to do better than them.
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Competitor Analysis
Jimmy Choo Jimmy Choo is a very famous brand which focus on luxury shoes in the current fashion area. The brand was found by designer Jimmy Choo and British Vogue magazine clothing accessories editor Tamara Yeardye Mellon.4 Although Jimmy Choo doesn’t have a long history, the shoes in this brand have become every girl’s dream. Because Jimmy Choo started by making customized shoes, in the past he was Princess Diana shoemaker, and this made him become famous with royalty. With a growing reputation, in 1996, Jimmy Choo opened his first store in London and then in LA he opened a branch store in 1999.5 When people talk about Jimmy Choo, everone reference “elegant design” as the key word.6 That’s why we chose Jimmy Choo as our brand competitor. The customers of Jimmy Choo include the members of the British royal family, some famous stars, such as Kylie Minogue, Beyonce Knowles, Halle Berry, Hilary Swank and so on.7 These customers believe Jimmy Choo’s shoes represent fashion and are stylish, and most girls choose this brand of shoes when they go to a party or wedding. But most of Jimmy Choo’s shoes don’t make customers feel comfortable. When people wear one pair of this brand’s shoes all day, they feel their feet will break. 4 5 6 7
http://baike.baidu.com/view/94211.html?fromTaglist#sub94211 http://www.haibao.cn/brand/1748/ http://baike.baidu.com/view/94211.html?fromTaglist#sub94211 http://women.sohu.com/20100126/n269835503.shtml 10 / 57
Salvatore Ferragamo Salvatore Ferragamo is a brand that sells many different kinds of products, such as clothes, bags, ties and so on. Designer Ferragamo started from shoes to become a world fashion brand. Many people called this brand the “kingdom of shoes”.8 Most middle age people like this brand because the shoes in this brand can make them feel comfortable, and they can wear this brand of shoes all day, no matter if they work or walk. But customers always have difficulty when they want to find a pair of shoes in the store and want to wear them to go take part in a party. However, the shoes in this brand just give customers a comfortable feeling but they do not have a fashion element, so when people want to find fashionable shoes they will not choose this brand. The main design philosophy of this brand is “shoes are always it”9, and that they fit the body is the most important thing for the shoes, so usually when Ferragamo designs shoes, they just care about the comfort element but ignore the fashion element.
8 9
http://www.lv-home.cn/post/salvatore-ferragamo.aspx http://hi.baidu.com/levis2012/blog/item/e1d12119b454810f34fa411a.html 11 / 57
Christian Louboutin Christian Louboutin is a luxury shoes brand, and it was build by the designer Christian Louboutin in 1991 in France.10 All the people know a red lacquer sole is the symbol of Christian Louboutin. This signature look started in 1992.11 The most special thing of Christian Louboutin is the red lacquer sole, because of this reason, most famous star want choose this brand when they walk on the red carpet. For example, Sarah Jessica Parker, Gwyneth Paltrow, Angelina Jolie, Victoria Beckham, Jessica Alba, Nicole Richie and so on.12 In 2010, Footwear New did a study on the “this year most sexy high heels”, so that voters choose from 23 pairs of high heels in a pair of them feel the most sexy, and more than 8,000 people of voting result show, this year’s sexy high heels is Christian Louboutin.13 From this information, we can know Christian Louboutin now is represent sexy and luxury shoes. People always use “fashion”, ”stylish”, ”sexy” to describe this brand. But
10
"Christian Louboutin Declaration In Support of Acquired Distinctiveness" (PDF).http://www.counterfeitchic.com/Images/Louboutin%202f%20statement%20in%20trademark%20application.pdf. Retrieved 29 April 2011. 11 "Christian Louboutin Trademark Application" (PDF). http://www.counterfeitchic.com/Images/Louboutin%20red%20sole%20in%20TM%20Official%20Gazette%207-1007.pdf. Retrieved 29 April 2011. 12 http://www.haibao.cn/brand/1849/ 13 http://www.rayli.com.cn/zixun/LT_464868.html 12 / 57
we never hear people use “comfortable”. And all people know most shoes in this brand are high heels, that high heel can make the customer look more beautiful but can’t make the customer feel comfortable. That’s why our brand chooses these three brands as our competitors. These three brands just have fashion element or comfortable element in their products, they don’t combine these two elements together. But our brand’s goal is to combine fashion and comfort together in our products. We want everyone to wear our shoes and can go to different places but never feel tired.
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Brand Summary Backstory “My name is Gracie Xu, I’m a fashion designer. When I was working in a international fashion company, I always wanted to be fabulous every day. But it’s so hard when you need to work more than 8 hours wearing high heels. I always dream about having a pair of shoes that can make me feel happy and also comfortable, but I never found them. I hope one day someone can build a brand that can make every girl’s dream come true. When I was hanging out with my friends Joy and Bella as usual, and we were talking about the promblem about high heels. Suddenly an idea came to us. Why we have to wait for someone to built a brand for us? Why can’t we produce the shoes for ourselves and for all the women. So we decided to build a luxury shoe brand , and we also invited our friend Jungle who did very well at fashion PR to help us establish our brand.” --by
Gracie
The original of high heels has a long history, and the first high heels were discovered in old Egypt from 1000 BC. From 14 century high heel became popular in Imperial family, and were a symbol of the high level and power.14 With time goes on, high heels become the necessity of women’s daily life. Women believe that wearing high heels can increase women’s aesthetic feeling and body charm. Women wearing high heels, hip, legs, and waist will play a prominent role in 14
http://www.mysexyhiheels.com/history/history.html 14 / 57
shaping and will make women’s curve more beautiful. Also, high heels can increase the height, and can increase the beauty of a slender body. Moreover, women can emit mature charm by high heels. In the eyes of men, women wearing high heels have significantly increased the charm of a mature woman. Most of women love high heels, and there are many women love wearing high heels to work, party, or anywhere they want to go, but in the different place they have to wear different style high heels, so they have to prepare many kinds of high heels in one day. Also, beauty coems at a cost, wearing a whole day high heels will be painful, and not good for health. According to the survey, recently, Japanese women have all kinds of shoes and 12.6 pairs per person (excluding the obsolete old shoes and do not often wear shoes), second only to France among the developed countries. However, according to a shoe factory on the Tokyo and Osaka, more than 600 young women aged 25-37 by the survey, up to 80 percent of those surveyed complained that, although they own lot of shoes, but most do not fit, and of which there are one of four of the people were there deformation or inflammation of the toes foot disease.15 Every women dream about having a pair of shoes look fashion and comfortable, and can make them look stylish without pain. Our brand Isavoy comes with this idea, we want to design some multi- function high heels that include comfortable and high fashion. We want Women wear our Isavoy shoes whole day, so they must be comfortable ,and also must be high fashion, because women need to wear them to public situation. So, we will hire avant-garde designers, advanced ergonomic specialist,
15
http://baike.baidu.com/view/20449.htm 15 / 57
and traditional Italian shoemaker company to make our shoes better than other brands. We want to let women’s dream come true with Isavoy.
Logo
This is our logo for Isavoy. We choose the classic style of letters for our logo. Also we add a shadow shape of high heel into our logo to create a really elegant feeling. Isavoy is a women luxury shoe brand, this is also the reason why we put the high heel shape on the logo.
Personality There are some very important personalities for our brand. First, fashionable. Our brand is a new brand in Los Angeles so we will invite some new designers to design our products. The new designer can provide many new styles of design and they also can design some even-grade products. It is a biggest advantage for our brand. 16 / 57
Second, comfortable. Hand-made is the most famous skill in Italy. It had a long time for the history in this skill. We use this skill to produce our products and when everyone wears our products, they will feel very comfortable. They also will feel that the shoes are the most special for themselves when they wear our products. Third, high quality. Our brand is a high level brand so we will use high quality material for our products. We choose high quality textile because we hope every customers who feel very comfortable when they wear on our products. Forth, luxurious. We use the high quality fabric, such as leather and we also use high quality skills to do our product so we can produce a luxury shoes for our customers. Finally, luxurious + comfortable. Our products focus on these two demands so we will choose great materials and use the high level produce skills to do our products to complete our products. These four main personalities are the most important parts for our brand and they are our spirit. On the other hand, sophisticate is also our advantage because for women shoes, our brand is the top one of it and it is very high quality and high fashion for our customers when they wear our products.
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Target market In our company, our target market focus on the upper-middle class and wealthy classes type of clientele. We separate our customers into two levels. Our primary market is people from 35-55 years old with a good job or nice background, such as lawyers, doctors, professionals, people with high income and great life style. The secondary market is people from 25-35 years old. They have stable income and have good taste of fashion. Also likes great quality products. So we supply different products depend one different situation. For our target market, they almost live in the main city of the country. Their education is in the high level because they do the high-income work. Our customers’ social is very high and their lifestyle is very good because they spend much time in enjoy life. Our customers’ behavior is that they always buy the high quality products for their life so they will buy our products because our products focus on high fashion and high quality and comfortable. Our target market usually has discretionary income so they can buy any high quality products for themselves. From World War 2, the states of women started to go up so they can do anything they want to do and they can buy anything they want to buy.
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Promotion strategy Mission -----With us, you are walking fabulous on the clouds
Goal -----To provide people the most comfortable and stylist shoes in the world. You can wear to everywhere and any situations that will make you look fabulous
Objective -----To let 10% of our target audiences in L.A. know about our brand -----To open a second store in New York within 5 years -----To recover our costs within 4 years
Strategy -----To work with high quality factories and talented designers to create our perfect shoes.
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-----We’ll provide perfect store experience to gain customer loyalty to process to increase our sales.
Marketing Mix Products
Every season our brand will create 60 different style shoes, every style shoes has 6 different sizes, and every size we just launch 2 pair. So every our brand will produce 720 pair shoes, and every pair of shoes all made by hand. In these products we will separate our stuffs into some different styles. Include pumps, sandals, platforms, evening, ballerinas and boots. Our brand first style is pumps. In this style we will not design very high heel, the heel maybe middle high. And in this style we will use simple style but still stylish, because we hope our customers wearing this style shoes go to work, we hope it can make them look fashionable and make them comfortable.
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Our second style is platforms. This style shoes have middle to high heel, but in the front of the bottom we design them have a platform. So when our customers see this kind of shoes, they may think that shoes will make them uncomfortable, but when they try them and walk on the street they can feel wearing this kind shoes is very comfortable. Third style is sandal. This kind of shoes we will launch them in spring and summer. In sandals we will according to different high of the heel separate them into different style, like flat sandals, high-heel sandals and so on. Customers can chooses different kind sandals according to their style and what they want wearing. Forth, we have wedges. This kind shoes we may design them have a high heel, but because the shape of the shoe heel is a triangle, so we people wearing this style shoes they also can walk very well and feel comfortable. Fifth, we will produce high-heels. This kind of shoes is very good at showing women’s curves, and usually people wear them to take photo or go to some parties. We hope when people wearing this style shoes can make them look more beautiful and elegant. Sixth, we also have ballerinas. This style shoes usual don’t have heel, people wearing them when they should walk a long time. So this kind of shoes we will use some soft textiles to make the shoes feel more comfortable. Seventh, in the fall and winter we will design some boots. We also according to different high heel separate them into different kind. Just like riding boots, high-heel boots and so on.
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All of our brand products, we will use high quality textiles, such like we may use alligator, deerskin or snakeskin, these textiles can make shoes more soft and when people wearing them can feel more comfortable. We know just have good design and high quality textile are not enough to made a comfortable shoes. So our brand will hire a professional ergonomics division as our consultant, he will work together with our design and shoes maker, to make each pair of shoes comfortable. Mean while because we also want our customers can feel our products are fashionable, so on the different style shoes we will use different adornment to decorate them. Such like crystal, diamond or some special adornment to make the shoes look more special.
Price For our company, the luxury products will be our symbolized. So our price range will from US$ 600 to US$ 2500. There are many different types of our products in our store. So we will collocate the different price with different products. However, we have some special design and some special products on the some holiday so we have the different price for them, such as if we use the more high quality fabrics or some high quality accessories on our shoes and our price will be more expensive than 2500. And different design also have different price, such as some simple design will have lose price because we will use the middle to high level fabrics to do it and some mature design will be more expensive because we will use the high level fabrics to do our products. On the other reason why our price is so high, our products are made by handmade and we cooperate with the Industry of Italy. Our cost is high so our sale price will be
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more expensive. In short, we combine high fashion design, high quality fabrics, comfortable, and avant-garde design so our price will be higher than other brand.
Place
Depend on the business concept, the first store of Isavoy will be build in Rodeo Drive, Beverly Hills, Los Angeles. Beverly Hills is a city in Los Angeles country, United States. With a population of 33,784, it is one of the most affluent cities in the world, and is home to Hollywood celebrities, many corporate executives and numerous other wealthy individuals and families. The racial makeup of the city was 85.1% White, 7.10% Asian, 1.80% African American, 1.50% from other races, 0.10% Native American, and 4.60% of the population were Hispanic or Latino of any race. In the city the population was spread out with 20.0% under the age of 18, 6.3% from 18 to 24, 29.3% from 25 to 44, 26.8% from 45 to 64, and 17.6% who were 65 years of age or older. The median age for the city was 41 years old. There were 15,035 households out of which 24.4% had children under the age of 18 living with them, 51.8% were married couples living together, 8.1%
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had a female householder with no husband present, and 31.0% were non-families. The average household size was 2.24 and the average family size was 3.02.16 Estimated median household income in 2009 in Beverly Hills is $81,188 (it was $70,945 in 2000) much better than $58,931 in California.17 Rodeo Drive of Beverly Hills is a shopping district known for designer brands and high fashion. There are brands like Channel, LV, Cartier, Tiffany, Gucci, Prada and other world famous brands. From the above research, there are three reasons that made us to choose Rodeo Drive as the place of our first store. First of all, as we know Beverly Hills is rich community, and people live there with good incomes and lifestyles, and they can afford luxury merchandises. Also, there are lots of fashion brands in this area, so many people with high incomes shopping around there. That’s really good to improve our brand’s value and imagine, and also a good way to promote the brand’s name. Secondary, Beverly Hills is a very famous place around the world, there are millions of people travel there every year. So that’s millions of opportunities for people to know about us, about our brand and company. Also get the chance to shop in our store. Third, celebrities and movie stars are the best and the fastest way to sell and promote the brand’s name, and Beverly Hills is the best place to do that. For example, if more than ten stars wear our shoes, the media will notice and then everyone will follow the star’s choices.
People 16 17
"American FactFinder". United States Census Bureau. Retrieved 2008-01-31. http://www.city-data.com/city/Beverly-Hills-California.html 24 / 57
In our store, we will employ some people to do our staffs, such as atmosphere and sales. The atmosphere is very important in our store for our brand because our brand is a new brand. The people have a clear brain because they have to control many important things for our brand. In the first year, every plan is very important for our brand because every plan will effect us to be successful or not. For sales, we also have to use the high stand to choose them because we are high-level brand. So we have to choose them very carefully. The sales are our faced of a shop. They have to say “Hello� to the customers actively when the customers come to our store. In the beginning, the sales just ask customers do they have any help? If they do want to us to follow them and we just tell them that if they have any help and they can call us to help. We also have to practice them to measure the size for customers when they use the eyes to see the customers. Most of customers cannot measure their correct size so our sales have to give them some suggest. These suggest is very important for customers. Our sales also have to be politeness. They have to find the right size for the customers when the customers find their size from a stack of clothes or pants. The atmosphere and sales have to have a high quality for their work in our store for our brand. We also will provide great post-sale service, such as we will provide free service for cleaning shoes and repair the shoes.
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Promotion Adevertising 1. TV campaign
- Campain concept In the video advertisement, we used backward filming to tell a story about our shoes. We will only use one model wearing our high heel shoes start in this advertisement. First start from the scene of her in a party. Second is she walking on the way to the party. Third is her working late at the office. The fourth one is she doing presentation in a meeting during daytime. The fifth one is she get to work. The sixth one is her putting
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on shoes and getting ready to leave her apartment. The seventh one is her getting up. And finally the last one will be showing our logo on the screen. The whole idea of this video advertisement is “Isavoy’s shoes are so fashionable and comfortable that you can wear them whole day but won’t feel any pain.”
-Spokesman- Charlize Theron Today “star effect” becomes one of important elements to affect a brand. But we have to recognize this is a good and fast way to make more people know one brand. Because most people think famous stars are fashion leaders, they follow these “fashion leader”. Our brand also will invite some famous star as our spokesman to shoot some advertises every new season. When the customers see the fashion leader spokesman and wearing our shoes, they will follow them, go to our store and buy products. That is a good and fast way to make our brand have many customers at beginning. At first year we will invite Charlize Theron as our first spokesman, she is a very famous movie star. She has a lot of famous and good profiles, such like <Two Days in the Valley>, <Monster> and so on. In 2004 Oscar she won The Best Actress Award. She is also one of the spokesman for Dior.
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People always use goddess to describe her. She was born in 1975 in South African.18 So until now she is 35 years old. The age matches our target customer. And she is a very fashionable people, she give people a feel which not just fashion but also combine intellectual. That is a good personality as our spokesman, because our target customers not just have money, they all have high education and good job. They not only need fashion but also need intellectual. So if we just use a beautiful and fashionable girl as our spokesman will not attract our customersâ&#x20AC;&#x2122; attention. But if we use Charlize Theron, she can make our customers feel when they wearing our shoes they also can become a stylish and intellectual star.
-Media
LED wall In the some big wall of building and we can put our products on the wall. We also can use the LED wall to promote our products because someone can see our advertisement when they wait for the red light. We will put the LED wall inside of store and outside of store because we can easy to promote our brand. Some companies will 18
"Charlize Theron". Biography Channel. http://www.thebiographychannel.co.uk/biography_facts/854:1192:1/Charlize_Theron.htm. Retrieved 24 October 2009. 28 / 57
choose a big wall to promote their products and they will choose the wall near the big road. The red light continue for long time because the driver will see some advertisement that on the wall when they wait for the red light. The advertisement wall always can easy attract drivers. Such as, there is a very big LED wall in the New York time square. The LED wall also has a big advantage. We can put many different types of our products on it because it will change the screen for the LED wall. It is a easier way for us to let our customers to know our brand. For example: we will use the LED wall on our building wall and we can put all of our products on the LED wall. We also can change our patterns for our LED wall in the few minutes.
TV Station We also can put some special video on the TV. We also can do many different videos for our promotion for the TV. We have do the some very special video advertisement for the TV because many people will spend much time to watch TV so we have to focus on the TV advertisement. We will do some research for the different channels, such as, the target audiences of channel. We will put our advertisement for the some channels that the target audience is from 35~55 years old women because it is also our target marketing. They will easy to catch our imagines from the advertisement time between two different shows. It is a very important promotion way
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for our promotion. We will use some interesting imagine for our TV of advertisement because it will be easy remembered for audience. For example: We can choose CW to do our first channel to do our advertisement to promote our brand. CW channel is focus on the fashion so we can easy to show our products during the break time. (http://news.sina.com/sinacn/205-000-103-107/2008-04-16/1221519905.html)
2. Print Advertising
-Concept For the print advertisement, we use the idea of “Isavoy’s shoes are more precious than diamond.” We want to use this idea to show how good our shoes are. Also the girl is
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wearing our shoes from the scene of the proposal until the end of the advertisement. This shows how comfortable our shoes are. That you can wear for a lifetime.
-Media
Magazine We can say in the world everyone will see different kind magazines in different ways. So magazine is a communication channel to make one thing known by more people. Because of our brand sells luxury shoes, fashion magazine is our first choose. For example in 2008, the circulation of <Vogue> magazine is 1,258,60519, if we put our advertisement in the <Vogue> magazine we will have 1,258,605 opportunities sell our products. And this number just the people buy the magazine, there also have more people who donâ&#x20AC;&#x2122;t buy the magazine but see the magazine, they are also our potential customers. And <Vogue> magazine published in more than 18 countries.20 Because of the price of putting advertisements on <Vogue> is more expensive. For example, if we put one page our ads on the cover twice, the price is $189,290; and if we put our three pages ads in one paper the price is $157,734.21 So first we just choose some special and important month put our ads on it, and we just plan put our advertisements in USA 19 20 21
http://nyjobsource.com/magazines.html http://en.wikipedia.org/wiki/Vogue_(magazine) http://www.condenastmediakit.com/vog/genrates.cfm 31 / 57
<Vogue> at beginning, when our brand becomes one of famous brand in the world, we will put our advertisements in every <Vogue> in most of the countries. We also choose <Elle>, <In style> and some other magazines. On the other hand, our brand target customers are 35-50 years old who have high education, good job and have high income. So they not just see fashion magazines, they also see some economy and social magazine. Such likes <fortune>and <Time>. <Fortune> is a global business magazine published by Time Inc.sâ&#x20AC;&#x2122; Fortune Money Group.22 The circulation of <Fortune> is maybe 850,000.23 It has a very big circulation, so if we put our ads in this magazine, there will be at least 850,000 people will see our ads, and become our potential customers. <Time> is one of famous magazine in USA, it always report big events that happen in the world and it also tell the world famous brand.24 Every year the circulation of this magazine is more than 4 million.25 The audiences of <Time> magazine are not just American but also people in other countries. Consider the circulation of these magazines and our target customers we can put our advertisements on the back of the magazine. Those kinds of magazinesâ&#x20AC;&#x2122; readers are not just women but also men. So we also can attract some female customers to buy our products as a gift to their wives or girlfriends. Because our target customers are have good job. So they may have more chance take airplane travel or for work. During the flight, they may see some airline magazine. For example, one famous airline in USA --The United Air Lines, is a major airline based 22
^ "AOL Eats Time Warner". http://www.media-alliance.org/article.php?story=20040514113031555. Retrieved 26 September 2010.
23 24 25
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in the United States and one of the world's largest airlines with 48,000 employees and 359 aircraft.26 It has more than 1000 destinations in over 170 counties worldwide.27 So every year they have hundred and thousand customers. If these customers all see the magazine in the airline, they may see our advertisements, and they may become our customers.
Bollboard We will design some posters and then put them on the street billboard.They will see our advertisement when they go on the street. So they will try to understand the information of our products so we can easy to let many people to know our brand. We will design many different types of poster for each season or each year. We will use the strong imagine for our poster. Most of people will through the poster very quickly when they are on the walk to the work. Posters usually are showed for a long time in the subway station or some bus station. The poster is the cheapest promotion way for us to promote our products and we also can design many different kinds of poster in every 26 27
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product or every year or every season. For example, we also can put the high quality poster to promote our products in every season.
Direct Marketing 1. Catalog For some special events or at the beginning of every season we will launch a catalog to introduce our products or activities. We will put the catalog in our store or sent it to our customers. We will put many products in our catalog and we will write detail information about our products because then it will be clear for our customers to gather the information about the products they want to buy. We will put our catalog in the shopping bags when the customers shop at our store. And then they can read it at their home and maybe they will come back to our store again. It is a good way for us to promote our products and our brans name. For example, we can do two kinds of catalogs. First one is small and the other one is big and we can send the small one to our customers and the other one can put in our store to let the potential customers to read or even take home.
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2. Postcard Every year we will use our advertisement images to product some postcards. When people buy our products, in the shopping bag we will put one postcard and our own catalog with the products in it. When customers see the postcard, they can see the logo and remember our brand. So when the customers use our postcards, they are actually letting one of their friends to know our brand. When their friends receive the postcard they may also want to try our products. This is an easy and cheap way to make more people to know our brand and get interested in Isavoy. On the other hand, during the holiday, customersâ&#x20AC;&#x2122; birthday and the day we have discount, we will sent our postcard which has our new products advertisement on with our bless to our customers. To let them know we care about our customers and also a good way to tell the information about what new products we just launched and what sales promotion we may hold. That can make our customers know the news of our brand.
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Interactive Marketing
1. Google key words There are many people using the Internet to watch news or use the Internet to find find information. There are a lot search engine websites such as Yahoo or Google. We can put our advertisement on the homepage those kinds of websites. People can see our advertisement when they start to use the website to search for the information. We will put some very strong imagine for our advertisement because that can easily to catch the their eyes. So this is also a big part of our promotion for our brand. Because there are so many potential customers spend a lot time on Internet. For example, we can use the google key word advertisement service. So when people wants to buy shoes or get information about fashionable and comfortable shoes on the internet, Isavoy will be the first one on the list. Also, the first one on the list is easy to catch peopleâ&#x20AC;&#x2122;s attention. The key words of our brand will be: shoes; comfortable; luxury; and fashion. 36 / 57
2. Web video We can do a very special video to promote our products and we can put it on the Youtube and when someone bored then they will go to Youtube to research some interesting video. Then they can see our story on the Youtub. We can play many different types store of video. It is a very popular promotion way to do a short story and put it on the Youtube because there are many people will go to the Youtube to research some special video or some very interesting advertisement. They will share the video to their family or friends that if they feel the video is very interesting. We also can shoot many different videos to promote our different products. Youtube is the biggest video web side in the world so we can put the video of advertisement on it. And it is also a free and easy way.
3. Homepage We will do a very special and very clear homepage to introduce our products. When someone goes to our homepage, they can very easy to get much information and get main point of our brand. Homepage is a biggest promotion way for us to promote our
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products. Someone will research some information of our brand form our homepage. We will put some very detail information on our homepage because many people can see all of our products from it. Our target market is from 35 to 55 years old women so we will use the mature of style for our homepage. Every brand has their homepage so we will design a very special homepage to attract some people of our target market women. It is the easiest way to promote our products for our brand. For example, our customers can easy to find the information from our homepage so we have to put all important information for our homepage.
4. APP There are more and more people will use their telephone to find some information. So we also provide the service for APP. So you can through APP to get our brandâ&#x20AC;&#x2122;s information and it is also a new way to promote our brand and they also can easy to understand our brand. It is a good way and easy way to promote our brand. Why we
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use this one to promote our brand because there is 1in4 Americans use APP in the America.28
Sales Promotion
1. Discount -Twice a year. -One sales promotion is at Christmas time. Products without new arrive have 10% off discount. -The other discount will be certain under the real situation when the stock is not moving.
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2. VIP Service -How to become VIP Every customer that spends $50,000 or more will be able to become our VIP customer. Once you are VIP, we will provide you your personal shoes model and customize shoes service. (customize shoes are not free) -VIP service 1.If you are looking for something specific, we will find it for you. Just tell us what you need, how much you would like to spend and we will take it from there. If you are not in store or don’t have time to come to the store, we will do the shopping for you and even have it shipped or delivered. 2.Don’t have time go shopping for that special person, your best clients or business partner? Give us a call and tell us what you need, we’ll send the gifts under your name.
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3.Whether birthdays, holidays or anniversaries we could buy for you the most appropriate gift and sent out under your name. For all those that look for important presents that need to be edgy, personalized, typical, or simply cannot afford to spend half a day running through town to look for 'something' 4. Every Birthday, we will send a small gift to you. 5.Any our discount activities, VIP can get an additional 10% discount on the purchase. 6.There will be a VIP area on our website, you can get in with the card number. In the area there will be the newest detailed information about our up coming products and events.
Visual merchandising
Isavoy shopping bag Our bad will cooperate with packaging company to product our own beautiful and special bags and boxes. On every box and bag all have our brand logo and name. When customer buys our products we will use our own box to package the shoes and put it into our own bag. So when customer finishes shopping, they carry our bag on the road, it is a potential promotion for our brand. Because different customers will go
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different road, so that can make more and more people who also walk on the road see our bag and logo. When other customers see the beautiful bag they may interest in our brand, then they may go to our store and see the products, and we will have opportunities to sell products to them. So use own bag and box is another way use our customers help us publicize our brand.
Inspiration Board The general ideas about the interior design of our store will be combine wood leather and crystal chandelier to create a feeling of luxury.
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Store Floor Plan For the store floor plan, we separate the store into three sections. At the entrance of the store, there will be special designed shelves to show the special line products. On the back right, there will be the section of the new arrival shoes. It will be built into a square shape and covered with wooden floor. At the back left section, it will be shoe walls for our regular products.
Primary Wall Plan This wall plan will be at the new arrival section. We will use two different colors of wood blocks attach to the wall to create a display stand for the new shoes. We will also use spotlights to make the new arrival shoes look great.
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Window Display The idea of the window design is from honeycomb. We will build different sizes of honeycomb and paint into two colors. Then we will display our shoes in the honeycomb.
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Special event
-Opening day event The first day we open the store, we will hold a small fashion show in the store. And we will invite more and more famous brand managers, famous stars and the editor of the famous magazines. We all know the media always follow these famous stars and famous brand. So if we invite these people who are the fashion leader in the fashion area, the media will also come to our store to make some news. In that day, we will invite some famous model wearing our products in the show. After fashion show, we will have a party. We will display the entire products people saw in the fashion show. In this open day show, we will use “chase” as our theme, because the show is in the store, so we can’t decorate the show room according this theme. But because of open day is very important for our brand, we will invite some famous models to show the
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products, such like Gisele Bundchen. And in the show we will invite Leigh Lezark, who is a very famous DJ for the The Misshapes, to do the music to make the show have more atmospheres. we hope use this way can make more and more people know here is a new luxury brand create. And catch more peopleâ&#x20AC;&#x2122;s eyes.
-Fashion show Fashion show is a very important part in fashion area. Because our brand is an American brand and sell luxury shoes, so we will take party in New York Fashion Show and LA runway show every year. New York Fashion week is one of four major fashion weeks held around the world (along with those in Paris, London, and Milan).29 Because our first store opened in LA, so LA is our most important place to sale our products.
1. New York Fashion Week formal runway show Every February and September of a year, we will take part in New York fashion show.
29
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In this fashion show, we will launch our classical products, special products and next season products. Classical products can let people know our brand personality and our brand spirit which are fashion and comfortable. Special products can give people a surprise to pay attention our brand. And next season products can tell customers what products we will sales, it can attract customers interested in our products. We will cooperate with another Apparel Brand to show our products. Every fashion shows we will have different theme, according to the different theme, we will use different style to decorate the show room. But we all know the organization of New York fashion show is IMG Fashion, so we will discuss with them about our show room. Use September 2011 as an example, we will use sunrise as our theme in this fashion show, thus we will make our show room have a impressionism style, and the show music we will use <rondo parisiano>. Model is a very important part in the fashion show, in this theme fashion we invite Lui Wen as our opening model and Freja as our ending model, and we also invite some other famous models help us. In this fashion show we will invite our spokesmen, partners and some media as our audiences to take part in the fashion show.
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2. LA Fashion Week - Formal Runway Show In the LA runway show we will launch some special line products, which are not see in the store before the runway show. These special products may be use some special textile or some luxury adornments, maybe some are our memorial products. People can by these special products in the store after runway show. But because these products belong to our special line, so maybe every product we just have one or two. We want use these line to attract people interested in our brand and surprise on our brand.
3. In Store Static show About our special even, in May each year, we will hold our own fashion show in LA, this fashion show is a static show, in these show we will display our special line products, and every year we will have different theme for our special line products, such like love or dream. People can go to and see the shoes in a very short distance, and
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some products they can touch it. That can make people have a strong feeling in our products. When the static fashion show is finish, we also have a party, in this party we want give a opportunities to talk with our customers, ,media, partners and spokesmen, that can help us know what they think about ourp products, and we can made a good public relationship in that time. And we well give everyone who come to our party a SWAT bag, in the bag there has our business card, a introduction of our brand history, our catalog, a DVD and a small gift. Like fashion show, in this static show we also have theme, music, guest and so on. For an example, next year May static show, we will use â&#x20AC;&#x153;loveâ&#x20AC;? as our theme, in this theme show, our products will according this theme to design. And the shoe room we will decorate like a wedding party. In the show, we will invite some orchestra to make our show have more feel. About the audience, we will invite our VIP customers, media, partners, spokesmen, some famous magazine editors, famous designers and some manufacturers.
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-Sponsorship Charity event
We will join some charity groups, such as Greenpeace and National Breast Cancer Foundation, Inc. The Greenpeace is a big international group over the world. The regular name is “Don't Make A Wave Committee” from in 1971. It is a very important thing now for us. It is a big responsibility to protect our environment so we also want to do something or to help for Greenpeace. For National Breast Cancer Foundation, Inc, “NBCF is committed to spreading knowledge and fostering hope in the fight against breast cancer. By funding free mammograms for women who could otherwise not afford them and supporting research programs in leading facilities across the country, NBCF helps inspire the courage needed to win this monumental battle. Be a part of the solution and discover how to help.”30 “The American Cancer Society's most recent estimates for breast cancer in the United States are for 2010: A) About 207,090 new cases of invasive breast cancer in women. B) About 54,010 new cases of carcinoma in situ (CIS) will be found (CIS is noninvasive and is the earliest form of breast cancer). C) About 39,840 deaths from breast 30
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cancer (women).”31 So we want to help the NBCF because our products can let girls and women become more beautiful and we will donate a part of our income to them.
Public Ralation Public relation is very important to a brand or company. You cannot force the media to publish information about you. The control of releasing the news is completely in the media’s hands. All you can do is smile and to ensure that your public information materials are as perfect as possible. Potential consumers will not be aware of compulsory information in a comment. On the contrary, potential consumers is what the media trying to remind them is the information of new products or new services. Public relations established with the slow way. When you are trying to create a new brand, you need to do many things at once. Attract attention, registered the name in people's minds, there should contact one or several advantages to this new brand body. You need approval by a third party to bring credibility. This is what an advertisement can’t do the difficult task. Public relation is a better choice. So when we establish Isavoy, we will try our best and use different media to build good relationships with media. First, we will create Media Press Kit, and then we will build good relationship with media like editors of magazines or journalists of newspapers. We will also use the new medias like Facebook and Tweeter to broader our brand. Moreover, will provide our shoes to the stylist of the fames, if they choose
http://www.cancer.org/Cancer/BreastCancer/OverviewGuide/breast-cancer-overviewkey-statistics
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Isavoy shoes, our brand will be in a spotlight. Last but not at least, every year we will hold an Annual General Meeting to thank our customers and media.
1. Media Press Kit Media Press Kit is very important to a new brand and itâ&#x20AC;&#x2122;s a good way to introduce the brand to the public. If we create a simple and clear style Media Press Kit, people no matter the potential customer or the editor will have a good memory in their mind. The Media Press Kit including brand history, press release, catalog, the year of the special event calendar, and an introduction video on DVD.
2. Media Before in the times without internet, Journalist or editor were in a power position, and they may have the power to destroy your business, cause the delivery of news was not as fast as right now. However, even they donâ&#x20AC;&#x2122;t have power to destroy our business, and we still need build a good relationship with them. If we have the good relationship with them, we may get free introduction in their magazine or newspaper, and that can help our brand save money, and also increase the exposure. So we have a PR department to try their best to contact with the media, had get the information from the publish company, like editor calendar. When we get a clear editor calendar, we can prepare the shoes suit for their topics, and they will choose what they like. we will get opportunities to expand the image of our brand.
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3. Facebook and Tweeter Facebook has more than 500 million active users, and 50% of the active users log on to Facebook in any given day. Average user has 130 friends, and People spend over 700 billion minutes per month on Facebook.32 As of December 13th of 2010, there are 175 million Twitter accounts created since its launch. For 2010 alone, a huge number of 100 million accounts are created. Based on its increase rate, it was said that by the end of 2010, thereâ&#x20AC;&#x2122;s a possibility of this number reaching to 200 million.33So in the modern time, we should build our brand by social network, and the interactions of the brand with the users can build a bridge between brand and our potential customer.
4. Annual General Party Every end of the year, we will hold an annual general party to give our special thanks to our customers, partners, employees, and medias.
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Extra promotion Famous singer or actress We will invite some very famous singer to design our products and in some important event, they can wear our products to the place. It is also a free promotion way for our brand. It is also a popular promotion way for every brand. There are many singers or actresses like to design products because they like draw some pattern for the products. The famous people have big influence. So when we invite some singers or some actresses to help us to design some products and then it is also a great and free way to promote our products. Many people like to be their idol so they will buy our products when they see the products that some singers or some actresses design. It is also a very important promotion way for our brand because it is a biggest market. For example, we can invite some singers or actresses who have more interesting to design. So we can invite them to design our products and they are also happy to see customers to wear their products.
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Business Calendar
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Summary Usually, high quality shoes cannot combine comfort and fashion. However, it is the most important thing to combine them together for working, successful women. For our project, we decided to offer this group of women some suitable shoes. We will open our first store in Los Angeles and our price range will be from $600 to $2500 for each pair of shoes. We will also provide very high quality and great service in any way we can do it for our customers. For our advertisements, visual merchandising, public relations and special events, we will use many high level skills to attract our customers. I think every customer is a very important person for our company, so we will use the best attitude we can to display our brand.
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