“ Une vie sans chaussures, c’est comme une vie sans amour. ” “ Life without shoes is like life without love. ”
Marcel Tobelaim
BRANDBOOK
CONTENT
WHO WE ARE
07
WHAT WE BELIEVE IN
11
OUR PROCESS
15
THE WHAT FOR GIRL
19
THE WHAT FOR UNIQUE CHIC
23
THE WHAT FOR HISTORY
27
TIME LINE
28
KEY FIGURES
31
CAMPAIGN
32
PRESS EVENT
36
MEDIA EXPOSURE
37
STORE IMAGE
38
FROM ORDINARY TO EXTRAORDINARY
WHO WE ARE
FROM THE DAY WE WERE BORN WE HAVE EMBRACED THE PARISIAN LIFESTYLE, the way a Parisian girl walks, talks and lives her life to the beat of a different drum. WHAT FOR has been a celebration of this youthful, free-thinking spirit since 2007. We were born to create shoes for the girl who wants to connect her audacious soul, transforming the ordinary into the extraordinary.
07
L’ART DE VIVRE IS THE ESSENCE OF WHO WE ARE.
A HERO IS SOMEONE WHO UNDERSTANDS THE RESONSIBILITY THAT COMES WITH HIS FREEDOM.
BOB DYLAN
WHAT WE BELIEVE IN
WE MIX DIFFERENT ELEMENTS LIKE AN ALCHEMIST, TRANSFORMING THE ORDINARY INTO THE EXTRAORDINARY We are not one thing. Who we are and what we do is determined by a unique set of values.
KNOW-HOW
DESIGN AS A STATEMENT
Each WHAT FOR style is informed by a heritage stretching back over 30 years and created with a genuine love for details. It takes dozens of skilled technicians, more than 250 specific actions and patient dedication to unique design details to produce a single pair of WHAT FOR shoes that has the right combination of comfort and quality.
We believe design becomes part of everyday life when art and function come together to create something simple, unique and life changing. Our designs seek out pure shapes, letting the essence of materials and colours interact to create a pair of shoes that’s simply extraordinary.
THE ART OF LIFE
FREEDOM
We are inspired by “L’art de vivre”, the typically Parisian mindset and love for the Arts, including Literature, Music, Theatre and Design.
Bob Dylan once said: “A hero is someone who understands the responsibility that comes with his freedom.” We feel it is our responsibility to cherish our sense of freedom and inspire it in others.
11
PARIS IS OUR HOME IT’S WHERE WE CREATE AND TURN IDEAS INTO REALITY.
EMOTION IS THE BASIS.
OUR PROCESS
IT ALL BEGINS IN PARIS The creative process behind our WHAT FOR designs is inspired by the daily lives of Parisian women, triggering dreams and ideas that are given shape and colour by our creative teams to create a style for every wish. Between the first spark of a new idea and a perfectly finished pair of new WHAT FOR shoes lie four months of intensive research, design challenges and tests.
FIRST, WE DREAM
WE ADD LIFE AND COLOUR
The modern Parisian girl is our muse. Her freedom, her effortless talent to make daily life seem so chic, makes us dream of turning the ordinary into the extraordinary.
Like any inspired artist, we want to please our muse with a unique combination of pure colours and shapes.
THEN, SHAPE THE IDEA
EACH OF YOUR WISHES
Women ae wonderfully complex, and so are our shoes. A single WHAT FOR shoe may contain up to 60 different carefully constructed components. It takes real artistic skill and an artistic eye to find the extraordinary balance between functionality and design.
Different women dream of different shoes. That’s why we offer a broad collection, making all kinds of wishes come true with quality design.
15
MODERN, URBAN, CREATIVE, WISE, ROMANTIC AND WILD!
I THINK EVERYTHING IN LIFE IS ART. HELENA BONHAM CARTER
THE WHAT FOR GIRL
THE WHAT FOR GIRL TURNS THE ORDINARY INTO THE EXTRAORDINARY, HER EVERY MOVE IS INSPIRED BY THE PARISIAN ART OF LIVING The WHAT FOR girl is not bound by the city limits of Paris. You can spot her in Milan, New York, Tokyo, Buenos Aires and anywhere else she can find inspiration. Wherever she goes, she brings her wit and style along.
She knows what she likes and is never afraid to go out and get it. It’s all about quality and style, about feeling more alive with every step she takes.
You can’t pin her down. She’s modern and urban, romantic and wild, creative with both feet firmly on the ground. The WHAT FOR girl is an explorer. Not just of cities, but also of art and design. Whatever she sees and experiences on her daily travels, she makes her own.
19
FROM ARTISTIC...
... TO ICONIC!
THE WHAT FOR UNIQUE CHIC
WE MIX HIGH-LEVEL EXPERTISE AND PASSION TO CREATE EXTRAORDINARY SHOES
BRIDGING THE GAP BETWEEN QUALITY AND AFFORDABILITY
HIGH-TECH FOR HIGHER EXPECTATION WHAT FOR is part of the STELLA Group, a leading developer of quality footwear with a wealth of experience and a mastery of hightech production.
Our great pride is to offer a high quality product at a very competitive price and thus to offer our products to all the WHAT FOR girls around the world.
EXTRAORDINARY QUALITY CONTROL Whatever we do, we do it well. We make sure everything from the material sourcing to the in-store delivery runs smoothly.
23
HIGH-LEVEL EXPERTISE TO CREATE THE EXTRAORDINARY SHOES
THE WHAT FOR HISTORY
WHAT FOR WAS BORN FROM THE BELIEF THAT QUALITY SHOES CAN BE UNIQUE IF YOU MAKE THEM AFFORDABLE, STYLISH, INSPIRED BY PARISIAN LIFESTYLE AND ALWAYS EXTRAORDINARY.
27
2007
BIRTH OF THE BRAND WHAT FOR is launched by luxury shoe specialist group STELLA INTERNATIONAL
2009
2010
2011
NEW WHAT FOR STORE
NEW WHAT FOR STORE
NEW WHAT FOR PRESENCE
in Thailand
in Japan and the Philippines
in the Middle East
FIRST WHAT FOR STORE in China
28
2013
REBIRTH IN PARIS Our brand is reborn with a new creative direction, inspired by Parisian lifestyle
IT ALL BEGAN IN 2007
2015
2016
2017
LAUNCH OF THE WHOLESALE NETWORK
OPENING OF PARIS WHAT FOR STORE
DRAMATIC INCREASE IN BRAND PRESENCE
GLOBAL WHAT FOR PRESENCE
300 Points of sale in the 1st season / 900 in 2017. Department stores: Galeries Lafayette and Printemps
in the famous Parisian Saint Germain district
in France with the opening of 7 new WHAT FOR stores
in 6 continents
29
2019 KEY FIGURES
+900
200
Directly operated stores, concessions and outlets in France, Italy, Spain, Germany, Belgium, Thailand, the Middle East, Tokyo, the Philippines, Lebanon, Dubai, Kuwait, China...
dedicated to the WHAT FOR brand worldwide
9
20
shops in France
in cities around the world
PARIS HEADQUARTERS
PRESTIGIOUS RETAIL
with Branding & Design center
partners incl. Galeries Lafayette, BHV, Printemps
GUANGZHOU
DESIGN LABORATORY
Headquarters
in Padova (Italy) and Paris
POS AROUND THE WORLD
PEOPLE
STAND ALONE
SHOWROOMS
31
2019 WHAT FOR TV
This season, What For is introducing a new concept : WHAT FOR TV. As a broadcasting group, What for TV will be displaying its exclusive content throughout 4 channels :
WHAT FOR NEWS WHAT FOR LIFESTYLE WHAT FOR ART WHAT FOR MUSIC
32
WHAT FOR NEWS
For What For NEWS Channel, we will be presenting KOL / Celebrity Exposure Events Information KOL collaboration shooting
WHAT FOR LIFESTYLE What For Lifestyle Channel shares What For Girls’ vision of life. We present her world of living styles via different editorial shootings. This is the Channel to present the figure of WHAT FOR GIRLS.
WHAT FOR ART What For Art Channel shares the art creation and artists collaboration in different aspects of arts. This program records the moment of WHAT FOR girls living through its own expression and art creations imaginary.
WHAT FOR MUSIC What For Music Channel shares the coolest and most fun concepts of the young generations activities. This platform only focusing on What For girls stree t/ activeness in wearing our W4 Sneaker. Differentiate from the mainline, W4 Sneaker shows another new aspect of the young / cool attitude of What For Girls. This time, the sneakers shooting is presenting in the universe of a music video.
33
SEASONAL CAMPAIGN SHOOTING CONCEPTS
34
TEASER SHOOT
35
SPRING SHOOT
36
36
SUMMER SHOOT
RESORT SHOOT
40
SNEAKER SHOOT
42
40
ARTIST COLLABORATION
44
WHAT FOR ART
For SS19 Season, we work with a well-known NYC illustrator Amber Vittoria, who is recognized as Top 15 under 30 talented New Visual artist in the 2018 American PRINT Magazine award.
The illustration collaboration artworks between What For and Amber Vittoria are depicted by the artist’ classic character expression and leveraging physical traits which fully presents What For girl’s youthful and self-free attitude. The interesting visual portrays a playful side of the brand for the season.
45
VM
46
IN-STORE POP UP CAMPAIGN
For SS19 Season, we will run a IN-STORE POP UP marketing campaign in our agship stores. This strategy aims to reinforce the association of visual arts and What For Brand as well as to enhance the brand visibility in the local market. The IN-STORE POP UP design will be focusing on the SS19 illustration works presentation as the main installation art concept.
47
PR COMMUNICATION
48
EU PR RETAINER PROFILE
IT PR OFFICE – PIL ASSOCIATI Pil associati is a communication agency that integrates professionalism and expertise in advertising, public relations, social media and digital marketing. Our long term partnership with PIL has resulted a strong and stable media partnership between the brand and Italy local journalists/ influencers and digital publications. Pil will offer a new E-PR strategy to strength the communication on social medial and digital medial platforms.
FR PR OFFICE - PASCALE VENOT Pascale Venot Press Office has an excellent network of influencers and executives of major companies, allowing many co-branding and synergy effects. The PR office will help us to connect with media field not only in fashion industry but also cross-over work with beauty, fashion, tourism, decoration, automobiles, consumer goods to aim to create the pool of “WHAT FOR LIFESTYLE” community. The Press Office is offering a new 360° PR and E-PR strategy What For for being present not only in the fashion supports but also in lifestyle magazines, websites and blogs/social network.
49
EXPLOSURE SOCIAL MEDIA
FW18 EXPOSURE
Marie
Jen Wonders
Wendy Swan
Mary Lawless Lee
Alyssa Coscarelli
Julie Sarinana
Sofya Benzakour
Tiffany Hsu
50
INFLUENCER CAMPAIGN
TARGETED INTERNATIONAL INFLUENCERS LIST FOR SS19
christie tyler
Ganna Bogdam
Kim Jones
Sami Miro
@nycbambi 309K followers
@ganna_bogdan 132K followers
@kimcamjones 805K followers
@samimiro 191K followers
TARGETED FR/IT INFLUENCERS LIST FOR SS19
Martina Maccherone Cristina Saracino
Marie
Alizée Gamberini
@martina_mac 67.7K followers
@intoyourcloset 65.8K followers
@alizeegamberini 74.7K followers
@cristinasaracino 88.8K followers
51
STORE IMAGE
Paris-Le Marais
Paris-Les Halles
52
ADVERTISING
53
PFW URBAN ADVERTISING CAMPAIGN
54
GWPs
Give Away Products are designed every season for local trade marketing campaign in our retail store for traďŹƒc driven and sales promotions strategy.
55