THE PITCH Up and coming designer Monica Martinez, is trying to introduce her line into the high-end e-commerce retailer Zappos Couture. This report showcases the design values of the brand and the reasons why the shoe line makes a perfect fit for the retailer.
FOR ZAPPOS
COUTURE
ABOUT
MONICA MARTINEZ
Monica Martinez was inspired as a young girl by her stylish mother’s chic cowboy , understated aesthetic. She understood how a simple, traditional look can be twisted and transformed into a unique and innovative trend. This early influence made her develop an appreciation for subtle, feminine elegance. That style is something that goes beyond fashion, its an expression of personality and showcases the person within you. She likes bringing something extra to the table and not being a prototype image of everyone else. This is the driving force behind the quality and elegant expectations she puts on each of her designs. In these times of mass production, where designers tend to not even know where there products are made, it has become her passion to follow the design process from start to finish. And accomplish an incomparable craftsmanship along the hands of her manufacturing team.
WHY?
ZAPPOS
COUTURE Couture.Zappos.com or commonly known as Zappos Couture is a subsidiary of the on-line retailer Zappos.com. This company opened in 1999 as an on-line shoe retailer by Nick Swinmurm. It is now own by Amazon and has expanded into a multi brand on-line department store, including clothing, shoes and accessories for women, men and children. Zappos Couture was introduced in 2004 and was created for the ultra-stylish, trend follower and the costumer in the search for the greatest items from the best international fashion houses. Zappos Couture offers the same convenience and world-class customer service that has brought Zappos all of its success. Including fast processing, free shipping, complimentary return shipping and a 365 day return policy.
INDUSTRY REASERCH 2014 FOOTWEAR INDUSTRY ANNUAL REVENUE $48 BILLION
ANNUAL U.S CONSUMER FOOTWEAR SPENDING $72 BILLION & 2.5 BILLION PAIRS OF SHOES
AVERAGE AMERICAN SPENDS $1,100 & BUYS 7 PAIRS OF SHOES A YEAR
Shoe sales have been on the rise and on-line shoe retailing is following along. Space limitation in brick an mortar shoe stores simply can not offer the style and color selections of many of the on-line retailers. Buying shoes on-line provides many more advantages than the in store experience. Consumers have a greater selection of shapes and sizes; as well as a wider range of designers rather than the typical found in department stores. As great as it sounds on-line shoe shopping does have a disadvantage which is still pulling skeptics into buying on-line. This is not having the possibility to try the shoes before making the decision, this is why Zappos and Zappos Couture make an exceptional choice due to the customer service experience that provides free shipping and returns. This transforms Zappos Couture into the maximum on-line Boutique retailer with all of the benefits of a brick an mortar.
TREND FORECASTING The Line proposed for Zappos Couture by Monica Martinez captures the most prevalent details that went down the runway during the New York Fashion Week F/W 2015. These trends are the foundation utilized for the creation of the eight products the designer is introducing for the mentioned season.
BOLD & COLORED SOLES
POINTED TOE
STRAPS ON TOP
DIRECT COMPETITION
These brands are found within the Zappos Couture family and stand as a direct opponents to the designer. They are not only under the same price range but target similar market segmentations and products.
$348
Marc by Marc Jacobs is the younger line created by designer Marc Jacobs in 2000. The brand encapsulates the earlier college-appropriate designs from the Marc Jacobs brand making the inexpensive fashion available. The diffusion line relies under the name of the designer but also accounts with over 200 retail stores, and is also sold throughout major department stores and on-line.
$395
Vince was founded in 2002 as a women’s knit and cashmere sweaters brand sold exclusively in department stores. Today is a global brand sold through Vince Retail stores as well as department stores. It focuses on the creation of iconic essentials for women and men for an every day life with a focus on distinctive design, enduring style and uncompromising quality. They are committed to providing their customer with luxury essentials with a timeless aesthetic and an effortless sophistication.
INDIRECT COMPETITION
These brands are found outside the Zappos Couture family but are widely known for their presence on e-commerce retailers. They also target a young demographic and provide everyday basics to their costumer.
$208
Jeffrey Campbell is a Los Angeles based company that has grown to be a must have brand among the american trendiest crowd. It is a small fashion forward label, that roots itself in creating fast paced footwear for the woman on the go. Based around vintage inspirations, runway trending and the grind of daily life, Jeffrey Campbell has emerged as the footwear choice of fashion nomads globally. It was originally sold through Solestruck.com and it can be found now in most of the department stores and boutiques around the continent.
$305
Dolce Vita was founded in 2001 in the heart of SoHo in NYC. The company is known for its effortlessly cool, playful yet sophisticated shoes that are equally home at work and at play. The brand has quickly become popular among the fashion forward consumers and a staple to their wardrobes.
MOODBOARD MOODBOARD
CONCEPT
Through the use of different materials and design lines the boots will narrate the story of modern and confident women that is going to make a difference in the world.
OBJECTIVE
All of the boots will have a surprise element making the designs more dynamic regardless of the classic silhouettes that they are trying to portray. Traditional leathers are used combined with tones of dyed leather that will provide a modern look to the design. The boots construction is inspired by the modern New York women that is up to trends, enjoys fashion and wants to portray a unique style. Furthermore, she is on a fast pace lifestyle walking through the crowdedness of the city. New York is known as the city of black coats and neutral colors, not only because of the elegance this colors showcase but for the convenience they provide. New Yorkers decline into wearing black blazers and grey outfits for the sake of saving time, is not about not caring about fashion is about not having time. The good part of dressing with neutral colors is that it makes it easier for accessories to stand out. Some of the boots designs have a pop of color through dyed leather, making a bold statement for the woman that want to shine out of the crowd of black coats and leave her mark.
DESIGN PRINCIPLES Bold
Independent
Classic
Ambitious
Strong
TARGET MARKET Young, yet sophisticated and edgy women that appreciates good quality, craftsmanships and materials that goes into the creation of her purchase. Her style is defined by a young city dweller that expresses her individuality and attitude throughout her style. She has been influenced by the cutting edge fashionistas surrounding her in the years living in the city. She is drawn to things of a sophisticated nature, and appreciates the endurance of quality garments, and willing to pay a higher price point for items that will last many years in terms of their aesthetic relevance and the quality of construction. She is style conscious and a trend follower but understands the importance of timeless pieces as an investment to her everyday wardrobe. She enjoys stepping out and beyond the traditional large chain and shopping malls to find those elements that make her so unique. According to the VALS profile, she is considered and innovator, she is hard working and proactive. She likes being organized and making the most out of her time since she doesn’t have much to waist. As much as she likes working towards her career success and professionalism she gives herself time explore the newest and hippest restaurants and bars, and has a special emphasis on music and film. Her lifestyle makes her transition from her responsibilities to her leisure activities on a blink of an eye, so her wardrobe choices need to follow along.
PERSONA AGE: 28 INCOME: 56K LOCATION: LOWER EAST SIDE, MANHATTAN Meet Melissa, she is graduate student from the Fashion Institute of Technology with a major in Fashion Marketing and Management. She works at Vanity Fair as a Fashion Marketing Editor Assistant. Because of her position in the magazine she needs to look the part but at the same time be ready and prepare to walk around the city and attend unexpected meetings. She seeks exclusivity, raw handcrafted quality and values the longevity of a garment. She is on the cutting edge point of fashion so she strives to step out and try new things before they become popular in the marketplace. This is why she scrolls around every on-line retailer in the search for unique pieces that will fulfill all of her needs.
PRODUCT ASSORTMENT The Boots represent quality products with a sense of a rocker chic aesthetic. They are positioned as affordable luxury in terms of quality. Regardless of the elements included from the runway they set themselves apart from the competition by following a design led approach that aims to follow basic and traditional lines with a statement element. The core aesthetic of dark muted colors, leather and androgynous silhouettes resembles to the traditional New Yorker that spends most of the year in Winter and prefers using neutral colors. All the boots are handmade in New York in the heart of the garment district by Modern Vice Factory under their Private Label division. This way the designer can take a closer look to the quality of materials and crafting that goes into each pair. The designer and manufacturer hold hands to create beautiful designs with a focus on quality that can still be an accessible fashion.
COLOR SCHEME The secret to utilizing neutral colors and still make a statement piece is to include that one color that will pop out of the entire wardrobe. Introducing neutral and muted colors will not only make the designs cohesive but will match the wardrobe of the every day New Yorker.
LENOX PERRY
$375
$295
MADISON REILLY
$495
$325
YORK
ANAYA $425
$295
GRACIE $375
*All prices are MSRP
BRANDING
LEAVING FOOTPRINTS In order to be unique and please all the needs of the customer, the designer is committed to take care of every step that goes into the process of creating the perfect pair of boots. Not only designing and producing but making sure that she has a luxurious experience, reminding her the great decision she made every time she wears her boots. What’s most important about this process is that the demanding customer feels that her needs had been covered. Is about perfectionism and providing her with a thoughtful piece that was made inspired by her and for her. The shoes come on a sleek and clean shoe box with a dust bag to protect the boots when traveling or transporting. These pairs of boots are meant to last, they are created to be the partner in crime to their owner and protect her and follow her throughout her journey.
The boots are created for that one young woman who is determined to build a strong career. The marketing strategy is based around Marylin Monroe’s quote “Give a girl the right shoes, and she can conquer the world”. With her new boots she is ready to step out of her comfort zone and confront the challenges she is ought to succeed. As a representation of leaving a footprint the soles have been carved with a mirrored logo. This way every time she walks she will literally be leaving her mark.
SIGNATURE
HEEL
The key to being remembered is to set yourself aside from the typical. This is why, designer Monica Martinez, tapered the back of the heels. The reason behind this signature cut out alludes to being one step closer to your goal, to keep walking and to never look back. The wearer of the shoes is an empowered woman walking towards success, and not having the back part of the heels, means no going back.
The pair of boots you are holding right now were handcrafted specially for you in the heart of NYC. Your one of a kind piece will become your partner in crime and protect you throughout your journey. Wear them, Shape them, and be free to go wherever you may. And remember, be Awesome! Sincerely,
LEAVING FOOTPRINTS