3
BIOMORPHISM When naturally occuring shapes, colours, textures and changes are the source of design inspiration.
4
POROSITY
YOUR TITLE HERE
VIDEO WALL LCD //ALUMINIUM
“ When i buy shoes, my main problem is always finding the right fit” “A neutral color to match multiple outfits & styles is a plus”
“I regret choosing style/design over comfort. Even tho they looked different, they didn’t offer the same support”
“Sneakers often look boorish at my feet and make them look bigger” “I’ve searched for sustainable shoes but they are were not fashionable so I didn’t buy them”
“When I shop for sneakers I seek for comfort, even though it happens often that they give me blisters”
“I want sneakers in a modern shape and basic colours, but which are elegant enough that I can wear them to a meeting at work”
“Sneakers often loose easily their shape and support” RESEARCH JOURNEY
CONSUMER DESIRES AND PAIN POINTS
“I don’t wear sneakers to work but the ones I currently own are quite classic colours e.g. my white Stan Smiths because everything goes with them”
“I would buy sustainable sneakers if more on trend options were available”
“ I tend to buy more branded shoes as opposed to buying unbranded ones”
RESEARCH JOURNEY
PRIMARY RESEARCH FINDINGS: ➔
67 % of people went for trends when buying sneakers
➔
72 % said comfort was important
➔
Only 17% said sustainability was important
➔
Although 25% says sustainable brand values are important
➔
70% had never searched for sustainable sneakers
➔
From the 30% of people that searched for sustainable sneakers almost 50% of people thought that the sustainable shoe options on the market were not stylish
➔
61 % use sneakers for daily leisure use
➔
85.7% would consider buying online
➔
77.1% of people prefer to buy softer coloured sneakers than bold colour sneakers
CONCLUSION
RESEARCH Our research has shown that people care about sustainability yet they don’t feel a desire for sustainable products, in our case shoes. AERES by TFW will answer to this problem and consumers pain points: A SUSTAINABLE SNEAKER RANGE WITHOUT COMPROMISING ON DESIGN NEITHER ON COMFORT AND VERSATILITY
RESEARCH JOURNEY
CUSTOMER COMMUNITY
DEMOGRAPHICS
AGE 23 - 32 GENDER All inclusive. LOCATION City living / Close to city suburbs. JOB DESCRIPTION Creative industry/ Technical
NEEDS / VALUES
COMMON NEEDS Versatility, Comfort, Practicality and Creativity. VALUES Environmentally conscious, Optimistic, Quality of both life and consumption, Accountability.
COMMON INTERESTS
HEALTH AND WELLBEING Enjoy a healthy lifestyle, eat whole foods and exercise regularly.
HOBBIES
CULTURE Museum visits, Art Gallery exhibitions. HEALTH AND FITNESS Yoga, Marathons, Hiking, Walking ART AND CREATION Painting, Photography, Sculpting, Pottery.
FASHION Have interest in fashion trends TECH SAVVY Aware of new tech trends, Often purchase new gadgets. COMMUNITY BASED Participating in local events, Volunteering CULTURAL EVENTS Festivals, concerts, quiz nights.
RESEARCH JOURNEY
CUSTOMER COMMUNITY MOODBOARD
RESEARCH JOURNEY
COMPETITOR ANALYSIS ➔
Veja is a French brand footwear and accessories.
➔
Ecological and sustainable approach
➔
Fair trade conditions
➔
Work with small producers in Brazil and France.
➔
Timeless design
➔
Upper in vegan CWL leather
➔
Logo V made of rubber
➔
Lining in organic cotton
➔
Insole made out of expanded P.U. and organic cotton
➔
Sole made of wild rubber from the Amazon forest
➔
Made in Brazil, in the region of Porto Alegre
➔
Price Range: 85 EUR - 115 EUR
RESEARCH JOURNEY
COMPETITOR ANALYSIS VEJA
CUSTOMER ➔
20-30yrs
➔
Eco conscious
➔
Responsable
➔
European
➔
Casual/Timeless
➔
Female/Male & Kids
➔
Trendy
➔
Popular among celebs
DISTRIBUTION ➔
45 countries
COMMUNICATION ➔
internationally
Social media - instagram, facebook, twitter.
➔
Online and offline retail.
➔
Transparency
➔
Wholesale
➔
pop up stores
➔
Recycled cardboard
➔
International events
packaging
➔
Word of mouth
Logistics by Atelier Sans
➔
Credible promotion
➔
Frontiere
through magazine features.
Performance
RESEARCH JOURNEY
POSITIONING MAPPING
Fashion Forward
Classic
Casual
SPORTY-LINE HIGH TOPS: PRODUCT NAME: ALYA PRODUCT NUMBER: SP_HT_FW21_01 RECOMMENDED RETAIL PRICE: £330 COST: £61 WHOLESALE PRICE: £121 COLOURWAYS:
PRODUCT NAME: AZURE PRODUCT NUMBER: SP_HT_FW21_02 RECOMMENDED RETAIL PRICE: £260 COST: £48 WHOLESALE PRICE: £95 COLOURWAYS:
LOW TOPS:
PRODUCT NAME: IRIS PRODUCT NUMBER: SP_LT_FW21_01 RECOMMENDED RETAIL PRICE: £220 COSTt: £26 WHOLESALE PRICE: £80 COLOURWAYS:
PRODUCT NAME: ESEN PRODUCT NUMBER: SP_LT_FW21_02 RECOMMENDED RETAIL PRICE: £330 COST: £61 WHOLESALE PRICE: £121 COLOURWAYS:
PRODUCT NAME: RAI PRODUCT NUMBER: SP_LT_FW21_03 RECOMMENDED RETAIL PRICE: £260 COST: £48 WHOLESALE PRICE: £95 COLOURWAYS:
CLASSIC-LINE LACE-UP: PRODUCT NAME: ANEMON PRODUCT NUMBER: SP_HT_FW21_01 RECOMMENDED RETAIL PRICE: £260 COST: £47 WHOLESALE PRICE: £95 COLOURWAYS:
PRODUCT NAME: AELLA PRODUCT NUMBER: SP_HT_FW21_02 RECOMMENDED RETAIL PRICE: £330 COST: £61 WHOLESALE PRICE: £121 COLOURWAYS:
STRAPS:
PRODUCT NAME: MAKANI PRODUCT NUMBER: SP_LT_FW21_01 RECOMMENDED RETAIL PRICE: £260 COST: £47 WHOLESALE PRICE: £95 COLOURWAYS:
PRODUCT NAME: REVA PRODUCT NUMBER: SP_LT_FW21_02 RECOMMENDED RETAIL PRICE: £220 COST: £35 WHOLESALE PRICE: £78 COLOURWAYS:
PRODUCT NAME: VARSHA PRODUCT NUMBER: SP_LT_FW21_03 RECOMMENDED RETAIL PRICE: £220 COST: £35 WHOLESALE PRICE: £78 COLOURWAYS:
16 OVERVIEW
COLOUR PALETTE
#Pantone 16-1212 TPG
#Pantone 17-1512 TPG
#Pantone 13-1008 TPG
#Pantone 15-1906 TPG
#Pantone 13-0513 TPG
#Pantone 15-2706 TPG
#Pantone 17-4402 TPG
#Pantone 18-0108 TPG
#Pantone 19-3933 TPG
#Pantone 11-4800 TPG
#Pantone 14-6319 TPG
#Pantone 16-4021 TPG
#Pantone 13-4108 TPG
#Pantone 12-0312 TPG
#Pantone 14-4210 TPG
PERSONALISATION With our shoe collection designed around biomorphism, our shoes are designed in a way they can morph. Morhing = undergo process of transformation // change. Customer will be able to personalise their pair of shoes to their own needs with: 1. Interchangeable straps 2. Changeable insoles These insoles are designed differently according to the activity they want to use it for. Example: Walking, Long time standing, Running, Cross training, .... This concept fits into TFW sustainable approach, where one shoe can be used for multiple activities. Retail price Insoles : £30 Retail price straps : £15
OVERVIEW
MATERIAL//FABRICS
Elastomeric Polyurethane
Biosteel Mesh
Eco Elastic
Apple Leather
(EPU)
Usage: Upper part sport line
Usage: shoe straps
Usage: Upper part classic line +
Usage: 3D printed soles
shoelaces
OVERVIEW
MATERIAL//FABRICS
EVA
Recycled Silicone
Metal
Usage: Sole
Usage: shoe skeleton detail,
Usage: Lace Buckles
insoles
HERO PRODUCT: THE ALAYA SNEAKER The Aeres hero shoe, is the fullest representation of our concept, with all the brands values and features added: therefore it will be the highest price point but most concentrated in terms of extra design features. It will also be the model pushed to feature in any press that the brand has. RRP: 330£ Retail Margin: 78% Wholesale Margin: 50% Total raw material cost including insole: 32,79£ Total production, manufacturing and transport cost: 28,21£ Total cost price: 61£
WILD RUBBER EPU: ELASTOMERIC POLYURETHANE
22
CONCLUSION
MANUFACTURING Choice of portugal for manufacturing due to: ➔
the geographical position in Europe: close to our warehouse in Spain
➔
More small scale factories i.e. more attention and lower minimum orders
➔
Good reputation in shoemaking gives credibility to Aeres
➔
Speed of manufacturing some of the fastest in the region allowing more flexibility
23
14%
EXPLAINED
DISTRIBUTION STRATEGY
OF TOTAL PRODUCTION FOR E-COMMERCE
20%
OF TOTAL PRODUCTION FOR DEPARTMENT STORES
➔
Partnerships with wholesalers to provide cash flow for production
➔
Wholesalers deposits to cover the cost related to production and manufacturing
➔
Department, concept and multi brand stores chosen according to the brands values and image
➔
Being represented in renowned stores to add legitimacy to the brand
➔
Increases brand awareness with high foot traffic in department stores
➔
Own retail spaces come with high investment i.e. wholesalers are the best option to launch TFW.
66%
TFW will have their own webshop in order to distribute worldwide 24/7 ➔
OF TOTAL PRODUCTION FOR CONCEPT/MULTI-BRAND STORES
➔ ➔ ➔
NOTE: STRATEGY SEASON 1 YEAR 1
Rise of connectivity leading to the rise of e-commerce
➔ ➔
Shoes are a high risk, high cost project to fund Shoes can be difficult to sell online due to sizing
High marketing cost for e-com only to drive website traffic
Use of both to balance wholesale / ecom and familiarise customers with the brand / sizing
24
WORLD DISTRIBUTION YEAR 1 // SEASON 1 CONCEPT STORES (23) DEPARTMENT STORES (8) RETAIL (1)
25
WORLD DISTRIBUTION YEAR 1 // SEASON 1 YEAR 1 // SEASON 2 CONCEPT STORES (35) DEPARTMENT STORES (13) RETAIL (1)
26
WORLD DISTRIBUTION YEAR 1 // SEASON 1 YEAR 1 // SEASON 2 YEAR 2 CONCEPT STORES (50) DEPARTMENT STORES (19) RETAIL (1)
27
WORLD DISTRIBUTION YEAR 1 // SEASON 1 YEAR 1 // SEASON 2 YEAR 2 YEAR 3 CONCEPT STORES (55) DEPARTMENT STORES (25) RETAIL (1)
28
BRAND ACTIVATION
29
COMMUNICATION
ACTIVATION STRATEGIES ➔
Social media
➔
Guerilla marketing
➔
Trade show booth ➔
Try on spaces Vending machines
➔ ➔
Influencers
COMMUNICATION
SOCIAL MEDIA PRESENCE ➔
Share new information
➔
Inspirational content
➔
Concept visualization Brand Awareness & Desire
➔ ➔
Consumer interaction
31
VISUAL MERCHANDISING
BOOTH CONCEPT VISUALIZATION
32
EXPERIENCE IN SPACE OBJECTIVES
TOUCHPOINTS
➔
Creating brand awareness
1.
Presentation of the shoe
➔
Communicating values of
2.
Sharable content corner
innovation and sustainability
3.
LCD video wall
➔
To create desire for the shoe
4.
Interactive touch screen
➔
To create an environment which inspires the viewer to create shareable content in order to expand the online community
33 EXPERIENCE IN SPACE
PRESENTATION OF SHOE
34
EXPERIENCE IN SPACE
SHAREABLE CONTENT CORNER
35
EXPERIENCE IN SPACE
LCD VIDEO WALL
EXPERIENCE IN SPACE
AVATAR GAME
➔
Xbox kinect system
➔
Fun & interactive game
➔
Creating your own avatar with the TFW shoes.
➔
Prize Incentives
36
BRAND ACTIVATION
BUBBLE ROAD ➔ ➔
General public awareness Guerilla marketing strategy ➔
➔
In the city streets
“Follow the blue bubble road” tactic ➔
Creates/sparks curiosity
BRAND ACTIVATION
BUBBLE BLOWING ➔
Bubble blowers creating large bubbles Traffic-centric areas
➔
Aim ; Fun and Interactive
➔
➔ ➔ ➔
Sparks curiosity Brand awareness Adds to experience
39
BRAND ACTIVATION
GUERILLA TAKE OVER ➔
Awareness Sparks curiosity
➔ ➔ ➔
Wide reach Cost efficient
Users see the poster on the streets, can scan the QR code and be taken to our instagram OR find the hidden code and get a free tote bag token
SOCIAL MEDIA TEASER
41
BRAND ACTIVATION
TRY ON SPACES
Part of our communication strategy are try on spaces on remarkable, trendy locations. These spaces will be used to convey the brands values based on locations, visual merchandising, sales assistants. This try on space will grow brand awareness as well offer the opportunity for several experiences. These try on spaces will connect the real world with online shopping. This space will allow people to try on their favorite pair before buying. In the spaces/pop-ups people will be able to make their purchase online.
42
BRAND ACTIVATION
VENDING MACHINES
Privately owned and stocked
➔
City Wide distribution
➔ ➔
Interchangeable Products ( Straps + Soles ) ➔
Customer, Business Relationship ➔ ➔
Innovation Sparks curiosity
43
BRAND ACTIVATION
INFLUENCER STRATEGY ➔
To maximise on global reach,
Increase relevance with the millennial
➔
market that currently exists. Target existing popular markets - USA,
➔
Australia, Asia and Europe ➔
Spread brand values organically. The monthly budget allocated to this marketing expense is 3000£ per month in year one.
44
YOUR TITLE HERE A company is an association or collection of individuals, whether natural persons, legal persons, or a
@marta_canga
@trashisfortossers
@theconsciouscut
Laura Singer was an environmental
Spanish born Belge, currently living
Amber Boye of Brisbane, Australia
studies major in college who made the
in the UK, Marta Canga is a green
business owner of swimwear label
conscious decision to live “zero waste” in
beauty, wellness, and eco fashion
Baiia creating swimsuits made
2012. She started The Package Free
blogger who currently holds 16.8k
from recycled fishing nets. Number
Shop, a store that is as the name
followers on her Instagram account.
of followers: 20.9k
suggests - promotes a package free lifestyle. Number of followers: 330k
END OF LIFE INITIATIVE
RECYCLING YOUR AERES In an effort to remain as sustainable and environmentally friendly as possible Aeres will offer a recycling program for all goods including product and packaging. In return of old shoes the customer will receive a 15% off their next direct purchase. This recycling program encourages users to shop sustainably and promotes TFW’s main value of helping the environment. All materials used can be recycled and reused through a speciďŹ c deconstruction process.
BREAK EVEN
FINANCIAL INFO Revenue year one -> £3.2 million -> 8500 add on units + around 25 000 shoe units. Company total expenses (year 0-3): £8.07 million Company total revenue (year 0-3): £12.42 million Gross profit (year 0-3): £8.07 million Net Profit at end of year three: £7,500 Overall/Communication costs (Consultants, Contractors, Communication and showroom) £83,344
➔
Break even will occur after sales of 124 285 units across shoes/add-ons
➔
Our strategy defines that this amount will be reached at the end of year 3 ➔
Total loan needed for three years £576,514