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Presenting my professional project : Chu Xi Nano, by Lina Be
Citation preview
CHŪ QÍ NANO BY LINA BE.
Outline
target customersrevenue sourcesproblems solved:customers, owner, partnerswhat makes this project unique – (competitive hedge)why it will work
Main trends in luxury as a whole (what customers want)
HedonismServicesExclusiveness (bespoke & made-
to-measure)ExperienceAuthenticityTime-savingFun
Source : IFOP
Global view of the shoes’market :
Luxury shoes worldwide :- From an average annual growth of
12,6 % 2004- 2007) to 6,5 % (2008)
A 4 billion euros retail market
40 % of the buyers : women
Source : Shoes book, 2008
Eurostaf
Luxury consumers’ behavioral segmentation
Elite
AspirersSensible/advised
Actives
Occasionalsindulge themselves
Unique experiences
Tradition / Luxury as a lifestyle
Seeking a “status”Aspects matter a lot Hard to figure out &
to woo
The highest value … at the best price
Big Internet users
The Chū Qí Nano woman
Female high heels luxury shoe’s addict
Cosmopolite & self-asserted (she knows what she wants & she goes for it)
Trend setter, very active, art & fashion lover
Active & sensible
High heels are about fun & challenge
High heel races in : Paris, Moscow, Berlin, DC, Mexico…
http://www.youtube.com/watch?v=YtKbouy5N-Q
The lingerie spirit :from underwear to footwear
www2.victoriassecret.com
When art meets stiletto lovers : Bruce Gray’s “Steelettos” for Stiletto Lovers
http://www.shuzsociety.com/bruce-grays-steelettos-for-stiletto-lovers/
Internet : blogs, community websites, online shops..
Jane Aldridge
’s sea of shoes
Revenue sources (1) : short run
Revenue sources (2) : long run
Bespoke
luxury nano shoes
Made-to-measure
nano accessories
(male & female)
Conquering the Asian market
(Tokyo, Seoul, Taipei)
Step 2 : Emerging countries
Licensing
Step 1 : USA & Europe
My competitive edge (1)
Communication CoreBrandCore
Product Core
Unique items :bespoke
Pleasure :Best material to make the shoes
Bold : unique shoes
for unique women
Beauty & fun :Your shoes’ colour change to match
your outfits
Women luxury shoes & Nanotechnology
Implication : the assosiation we got your back
My competitive edge (2)
Keller’s brand equity pyramide
Bespoke
Made in Italy
CHŪ QÍ NANO
BY LINA BE.
Self-esteem & social needs Limited edition for
fashion & design exhibitions
Nano-technolog
y Best
materials Hand-made
Word-to-mouth, exclusive blogs & social networks
WHY WILL IT WORK
Perceived opportunity
• The growing interest for nanotechnology
• Luxury clients looking for new surprising, one-of-a kind items
• Reputation of Italy, birth country of most fabled luxury shoes brands & designers : « el paese della bella scarpe »
In addition to shoes…« We got your back » :- An association to help women who wore
high heels all their lives… when they get older
- Best chiropractors to fix your back- Access to an exclusive SPA for feet (with
best feet care cosmetics, made out of nanotechnologies)
- A « sorority » club to teach how to stand out, walk with high heels & be confident in any situation
My brand’s spirit
Tear drops,
Massive AttackNonconfor
mism
Elegance & coquetry
Loyalty & vanguardism
Surprise