The core objective of the RFP

The core objective of the RFP: H&M are worried about their brand. They want to become a more appealing, a more meaningful brand. As an attempt to this, they are launching a range of streetwear basketball shoes which, they think, together with a help of advertising - should achieve this goal.We also have to help to sell 1 million pairs of these shoes in 2013, which costs US50$ for each pair. They think we could achieve this by influencing a target of Male/Female aged 18 – 24 and by running the campaign throughout the year. Caution! : describing the target they used such words as „social lubricants“ , we have to be prepared to educate the client about the imaginary importance of trendsetters/spotters.The budget is US$3 million excluding production and taxes. They prefer a global campaign but are open to hear recommendations adapted to specific regions.

Strategy

The industry of athletic shoes is one of the most competitive industries on the planet. It is saturated with lots of different brands and different models for everyone‘s taste. The best designers work on them.

Market leaders of basketball shoes (Nike, Air Jordan, Adidas, Reabok) spend big amount of money to market their products. These Sneakers have a long history (from 80‘s to these days) of collaboration projects and endorsements by famous rappers, graffiti artists, basketball players – the people who people already love.H&M has none of that around their sneakers.

Basketball shoes are popular among many subcultures like break dancers, hipsters and especially rappers. These shoes have always been associated with hip hop music thanks to rap artists from all eras choosing to wear these casual shoes as part of their standard dress. So sneakers are not only comfortable shoes but also a way to represent yourself. Some could argue it‘s the most important detail of your image.

However because of their looks, comfort and big variety of models a lot of different people started to wear basketball shoes on a daily basis and nowadays they have become all people shoes.

I suggest rather than frontally attacking the leaders, especially iconic brands, H&M will do well if they can build a position that avoids direct comparison with the market leaders. They should create a market and grow by expanding it on their unique strengths.

Now let‘s talk about these strengths.

One of the strengths of H&M brand is – it‘s a fashion brand. It is famous by collaborations with the best designers, participations in the biggest and the most important fashion weeks. Big stages, glance, thrill and the pure art of fashion – all of this surrounds H&M brand.

The second big strength of H&M brand is their business idea „fashion and quality at the best price“. They are generous. They sell their stuff on low prices so more people could wear clothes made by best designers.

H&M takes things from heaven and put it on the ground for us.

The orphans

Taking from the ground and putting into heaven.

I want to name these H&M sneakers „Orphans“. I want to get some orphans, teach them how to do a catwalk and let them introduce these basketball shoes to the world by hitting the biggest stages of fashion events. I also want an up and coming actor to join the company of orphans and to be as a mentor to them. He should also take the catwalk classes and participate in all events.

There should come out video clips showing how the process is going: the catwalk classes, how our „models“ are spending time and are having fun. It should tell the story of people who haven‘t had the easiest lifes but are still capable to smile and enjoy the great moments.

This gesture of taking care of orphans and giving them this exciting opportunity will remindeveryone that H&M has a big heart, they care and they are here to make your and others life a littlebit better. Besides it will also show that H&M is spontanious and surprising.

Questions for the client1. Can i get a couple of pairs of these shoes ? I want to see them, touch them and test them.2. I want to talk with designers of these sneakers. I want to know if these basketball shoes are anyhow different from competitors shoes. 3. Would they be interested to produce a special care kit for these sneakers ? 4. Can we change anything about these shoes ? Add some details, change the inside/outside materials ?5. Are they thinking of producing performance basketball shoes for professional basketball players?