Give a girl the right shoes,

and she can conquer the world!

WHO ARE WE?

|| love for custom-made products. ||

|| In our search for shoes that fit our dreams. ||

||A collective skilled in textile, communication, design & marketing. ||

WHYUS?

|| Passionate about what we do.||

|| Exclusive, custom made shoes with innovative fabrics.||

|| Professionals sensitive to future fashion trends.||

CONCEPT21 s t Century DANGERO

US

ROMANCE

CONTENT PAGE

Objectives

Market AnalysisPEST

Market Segmentation AnalysisTarget Customer Demographics, Psychographics & Profile

Competitors AnalysisMarket Positioning

ProductDesigns

Swatches

WebsiteHome Page

Product Page

Packaging

PublicitySWOT & Conclusion

MISSION &VISION

|| Create unparalleled avant garde shoes for artistic creatives.||

|| To be the leading trend and taste maker for the 21st Century. ||||Heighten and embrace the unexpected, unconventional and

dangerous beauty. ||

PEST ANALYSIS

POLITICAL•Spring Singapore & EnterpriseOne Local Enterprise Finance Scheme has various financing scheme to support young entrepreneurial start ups.

ECONOMICAL•Increase in the disposable income.•The size of the Singapore online shopping market is forecasted to hit S$4.4 billion in 2015, according to PayPal’s research.

SOCIAL•Lifestyle changes; increasing fashion awareness and consumers dare to try new styles. •Singapore is top 8th most fashionable city in the world in 2011.•Increase in affluent consumers; tourist & locals.

TECHNOLOGICAL•Increase IT literacy of both managers and consumers therefore making online shopping an easily accessible choice.

Materialistic entrepreneur

New Age Family

Family-oriented traditional

The Dreamer

Entrepreneurial Strivers

The Aspirer

Modern Pragmatists

The Independent

The Dreamers

The Aspirer

Positioning statement:

For forward looking creatives who leads the world trends.

Eighthereal is an avant garde collective that provides bespoke, sublime, dangerously romantic shoes for the 21st Century.

Segmentation Targeting Positioning

Entrepreneurial Strivers

Survey source: Trend Trackers , Published Straits Times 26/03/2009

MARKETSEGMENTATION

GLOBAL SEGMENTATION

Target: Singapore, UK and USA.

SG 15-65 Females ~ 1.7 MillionUK 15-65 Females ~ 20 MillionUS 15-65 Females ~103 Million

Total Market size: ~124.7 Million

Assuming a target of the upper middle class –upper class of 16%: ~20 Million

Assuming a primary target of innovators of 2.5%: ~500,000

Assuming a target of secondary target of early adopters of 13.5%: ~2.7 Million

Statistics according to Diffusion Innovation by Everett Rogers.

Target Segmentation

Non TargetSecondary TargetPrimary Target

TARGET CUSTOMERSDEMOGRAPHICS & PSYCHOGRAPHICS

Primary ConsumersWorking Female ProfessionalsAppreciates High Fashion & ArtAge range from Mid 20s - 30sStylish Daring & ImaginativeHigh disposable income $3000

Like to flaunt, like branded items and keep up with trends.

Secondary ConsumersStudents & InnovatorsEarly 20s – 40sCreative & DaringEnjoys PhotographyAttending Concerts and Fashion

Events

Leigh Lezark27 Year Old

American DJ and Model1/3rd of the New York City-based DJtrio the MisshapesIndividualistic, Daring & Striking dresssenseInspires many in the fashion and artindustries

Dresses up for modeling work andfashion events

TARGET CUSTOMERPROFILE

COMPETITORS ANALYSISBESPOKE SHOE WEBSITES

Varies from number of model types, variations types,

swatches, design panel and gallery choices.

MARKET POSITIONING

Price Low High

Quality: Low Economy Cowboy

High Bargain Premium

COMPETITORS ANALYSIS

Milk & Honey

Shoes of Prey

Atelier Shoes

Eighthereal Dsquared Alexander McQueen

$250

Price Ranges $195-310

$280

Price Ranges $180-330

$285

Price Ranges $190-285

$300

Price Ranges $300 - $500

$868 $895

MARKET POSITIONING

Price

Quality

Atelier Shoes

Dsquared

Eighthereal

Milk & HoneyShoes of Prey

Alexander McQueen

PRODUCT

MOODBOARD

PRODUCTINSPIRATION

BEHIND THE SCENESBrainstorming and Discussions

Snippets of us working in pairs/team – management, communication and design & textile.

BEHIND THE SCENESDevelopment

Snippets of designers discussing and explaining concept with the product designer to develop the prototype.

BEHIND THE SCENESProduct Prototype Development

Product team developing the prototype

PRODUCTPrototype Development

PRODUCTModel 1 Imperfection Perfection

Black peroxide constructed acrylic wedgeby Eighthereal features geometric/angularsculpted wedge with hollow space within cube which enable change of content according to customer preferences.Dictate your shoe uniqueness throughcustomizing from our wide arrays of colourand fabric swatches.

PVC Leather, Acrylic,

5” inches heel with a 2” platform

Made in Singapore

Customize

PRODUCTModel 2 The Embrace

Geometric Sculpted wedge boot byEighthereal features a zip across the boot.Unzip it according to your preference andlet the soft leather drape revealing your

foot.

Once fully zip , you will have a boot. Playwith the zip to see the different variation

ofhow it drape on your foot. Triangular

acrylicIntersection provide the shoe a hollowlevitatingffect upon the faceted cutGeometry wedge platform. Customization available . Choose from ourwide range of fabric swatch to suit

yourself.

Material: Leather, Suede, PVC, PU leather, Acrylic

WoodHeel Height: 3 ½ ” platformMade in Singapore

Angular shoe base

Heel Height : 2” platform, 5 ½” Heel

Material: Leather, Acrylic

Front

Side

PRODUCTModel 3 Acceptance’s Handle

The Acceptance Handle by Eightherealfeatures a unique design whereby one’s

foot ispartially both on and off the sole of the

shoe,with there being a gap in the middle of thesole.

The heel of the shoe is a of a unique shape, looking like that of the shape of a handle.

The shoe is also easy to slip on, having no particular buckles or useful

embellishments to hold the shoe together, as the front of theshoe is deep enough for the foot to stay

secured.

Material: Tinted Acrylic, Fake Animal Hair

Heel Height: 2” platform, 5 ½” Heel

Made in Singapore

PRODUCTEmbellishments

Go nasty with our spike studs selection

Peroxide fabric place inside acrylic wedge(choice of fabric selection from our arrays of fabric swatch)

Acrylic wedge filled with broken CD shards

FABRICRATIONALE

Leather PU

Cotton Silk

FABRICPRINTING TECHNIQUES

Print Bleach

Marbling Dye

FABRICDEVELOPMENT

SmokeFireworks Aurora Borealis

Blood

PeroxideShock Wave Aurora Bloodly Marbel

WEBSITE INSPIRATIONBURBERRY

WEBSITE INSPIRATIONURBAN OUTFITTERS

WEBSITE INSPIRATIONOPENING CEREMONY

WEBSITE INSPIRATIONNET-A-PORTER

WEBSITEHOME PAGE

WEBSITEPRODUCT PAGE

PACKAGING

PACKAGINGINSPIRATION

BEHIND THE SCENESPackaging Development

Purchasing, measuring and producing the packaging sample.

PUBLICITY

MagazinesCelebritiesFacebookTwitterCollaborations

SHIPPING &FAQ

|| International shipping is $25. Regular shipping takes approximately 5-7 business days. ||

|| For the holiday season, all Singapore Local, shipping is FREE. ||

|| All shoes (except rush orders) take approximately 6-8 weeks from the time you place your order until we ship your shoes. ||

Strength •Exclusiveness – First of its kind bespoke unique shoe design.•Accessibility •Variety of innovative fabric and textured swatches.

Weakness•Limited to online. No hands (feet) on experience for customers.•Limited financial resources

Opportunities•Going global – wider target audience.•Setting up physical stores in the near future. •Affordable advertising with popular fashion bloggers.

Threats•Production time likely to be long.•Copy cat designs appearing after launch.•Labour cost likely to be high.

SWOT ANALYSIS

CONCLUSION

|| Continually maintain our strength of exclusiveness with new ideas and designs. ||

|| Turn our weakness into opportunities by branching out into physical stores in the future. ||

Eighthereal empowers women to conquer

the world!

References

• References for demographics statistics: https://www.cia.gov/library/publications/the-world-factbook/geos/us.html

• Stats for Early Adopters:http://searchservervirtualization.techtarget.com/definition/early-adopter• Spring Singapore: http://www.spring.gov.sg/entrepreneurship/pages/overview.aspx• EnterpriseOne:

http://www.enterpriseone.gov.sg/Government%20Assistance/Loans/Equipment%20and%20Machinery/gp_spring_lefs.aspx

• Burberry Website: http://us.burberry.com/store/• Net-a-porter Website: http://www.net-a-porter.com/• Urban Outfitters Website:

http://www.urbanoutfitters.com/urban/index.jsp?availableOptions=availableOptions