Target Market

Target Market

Competition fierce in the fashion sector

Because most larger clothing specialists, that sell footwear, are positioned in the

fashion sector – competition is fierce.

Battle between Shoe Zone and PriceLess

Shoe Zone and PriceLess lead the way as town centre footwear specialists in the

value sector. Both have a broad product offer encompassing not only some fashion

styles, but also classic products targeted at more mature customers.

Clarks – firm hold in classic sector but M&S threatens

Clarks has carved out a strong position in upper midmarket, classic footwear with

few retailers providing a similar offer. This a reason why Clarks has remained so

strong over the past 10 years.

Increasingly saturated market

With clothing retailers increasingly focusing on their footwear offers as an extra

vehicle for growth, footwear specialists face an uphill struggle. The market is

becoming increasingly saturated – particularly in the fashion market where retailers

will have to battle hard to interpret trends quickly and offer their customers value.

My ballet shoes will be at high-mid price position and contemporary area.

Market Research

Flats over Heels

Women know the pain high heels can bring all too well. So the rising popularity of flats is

welcome relief to many. And women know that after a day and night in heels, there's room for

comfort, no matter which brand.

There are specialising brend in good quality ballet pumps.

French Sole has broadened it ranges to try and accommodate the larger flat footwear market. It is

vital for French Sole to introduce new designs andranges to refresh its image and excite new and

existing customers. The shoes cost ￡ 90~140 a pair and up, depending on the design.

Pretty Ballerinas is a sliver of a spot that stocks a very similar shoe. Some look identical to the

ones three blocks away, but others have a younger appeal. The shoes cost ￡110~160 a pair and

up.

Repetto first designed as ballet slipper and pointes, it soon innovated to ballet slippers that were

suitable for the streets of Paris. The Repetto shoes are now the symbol for style and comfort. The

shoes cost ￡140~200 a pair and up, depending on the design.

Target Consumer

Gender :

Age :

Material status :

Level of Education :

Income :

Style :

Free time :

Female

25~35

Staff of company such as publisher or

Museum, gallery.

Graduated at college of university

￡30,000~45,000

She usually wear natural and

comfortable style. She pursues

substance more than superficiality

when she shops. She wear flat shoes for

parties sometime.

She goes to museum or gallery when free

time or read some books in a café.

She has cheating with her friend in a bar

with cocktail.

Mood Board

Colour & Material Board

YKK VISLON® Size 3

YKK Metal - EXCELLA® Size 3

YKK Metal-Golden Brass Size 5

YKK Metal-Aluminium Size 3

Golden black Shining leather

Beige Goat leather

Silver coating Goat leather

Purple Patent leather

Cobalt blue Suede

Light green Suede

Orange Suede

Range Plan

Size 3~7

Price ￡60

Last VP0101

Colour Sky blue, Purple

Material Satin, Metal zips

Size 3~7

Price ￡65

Last VP0101

Colour

Green, Orange, Cobalt blue

Material Suede, Metal zips

Size 3~7

Price ￡65

Last SL1094

Colour

Green, purple, Cobalt blue

Material Suede, Metal zips

Size 3~7

Price ￡60

Last SL1094

Colour Orange, Cobalt blue

Material Caff, Metal zips

The soles of ballet flats meant for outdoor wear are made

of thin rubber. It's filled to the ceiling with flats, with a

small amount that have a small heel. Rubber for the sole is

the trend for extra comfort.

Ballet flats are little rounded or pointed with a thin sole,

there are many different looks available in these shoes.

They range from flats with a decorative zipper insert on the

top lines or seam lines. Shoe covered in glittery fabric,

suede and satin. These shoes are available in many fashion

colours. The Ballet flats are comfortable shoes to wear,

especially if the rubber soles cause the shoes to bend

easily.

The feminine style of style flats are extremely versatile and

can work with many different outfits. For instance, ballet

flats worn with casual look. The same shoes worn a totally

different look that's suitable for work or school. These

ballet flats worn into a cocktail outfit. As an alternative to

sparkle and glitter, metallic components in gold or silver

can also dress up separates. For instance, gold or silver

ballet style flats added to a matching metallic components,

simple evening look.

Last

VP0101 SL1094

Development 1

Back part decoration is inspired by flower leaf.

Development 2

There are curvy lines from top-line and then connected at front of toe by silder.

There are 4 straight lines at front of toe, silders will have puction of decoration.

Development 3

There are curvy lines from top-line and then connected at outside by silder. This line divided again ant backpart.

There are curvy lines from top-line and then connected at side. The metal components put front of toe on.

Development 4

There are curvy lines on the top-line and then connected at front of toe.

Development 5

The metal zips will make scatch on skin, follow this reason, same material as upper attached the back of the zips.

Development 6

The metal zips will make scatch on skin, follow this reason, same material as upper attached the back of the zips. This additional part will be little bit higher that edge of the top- lines.

Design 1

Design 2

Design 3

Design 4

Explanation of Manufacture

10mm height

Rubber for the sole is the trend for extra comfort

Purple blue suede material

Decorated with metal zips Decorated with zip

slider at back

Silver coloured goat leather lining

Couvy top-line inspired by flowers

Most ballet shoes make to look wide feet. There is no doubt it is very comfortable and easy cause by soft components and materials. The shoes

made by cobalt blue suede , silver goat lining and zips. The front zip lines are across from front of the toe to waist of shoe. This lines give visual

effects narrow feet. Attached material at back of zip lines for avoid from scratch.

Prototype