schmoove
TRANSCRIPT
Create the future ! Marketing and communication strategy based on future thinking
Sciencescom Spring school - 2010
Context
8.3 BILLIONS EUROS A YEAR IN FRANCE
CONSUMPTION STAGNATION
NEW INCREASE PERSPECTIVES FOR WOMEN
ALL THE PRODUCTS SEEMS TO BE THE SAME
PERSONNALIZATION TREND IS RAISING
CONSUMER IS LOOKING FOR EASY-TO-USE SHOE, PRETTY AND ORIGINAL
E SHOPPING IS DEVELOPPING A LOT*
* Spartoo had a turnover of 15 millions euros in 2008
Schmoove company
THE ALTERNATIVE SHOES FOR MEN
SHOES EASY TO WEAR AND ELEGANT
FOCUS ON MEN WITH A HIGH WAY OF LIFE
UNIQUE ON THE MARKET
ONE SPIRIT
SCHMOOVE BRAND IS THE RESULT OF A CULTURAL MIX BETWEEN MUSIC, FASHION DESIGN AND STREET CULTURE
SCHMOOVE LOVES BY PASSING CODES AND TIME
A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL MEN SHOES UNIVERSE
Positionning
Nowism
Trends are never ʻorʼ, theyʼre always ʻandʼ.
Trying out new things, escaping commitment and obligations, dropping formality, and of course collecting endless new experiences
Real time reviews : 45 percent said they don't have "enough time for me."
For dynamic brands, living in sync with NOWISM, this will mean a world of real-time customer service.
New positionning including womens
A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL WOMEN SHOES UNIVERSE
Why women ?
OPPORTUNITY FOR US TO DEVELOP A NEW RANGE FORWOMEN :
A NEW TREND : BOYFRIEND
FEMALE COSTUMER ARE THE PRINCIPAL TARGET OF THIS MARKET
WOMEN HAVE MANY «LIFES» (HOME, WORK, FRIENDS...)SHOE MUST ADAPT TO THIS LIFE
WOMEN NEED TO BE ORIGINAL
First future product
TEENAGERS
ADAPTABLE TO ANY SITUATION
CUSTOMIZE
CREATE THEIR STYLE (COLOR, …)
Washable materials
Deliver with special pens
Second future product
WOMEN
ADAPTABLE (SITUATION, ANY TIME OF THE DAY)
INCREASING / DECREASING HEELS
Increasing / decreasing heel
Creative strategy
#1 Product : young girls
15 - 25 years old
High purchasing power
Interested in friendship, culture (music, fashion, new technologies...)
Living in cities
A PERSONNAL SHOES
CREATE THEIR OWN STYLE
CREATE THEIR CODES / CULTURE
BE UNIQUE
25 - 35 years old
Working women
High purchasing power
Cultural mix between their working women life, fashion, design and usability
#2 Product : adult womens
FASHIONABLE
USABILITY
BE ORIGINAL
Who is who ?
Who is who ?Who is who ?
ONE SCHMOOVE FOR EVERY SITUATION
The message
The slogan
SHOES YOURSELF
Communication strategy
The needs
A DEDICATE WEB SITE :
ONLINE SHOP
ONLINE FITTING ROOMS
ONLINE HABERDASHER
A BLOG
A FACEBOOK PAGE : « share your shoes experiences »
The needs
A CONTEST ON FACEBOOK : ELECTION OF THE GREATEST ORIGINAL SHOES
TV SPOT : WOMAN’S DAY IN THE CITY
CUSTOMIZATION OF SHOES BY ARTISTS (PAINTERS, SINGERS...)
POSTER AND BILLBOARDS CAMPAIGN
TAKE BENEFIT FROM AN IMPORTANT EVENT : FASHIONSHOW LIKE FASHION WEEK IN PARIS
Sign up your shoes !
A new trend : shoes customization
New practical shoes for the women
Heels removal : today’s new possibility !
Headlines
THANK YOU !