startup of product brand - hera
TRANSCRIPT
![Page 1: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/1.jpg)
Start Up of Product BrandMid Term Project
Chebanova Veselina Kranthi Kiran Manthri Xinyun Zhang Anna Schiraldi
![Page 2: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/2.jpg)
Idea of the brand
• Woman fashion SHOE brand • High COMFORT improvement of product• PERSONALIZATION with colors• CUSTOMIZATION with accesories
![Page 3: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/3.jpg)
Comfort
Everyone is different
Everyone is different
• Two different fittings
• To introduce orthopedic technology and create comfortable insole (Collaboration with Politecnico of Milan)
• Make elastic stitches for hemline with one level lining
• To put special soft leather pillow on the counter part to provide more comfort
• Calculate amount of the load on foot and place the heel in the right position and make ergonomic platforms
![Page 4: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/4.jpg)
Personalize
• COLOR YOUR LIFE! Wide range of colors
• CHOSE YOUR SHOES! Possibility to order the selected
styles with all the available colors (Fast delivery: 1 WEEK)
• BE CREATIVE! The customer can also order one
pair of shoe with two different colors
![Page 5: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/5.jpg)
Customize
Everyone is different
• MAKE IT CONVENIENT! The customer can use different
accessories for one pair of shoes
• MAKE IT FLEXIBLE! The customer can create different
styles with change of accessories
• MAKE IT SMART! The customer can wear different
accessories for diffent occassions
![Page 6: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/6.jpg)
MISSION• To personalize shoes according
to customers needs• To promote fashionable shoes
for every occasion• To improve comfort ability
VISION
Making women unique, fashionable and confident.
Vision & MissionEveryone is different
![Page 7: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/7.jpg)
Serena Van Der Woodsen• IT girl• Work in PR• Very fashionable• Style: trendy, sexy, use different styles depending on occasion
Jenny Humphrey•Studies fashion design•Style: Rock and Avant-garde
Blair Waldorf• Works for Fashion Magazine• Style: retro, uses lots of accessories, romantic
Lily Van Der Woodsen• Business woman• Mother• Public figure• Style: elegant and classic
Our Customers
![Page 8: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/8.jpg)
Trade Mark
![Page 9: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/9.jpg)
We choose the brand name
HERA, because:
• Short and simple
• Easy to memorize and pronounce in all relevant languages
• Feminine and fits our product
• Easy to adapt to all advertising media
• Has a positive and strong connotation
Brand Name
![Page 10: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/10.jpg)
Regional registration area: Europe
Owner of TM: Company
Class 18: Leather and imitations of leather, and goods made of these materials and not included in other classes; animal skins, hides; trunks and travelling bags; Umbrellas, parasols and walking sticks; whips, harness and saddlery.
Class 25: Clothing, Footwear, Heargear.
Class 35: Advertising, Business management, Business administration, Office functions.
Application
![Page 11: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/11.jpg)
Preparatory studiesTrade mark name Graphic
representationNice classification
Hera’z H 14, 35, 42
Heraea No graphic representation
25, 41, 43
Hera No graphic representation
32, 33
Hera ballerina Not registered Not registered
![Page 12: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/12.jpg)
Market Research
![Page 13: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/13.jpg)
THE BUSINESS MODELAMSTERDAM: Headquarter (Fiscal Issues)
ITALY: Distribution channel (DOS)
CHINA: Manufactoring Accessories
MARCHE: Manufactoring shoes (Shoes cluster)
WORLD: Distribution channel (Online Retailing)
![Page 14: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/14.jpg)
Footwear market in ItalyValue Quantity Price
s2010 Million
EuroWorld Rank
Million Pairs
World Rank
Euro
Export 7 296 2 222 4 32,92
Import 4 107 5 356 8 11,52
Production 5 630 203 9 27,8
Consumption 337 12
An Initiative of APPICCAPS Portuguese footwear, Components and Leather Goods Manufacture's Association
![Page 15: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/15.jpg)
An Initiative of APPICCAPS Portuguese footwear, Components and Leather Goods Manufacture's Association
• World Market Share• 201010%
• Europe Market share• 201027.1%
• Export Increase in Quantity• Export Increase in Value
14%7%
• Import Increase in Quantity• Import Increase in Value
14%10%
• Main Importer • 30%
FranceGermany
• Main Exporter• 21%China
Footwear market in Italy
![Page 16: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/16.jpg)
18%
19%39%
24%
Luxury € ≥ 300 € 9 billion
Fine € 100 - 300 € 9,1 billion
Medium € 30 - 100€ 19,4 billion
Ecomomical € ≤ 30 € 11.8 billion
Entry Segmentation
Excellent quality and perfect fit (handmade)Trendsetting Exclusive collection Mostly luxury or design brands
Very good quality and fitTrend following and attention to stylingVariety in collections but limited production
Acceptable qualityFunctionalLarge variety and high volume production
Low to medium qualityNon-brandedHigh volume production at the lowest price
![Page 17: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/17.jpg)
Positioning MapJimmy Choo
TOD’s
Paul Smith
Coclico
Ecco
Bata
BIRKENSTOCKGEOX
Charlotte OlympiaLouboutin
Clarks
Casadei
Luxury
Economical
Practical Fashion
Giuseppe Zanotti
![Page 18: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/18.jpg)
Product Development
![Page 19: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/19.jpg)
Color palette. First collection.
• Power•Sophistication• Formality• Elegance• Mystery
• Excitement• Energy• Passion• Love• Speed
• Harmony• Health• Peace• Freshness• renewal
• Nature• Environment• Healthy• Intelligence• Confidence
• Stability• Harmony• Intuition• Meditation• Deepness
• Energy• Elegance• Luxury• Nobility• Confidence
• Sexuality• Pureness• Sensuality• Femininity• Nature
![Page 20: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/20.jpg)
Merchandising ShoesFirst Collection
Model Color Fitting Sizes High Heels 9 cm 7 2 35 - 40
High Heels 9 cm with platform 7 2 35 - 40
Mid Heels 6 cm 7 2 35 - 40
Mid Heels 6 cm with platform 7 2 35 - 40
High Heels 9 cm mix color 4 2 35 - 40
Ankle boots High Heels 9 cm 7 2 35 - 40
Ankle boots High Heels 9 cm with platform 7 2 35 - 40
Ankle boots Mid Heels 6 cm 7 2 35 - 40
Ankle boots Mid Heels 6 cm with platform 7 2 35 - 40
Ballerinas 7 1 35 - 40
Loafers 7 2 35 - 40
Total: 11 styles
![Page 21: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/21.jpg)
Collection
Heels 9 cm Heels 6 cm Ankle boots 9 cm Ankle boots 6 cm
Heels 9 cm with platform Heels 6 cm with platform Ankle boots 9 cm with platform Ankle boots 6 cm with platform
Loafers Ballerinas Mix Color
![Page 22: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/22.jpg)
Merchandising AccessoriesFirst Collection
Model Color Variation SizesHigh boots style 7 2 1
Middle boots style 7 2 1Low boots variation 7 3 1Ankle Belt 6 2 1Anvil jewelry 1 3 1Heels ring 1 3 1
Total: 6 styles
![Page 23: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/23.jpg)
Accessories
High boots style Middle boots style
![Page 24: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/24.jpg)
Accessories
Low boots style
![Page 25: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/25.jpg)
Accessories
Ankle Belt
![Page 26: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/26.jpg)
Accessories
Anvil jewelry Heels ring
![Page 27: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/27.jpg)
Production
![Page 28: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/28.jpg)
Mixed Production
• Program production for shoes • + 2 Flashes per year• Fast fashion for accessories and
made to measure• Region of location: Marche, Italy
(exploiting the shoes cluster know-how)
• LEAD TIME: - for accessories 2 weeks - 1 week for custom made
![Page 29: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/29.jpg)
Benefits
Program production • Product Development• Quality control• Product improvement
Fast fashion for• Short lead time• Flexibility• Easier forecast• Adapt to demand
![Page 30: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/30.jpg)
Retail Price Calculation
General cost: 655 000 €(for one pair of shoes 10 €)
36,5 x Mark Up 5 = 182,5€
Direct cost:Material cost +
Labor Cost:13 + 18 x 45/60
= 26,5 €
182,5 + VAT 21% = 220€
Retail Price 220€
![Page 31: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/31.jpg)
Price Range for Shoes Model
Retail Price for pair
Retail Price for one shoe
High Heels 9 cm 220 150
High Heels 9 cm with platform 220 150
Mid Heels 6 cm 220 150
Mid Heels 6 cm with platform 220 150
High Heels 9 cm mix color 260 260
Ankle boots High Heels 9 cm 290 210
Ankle boots High Heels 9 cm with platform 290 210
Ankle boots Mid Heels 6 cm 290 210
Ankle boots Mid Heels 6 cm with platform 290 210
Ballerinas 120 120
Loafers 160 160
![Page 32: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/32.jpg)
ModelRetail Price for
pair Retail Price for
one
High boots style 59 39
Middle boots style 59 39
Low boots variation 49 29
Ankle Belt 39 19
Anvil jewelry 49 29
Heels ring 49 29
Price Range for Accessories
![Page 33: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/33.jpg)
Distribution
![Page 34: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/34.jpg)
DOS(Company Store)
• Communicate Brand Image
• High profit on sales
• Easier supply chain control
• Understanding of customer’s needs and expectations
• Customer Relationship Managment
• Quick response
![Page 35: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/35.jpg)
Benefits:• Test the Market in different City• Understand customer’s needs
and expectation• Low investment & Low risk• High and creative
communication• Combination of exhibition,
performance and sales• Thematic event• Cooperation with young
creative designers and architect
POP UP (Temporary Store)
![Page 36: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/36.jpg)
E-tailingDomain Name: www.herashoes.com
E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into a "virtual mall“
• Reduction of general costs• 24-hour availability• Global reach• No distribution cost• the ability to interact and provide
custom information and ordering• High brand image• Online shopping experience • Never-ending products
![Page 37: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/37.jpg)
Communication
![Page 38: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/38.jpg)
We communicate through:
• Word of mouth
• Collaboration with artist
• Promotion in Fashion Blogs
• Social Media
• Customers testimonials in blogs
• Promotion of our website in our stores
![Page 39: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/39.jpg)
Planning Plan for five years
![Page 40: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/40.jpg)
First Year
• Start in August 2013 with our autumn - winter collection
• DOS in Milan
• 3 Pop-up shops in different part of Italy during one year
• Developing production
• Organizing panel test
• Customer Profiling
![Page 41: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/41.jpg)
• DOS in Rome
• Website improvement
• Collaboration with artist for creating flash collections
• Market research in Italy and other EU countries
Second Year
![Page 42: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/42.jpg)
• DOS in Bologna
• Strong collection
• Collaboration with famous designers for accessories line
• Strong communication
Third Year
![Page 43: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/43.jpg)
• DOS in Torino
• Communication investments
• Retail expansion in France and Germany
Fourth Year
![Page 44: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/44.jpg)
• Brand extension
• Different Colored Bags with the same product idea
• launch accessories new line headgear, necklace, brooch, and earring
Fifth Year
![Page 45: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/45.jpg)
Video
![Page 46: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/46.jpg)
![Page 47: Startup of product brand - Hera](https://reader038.vdocument.in/reader038/viewer/2022102322/554c9d9ab4c905f0178b4ec6/html5/thumbnails/47.jpg)
Everyone is different