group research & proposal for fashion shoe brand eighthereal
DESCRIPTION
Cross Specialism Group Research and Project Proposal for Shoe Brand Eighthereal Members names: Geraldine, Xiao Ming, Pearl, Ann, Mardiana, Venessa and Jia En Year 2 for BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the ArtsTRANSCRIPT
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Give a girl the right shoes,
and she can conquer the world!
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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. ||
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WHYUS?
|| Passionate about what we do.||
|| Exclusive, custom made shoes with innovative fabrics.||
|| Professionals sensitive to future fashion trends.||
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CONCEPT21 s t Century DANGERO
US
ROMANCE
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CONTENT PAGE
Objectives
Market AnalysisPEST
Market Segmentation AnalysisTarget Customer Demographics, Psychographics & Profile
Competitors AnalysisMarket Positioning
ProductDesigns
Swatches
WebsiteHome Page
Product Page
Packaging
PublicitySWOT & Conclusion
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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. ||
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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.
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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
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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
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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
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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
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COMPETITORS ANALYSISBESPOKE SHOE WEBSITES
Varies from number of model types, variations types,
swatches, design panel and gallery choices.
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MARKET POSITIONING
Price Low High
Quality: Low Economy Cowboy
High Bargain Premium
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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
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MARKET POSITIONING
Price
Quality
Atelier Shoes
Dsquared
Eighthereal
Milk & HoneyShoes of Prey
Alexander McQueen
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PRODUCT
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MOODBOARD
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PRODUCTINSPIRATION
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BEHIND THE SCENESBrainstorming and Discussions
Snippets of us working in pairs/team – management, communication and design & textile.
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BEHIND THE SCENESDevelopment
Snippets of designers discussing and explaining concept with the product designer to develop the prototype.
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BEHIND THE SCENESProduct Prototype Development
Product team developing the prototype
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PRODUCTPrototype Development
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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
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Customize
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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
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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
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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
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FABRICRATIONALE
Leather PU
Cotton Silk
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FABRICPRINTING TECHNIQUES
Print Bleach
Marbling Dye
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FABRICDEVELOPMENT
SmokeFireworks Aurora Borealis
Blood
PeroxideShock Wave Aurora Bloodly Marbel
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WEBSITE INSPIRATIONBURBERRY
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WEBSITE INSPIRATIONURBAN OUTFITTERS
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WEBSITE INSPIRATIONOPENING CEREMONY
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WEBSITE INSPIRATIONNET-A-PORTER
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WEBSITEHOME PAGE
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WEBSITEPRODUCT PAGE
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PACKAGING
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PACKAGINGINSPIRATION
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BEHIND THE SCENESPackaging Development
Purchasing, measuring and producing the packaging sample.
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PUBLICITY
MagazinesCelebritiesFacebookTwitterCollaborations
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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. ||
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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
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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. ||
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Eighthereal empowers women to conquer
the world!
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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