2. 5 questions we would have loved to ask:
WHAT’S YOUR DEFINITION OF COOL?
WHY BASKETBALL SHOES?
YOUR AMBITION IS TO BE SUSTAINABLE. HOW WILL YOU ACHIEVE THAT CONSIDERING
YOUR BUSINESS IS BASED ON FAST FASHION AND MASS PRODUCTION?
WE KNOW WHO YOU WANT TO TALK TO. BUT WHO DO YOU THINK WILL BUY THE SHOES?
WHEN (IF SO) HAVE YOU BEEN ”COOL” AND RELEVANT FOR THIS TARGET AUDIENCE IN THE PAST?
3. 5 assumptions we had to make:
WHAT’S YOUR DEFINITION OF COOL?
WE DEFINE COOL AS SOMETHING OR SOMEONE WHO IS CONFIDENT ENOUGH TO GO HER OWN WAY AND IS ADMIRED FOR BEING HERSELF.
SOMEONE WHO CAN BE FOLLOWED. NOT FOLLOWING. THE ORIGINAL.
WHY BASKETBALL SHOES?
H&M IS NOT KNOWN FOR MAKING SHOES AND HAS NO SPORTS HERITAGE.
THAT MAKES BASKETBALL SHOES A POSSIBLE PRODUCT TO CHANGE THE PERCEPTION OF H&M.
YOUR AMBITION IS TO BE SUSTAINABLE. HOW WILL YOU ACHIEVE THAT CONSIDERING
YOUR BUSINESS IS BASED ON FAST FASHION, MASS PRODUCTION AND CHEAP MATERIALS?
WE ASSUME THE BASKETBALL SHOES (AND ALL OTHER PRODUCTS) ARE PRODUCED IN ENVIROMENTALLY FRIENDLY MATERIALS AND FACTORIES
AND THAT THE SHOE CAN BE RECYCLED.
WE KNOW WHO YOU WANT TO TALK TO. BUT WHO DO YOU THINK WILL BUY THE SHOES?
WE THINK THAT THE AUDIENCE ACTUALLY BUYING THE SHOES IS BROADER BOTH WHEN IT COMES TO AGE AND AMOUNT OF SOCIAL INFLUENCE.
WE THINK CONVERSE’S CHUCK TAYLOR-MODEL DEFINES THE POTENTIAL MARKET.
WHEN (IF SO) HAVE YOU BEEN ”COOL” AND RELEVANT FOR THIS TARGET AUDIENCE IN THE PAST?
WE THINK THE COLLABORATION WITH FAMOUS FASHION DESIGNERS HAS BEEN A GREAT SUCCESS AND THAT THE ATTENTION BROUGHT BY
CELEBRITIES LIKE NATALIE PORTMAN WEARING A H&M-DRESS ON THE RED CARPET IS PERCEIVED AS ”COOL” BY THE DEFINED TARGET AUDIENCE.
5. Objective
CHANGE THE PERCEPTION OF H&M,
FROM CLOTHES WORTH BUYING
TO A BRAND WORTH TALKING ABOUT.
Assignment
LAUNCH H&M’S NEW RANGE OF BASKETBALL SHOES
WITH A GLOBAL CAMPAIGN IN LINE WITH THE OVERALL OBJECTIVE.
6. Who are we talking to?
YOUNG ADULTS 18–24
HIGHLY SOCIAL / SOCIAL LUBRICANTS
INFLUENCERS WITHIN THEIR SOCIAL SPHERE
Who are they?
1. NARROW INTERPRETATION – FASHION BLOGGERS AND MEDIA
THE TARGET AUDIENCE IS EASY TO FIND BUT HARD TO REACH.
THEY ARE APPROACHED BY EVERY COMPANY IN THE WORLD AS WE SPEAK.
THEY WANT TO STAY CREDIBLE. THEY CAN’T SELL OUT.
2. BROAD INTERPRETATION – EVERYONE WEARING SHOES
EVERYONE IS A INFLUENCER FOR SOMEONE. NOW MORE THAN EVER.
1.000.000 SHOES HAVE 1.000.000 POTENTIAL INFLUENCERS.
7. ADVANTAGE >
What do they like What do they dislike
about H&M? H&M about H&M?
always makes
clothes based on
“
H&M IS UP TO DATE
trends set by
others.
“
H&M IS NOT THE TRENDSETTER
H&M IS AFFORDABLE H&M IS WEAR AND TEAR
H&M HAS A WIDE RANGE H&M IS GENERIC
DISADVANTAGE >
H&M HAS SOMETHING FOR EVERYONE H&M IS NOT UNIQUE
” ”
8. This is why H&M is not “cool”?
H&M
always makes
clothes based on
trends set by
others.
There is always “the original” alternative on the market.
H&M is what I can afford. Not what I want.
9. How can H&M change that?
Create
something
original.
Originality is a precondition for being perceived as “cool”.
10. When have H&M been considered original in the past?
DESIGNER COOPERATIONS AMBASSADEURS
Famous designers to affordable $50 dress on the Pre-Oscar Party is
prices for a limited time was ground breaking.
unique.
SOCIAL AND FASHION CREDIBILITY THROUGH ATTACHMENT. NEVER ON ITS OWN.
21. 5.
Recycle.
0.314.512
0.025.935
(ENCOURAGE CUSTOMERS TO RETUR THEIR WORN OUT SHOES
SO THAT H&M CAN RECYCLE THEM PROPERLY.
OFFER A VOUCHER TO SHOP AT H&M AS REWARD.
REUSE THE SHOE-NUMBER AS A SIGNIFICANT MARKER OF THE RECYCLING PROCESS.)
23. 5.
Find your sole mate.
0.314.512
0.025.935
(MIX UP THE NUMBERS SO THAT THE LEFT AND RIGHT SHOE IN EVERY PAIR
ARE DIFFERENT FROM EACHOTHER. IF YOU CAN FIND THE MATCHING SHOE-NUMBER SOMEWHERE IN
THE WORLD AND RETURN THE SHOES TO H&M YOU GET A PAIR OF EXCLUSIVE HAND MADE SHOES MADE
FOR YOUR FEET. THIS SHOE CAN NOT BE BOUGHT ONLY EARNED.)
24. Strategy
Use the H&M brand with pride.
Don’t hide the logotype. Don’t make up a new brand. We want people to change their perception of H&M.
Let the shoes contribute to that.
Make the shoe feel mass produced and unique.
We wan’t it to be desirable. Yet, we can not hide the fact that it is a mass produced shoe. Embrace mass
production and make it positive. Unique shoes worn by many can bring people together.
Make sustainibility core.
Sustainibility is important for H&M. And it’s important for young adults living on planet earth. The idea
simply has to prove H&M takes the task seriously. But not in a boring way.
