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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
Positionning




           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
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 FOR
     WOMEN :

     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
Deliver with special pens
First future product

TEENAGERS

ADAPTABLE TO ANY SITUATION

CUSTOMIZE

CREATE THEIR STYLE (COLOR, …)




                                     Washable materials
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
#2 Product : adult womens


 25 - 35 years old

 Working women

 High purchasing power

 Cultural mix between their working
 women life, fashion, design and
 usability


 FASHIONABLE

 USABILITY

 BE ORIGINAL
Who is who ?
Who is who ?
The message




      ONE SCHMOOVE FOR EVERY SITUATION
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
Headlines

 Sign up your shoes !


 A new trend : shoes
 customization


 New practical shoes
 for the women


 Heels removal :
 today’s new
 possibility !
THANK YOU !

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Schmoove

  • 1. Create the future ! Marketing and communication strategy based on future thinking Sciencescom Spring school - 2010
  • 2. 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
  • 3. 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
  • 4. Positionning 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
  • 5. 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.
  • 6. New positionning including womens A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL WOMEN SHOES UNIVERSE
  • 7. Why women ? OPPORTUNITY FOR US TO DEVELOP A NEW RANGE FOR WOMEN : 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
  • 8. Deliver with special pens First future product TEENAGERS ADAPTABLE TO ANY SITUATION CUSTOMIZE CREATE THEIR STYLE (COLOR, …) Washable materials
  • 9. Second future product WOMEN ADAPTABLE (SITUATION, ANY TIME OF THE DAY) INCREASING / DECREASING HEELS Increasing / decreasing heel
  • 11. #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
  • 12. #2 Product : adult womens 25 - 35 years old Working women High purchasing power Cultural mix between their working women life, fashion, design and usability FASHIONABLE USABILITY BE ORIGINAL
  • 15. The message ONE SCHMOOVE FOR EVERY SITUATION
  • 16. The slogan SHOES YOURSELF
  • 18. The needs A DEDICATE WEB SITE : ONLINE SHOP ONLINE FITTING ROOMS ONLINE HABERDASHER A BLOG A FACEBOOK PAGE : « share your shoes experiences »
  • 19. 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
  • 20. Headlines Sign up your shoes ! A new trend : shoes customization New practical shoes for the women Heels removal : today’s new possibility !