Mid-term Project : Fashion Brand Management : Polimoda -The project was based on an idea-generating, developed in practical tools (structural / logistical, legal, managerial aspects), and the company based in a simulated, but calibrated factor on the human subject.

1. Start Up of Product Brand
Mid Term Project
Chebanova Veselina Kranthi Kiran Manthri Xinyun Zhang Anna Schiraldi

2. Idea of the brand
• Woman fashion SHOE brand
• High COMFORT improvement of product
• PERSONALIZATION with colors
• CUSTOMIZATION with accesories

3. 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

4. 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

5. 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

6. 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

7. 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

8. Trade Mark

9. 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

10. 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

11. Preparatory studies
Trade mark name Graphic
representation
Nice 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

12. Market Research

13. THE BUSINESS MODEL
AMSTERDAM: Headquarter (Fiscal Issues)
ITALY: Distribution
channel (DOS)
CHINA: Manufactoring
Accessories
MARCHE: Manufactoring
shoes (Shoes cluster)
WORLD: Distribution channel (Online Retailing)

14. Footwear market in Italy
Value Quantity Prices
2010 Million
Euro
World
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

15. An Initiative of APPICCAPS Portuguese footwear, Components and Leather Goods Manufacture's Association
• World Market Share
• 2010
10%
• Europe Market share
• 2010
27.1%
• Export Increase in Quantity
• Export Increase in Value
14%
7%
• Import Increase in Quantity
• Import Increase in Value
14%
10%
• Main Importer
• 30%
France
Germany
• Main Exporter
• 21%
China
Footwear market in Italy

16. 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 fit
Trend following and
attention to styling
Variety in collections but
limited production
Acceptable quality
Functional
Large variety and high
volume production
Low to medium quality
Non-branded
High volume production at
the lowest price

17. Positioning Map
Jimmy Choo
TOD’s
Paul Smith
Coclico
Ecco
Bata
BIRKENSTOCK
GEOX
Charlotte Olympia
Louboutin
Clarks
Casadei
Luxury
Economical
Practical Fashion
Giuseppe Zanotti

18. Product Development

19. 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

20. Merchandising Shoes
First 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

21. 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

22. Merchandising Accessories
First Collection
Model Color Variation Sizes
High boots style 7 2 1
Middle boots style 7 2 1
Low boots variation 7 3 1
Ankle Belt 6 2 1
Anvil jewelry 1 3 1
Heels ring 1 3 1
Total: 6 styles

23. Accessories
High boots style Middle boots style

24. Accessories
Low boots style

25. Accessories
Ankle Belt

26. Accessories
Anvil jewelry Heels ring

27. Production

28. 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

29. Benefits
Program production
• Product Development
• Quality control
• Product improvement
Fast fashion for
• Short lead time
• Flexibility
• Easier forecast
• Adapt to demand

30. 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€

31. 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

32. Model
Retail 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

33. Distribution

34. 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

35. 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)

36. E-tailing
Domain 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

37. Communication

38. 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

39. Planning
Plan for five years

40. 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

41. • DOS in Rome
• Website improvement
• Collaboration with artist for
creating flash collections
• Market research in Italy and
other EU countries
Second Year

42. • DOS in Bologna
• Strong collection
• Collaboration with famous
designers for accessories line
• Strong communication
Third Year

43. • DOS in Torino
• Communication investments
• Retail expansion in France and
Germany
Fourth Year

44. • Brand extension
• Different Colored Bags with
the same product idea
• launch accessories new line
headgear, necklace, brooch,
and earring
Fifth Year

45. Video

47. Everyone is different