Last e-business assignment

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Presenting my professional project :
Chu Xi Nano, by Lina Be

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Last e-business assignment

  1. 1. ChūQí Nano by Lina Be.<br />
  2. 2. Outline<br />target customers<br />revenue sources<br />problems solved:<br />customers, owner, partners<br />what makes this project unique – <br />(competitive hedge)<br />why it will work<br />
  3. 3. Main trends in luxury as a whole (whatcustomerswant)<br />Hedonism<br />Services<br />Exclusiveness (bespoke & made-to-measure)<br />Experience<br />Authenticity<br />Time-saving<br />Fun<br />Source : IFOP<br />
  4. 4. Global view of the shoes’market:<br />Luxury shoes worldwide :<br />- From an average annual growth of 12,6 % 2004- 2007) to 6,5 % (2008)<br /> A 4 billion euros retailmarket<br />40 % of the buyers : women<br /> Source : Shoes book, 2008<br />Eurostaf<br />
  5. 5. Luxury consumers’ behavioral segmentation<br />Tradition / Luxury as a lifestyle<br />Seeking a “status”<br />Aspects matter a lot<br />Hard to figure out & to woo <br /> The highest value<br /> … at the best price<br /> Big Internet users<br />Unique experiences<br />indulge themselves<br />
  6. 6. The ChūQí Nano woman<br />Femalehighheelsluxuryshoe’s<br />addict<br />Cosmopolite & self-asserted (sheknows<br />whatshewants & shegoes for it)<br />Trend setter, very active, art & fashionlover<br />Active & sensible<br />
  7. 7. High heels are about fun & challenge <br />High heel races in : <br />Paris, Moscow, Berlin, DC, Mexico…<br />http://www.youtube.com/watch?v=YtKbouy5N-Q<br />
  8. 8. The lingerie spirit :from underwear to footwear <br />www2.victoriassecret.com<br />
  9. 9. When art meets stiletto lovers :Bruce Gray’s “Steelettos” for Stiletto Lovers<br />http://www.shuzsociety.com/bruce-grays-steelettos-for-stiletto-lovers/<br />
  10. 10. Internet : blogs, community websites, online shops..<br />Jane Aldridge<br />’s sea of shoes<br />
  11. 11. Revenue sources (1) : short run<br />
  12. 12. Revenue sources (2) : long run<br />Step 1 :<br /> USA & Europe<br />
  13. 13.
  14. 14. My competitive edge (1)<br />Pleasure :<br />Best material to make the shoes<br />Implication : the assosiation we got your back<br />Unique items :<br />bespoke<br />Product Core<br />Brand<br />Core<br />Communication Core<br />Bold :<br /> unique shoes for unique women<br />Womenluxuryshoes & Nanotechnology<br />Beauty & fun :<br />Yourshoes’ colour change to match youroutfits<br />
  15. 15. My competitive edge (2)<br />ChūQí Nano by Lina Be.<br />Bespoke<br /> Nano-technology<br /> Best materials Hand-made<br />Made in Italy<br />Self-esteem & social needs<br />Word-to-mouth,<br /> exclusive blogs & social networks<br />Limited edition for fashion & design exhibitions<br />Keller’s brand equity pyramide<br />
  16. 16. Whywillitwork<br />
  17. 17. Perceivedopportunity<br /><ul><li>The growinginterest for nanotechnology
  18. 18. Luxury clients looking for new surprising, one-of-a kind items
  19. 19. Reputation of Italy, birth country of mostfabledluxuryshoes brands & designers : « el paese della bella scarpe »</li></li></ul><li>In addition to shoes…<br />« Wegotyour back » :<br /><ul><li>An association to help womenwhoworehighheels all theirlives… whentheygetolder
  20. 20. Best chiropractors to fixyour back
  21. 21. Access to an exclusive SPA for feet (with best feet care cosmetics, made out of nanotechnologies)
  22. 22. A « sorority » club to teach how to stand out, walkwithhighheels & be confident in any situation</li></li></ul><li>Mybrand’s spirit<br />Elegance & coquetry<br />Tear drops, Massive Attack<br />Loyalty & vanguardism<br />Nonconformism<br />Surprise<br />

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