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Last e-business assignment

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Presenting my professional project :

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

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Last e-business assignment Last e-business assignment Presentation Transcript

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