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

1. ChūQí Nano by Lina Be.

2. Outline target customers revenue sources problems solved: customers, owner, partners what makes this project unique – (competitive hedge) why it will work

3. Main trends in luxury as a whole (whatcustomerswant) Hedonism Services Exclusiveness (bespoke & made-to-measure) Experience Authenticity Time-saving Fun Source : IFOP

4. 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

5. 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

6. The ChūQí Nano woman Femalehighheelsluxuryshoe’s addict Cosmopolite & self-asserted (sheknows whatshewants & shegoes for it) Trend setter, very active, art & fashionlover Active & sensible

7. High heels are about fun & challenge High heel races in : Paris, Moscow, Berlin, DC, Mexico… http://www.youtube.com/watch?v=YtKbouy5N-Q

8. The lingerie spirit :from underwear to footwear www2.victoriassecret.com

9. When art meets stiletto lovers :Bruce Gray’s “Steelettos” for Stiletto Lovers http://www.shuzsociety.com/bruce-grays-steelettos-for-stiletto-lovers/

10. Internet : blogs, community websites, online shops.. Jane Aldridge ’s sea of shoes

11. Revenue sources (1) : short run

12. Revenue sources (2) : long run Step 1 : USA & Europe

14. 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

15. 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

16. Whywillitwork

18. Luxury clients looking for new surprising, one-of-a kind items

20. Best chiropractors to fixyour back

21. Access to an exclusive SPA for feet (with best feet care cosmetics, made out of nanotechnologies)