presentation for a speculative brand of luxury slippers.

1. slippers

6. | Mission statement |
elevate relaxing at home...

7. to a luxury experience...

8. through craftsmanship and quality

9. | brand essence |
Slip into luxury

10. | identity attribute |
Cultured

12. | identity attribute |
Sophisticated

14. | identity attribute |
Soothing

16. | Visual Inspiration |

17. luxurious

18. soothing

19. posh

20. A touch moody

21. Luxurious
Soothing
Posh
A little moody
A little pampered

22. | Target audience |

23. | The Ambitious Lady |
A 30 year old jewelry designer
residing in London. She travels
often for inspiration and
materials for her craft.
1. Her favorite weekend activities
are eating sushi and gelato
and getting a massage.
2. Her daily routine includes
yoga, meetings, refining
jewelry designs and social
media posts.
3. Her life values are compassion,
family first and always
challenge yourself.

24. | Ambitious Lady empathy map |
Says:
Brunch is on me
Let’s walk in the park
I want sushi
Time to meditate
Does:
Travels
Attends yoga
Rescues pets
Buys plants
Gardents
Takes walks
Designs jewelry
Reads:
Local news
Blogs
Industry trend articles
Feels:
Inspired
Zen
Ambitious
Gratitude
Energetic
Happy

25. | The young Steve Jobs |
A 30-something guy that’s pushing the
limits of tech startups and Swiss bank
accounts. His other ride is a yacht.
1. His home is where the board meeting
is. Who needs sleep?
2. He is religious about swimming laps
in his indoor, saltwater pool every
morning after meditation.
3. He keeps it real by calling his mom
and sending actual paper birthday
cards to his employees.

26. Says:
Think I’ll get the island
I'll sleep when I’m dead
Meeting adjourned
I want the data in 5 minutes
Does:
Buys Lambos
Buys jets
Invests
Travels for business
Juices celery
Swims
Sails yacht
Reads:
Business overviews
Self improvement books
Philosophy
Tech trend articles
Feels:
Ambitious
Busy
Tired
Proud
Motivated
| The young Steve Jobs empathy map |

27. | The Power Couple |
This uber enviable 35-40 yr. old
couple run two companies, invest
in startups and check off 5 bucket
list destinations a year.
1. When not meeting with clients
and investors, this couple can
be found relaxing on their sail
boat or on an African safari.
2. What makes them tick: new
gadgets, socializing with
friends and running.
3. The couples pair of West
Highland Terriers are their fur
babies and get cuddled to
death every morning.

28. Says:
Let’s take the jet
I want another Kelly bag
We’ve worked hard
The meeting’s today
Stocks are up
Does:
Travels
Runs
Walks fur babies
Builds companies
Reads:
Business overviews
Trend reports
Newspapers
Business/brand books
Feels:
Happy
Proud
Powerful
Like anything’s possible
| The Power Couple empathy map |

29. | five competitors |

30. Scandinavian inspired, minimalist felt slippers
Made from New Zealand wool
Higher price point ($100- $160)
Relatively small selections and variety

31. Luxurious, silk slippers
High quality products and materials
Higher price point ($70-$100)
Large selection of colors and styles
Similar style and aesthetic of my brand

32. Rugged leather moccasin style slippers
Hand crafted, quality Merino wool materials
The slippers aren’t a particularly unique style
Higher price point ( $70- $100)

33. Ultimate luxurious,
silk, cashmere and
leather slippers
Highest quality products
and materials
High price point
($300-$1,500)
Large selection of colors
and styles
Similar style and
aesthetic of my brand

34. French made felted wool
slippers
Highest quality products
and materials
High price point ($130)
Limited selection
More rustic style than my
brand aesthetic

35. | Key Competitor |
Loro Piana

37. Loro Piana is a high end Italian
brand which crafts exquisite
clothing and slippers from silk,
cashmere, suede, deer skin
and mink.
Their price range for slippers starts
at $475. Highest slipper price is
$2,500.
Their products are sold online and
in Loro Piana stores as well as
high end retailers such as
Saks Fifth Avenue.

39. They offer several styles of slippers
for men and women in multiple
colors and materials.
The brand caters to consumers
who live luxury lifestyles and
appreciate the finest quality
products available.

41. | brand name |
Novarena

42. | la fine |