2. A decreasing purchasing power
Clothing: not the main budget for household
The environmental aspect
3. Competitive situation
Vega
Current positioning
Shoe market
Fashion and trendy shoes
“The French touch”
4. Thinking & feeling
Belonging to a group
Making a good action for the environment
Hearing
The personal friend network and his entourage
5. Pains: Production in China
Gains:
Buyers reduce their footprint on the
environment
Buyers measure the success: a tree is planted
6. Product: Paper box
Price: 50-100€
Place: internet & shop Buyers measure the success: a
tree is planted
Promotion: network & magazines
7. S for… STRENGTHS! W for… WEAKNESSES!
• Fashion, trendy and casual • Cotton from China :
shoes paradoxal with what the brand
• Original concept : One pair of is trying to sell : a sustainable
shoes = one tree. product
• Cheaper than their direct • More expensive than usual
competitor Veja shoes.
• Easily breakable
SWOT
8. O for… OPPORTUNITIES! T for… THREATS!
• Nowadays, being green is being • There is more and more
fashion competitors in the sustainable
• People pay in general more market : Faguo needs to stay
attention in what they’re buying, competitive
they like feeling responsible. • . Economical crisis : people pay
• International market more attention to how they spend
their money and what’s the
cheapest choice they can make
(Bensimon = way less
expensive)
• Controversy about the fact than a
part of the shoe comes from
China
SWOT
