1. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013

2. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
CHALLENGE
Launch a range of H&M basketball
shoes that will make the brand ‘cool’.

3. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
OBJECTIVES
Business objective
Sell 1 million pairs of H&M basketball shoes in 2013.
Marketing objective
Position the range as “fashion meets street wear” at an affordable price ($50).
Communication objective
Make H&M look like an energetic, exciting, and surprising brand.

4. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
TARGET CONSUMER
Males and females between 18 and 24 -
both customers and non-customers of H&M.
They aren’t necessarily into basketball or sports.
Music, art and film is what’s cool to them (the creative scene).
Although young people in the creative scene tend to be
self-expressive, they do not necessarily want (or are able
to) create music, art or films themselves.

5. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
BRAND
H&M is a Fast Fashion brand that blends
catwalk fashion with street wear and sells
it at an affordable price.

6. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
CATEGORY
H&M competes with other global retail brands such as Zara,
Uniqlo, Topshop and GAP.
We want the target consumer to think of H&M as more
energetic, exciting and surprising than these brands.
None of them have launched a range of (basketball) shoes.
On a product level H&M will compete with the likes of Adidas
Originals, Nike and Puma. However, these sneakers are sold
at a much higher price point. We actually consider Converse
All-Stars to be the real competitor.
We aim to position H&M basketball shoes as the new
(and cooler) alternative to Converse All-Stars.

7. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
STRATEGY
Consumer Brand Category
Young people in the creative
scene want to express Fast Fashion:
The new (and cooler)
themselves, but do not blending catwalk fashion
alternative to Converse All-Stars.
necessarily want to create. with street wear.
Bring H&M basketball shoes into the creative scene
by launching them as a simple way to express yourself.

8. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
INSIGHT
H&M is about simplicity, distilling fashion catwalk
trends into everyday fashion for the masses.
Colour is a simple, universal way of expressing
fashion. Seasonal trends are defined by colour.
The application of colour, be it tonal, clashing or
harmonies; or even the absence of colour is led
by fashion.
Colour is also a vital expression of creativity
and personality.

9. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
By blending colour with the basketball shoe,
itself a symbol of street cool since the Ramones
wore them in the 70’s, H&M will create the
ultimate symbol of fashion meets street.

10. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
CONCEPT
COLOUR OF ME

11. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
STAGE 1 - THE COLOUR OF INFLUENCE
Basic product range and campaign
Nine influencers in the creative scene claim their
own colour to be created as a collection of H&M
basketball shoes.
The shoes are promoted through a series of
short documentaries on each of the creative
leaders and what their colour represents to them.
Broad range of creative influencers such as:
RICK RUBIN TERRY RICHARDSON
MARK RONSON SOPHIE COPPOLLA
NICOLA FORMICCIETTE CHLOE SEVIGNEY
KATIE GRAND CARINNE ROITFELD
LANA DEL REY

12. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
STAGE 2 - OWN YOUR COLOUR
Product innovation and interactive experience
All the colours in the spectrum are made available for
people to claim as their own through a ‘Colour Of Me’ app.
1. Pick the colour you love.
2. Get the unique colour code and order a pair of shoes.
3. Own your colour on the spectrum by filling out a
short profile (favourite music genre, film, artist, etc).
When you claim your colour, it’s shared through your
networks encouraging your friends to claim their colour too.
No two colours are the same. Each shoe is stamped with its
unique colour code.

13. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
STAGE 2 - OWN YOUR COLOUR
Product innovation and interactive experience
H&M flagship stores will have an art studio where
customers can claim their colour.
The shoe comes in white, pre-masked in plastic for
colouring. In-store, a robot spray booth creates each
unique colour and sprays the shoe while you watch.
When it comes out of the booth, the plastic is peeled
away and the shoe is ready to wear.
Customers can also order straight from the app and
receive a video of their shoe being sprayed with their
unique colour.

14. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
STAGE 3 - THE COLOUR OF ...
Product extension and campaign follow-up
What is the Colour of Hip Hop?
The customer profiles generate data
visualisations of the creative tastes and colours
around the world.
We follow-up the launch campaign by using the
data from the profiles to release multiple series
of limited edition basketball shoes such as:
The Colour of Rock
The Colour of Paris
The Colour of Sci-fi

15. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
A BROADER VIEW
The Colour Of Me doesn’t need to be
confined to basketball shoes.
If it is successful in terms of sales and
brand perception, H&M can extend it to
other product categories:
Pants, shirts, t-shirts, underwear etc...

16. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
SUCCESS MEASUREMENT
1. Product sales.
2. Brand perception scores on:
- Energetic
- Exciting
- Surprising
3. Video views, website visits/app downloads, website/app usage.

17. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
QUESTIONS
1. Do you have any additional research on
existing customers between 18 and 24?
2. Why do you believe H&M is not cool
with the target consumer?
3. Do you know of any plans within the
category to launch sneakers?
4. Why basketball?
5. How will change in brand perception
be measured?

18. APSOTW - H&M PINNACLE PRODUCT LAUNCH 2013
Thank you!
Oliver Britz, David Feenstra, Vivian Huynh, Garreth Wills
@Bashful Sydney