Eighthereal is an avant-garde shoe collective that creates custom shoes for artistic creatives. They aim to be trendsetters for 21st century fashion. Their shoes incorporate innovative fabrics and unconventional designs. Their target customers are forward-thinking female professionals and students who appreciate high fashion. Eighthereal analyzes competitors and positions itself as a premium bespoke brand. They showcase prototype shoes, fabrics, and packaging concepts. Their website and publicity strategies are also presented to market the brand's unique and daringly romantic shoes.

1. Give a girl the right shoes,
and she can conquer the
world!

3. WHO
ARE
WE?
|| love for custom-made products. ||
|| In our search for shoes that fit our dreams. ||
||A collective skilled in textile, communication, design & marketing. ||

4. WHY
US?
|| Passionate about what we do.||
|| Exclusive, custom made shoes with innovative fabrics.||
|| Professionals sensitive to future fashion trends.||

5. CONCEPT
21st Century
DANGEROU
S
ROMANC

6. CONTENT
PAGE
Objectives
Market Analysis
PEST
Market Segmentation Analysis
Target Customer Demographics, Psychographics & Profile
Competitors Analysis
Market Positioning
Product
Designs
Swatches
Website
Home Page
Product Page
Packaging
Publicity
SWOT & Conclusion

7. MISSION &
VISION
|| Create unparalleled avantgarde shoes for artistic creatives.||
|| To be the leading trend and taste maker for the 21st Century. ||
||Heighten and embrace the unexpected, unconventional and dangerous
beauty. ||

8. PEST
ANALYSIS
POLITICAL
•Spring Singapore &EnterpriseOne
Local Enterprise Finance Scheme has various financing
scheme to support young entrepreneurial start ups.
ECONOMICAL
•Increase in the disposable income.
•The size of the Singapore online shopping market is
forecasted to hit S$4.4 billion in 2015, according to
PayPal’s research.
SOCIAL
•Lifestyle changes; increasing fashion
awareness and consumers dare to try new styles.
•Singapore is top 8th most fashionable city in the world in
2011.
•Increase in affluent consumers; tourist & locals.
TECHNOLOGICAL
•Increase IT literacyof both managers and
consumers therefore making online shopping an easily
accessible choice.

9. Materialistic
entrepreneur
New Age
Family
Family-oriented
traditional
The Dreamer
Entrepreneurial
Strivers
The Aspirer
Modern
Pragmatists
The
Independent
The Dreamers
The Aspirer
Positioning statement:
For forward looking
creatives who leads the
world trends.
Eighthereal is an
avantgarde collective that
provides bespoke,
sublime, dangerously
romantic shoes for the 21st
Century.
Segmentation Targeting Positioning
Entrepreneurial
Strivers
Survey source: Trend Trackers , Published
Straits Times 26/03/2009
MARKET
SEGMENTATION

10. GLOBAL
SEGMENTATION
Target: Singapore, UK and USA.
SG 15-65 Females ~ 1.7 Million
UK 15-65 Females ~ 20 Million
US 15-65 Females ~103 Million
Total Market size: ~124.7 Million
Assuming a target of the upper middle class
–upper class of 16%: ~20 Million
Assuming a primary target of innovators
of 2.5%: ~500,000
Assuming a target of secondary target of
early adopters of 13.5%: ~2.7 Million
Statistics according to Diffusion Innovation
by Everett Rogers.
Target Segmentation
Non Target
Secondary
Target
Primary
Target

11. TARGET CUSTOMERS
DEMOGRAPHICS & PSYCHOGRAPHICS
Primary Consumers
Working Female Professionals
Appreciates High Fashion & Art
Age range from Mid 20s - 30s
Stylish Daring & Imaginative
High disposable income
$3000
Like to flaunt, like branded items and
keep up with trends.
Secondary Consumers
Students & Innovators
Early 20s – 40s
Creative & Daring
Enjoys Photography
Attending Concerts and Fashion Events

12. Leigh Lezark
27 Year Old
American DJ and Model
1/3rd of the New York City-based DJ
trio the Misshapes
Individualistic, Daring & Striking dress
sense
Inspires many in the fashion and art
industries
Dresses up for modeling work and
fashion events
TARGET CUSTOMER
PROFILE

13. COMPETITORS ANALYSIS
BESPOKE SHOE WEBSITES
Varies from number of model
types, variations types, swatches,
design panel and gallery choices.

14. MARKET
POSITIONING
Price Low High
Quality: Low Economy Cowboy
High Bargain Premium

15. COMPETITORS ANALYSIS
Milk&
Honey
Shoes of
Prey
Atelier
Shoes
Eighthereal Dsquared Alexander
McQueen
$250
Price
Ranges
$195-310
$280
Price
Ranges
$180-330
$285
Price Ranges
$190-285
$300
Price Ranges
$300 - $500
$868 $895

16. MARKET
POSITIONING
Price
Quality
Atelier Shoes
Dsquared
Eighthereal
Milk & Honey
Shoes of Prey
Alexander
McQueen

17. PRODUCT

18. MOODBOARD

19. PRODUCT
INSPIRATION

20. BEHIND THE SCENES
Brainstorming and Discussions
Snippets of us working in pairs/team – management, communication and design & textile.

21. BEHIND THE SCENES
Development
Snippets of designers discussing and explaining concept
with the product designer to develop the prototype.

22. BEHIND THE SCENES
Product Prototype Development
Product team developing the prototype

23. PRODUCT
Prototype Development

24. PRODUCT
Model 1 Imperfection Perfection
Black peroxide constructed acrylic wedge
by Eighthereal features geometric/angular
sculpted wedge with hollow space within
cube which enable change of content
according to customer preferences.
Dictate your shoe uniqueness through
customizing from our wide arrays of colour
and fabric swatches.
PVC Leather, Acrylic,
5” inches heel with a 2” platform
Made in Singapore

25. Customize

26. PRODUCT
Model 2 The Embrace
Geometric Sculpted wedge boot by
Eighthereal features a zip across the boot.
Unzip it according to your preference and
let the soft leather drape revealing your foot.
Once fully zip , you will have a boot. Play
with the zip to see the different variation of
how it drape on your foot. Triangular acrylic
Intersection provide the shoe a hollow
levitatingffect upon the faceted cut
Geometry wedge platform.
Customization available . Choose from our
wide range of fabric swatch to suit yourself.
Material: Leather, Suede, PVC, PU
leather, Acrylic
Wood
Heel Height: 3 ½ ” platform
Made in Singapore
Angular shoe base
Heel Height : 2” platform, 5 ½” Heel
Material: Leather, Acrylic
Front
Side

27. PRODUCT
Model 3 Acceptance’s Handle
The Acceptance Handle by Eighthereal
features a unique design whereby one’s foot
is
partially both on and off the sole of the shoe,
with there being a gap in the middle of the
sole.
The heel of the shoe is a of a unique shape,
looking like that of the shape of a handle.
The
shoe is also easy to slip on, having no
particular buckles or useful embellishments
to
hold the shoe together, as the front of the
shoe is deep enough for the foot to stay
secured.
Material: Tinted Acrylic, Fake Animal Hair
Heel Height: 2” platform, 5 ½” Heel
Made in Singapore

28. PRODUCT
Embellishments
Go nasty with our spike
studs selection
Peroxide fabric place inside acrylic wedge
(choice of fabric selection from our arrays of fabric swatch)
Acrylic wedge filled with broken CD shards

29. FABRIC
RATIONALE
Leather PU
Cotton Silk

30. FABRIC
PRINTING TECHNIQUES
Print Bleach
Marbling Dye

31. FABRIC
DEVELOPMENT
SmokeFireworks Aurora Borealis Blood
PeroxideShock Wave Aurora BloodlyMarbel

32. WEBSITE INSPIRATION
BURBERRY

33. WEBSITE INSPIRATION
URBAN OUTFITTERS

34. WEBSITEINSPIRATION
OPENING CEREMONY

35. WEBSITE INSPIRATION
NET-A-PORTER

36. WEBSITE
HOME PAGE

37. WEBSITE
PRODUCT PAGE

38. PACKAGING

39. PACKAGING
INSPIRATION

40. BEHIND THE SCENES
Packaging Development
Purchasing, measuring and producing the packaging sample.

41. PUBLICITY
Magazines
Celebrities
Facebook
Twitter
Collaborations

42. SHIPPING &
FAQ
|| International shipping is $25. Regular shipping takes approximately 5-7 business
days. ||
|| For the holiday season, all Singapore Local, shipping is FREE. ||
|| All shoes (except rush orders) take approximately 6-8 weeks from the time you
place your order until we ship your shoes. ||

43. Strength
•Exclusiveness – First of its kind bespoke
unique shoe design.
•Accessibility
•Variety of innovative fabric and textured swatches.
Weakness
•Limited to online. No hands (feet) on experience for
customers.
•Limited financial resources
Opportunities
•Going global – wider target audience.
•Setting up physical stores in the near future.
•Affordable advertising with popular fashion bloggers.
Threats
•Production time likely to be long.
•Copy cat designs appearing after launch.
•Labour cost likely to be high.
SWOT
ANALYSIS

44. CONCLUSION
|| Continually maintain our strength of exclusiveness with new ideas and designs. ||
|| Turn our weakness into opportunities by branching out into physical stores in the future.
||

45. Eighthereal empowers
women to conquer the
world!

46. References
• References for demographics statistics: https://www.cia.gov/library/publications/the-world-factbook/geos/us.html
• Stats for Early Adopters:http://searchservervirtualization.techtarget.com/definition/early-adopter
• Spring Singapore: http://www.spring.gov.sg/entrepreneurship/pages/overview.aspx
• EnterpriseOne:
http://www.enterpriseone.gov.sg/Government%20Assistance/Loans/Equipment%20and%20Machinery/gp_spring_l
efs.aspx
• Burberry Website: http://us.burberry.com/store/
• Net-a-porter Website: http://www.net-a-porter.com/
• Urban Outfitters Website: http://www.urbanoutfitters.com/urban/index.jsp?availableOptions=availableOptions