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
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
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
