Brand strategy presentation of Athene - a women's fashion laptop backpack brand. A final Project for course: Strategic Innovation in Service/Product Design. 2013.

1. Strategic Innovation in Product/Service Design
SVA MFA IxD Sunnie Sang
!
2013.12

2. WHO
WHAT

3. TINA
26, freelance designer and student
in New York City
!
•
•
•
•
•
•
loves design
Brooklyn - Manhattan
School - workplace
Monday - Friday
Carries laptop everyday
Subway + walking

4. TINA’s challenges
26, a freelance designer and design
school student in New York City
!
•
•
Backache + stiff shoulder
Cannot find a bio-fit laptop backpack
which can also match with her outfit.

5. TINA’s need
self-esteem
26, a freelance designer her laptop and
A comfortable way to carry and design
school student in New York City
everyday stuffs, to avoid further back
!
problems
!
safety and security
Fashionable to fit her everyday look, make
her feel confident in school an workplace.

8. HOW USERS CHOOSE BACKPACKS
“GOODLOOKING”
>
FUNCTION
>
COMFORT

9. DESIGNING BACKPACKS FOR WOMEN
why women’s backpacks should be different?
!
The shoulders are narrower
!
!
The torso is shorter
Different hip belts

10. 6
Appearance
Comfort
ATTRIBUTES OF USERS NEEDS
Price
Organized
Long-lasting
Accesible

11. how

12. MAINSTREAM BACKPACKS IN CURRENT MARKETPLACE
Outdoor Brand
Digital Accessory
High-end Designer’s Brand
(eg. Prada, Marc Jacobs)
Casual Brand

13. USER’S NEED vs. ALTERNATIVE PRODUCTS
Bio-fit
Fashion
Free
(Good quality)
Last for
a long time
Stuffs organized
and handy
Easily access and
low timeconsumed
User’s need
Outdoor Brand
Casual Brand
Digital Accessory
High-end Designer’s
Brand
Painstaking
Comfort
General
Appearance
Expensive
Price
(Bad quality)
Last for
a short time
Longlasting
Stuffs
unorganized
and not handy
Organized
Hard to access
and
high timeconsumed
Accessibility

14. CHANNELS
Effectiveness
Accessibility
Brands Diversity
Official retail store
Computer store
Zappo’s
Bestbuy
Official online store
0
1
2
3
4
* Results need further market research

15. WHAT

16. ELEMENTS OF INNOVATIVE STRATEGY
High-Stakes Challenge
•
Provide high-quality, bio-fit and fashionable design laptop backpack for young female consumers
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Establish a women's laptop backpack brand with high quality products and high brand-awareness
Entering the market with innovative brand positioning, dealing with potential competition in the
marketplace
!
!
Diagnosis
!
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Guiding Policy
• Focus on the target consumers: women age 20-35
• Gather product design resources to provide high quality offerings to meet target consumers needs
• Customer service and product experience
• Effective brand communication with customers, building a community
!
Coherent actions
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•
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Continually researching and gathering supporting information from users and market;
Closely cooperate with experience product designer and engineers for product improvement;
Services and channels for building customer relationship
Digital marketing through website, advertising, social-media

17. ENTERING THE MARKET AS A “DISRUPTOR”
!
!
!
How will we enter the market?
Smaller target markets : 20-35 women
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Focused products and services : laptop backpack + extend product + customize
service
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• Differentiation: emphasize tailoring for women’s daily life

18. WHAT

19. ATHENE

20. BRAND IDEA
Organized
Productive
Safety
Fashionable
independent
Confidence
Healthy
Freedom
Personal

21. healthy urban lifestyle,
for independent beauties.

22. ATHENE

23. USERS HIRE OUR SOLUTIONS FOR -
Portable storage for
daily productivity
Statement of
fashion and self

24. PRODUCT POSITIONING
stylish
+
comfort
+
functionality

25. stylish

26. bio-fit

27. extendproducts

28. BRAND POSITIONING DIFFERENTIATION
X
ATHENE
5-35
5-65
15-30
25-45
25-35
UNISEX
UNISEX
UNISEX
UNISEX
WOMEN
NATURE
ADVENTURE
URBAN
URBAN
URBAN
TRAVELLER
BACKPACKER
FUNKY GUYS
DESIGNERS
FREELANCER
TRAVELING
HIKING
BIKING
OFFICE
LONG-LASTING
STRONG
SUSTAINABLE
PRODUCTIVE
BEAUTY & EASY
CASUAL
PROFESSIONAL
CASUAL
CASUAL
CASUAL/PROFESSIONAL
ON/OFF LINE
ON/OFF LINE
ON>OFF LINE
ONLINE
ON/OFFLINE
$20-150
$70-110
$200-600
$180-300
$100-250
UBAN LIFE

29. INNOVATION
OFFERING + EXPERIENCE
High-quality offerings for
customers daily usage
scenario
Profit
Model
Network
Structure
Process
Product
Performance
customize service connecting users &
products through channels: online
platform and offline store.
Product
System
Backpacks+extend
products, highly
scalable.
Service
Channel
An entire experience,
building an emotional
connection between brand
and users, making our
product a part of the users
self recognition and
expression.
Brand
Customer
Engagement
Recognizable and
differentiated positioning for
women pursuing a healthy
and fashionable urban life

30. PRODUCT EXPERIENCE
Entice
•Word of mouth
•Creative advertising on YouTube
•Online retail store high-light,
Extend
•Social media communities
•On/offline events, campaign
•Newsfeed
Exit
•Exclusive collections
•Sponsor for events
•Brand stories videos
eg. Gilt
Enter
•Attractive brand stories
•How-to-use videos
•Guidance of customizing
•Look-book of matching outfit
Engage
•The design of the product
•Modulate components
•Extend product lines
itself

31. WHO

32. TALENT STRATEGY - BUILDING A CORE TEAM
GENERAL
values
abilities
skills
Empathy, Creative, Responsible, Persistence
Leadership, Open-minded, Action, Cooperation
Professional, Communicate, Prototyping, Execution

33. ORGANIZATION CHART
CEO
core team
Branding Strategy
Finance
Project Management
+ User Experience
Marketing
Research
Product Design
Industrial Design
Tech engineering
Manufacture
Customer Service
Digital Design
Web Design
Web Developing

34. Q&A