Create the future ! Marketing and communication strategy based on future thinking

Sciencescom Spring school - 2010

Context

8.3 BILLIONS EUROS A YEAR IN FRANCE

CONSUMPTION STAGNATION

NEW INCREASE PERSPECTIVES FOR WOMEN

ALL THE PRODUCTS SEEMS TO BE THE SAME

PERSONNALIZATION TREND IS RAISING

CONSUMER IS LOOKING FOR EASY-TO-USE SHOE, PRETTY AND ORIGINAL

E SHOPPING IS DEVELOPPING A LOT*

* Spartoo had a turnover of 15 millions euros in 2008

Schmoove company

THE ALTERNATIVE SHOES FOR MEN

SHOES EASY TO WEAR AND ELEGANT

FOCUS ON MEN WITH A HIGH WAY OF LIFE

UNIQUE ON THE MARKET

ONE SPIRIT

SCHMOOVE BRAND IS THE RESULT OF A CULTURAL MIX BETWEEN MUSIC, FASHION DESIGN AND STREET CULTURE

SCHMOOVE LOVES BY PASSING CODES AND TIME

A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL MEN SHOES UNIVERSE

Positionning

Nowism

Trends are never ʻorʼ, theyʼre always ʻandʼ.

Trying out new things, escaping commitment and obligations, dropping formality, and of course collecting endless new experiences

Real time reviews : 45 percent said they don't have "enough time for me."

For dynamic brands, living in sync with NOWISM, this will mean a world of real-time customer service.

New positionning including womens

A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL WOMEN SHOES UNIVERSE

Why women ?

OPPORTUNITY FOR US TO DEVELOP A NEW RANGE FORWOMEN :

A NEW TREND : BOYFRIEND

FEMALE COSTUMER ARE THE PRINCIPAL TARGET OF THIS MARKET

WOMEN HAVE MANY «LIFES» (HOME, WORK, FRIENDS...)SHOE MUST ADAPT TO THIS LIFE

WOMEN NEED TO BE ORIGINAL

First future product

TEENAGERS

ADAPTABLE TO ANY SITUATION

CUSTOMIZE

CREATE THEIR STYLE (COLOR, …)

Washable materials

Deliver with special pens

Second future product

WOMEN

ADAPTABLE (SITUATION, ANY TIME OF THE DAY)

INCREASING / DECREASING HEELS

Increasing / decreasing heel

Creative strategy

#1 Product : young girls

15 - 25 years old

High purchasing power

Interested in friendship, culture (music, fashion, new technologies...)

Living in cities

A PERSONNAL SHOES

CREATE THEIR OWN STYLE

CREATE THEIR CODES / CULTURE

BE UNIQUE

25 - 35 years old

Working women

High purchasing power

Cultural mix between their working women life, fashion, design and usability

#2 Product : adult womens

FASHIONABLE

USABILITY

BE ORIGINAL

Who is who ?

Who is who ?Who is who ?

ONE SCHMOOVE FOR EVERY SITUATION

The message

The slogan

SHOES YOURSELF

Communication strategy

The needs

A DEDICATE WEB SITE :

ONLINE SHOP

ONLINE FITTING ROOMS

ONLINE HABERDASHER

A BLOG

A FACEBOOK PAGE : « share your shoes experiences »

The needs

A CONTEST ON FACEBOOK : ELECTION OF THE GREATEST ORIGINAL SHOES

TV SPOT : WOMAN’S DAY IN THE CITY

CUSTOMIZATION OF SHOES BY ARTISTS (PAINTERS, SINGERS...)

POSTER AND BILLBOARDS CAMPAIGN

TAKE BENEFIT FROM AN IMPORTANT EVENT : FASHIONSHOW LIKE FASHION WEEK IN PARIS

Sign up your shoes !

A new trend : shoes customization

New practical shoes for the women

Heels removal : today’s new possibility !

Headlines

THANK YOU !