1. Starting point & Key decision taken
Background
The market for male and female sneakers has grown a lot in recent years and people use this type of shoes not only for their social life moments settings but on many occasions.
Value proposition
We make people feel cool in every situation with the right balance between formal and informal
Target
They are ambitious and they love sports, good social life, minimalism and they are curious about all the novelties in fashion and design but they do not want to appear as fashion addicted.
Starting point & Key decision taken
For this reason the design department of Gucci wants to develop a new line of sneakers that will need to be positioned on the market:
- with a totally different brand and design not attributable to Gucci
- as the comfortable, casual, coolest shoe suitable for everyone, for all the occasion and with an affordable price range (around 100 euros)
Target choice & Driver insights
The choice of a sneaker represents a small moment of rebellion against formalities. They always look for reliable products that last over time. the signs of wear on the sneakers do not necessarily represent a problem, but in a certain sense make them look even cooler.
Key data obtained by the latest market researches
The target that may be interested in this type of "sporty-casual-elegant" sneaker wants a look that manages to combine the desire to appear cool and informal with the need to maintain a serious and respectable appearance. The diffusion of ecommerce usage in the shoe industry has made people much more open to novelties and therefore for new brands there is the possibility to successfully launch new original products.
Tone of voice
A nice and fresh experimenter, modern and nostalgic.
Formats
Video, static and dynamic digital content to support the launch of the new brand and the editorial plan on social media for the next 6 months.
Communication objectives
1. Establish the new brand as a must have for successful people
2. Position the new brand:
- like the small "colored" extravaganza that serious people (target 30-60) can afford while maintaining their standing
- a cool and trendy object for people who usually allow themselves extravagance (target 18-30)
Watchout and other creative direction
For inspiration:
Contribution required to the Agency
- Overall visual design (moodboard reference required)
- Brand name proposals
- Ideas to support the launch of the new line of shampoo
- Editorial plan model on social media (editorial line, channel to be used, publication frequency and example of contents)
Brand Vision
My everyday cool and attention getting design object.