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Table of Contest Concept.............................................................................3 Situation Analysis............................................................4 Market Anlysis........................................................................4 SWOT Analysis.......................................................................6 Strengths..............................................................................6

Weakness.............................................................................7

Opportunities..........................................................................7

Threats................................................................................8

Competitor Anylysis................................................................9 Jimmy Choo..........................................................................9

Salvatore Ferragamo................................................................10

Christian Louboutin..................................................................11 Brand Summary................................................................13 Back Story...........................................................................13 Logo...................................................................................15 Personality...........................................................................15 Target Market....................................................................17 Promotion Strategy...........................................................18 Goal...................................................................................18 Mission...............................................................................18 Objective.............................................................................18 Strategy..............................................................................18 Market Mix.........................................................................19 Products..............................................................................19

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Price...................................................................................21 Place...................................................................................22 People.................................................................................23 Promotion............................................................................25 Adervertising........................................................................25

Direct Marketing.....................................................................33

Interavtive Marketing................................................................35

Sales Promotion.....................................................................38

Visual Merchandising................................................................40

Special Event........................................................................45

Public Relation......................................................................51 Extra Promotion................................................................54 Business Calendar............................................................55 Summary..........................................................................56

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Concept

Our brand's name is Isavoy. It is a brand that makes luxury shoes. Our first store will

be opened in Beverly Hills, LA, California. LA is one of the most dynamic cities in the

United States. Isavoy is a traditional aristocratic Italian name, and this also means we

will cooperate with Italian handmade shoes manufacturers that has long history

background and good technique. We will hire some designers with new ideas and

perfect skills that can give our products a high fashion look and quality.

Therefore, our brand can makes shoes that are not just high fashion but also high

quality and feel very comfortable for our customers.

Shoes are consumable and an essential product, and women like to use high heels

to make their body proportions better, so high heels are not just accessories, they are

an important part of women’s daily looks. The market nowadays has a lot of famous

high heel brands like Jimmy Choo, Salvatore Ferragamo, Christian Louboutin and so

on. They are all beautiful and fashionable, but some women are not satisfied with them

because they are painful, and almost no one can wear them all day long. However,

Isavoy shoes are different from these companies’ shoes, and our shoes can perfectly

combine fashion and comfort together. Isavoy shoes combine avant-garde designs,

advanced ergonomic concepts, manufacturing skills and the world’s top materials, and

they can be worn from morning to night.

Women who wear Isavoy will always feel stylish without pain, so the motto of the

company is “With Isavoy, you can walk fabulously on the clouds.”

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Situation Analysis

Market Analysis

In a recent comprehensive global report on the footwear market released by GIA

(Global Industry Analysts, Inc.), it was reported that the market will reach 195 billion

dollars by the year 2015, and volume sales are projected to reach 13.3 billion pairs by

2012.1 The growth has being driven by the rebuilding of customer confidence and the

recovery of the worldwide economy.

According to recent article from stylexperts.wordpress.com: “Because of the

economic crisis, it is generally considered that the luxury fashion market will enter a

long, hard winter. Weaker consumer confidence makes buyers to purchase the luxury

goods carefully. Even if the apparel market is a bit slower recently, the luxury

accessories segment is recording a major growth this season. Consumers are going

towards more designers‘ high-end accessory lines that represent a powerful social

status and are a bit more affordable. Buyers have shown a strong willingness to

concentrate their luxury spending on accessories and more precisely on shoes that

differentiate their look as a fashion conscious client. Shoes have become a record

category for the luxury sector and had turned into the most important accessory in a

woman’s closet. According to a recent report by Bain & Company, shoes will continue to

be the fastest growing luxury segment of all.”2

As a result, when our group decided to build a luxury brand, the first choice was

shoes because they allow women to beautify their bodies, and they are more affordable 1 http://www.prweb.com/releases/footwear_athletic/outdoor_casual_formal/prweb8058110.htm 2 http://stylexperts.wordpress.com/2009/08/17/a-leg-to-stand-on-the-success-of-the-luxury-shoe-market/

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than apparel. Moreover, even though there are many shoe brands that do a good job

at producing fashionable shoes, there are not many brands that can provide shoes

which combine fashion and comfort. The perfect combination of style and comfort is the

most significant feature of our brand, and we believe that this feature will allow our

brand to play a big part in the women’s luxury shoe market。

There are two important trends happening now in the high heel shoe industry. First,

the heels are getting higher and higher. Second, the textile sand the designs are

becoming more craative and artistic.3 Four inches is the perfect height for heels, and

that can make your legs have a beautiful line. Recently, designers have been pursuing

the dramatically high high-heeled shoes. For example, the heels on Alexander

McQueen ‘s shoes are almost 6-7 inches long, and this sometimes makes the models

fall down on the runway. It seems designers don’t care about the comfort of the shoes

and just want to show their talent. Meanwhile, the good news is designers have been

getting a lot of inspiration from apparel, and they have started to make shoes with

different textiles, like metal, lace, or hollow out. Also, they like to make plain fabric look

3D. The 70’s style is back, and there seem to be two main styles: more avant-garde or

more natural, depending on the customer. Generally, trends influence brands, but still

brands keep their personalities. It turns out, every brand goes their own ways under the

trends, and the industry becomes more dynamic and diversified.

3 http://blog.sina.com.cn/s/blog_75a966520100r72c.html

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SWOT Analysis

Strengths

The strengths of our products include high quality, comfort, and avant-garde

designs. First, every woman wants a high quality shoe in their shoe cabinet. We will

choose high quality fabrics to make our products and we will also use the highly-skilled

craftspeople who excel in making handmade shoes. Second, comfort is the most

important demand for our brand. Usually, it cannot combined with high quality, so we

will put the comfortable feeling in our products because we want to make it possible for

our customers to wear our products for the whole day. Advanced ergonomics are also

important for because they can let our customers feel better and comfortable when they

wear our products. Third, we will hire innovative designers with fresh ideas to design our

products, and this will allow us to present the consumers with fresh, avant-garde

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designs. Everyone does not want to wear the same shoes as too many other people, so

we will design some avant-garde shoes for our customers.

Weakness

There are two weaknesses for our brand: expense and a high production cost. First,

expense is a big problem because we use very high quality fabrics and we also use the

high quality labor to produce our products, so the production cost is very high and we

have to sell them for an expensive price. Finally, a high production cost is also a big

problem for our brand. We have to choose high quality fabrics, and we also have to

invite some great new designers when our company is opened, so we have to spend

much money in the beginning. We cannot save money in the first year. Therefore, these

two weaknesses are our biggest problems in the first year.

High quality labor to produce our products, so the production cost is very high and

we have to sell them for an expensive price. Finally, a high production cost is also a big

problem for our brand. We have to choose high quality fabrics, and we also have to

invite some great new designers when our company is opened, so we have to spend

much money in the beginning. We cannot save money in the first year. Therefore, these

two weaknesses are our biggest problems in the first year.

Opportunities

There are two main opportunities for our company: middle/high level price and

quality and special events. First, our products are from up middle level to high level. We

will provide the different products for our primary and secondary target markets.

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However, our brand requires high quality fabrics and skills, so we will not produce low

level products. On the other hand, comfort and fashion are our opportunities for our

brand. Usually, shoes cannot combine fashion and comfort, so we have an opportunity

to combine these two things. We have another opportunity: post- sale service. It is very

important for our brand and we will provide great post- sales service, such as repairing

shoes at no cost in some situations.

Threats

There are some threats for our brand, such as Christian Louboutin, Salvatore

Ferragamo, and Jimmy choo. First, they also use high quality fabrics and they focus on

handmade products, but they just focus on fashion and they do not focus on comfort.

However, we have to do better with relation to fabrics’ quality and skills than them.

Finally, they are very important competitors. They focus on high fashion, but they do not

consider comfort, so we have to do better than them.

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Competitor Analysis

Jimmy Choo

Jimmy Choo is a very famous brand which focus on luxury shoes in the current

fashion area. The brand was found by designer Jimmy Choo and British Vogue

magazine clothing accessories editor Tamara Yeardye Mellon.4 Although Jimmy Choo

doesn’t have a long history, the shoes in this brand have become every girl’s dream.

Because Jimmy Choo started by making customized shoes, in the past he was Princess

Diana shoemaker, and this made him become famous with royalty. With a growing

reputation, in 1996, Jimmy Choo opened his first store in London and then in LA he

opened a branch store in 1999.5

When people talk about Jimmy Choo, everone reference “elegant design” as the key

word.6 That’s why we chose Jimmy Choo as our brand competitor. The customers of

Jimmy Choo include the members of the British royal family, some famous stars, such

as Kylie Minogue, Beyonce Knowles, Halle Berry, Hilary Swank and so on.7 These

customers believe Jimmy Choo’s shoes represent fashion and are stylish, and most

girls choose this brand of shoes when they go to a party or wedding. But most of Jimmy

Choo’s shoes don’t make customers feel comfortable. When people wear one pair of

this brand’s shoes all day, they feel their feet will break. 4 http://baike.baidu.com/view/94211.html?fromTaglist#sub94211 5 http://www.haibao.cn/brand/1748/ 6 http://baike.baidu.com/view/94211.html?fromTaglist#sub94211 7 http://women.sohu.com/20100126/n269835503.shtml

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Salvatore Ferragamo

Salvatore Ferragamo is a brand that sells many different kinds of products, such as

clothes, bags, ties and so on. Designer Ferragamo started from shoes to become a

world fashion brand. Many people called this brand the “kingdom of shoes”.8 Most

middle age people like this brand because the shoes in this brand can make them feel

comfortable, and they can wear this brand of shoes all day, no matter if they work or

walk. But customers always have difficulty when they want to find a pair of shoes in the

store and want to wear them to go take part in a party. However, the shoes in this brand

just give customers a comfortable feeling but they do not have a fashion element, so

when people want to find fashionable shoes they will not choose this brand. The main

design philosophy of this brand is “shoes are always it”9, and that they fit the body is the

most important thing for the shoes, so usually when Ferragamo designs shoes, they just

care about the comfort element but ignore the fashion element.

8 http://www.lv-home.cn/post/salvatore-ferragamo.aspx 9 http://hi.baidu.com/levis2012/blog/item/e1d12119b454810f34fa411a.html

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Christian Louboutin

Christian Louboutin is a luxury shoes brand, and it was build by the designer

Christian Louboutin in 1991 in France.10 All the people know a red lacquer sole is the

symbol of Christian Louboutin. This signature look started in 1992.11 The most special

thing of Christian Louboutin is the red lacquer sole, because of this reason, most

famous star want choose this brand when they walk on the red carpet. For example,

Sarah Jessica Parker, Gwyneth Paltrow, Angelina Jolie, Victoria Beckham, Jessica

Alba, Nicole Richie and so on.12

In 2010, Footwear New did a study on the “this year most sexy high heels”, so that

voters choose from 23 pairs of high heels in a pair of them feel the most sexy, and more

than 8,000 people of voting result show, this year’s sexy high heels is Christian

Louboutin.13

From this information, we can know Christian Louboutin now is represent sexy and

luxury shoes. People always use “fashion”, ”stylish”, ”sexy” to describe this brand. But

10 "Christian Louboutin Declaration In Support of Acquired Distinctiveness" (PDF).http://www.counterfeitchic.com/Images/Louboutin%202f%20statement%20in%20trademark%20application.pdf. Retrieved 29 April 2011. 11 "Christian Louboutin Trademark Application" (PDF). http://www.counterfeitchic.com/Images/Louboutin%20red%20sole%20in%20TM%20Official%20Gazette%207-10-07.pdf. Retrieved 29 April 2011. 12 http://www.haibao.cn/brand/1849/ 13 http://www.rayli.com.cn/zixun/LT_464868.html

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we never hear people use “comfortable”. And all people know most shoes in this brand

are high heels, that high heel can make the customer look more beautiful but can’t

make the customer feel comfortable. That’s why our brand chooses these three brands

as our competitors. These three brands just have fashion element or comfortable

element in their products, they don’t combine these two elements together. But our

brand’s goal is to combine fashion and comfort together in our products. We want

everyone to wear our shoes and can go to different places but never feel tired.

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Brand Summary

Backstory

“My name is Gracie Xu, I’m a fashion designer. When I was working in a

international fashion company, I always wanted to be fabulous every day. But it’s so

hard when you need to work more than 8 hours wearing high heels. I always dream

about having a pair of shoes that can make me feel happy and also comfortable, but I

never found them. I hope one day someone can build a brand that can make every girl’s

dream come true. When I was hanging out with my friends Joy and Bella as usual, and

we were talking about the promblem about high heels. Suddenly an idea came to us.

Why we have to wait for someone to built a brand for us? Why can’t we produce the

shoes for ourselves and for all the women. So we decided to build a luxury shoe brand ,

and we also invited our friend Jungle who did very well at fashion PR to help us

establish our brand.”

--by Gracie

The original of high heels has a long history, and the first high heels were discovered

in old Egypt from 1000 BC. From 14 century high heel became popular in Imperial

family, and were a symbol of the high level and power.14

With time goes on, high heels become the necessity of women’s daily life. Women

believe that wearing high heels can increase women’s aesthetic feeling and body

charm. Women wearing high heels, hip, legs, and waist will play a prominent role in

14 http://www.mysexyhiheels.com/history/history.html

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shaping and will make women’s curve more beautiful. Also, high heels can increase the

height, and can increase the beauty of a slender body. Moreover, women can emit

mature charm by high heels. In the eyes of men, women wearing high heels have

significantly increased the charm of a mature woman.

Most of women love high heels, and there are many women love wearing high heels

to work, party, or anywhere they want to go, but in the different place they have to wear

different style high heels, so they have to prepare many kinds of high heels in one day.

Also, beauty coems at a cost, wearing a whole day high heels will be painful, and not

good for health. According to the survey, recently, Japanese women have all kinds of

shoes and 12.6 pairs per person (excluding the obsolete old shoes and do not often

wear shoes), second only to France among the developed countries. However,

according to a shoe factory on the Tokyo and Osaka, more than 600 young women

aged 25-37 by the survey, up to 80 percent of those surveyed complained that, although

they own lot of shoes, but most do not fit, and of which there are one of four of the

people were there deformation or inflammation of the toes foot disease.15

Every women dream about having a pair of shoes look fashion and comfortable, and

can make them look stylish without pain. Our brand Isavoy comes with this idea, we

want to design some multi- function high heels that include comfortable and high

fashion. We want Women wear our Isavoy shoes whole day, so they must be

comfortable ,and also must be high fashion, because women need to wear them to

public situation. So, we will hire avant-garde designers, advanced ergonomic specialist,

15 http://baike.baidu.com/view/20449.htm

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and traditional Italian shoemaker company to make our shoes better than other brands.

We want to let women’s dream come true with Isavoy.

Logo

This is our logo for Isavoy. We choose the classic style of letters for our logo. Also we

add a shadow shape of high heel into our logo to create a really elegant feeling. Isavoy

is a women luxury shoe brand, this is also the reason why we put the high heel shape

on the logo.

Personality

There are some very important personalities for our brand.

First, fashionable. Our brand is a new brand in Los Angeles so we will invite some

new designers to design our products. The new designer can provide many new styles

of design and they also can design some even-grade products. It is a biggest advantage

for our brand.

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Second, comfortable. Hand-made is the most famous skill in Italy. It had a long time

for the history in this skill. We use this skill to produce our products and when everyone

wears our products, they will feel very comfortable. They also will feel that the shoes are

the most special for themselves when they wear our products.

Third, high quality. Our brand is a high level brand so we will use high quality

material for our products. We choose high quality textile because we hope every

customers who feel very comfortable when they wear on our products.

Forth, luxurious. We use the high quality fabric, such as leather and we also use

high quality skills to do our product so we can produce a luxury shoes for our

customers.

Finally, luxurious + comfortable. Our products focus on these two demands so we

will choose great materials and use the high level produce skills to do our products to

complete our products.

These four main personalities are the most important parts for our brand and they

are our spirit. On the other hand, sophisticate is also our advantage because for women

shoes, our brand is the top one of it and it is very high quality and high fashion for our

customers when they wear our products.

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Target market

In our company, our target market focus on the upper-middle class and wealthy

classes type of clientele. We separate our customers into two levels.

Our primary market is people from 35-55 years old with a good job or nice

background, such as lawyers, doctors, professionals, people with high income and great

life style.

The secondary market is people from 25-35 years old. They have stable income and

have good taste of fashion. Also likes great quality products. So we supply different

products depend one different situation.

For our target market, they almost live in the main city of the country. Their

education is in the high level because they do the high-income work. Our customers’

social is very high and their lifestyle is very good because they spend much time in

enjoy life. Our customers’ behavior is that they always buy the high quality products for

their life so they will buy our products because our products focus on high fashion and

high quality and comfortable. Our target market usually has discretionary income so

they can buy any high quality products for themselves.

From World War 2, the states of women started to go up so they can do anything

they want to do and they can buy anything they want to buy.

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Promotion strategy

Mission

-----With us, you are walking fabulous on the clouds

Goal

-----To provide people the most comfortable and stylist shoes in the world. You can

wear to everywhere and any situations that will make you look fabulous

Objective

-----To let 10% of our target audiences in L.A. know about our brand

-----To open a second store in New York within 5 years

-----To recover our costs within 4 years

Strategy -----To work with high quality factories and talented designers to create our perfect

shoes.

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-----We’ll provide perfect store experience to gain customer loyalty to process to

increase our sales.

Marketing Mix

Products

Every season our brand will create 60 different style shoes, every style shoes has 6

different sizes, and every size we just launch 2 pair. So every our brand will produce

720 pair shoes, and every pair of shoes all made by hand.

In these products we will separate our stuffs into some different styles. Include pumps,

sandals, platforms, evening, ballerinas and boots.

Our brand first style is pumps. In this style we will not design very high heel, the heel

maybe middle high. And in this style we will use simple style but still stylish, because we

hope our customers wearing this style shoes go to work, we hope it can make them look

fashionable and make them comfortable.

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Our second style is platforms. This style shoes have middle to high heel, but in the

front of the bottom we design them have a platform. So when our customers see this

kind of shoes, they may think that shoes will make them uncomfortable, but when they

try them and walk on the street they can feel wearing this kind shoes is very

comfortable.

Third style is sandal. This kind of shoes we will launch them in spring and summer.

In sandals we will according to different high of the heel separate them into different

style, like flat sandals, high-heel sandals and so on. Customers can chooses different

kind sandals according to their style and what they want wearing.

Forth, we have wedges. This kind shoes we may design them have a high heel, but

because the shape of the shoe heel is a triangle, so we people wearing this style shoes

they also can walk very well and feel comfortable.

Fifth, we will produce high-heels. This kind of shoes is very good at showing

women’s curves, and usually people wear them to take photo or go to some parties. We

hope when people wearing this style shoes can make them look more beautiful and

elegant.

Sixth, we also have ballerinas. This style shoes usual don’t have heel, people

wearing them when they should walk a long time. So this kind of shoes we will use

some soft textiles to make the shoes feel more comfortable.

Seventh, in the fall and winter we will design some boots. We also according to

different high heel separate them into different kind. Just like riding boots, high-heel

boots and so on.

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All of our brand products, we will use high quality textiles, such like we may use

alligator, deerskin or snakeskin, these textiles can make shoes more soft and when

people wearing them can feel more comfortable. We know just have good design and

high quality textile are not enough to made a comfortable shoes. So our brand will hire a

professional ergonomics division as our consultant, he will work together with our

design and shoes maker, to make each pair of shoes comfortable.

Mean while because we also want our customers can feel our products are

fashionable, so on the different style shoes we will use different adornment to decorate

them. Such like crystal, diamond or some special adornment to make the shoes look

more special.

Price

For our company, the luxury products will be our symbolized. So our price range will

from US$ 600 to US$ 2500. There are many different types of our products in our store.

So we will collocate the different price with different products. However, we have some

special design and some special products on the some holiday so we have the different

price for them, such as if we use the more high quality fabrics or some high quality

accessories on our shoes and our price will be more expensive than 2500. And different

design also have different price, such as some simple design will have lose price

because we will use the middle to high level fabrics to do it and some mature design will

be more expensive because we will use the high level fabrics to do our products.

On the other reason why our price is so high, our products are made by handmade

and we cooperate with the Industry of Italy. Our cost is high so our sale price will be

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more expensive. In short, we combine high fashion design, high quality fabrics,

comfortable, and avant-garde design so our price will be higher than other brand.

Place

Depend on the business concept, the first store of Isavoy will be build in Rodeo

Drive, Beverly Hills, Los Angeles.

Beverly Hills is a city in Los Angeles country, United States. With a population of

33,784, it is one of the most affluent cities in the world, and is home to Hollywood

celebrities, many corporate executives and numerous other wealthy individuals and

families. The racial makeup of the city was 85.1% White, 7.10% Asian, 1.80% African

American, 1.50% from other races, 0.10% Native American, and 4.60% of the

population were Hispanic or Latino of any race. In the city the population was spread

out with 20.0% under the age of 18, 6.3% from 18 to 24, 29.3% from 25 to 44, 26.8%

from 45 to 64, and 17.6% who were 65 years of age or older. The median age for the

city was 41 years old. There were 15,035 households out of which 24.4% had children

under the age of 18 living with them, 51.8% were married couples living together, 8.1%

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had a female householder with no husband present, and 31.0% were non-families. The

average household size was 2.24 and the average family size was 3.02.16 Estimated

median household income in 2009 in Beverly Hills is $81,188 (it was $70,945 in 2000)

much better than $58,931 in California.17

Rodeo Drive of Beverly Hills is a shopping district known for designer brands and

high fashion. There are brands like Channel, LV, Cartier, Tiffany, Gucci, Prada and

other world famous brands.

From the above research, there are three reasons that made us to choose Rodeo

Drive as the place of our first store. First of all, as we know Beverly Hills is rich

community, and people live there with good incomes and lifestyles, and they can afford

luxury merchandises. Also, there are lots of fashion brands in this area, so many people

with high incomes shopping around there. That’s really good to improve our brand’s

value and imagine, and also a good way to promote the brand’s name. Secondary,

Beverly Hills is a very famous place around the world, there are millions of people travel

there every year. So that’s millions of opportunities for people to know about us, about

our brand and company. Also get the chance to shop in our store. Third, celebrities and

movie stars are the best and the fastest way to sell and promote the brand’s name, and

Beverly Hills is the best place to do that. For example, if more than ten stars wear our

shoes, the media will notice and then everyone will follow the star’s choices.

People

16 "American FactFinder". United States Census Bureau. Retrieved 2008-01-31. 17 http://www.city-data.com/city/Beverly-Hills-California.html

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In our store, we will employ some people to do our staffs, such as atmosphere and

sales. The atmosphere is very important in our store for our brand because our brand is

a new brand. The people have a clear brain because they have to control many

important things for our brand. In the first year, every plan is very important for our

brand because every plan will effect us to be successful or not. For sales, we also have

to use the high stand to choose them because we are high-level brand. So we have to

choose them very carefully. The sales are our faced of a shop. They have to say “Hello”

to the customers actively when the customers come to our store. In the beginning, the

sales just ask customers do they have any help? If they do want to us to follow them

and we just tell them that if they have any help and they can call us to help. We also

have to practice them to measure the size for customers when they use the eyes to see

the customers. Most of customers cannot measure their correct size so our sales have

to give them some suggest. These suggest is very important for customers. Our sales

also have to be politeness. They have to find the right size for the customers when the

customers find their size from a stack of clothes or pants. The atmosphere and sales

have to have a high quality for their work in our store for our brand. We also will provide

great post-sale service, such as we will provide free service for cleaning shoes and

repair the shoes.

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Promotion

Adevertising

1. TV campaign

- Campain concept

In the video advertisement, we used backward filming to tell a story about our shoes.

We will only use one model wearing our high heel shoes start in this advertisement.

First start from the scene of her in a party. Second is she walking on the way to the

party. Third is her working late at the office. The fourth one is she doing presentation in

a meeting during daytime. The fifth one is she get to work. The sixth one is her putting

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on shoes and getting ready to leave her apartment. The seventh one is her getting up.

And finally the last one will be showing our logo on the screen.

The whole idea of this video advertisement is “Isavoy’s shoes are so fashionable

and comfortable that you can wear them whole day but won’t feel any pain.”

-Spokesman- Charlize Theron

Today “star effect” becomes one of important elements to affect a brand. But we

have to recognize this is a good and fast way to make more people know one brand.

Because most people think famous stars are fashion leaders, they follow these “fashion

leader”. Our brand also will invite some famous star as our spokesman to shoot some

advertises every new season. When the customers see the fashion leader spokesman

and wearing our shoes, they will follow them, go to our store and buy products. That is a

good and fast way to make our brand have many customers at beginning.

At first year we will invite Charlize Theron as our first spokesman, she is a very

famous movie star. She has a lot of famous and good profiles, such like <Two Days in

the Valley>, <Monster> and so on. In 2004 Oscar she won The Best Actress Award.

She is also one of the spokesman for Dior.

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People always use goddess to describe her. She was born in 1975 in South

African.18 So until now she is 35 years old. The age matches our target customer. And

she is a very fashionable people, she give people a feel which not just fashion but also

combine intellectual. That is a good personality as our spokesman, because our target

customers not just have money, they all have high education and good job. They not

only need fashion but also need intellectual. So if we just use a beautiful and

fashionable girl as our spokesman will not attract our customers’ attention. But if we use

Charlize Theron, she can make our customers feel when they wearing our shoes they

also can become a stylish and intellectual star.

-Media

LED wall

In the some big wall of building and we can put our products on the wall. We also

can use the LED wall to promote our products because someone can see our

advertisement when they wait for the red light. We will put the LED wall inside of store

and outside of store because we can easy to promote our brand. Some companies will 18 "Charlize Theron". Biography Channel. http://www.thebiographychannel.co.uk/biography_facts/854:1192:1/Charlize_Theron.htm. Retrieved 24 October 2009.

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choose a big wall to promote their products and they will choose the wall near the big

road. The red light continue for long time because the driver will see some

advertisement that on the wall when they wait for the red light. The advertisement wall

always can easy attract drivers. Such as, there is a very big LED wall in the New York

time square. The LED wall also has a big advantage. We can put many different types

of our products on it because it will change the screen for the LED wall. It is a easier

way for us to let our customers to know our brand. For example: we will use the LED

wall on our building wall and we can put all of our products on the LED wall. We also

can change our patterns for our LED wall in the few minutes.

TV Station

We also can put some special video on the TV. We also can do many different

videos for our promotion for the TV. We have do the some very special video

advertisement for the TV because many people will spend much time to watch TV so

we have to focus on the TV advertisement. We will do some research for the different

channels, such as, the target audiences of channel. We will put our advertisement for

the some channels that the target audience is from 35~55 years old women because it

is also our target marketing. They will easy to catch our imagines from the

advertisement time between two different shows. It is a very important promotion way

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for our promotion. We will use some interesting imagine for our TV of advertisement

because it will be easy remembered for audience. For example: We can choose CW to

do our first channel to do our advertisement to promote our brand. CW channel is focus

on the fashion so we can easy to show our products during the break time.

(http://news.sina.com/sinacn/205-000-103-107/2008-04-16/1221519905.html)

2. Print Advertising

-Concept

For the print advertisement, we use the idea of “Isavoy’s shoes are more precious than

diamond.” We want to use this idea to show how good our shoes are. Also the girl is

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wearing our shoes from the scene of the proposal until the end of the advertisement.

This shows how comfortable our shoes are. That you can wear for a lifetime.

-Media

Magazine

We can say in the world everyone will see different kind magazines in different ways.

So magazine is a communication channel to make one thing known by more people.

Because of our brand sells luxury shoes, fashion magazine is our first choose. For

example in 2008, the circulation of <Vogue> magazine is 1,258,60519, if we put our

advertisement in the <Vogue> magazine we will have 1,258,605 opportunities sell our

products. And this number just the people buy the magazine, there also have more

people who don’t buy the magazine but see the magazine, they are also our potential

customers. And <Vogue> magazine published in more than 18 countries.20 Because of

the price of putting advertisements on <Vogue> is more expensive. For example, if we

put one page our ads on the cover twice, the price is $189,290; and if we put our three

pages ads in one paper the price is $157,734.21 So first we just choose some special

and important month put our ads on it, and we just plan put our advertisements in USA

19 http://nyjobsource.com/magazines.html 20 http://en.wikipedia.org/wiki/Vogue_(magazine) 21 http://www.condenastmediakit.com/vog/genrates.cfm

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<Vogue> at beginning, when our brand becomes one of famous brand in the world, we

will put our advertisements in every <Vogue> in most of the countries. We also choose

<Elle>, <In style> and some other magazines.

On the other hand, our brand target customers are 35-50 years old who have high

education, good job and have high income. So they not just see fashion magazines,

they also see some economy and social magazine. Such likes <fortune>and <Time>.

<Fortune> is a global business magazine published by Time Inc.s’ Fortune Money

Group.22 The circulation of <Fortune> is maybe 850,000.23 It has a very big circulation,

so if we put our ads in this magazine, there will be at least 850,000 people will see our

ads, and become our potential customers.

<Time> is one of famous magazine in USA, it always report big events that happen

in the world and it also tell the world famous brand.24 Every year the circulation of this

magazine is more than 4 million.25 The audiences of <Time> magazine are not just

American but also people in other countries. Consider the circulation of these

magazines and our target customers we can put our advertisements on the back of the

magazine. Those kinds of magazines’ readers are not just women but also men. So we

also can attract some female customers to buy our products as a gift to their wives or

girlfriends.

Because our target customers are have good job. So they may have more chance

take airplane travel or for work. During the flight, they may see some airline magazine.

For example, one famous airline in USA --The United Air Lines, is a major airline based 22 ^ "AOL Eats Time Warner". http://www.media-alliance.org/article.php?story=20040514113031555. Retrieved 26 September 2010. 23 http://en.wikipedia.org/wiki/Fortune_(magazine) 24 http://baike.baidu.com/view/365879.htm#sub365879 25 http://baike.baidu.com/view/365879.htm#sub365879

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in the United States and one of the world's largest airlines with 48,000 employees and

359 aircraft.26 It has more than 1000 destinations in over 170 counties worldwide.27 So

every year they have hundred and thousand customers. If these customers all see the

magazine in the airline, they may see our advertisements, and they may become our

customers.

Bollboard

We will design some posters and then put them on the street billboard.They will see

our advertisement when they go on the street. So they will try to understand the

information of our products so we can easy to let many people to know our brand. We

will design many different types of poster for each season or each year. We will use the

strong imagine for our poster. Most of people will through the poster very quickly when

they are on the walk to the work. Posters usually are showed for a long time in the

subway station or some bus station. The poster is the cheapest promotion way for us to

promote our products and we also can design many different kinds of poster in every

26 http://en.wikipedia.org/wiki/United_Airlines 27 http://en.wikipedia.org/wiki/United_Airlines

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product or every year or every season. For example, we also can put the high quality

poster to promote our products in every season.

Direct Marketing

1. Catalog

For some special events or at the beginning of every season we will launch a

catalog to introduce our products or activities. We will put the catalog in our store or

sent it to our customers. We will put many products in our catalog and we will write

detail information about our products because then it will be clear for our customers to

gather the information about the products they want to buy. We will put our catalog in

the shopping bags when the customers shop at our store. And then they can read it at

their home and maybe they will come back to our store again. It is a good way for us to

promote our products and our brans name.

For example, we can do two kinds of catalogs. First one is small and the other one is

big and we can send the small one to our customers and the other one can put in our

store to let the potential customers to read or even take home.

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2. Postcard

Every year we will use our advertisement images to product some postcards. When

people buy our products, in the shopping bag we will put one postcard and our own

catalog with the products in it. When customers see the postcard, they can see the logo

and remember our brand. So when the customers use our postcards, they are actually

letting one of their friends to know our brand. When their friends receive the postcard

they may also want to try our products. This is an easy and cheap way to make more

people to know our brand and get interested in Isavoy.

On the other hand, during the holiday, customers’ birthday and the day we have

discount, we will sent our postcard which has our new products advertisement on with

our bless to our customers. To let them know we care about our customers and also a

good way to tell the information about what new products we just launched and what

sales promotion we may hold. That can make our customers know the news of our

brand.

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Interactive Marketing

1. Google key words

There are many people using the Internet to watch news or use the Internet to find

find information. There are a lot search engine websites such as Yahoo or Google. We

can put our advertisement on the homepage those kinds of websites. People can see

our advertisement when they start to use the website to search for the information. We

will put some very strong imagine for our advertisement because that can easily to

catch the their eyes. So this is also a big part of our promotion for our brand. Because

there are so many potential customers spend a lot time on Internet.

For example, we can use the google key word advertisement service. So when

people wants to buy shoes or get information about fashionable and comfortable shoes

on the internet, Isavoy will be the first one on the list. Also, the first one on the list is

easy to catch people’s attention. The key words of our brand will be: shoes;

comfortable; luxury; and fashion.

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2. Web video

We can do a very special video to promote our products and we can put it on the

Youtube and when someone bored then they will go to Youtube to research some

interesting video. Then they can see our story on the Youtub. We can play many

different types store of video. It is a very popular promotion way to do a short story and

put it on the Youtube because there are many people will go to the Youtube to research

some special video or some very interesting advertisement. They will share the video to

their family or friends that if they feel the video is very interesting. We also can shoot

many different videos to promote our different products. Youtube is the biggest video

web side in the world so we can put the video of advertisement on it. And it is also a

free and easy way.

3. Homepage

We will do a very special and very clear homepage to introduce our products. When

someone goes to our homepage, they can very easy to get much information and get

main point of our brand. Homepage is a biggest promotion way for us to promote our

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products. Someone will research some information of our brand form our homepage.

We will put some very detail information on our homepage because many people can

see all of our products from it. Our target market is from 35 to 55 years old women so

we will use the mature of style for our homepage. Every brand has their homepage so

we will design a very special homepage to attract some people of our target market

women. It is the easiest way to promote our products for our brand. For example, our

customers can easy to find the information from our homepage so we have to put all

important information for our homepage.

4. APP

There are more and more people will use their telephone to find some information.

So we also provide the service for APP. So you can through APP to get our brand’s

information and it is also a new way to promote our brand and they also can easy to

understand our brand. It is a good way and easy way to promote our brand. Why we

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use this one to promote our brand because there is 1in4 Americans use APP in the

America.28

Sales Promotion

1. Discount

-Twice a year.

-One sales promotion is at Christmas time. Products without new arrive have 10% off

discount.

-The other discount will be certain under the real situation when the stock is not moving.

28 http://mashable.com/2010/09/14/mobile-apps-pew-survey/

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2. VIP Service

-How to become VIP

Every customer that spends $50,000 or more will be able to become our VIP customer.

Once you are VIP, we will provide you your personal shoes model and customize shoes

service. (customize shoes are not free)

-VIP service

1.If you are looking for something specific, we will find it for you.

Just tell us what you need, how much you would like to spend and we will take it from

there. If you are not in store or don’t have time to come to the store, we will do the

shopping for you and even have it shipped or delivered.

2.Don’t have time go shopping for that special person, your best clients or business

partner? Give us a call and tell us what you need, we’ll send the gifts under your name.

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3.Whether birthdays, holidays or anniversaries we could buy for you the most

appropriate gift and sent out under your name.

For all those that look for important presents that need to be edgy, personalized, typical,

or simply cannot afford to spend half a day running through town to look for 'something'

4. Every Birthday, we will send a small gift to you.

5.Any our discount activities, VIP can get an additional 10% discount on the purchase.

6.There will be a VIP area on our website, you can get in with the card number. In the

area there will be the newest detailed information about our up coming products and

events.

Visual merchandising

Isavoy shopping bag

Our bad will cooperate with packaging company to product our own beautiful and

special bags and boxes. On every box and bag all have our brand logo and name.

When customer buys our products we will use our own box to package the shoes and

put it into our own bag. So when customer finishes shopping, they carry our bag on the

road, it is a potential promotion for our brand. Because different customers will go

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different road, so that can make more and more people who also walk on the road see

our bag and logo. When other customers see the beautiful bag they may interest in our

brand, then they may go to our store and see the products, and we will have

opportunities to sell products to them. So use own bag and box is another way use our

customers help us publicize our brand.

Inspiration Board

The general ideas about the interior design of our store will be combine wood leather

and crystal chandelier to create a feeling of luxury.

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Store Floor Plan

For the store floor plan, we separate the store into three sections. At the entrance of

the store, there will be special designed shelves to show the special line products. On

the back right, there will be the section of the new arrival shoes. It will be built into a

square shape and covered with wooden floor. At the back left section, it will be shoe

walls for our regular products.

Primary Wall Plan

This wall plan will be at the new arrival section. We will use two different colors of wood

blocks attach to the wall to create a display stand for the new shoes. We will also use

spotlights to make the new arrival shoes look great.

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Window Display

The idea of the window design is from honeycomb. We will build different sizes of

honeycomb and paint into two colors. Then we will display our shoes in the honeycomb.

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Special event

-Opening day event

The first day we open the store, we will hold a small fashion show in the store. And

we will invite more and more famous brand managers, famous stars and the editor of

the famous magazines. We all know the media always follow these famous stars and

famous brand. So if we invite these people who are the fashion leader in the fashion

area, the media will also come to our store to make some news. In that day, we will

invite some famous model wearing our products in the show. After fashion show, we will

have a party. We will display the entire products people saw in the fashion show.

In this open day show, we will use “chase” as our theme, because the show is in the

store, so we can’t decorate the show room according this theme. But because of open

day is very important for our brand, we will invite some famous models to show the

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products, such like Gisele Bundchen. And in the show we will invite Leigh Lezark, who

is a very famous DJ for the The Misshapes, to do the music to make the show have

more atmospheres. we hope use this way can make more and more people know here

is a new luxury brand create. And catch more people’s eyes.

-Fashion show

Fashion show is a very important part in fashion area. Because our brand is an

American brand and sell luxury shoes, so we will take party in New York Fashion Show

and LA runway show every year. New York Fashion week is one of four major fashion

weeks held around the world (along with those in Paris, London, and Milan).29 Because

our first store opened in LA, so LA is our most important place to sale our products.

1. New York Fashion Week formal runway show

Every February and September of a year, we will take part in New York fashion

show.

29 http://en.wikipedia.org/wiki/New_York_Fashion_Week

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In this fashion show, we will launch our classical products, special products and next

season products. Classical products can let people know our brand personality and our

brand spirit which are fashion and comfortable. Special products can give people a

surprise to pay attention our brand. And next season products can tell customers what

products we will sales, it can attract customers interested in our products. We will

cooperate with another Apparel Brand to show our products. Every fashion shows we

will have different theme, according to the different theme, we will use different style to

decorate the show room. But we all know the organization of New York fashion show is

IMG Fashion, so we will discuss with them about our show room. Use September 2011

as an example, we will use sunrise as our theme in this fashion show, thus we will make

our show room have a impressionism style, and the show music we will use <rondo

parisiano>. Model is a very important part in the fashion show, in this theme fashion we

invite Lui Wen as our opening model and Freja as our ending model, and we also invite

some other famous models help us. In this fashion show we will invite our spokesmen,

partners and some media as our audiences to take part in the fashion show.

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2. LA Fashion Week - Formal Runway Show

In the LA runway show we will launch some special line products, which are not see

in the store before the runway show. These special products may be use some special

textile or some luxury adornments, maybe some are our memorial products. People can

by these special products in the store after runway show. But because these products

belong to our special line, so maybe every product we just have one or two. We want

use these line to attract people interested in our brand and surprise on our brand.

3. In Store Static show

About our special even, in May each year, we will hold our own fashion show in LA,

this fashion show is a static show, in these show we will display our special line

products, and every year we will have different theme for our special line products, such

like love or dream. People can go to and see the shoes in a very short distance, and

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some products they can touch it. That can make people have a strong feeling in our

products. When the static fashion show is finish, we also have a party, in this party we

want give a opportunities to talk with our customers, ,media, partners and spokesmen,

that can help us know what they think about ourp products, and we can made a good

public relationship in that time. And we well give everyone who come to our party a

SWAT bag, in the bag there has our business card, a introduction of our brand history,

our catalog, a DVD and a small gift.

Like fashion show, in this static show we also have theme, music, guest and so on.

For an example, next year May static show, we will use “love” as our theme, in this

theme show, our products will according this theme to design. And the shoe room we

will decorate like a wedding party. In the show, we will invite some orchestra to make

our show have more feel. About the audience, we will invite our VIP customers, media,

partners, spokesmen, some famous magazine editors, famous designers and some

manufacturers.

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-Sponsorship

Charity event

We will join some charity groups, such as Greenpeace and National Breast Cancer

Foundation, Inc. The Greenpeace is a big international group over the world. The

regular name is “Don't Make A Wave Committee” from in 1971. It is a very important

thing now for us. It is a big responsibility to protect our environment so we also want to

do something or to help for Greenpeace.

For National Breast Cancer Foundation, Inc, “NBCF is committed to spreading

knowledge and fostering hope in the fight against breast cancer. By funding free

mammograms for women who could otherwise not afford them and supporting research

programs in leading facilities across the country, NBCF helps inspire the courage

needed to win this monumental battle. Be a part of the solution and discover how to

help.”30 “The American Cancer Society's most recent estimates for breast cancer in the

United States are for 2010: A) About 207,090 new cases of invasive breast cancer in

women. B) About 54,010 new cases of carcinoma in situ (CIS) will be found (CIS is non-

invasive and is the earliest form of breast cancer). C) About 39,840 deaths from breast

30 http://www.nationalbreastcancer.org/About-NBCF/

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cancer (women).”31 So we want to help the NBCF because our products can let girls

and women become more beautiful and we will donate a part of our income to them.

Public Ralation

Public relation is very important to a brand or company. You cannot force the media

to publish information about you. The control of releasing the news is completely in the

media’s hands. All you can do is smile and to ensure that your public information

materials are as perfect as possible.

Potential consumers will not be aware of compulsory information in a comment. On

the contrary, potential consumers is what the media trying to remind them is the

information of new products or new services.

Public relations established with the slow way. When you are trying to create a new

brand, you need to do many things at once. Attract attention, registered the name in

people's minds, there should contact one or several advantages to this new brand body.

You need approval by a third party to bring credibility. This is what an advertisement

can’t do the difficult task. Public relation is a better choice.

So when we establish Isavoy, we will try our best and use different media to build

good relationships with media. First, we will create Media Press Kit, and then we will

build good relationship with media like editors of magazines or journalists of

newspapers. We will also use the new medias like Facebook and Tweeter to broader

our brand. Moreover, will provide our shoes to the stylist of the fames, if they choose

31 http://www.cancer.org/Cancer/BreastCancer/OverviewGuide/breast-cancer-overview-key-statistics

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Isavoy shoes, our brand will be in a spotlight. Last but not at least, every year we will

hold an Annual General Meeting to thank our customers and media.

1. Media Press Kit

Media Press Kit is very important to a new brand and it’s a good way to introduce

the brand to the public. If we create a simple and clear style Media Press Kit, people no

matter the potential customer or the editor will have a good memory in their mind. The

Media Press Kit including brand history, press release, catalog, the year of the special

event calendar, and an introduction video on DVD.

2. Media

Before in the times without internet, Journalist or editor were in a power position, and

they may have the power to destroy your business, cause the delivery of news was not

as fast as right now. However, even they don’t have power to destroy our business, and

we still need build a good relationship with them. If we have the good relationship with

them, we may get free introduction in their magazine or newspaper, and that can help

our brand save money, and also increase the exposure. So we have a PR department

to try their best to contact with the media, had get the information from the publish

company, like editor calendar. When we get a clear editor calendar, we can prepare the

shoes suit for their topics, and they will choose what they like. we will get opportunities

to expand the image of our brand.

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3. Facebook and Tweeter

Facebook has more than 500 million active users, and 50% of the active users log

on to Facebook in any given day. Average user has 130 friends, and People spend over

700 billion minutes per month on Facebook.32 As of December 13th of 2010, there are

175 million Twitter accounts created since its launch. For 2010 alone, a huge number of

100 million accounts are created. Based on its increase rate, it was said that by the end

of 2010, there’s a possibility of this number reaching to 200 million.33So in the modern

time, we should build our brand by social network, and the interactions of the brand with

the users can build a bridge between brand and our potential customer.

4. Annual General Party

Every end of the year, we will hold an annual general party to give our special

thanks to our customers, partners, employees, and medias.

32 http://www.facebook.com/press/info.php?statistics 33 http://www.twitter-answers.com/how-many-people-use-twitter/

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Extra promotion

Famous singer or actress

We will invite some very famous singer to design our products and in some

important event, they can wear our products to the place. It is also a free promotion way

for our brand. It is also a popular promotion way for every brand. There are many

singers or actresses like to design products because they like draw some pattern for the

products. The famous people have big influence. So when we invite some singers or

some actresses to help us to design some products and then it is also a great and free

way to promote our products. Many people like to be their idol so they will buy our

products when they see the products that some singers or some actresses design. It is

also a very important promotion way for our brand because it is a biggest market. For

example, we can invite some singers or actresses who have more interesting to design.

So we can invite them to design our products and they are also happy to see customers

to wear their products.

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Business Calendar

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Summary

Usually, high quality shoes cannot combine comfort and fashion. However, it is

the most important thing to combine them together for working, successful women. For

our project, we decided to offer this group of women some suitable shoes. We will open

our first store in Los Angeles and our price range will be from $600 to $2500 for each

pair of shoes. We will also provide very high quality and great service in any way we

can do it for our customers. For our advertisements, visual merchandising, public

relations and special events, we will use many high level skills to attract our customers.

I think every customer is a very important person for our company, so we will use the

best attitude we can to display our brand.