COMPETITTIVE BRANDS

Strengths

Classy, luxurious, elegant

 COMPETITTIVE BRANDS

Strengths

Iconic, urban, and fresh

 WHAT DO WE LEARNED FROM FIELD RESEARCH?
A lot of people buy the products to boost their self-
esteem.
Their clothes are reasonably priced for the quality and
fit.
People prefer real leather since it feels better, and for
the quality.
Balenciaga is a luxury brand.
Gucci is one of their main competitors.
Their online experience is best when it comes to
shopping.
People who have a high income are tits main target
market.
People think the price point is too high, however it is
what makes this brand luxurious.
Social status is a big part about the brand.
People usually have never seen Balenciaga
advertisements, only in some social media platforms
and some billboards, but not that often.
Unique, trendy, streetwear, and fashionable.
Jordan is different from other brands because of its
quality, durability, name recognition, clean and variety.
People buy this product even they don't know about its
history, they pay for the name, the brand and the design.
Some people think their products are overpriced, and
others think that the price is reasonable.
People think this brand has a good marketing since
many celebrities wear these products.
Some people don't know about the impact of this brand.
However, other people state that the brand could do a
better job, producing their products in a more ethic and
sustainable way.
Jordan has a wider variety of products than other brands,
and the design is more streetwear and iconic.
Its target market are teenagers, young adults, with
money to spend on this product, with a streetwear and
casual style, who like fashion, social media, and they are
always fashionable and on trend.
 PRODUCT CATEGORY

Sneakers category
The sneaker industry is growing
more and more, with new brands
and models. Now, sneakers are worn
for all kinds of situations, we have
even seen them on red carpets and
important events. Revenue from the
global sneaker market is expected
to reach $102 billion by 2025. Nike,
along with Adidas, and Puma are
the most popular choices at the
moment.
NICHE OPPORTUNITIES
Consumers want sneakers that
are comfortable, aesthetic, and
can be combined with various
outfits. They also want their
sneakers to say something
about their personality.
The sneaker business is very
polarized: there are very
expensive or affordable brands,
but there are no brands that
combine luxury with fresh
designs.
Customers need unique,
comfortable sneakers that can
be combined with everything.
Customers in this category care
about supporting sustainable,
ethical brands, and with which
they can help solve other social
and environmental problems
with charitable programs.
CUSTOMER NEEDS
ENVIRONMENTAL
CHANGES
Now, sneakers are perfect for any
situation. Formerly, elegance was
essential to give a good image of
you. Nowadays, what matters is
comfort and having a fresh and
cool image, putting an end to the
myth that elegance gives you a
more serious and formal
appearance. Today, you can wear
sneakers on a formal occasion.
 DESCRIPTION OF OUR BRAND

About us and our benefits

Flutter is a luxury sneaker brand, combining elegance with playful designs. Our
sneakers are not only a shoe that you can wear casually but can also be worn in
formal situations. The high top is very minimalistic with our logo wing on the side that
adds character and originality. A chunky platform and variety of color choices will be
included in the product as well.
In addition, Flutter is an inclusive brand that supports diversity, it is a non-gender
brand, this brand are for everyone.
Every month we will create a limited edition of these sneakers and we will choose a
foundation (that helps nature, the environment, people who are having a hard time)
to which we will donate part of the company's profits.
Flutter supports sustainable and ethical fashion, which is why each product will
include a QR code that shows where, who, and with what materials the product was
made.
Sneakers Socks

Laces

Sneaker cleaner
 BRAND IDENTITY ELEMENTS

Slogan: Flying, it's Colors:

Name: Flutter
the only way up.
Logo: Packaging Pastel colors scream
“Spring” and brighter days,
uplifting our mood. A
clear and delicate palette
dominates these colors
often with warm yellow
undertones, containing no
black, and therefore giving
them clarity. Upbeat,
happy and lively are the
adjectives describing
Symbols: Our logo is a wing. It is a simple logo but with a
these colors best.
clear message. The wing is a sign that in nature
represents agility and freedom. In addition to these
values, with wings we want to convey a combination of
elegance and empowerment, as well as comfort, and this
is the symbol of our logo.
 BRAND IDENTITY ELEMENTS

Characters:
Macro influencers/celebrities: to
promote our brand to give a
feeling of exclusivity.
Zendaya (129m followers), Bella
Hadid (49,4m followers), Dua
Lipa (79,1m followers), Justin
Bieber (220m followers), Jaden
Smith (18,1m followers).
 BRAND IDENTITY ELEMENTS

Brand name and URL: easy to pronounce with few letters, inspirational and related
to the logo. Also it has a clear message and is transferable to other categories of the
brand.
Logo and symbol: a simple logo but with a message. Wings is a symbol of agility
and freedom, as well as elegance and comfort. People love this logo because it is
aesthetic
Spokespeople: they are quite famous and influential, they are memorable and
recognizable people that share values with the brand.
Slogan: easy to remember yet inspiring. It describes the logo and conveys the
essence of the brand: take chances, find your freedom, and fly all the way up. It can
be use universally with every category of the brand.
Packaging and signage: the packaging is unique creating an experience around
the product and the brand. We wanted to create a packaging which people is going
to remember. It is aesthetic, unique, different, and easy to recognize.
 Outdoor exercise

Age: 18-35

Marketer & business people Fashion and SM

CUSTOMER

Upper class (high

ANALYSIS income) Photography and selfies

Our consumers are

different from Jordan and
No children
Balenciaga, because they Environment
are not as sporty and casual
as Jordan, but they are not Healthy lifestyle
Personal values
as elegant and luxurious as
Physical stores (streets)
Balenciaga. We could say
that they are in the middle
of the target market of our
More loyal
competitors.
Brand values

Benefits sought
BUSINESS OPPORTUNITY

Flutter will convey to its consumers

and target audience that Flutter itself
isn’t just a shoe brand, it’s a whole
experience. It is crucial that we convey
this message in order to stand out
from our competitors. We’re starting to
see an upwards trend in experience
but just not the design itself now, it’s
the whole multi-sensory experience.
With smell, sound, taste, vision. Flutter
wants to create such an experience for
it’s consumers that we value the
importance of listening to the
customer and taking their feedback
into consideration. The brand itself
also benefits from flutter’s meaning
which is freedom. A business
opportunity is to market to people
who understand the meaning and
concept. They want to feel free and set
new trends.
 PRICING STRATEGY

$120-500 $200-900

FLUTTER SNEAKERS PRICE: $499

$850-950 $1,000-1,150
 BRAND POSITIONING

Brand promise: to please customers by giving top Brand personality

tier service along with taking any feedback given
that could better our service and product and
bring our customers a new concept of sneakers.

Positioning statement
To millennial sneaker lovers with an urban and streetwear style who are interested in elegant but cool sneakers for any situation,
Flutter is the sneaker brand that combines luxurious and cool designs, that’s why Flutter sneakers have become the must-have
sneakers because they are really unique and high quality.
 COMMUNICATIONS PLAN
Strategic message
Flutter means freedom and free spiritedness. We want to
communicate to new customers that wearing Flutter allows
you to feel free spirited and empowered. At times when we
don’t want to do something, we think of Flutter and know “
flying, it’s the only way up.” We want new consumers to know
that we aren’t just a brand, we’re a lifestyle to empower
individuals and to bring out the best versions of themselves.
What platforms/tools will you use?
Social media and platforms: Tik Tok and Instagram.
Reposting our audience when they tag us in a photo,
to create a sense of community.
Snapchat and Instagram filters about the brand, to
reach more users and also create an experience.
Exclusive discounts only in our social media profiles.
Sponsorships: each month with some other
influencers, but always maintaining that spokespeople
that represent our brand.
PR: some events related to music and fashion, for
example festivals such as Coachella.
Alternative marketing: such as brand stickers around
the streets of big cities.
Leveraged Secondary Associations
 Motto, slogan, mantra, and tone of voice

Our brand is all about staying true to our promises.

That is followed by our slogan that conveys the
essence of taking chances, finding freedom and
flying all the way. As a brand we also are all about
staying true to our slogan along with our mantra of
authenticity and freedom. When reaching to our
customer we like to be approachable with informal
expression but maintaining it with elegance as well,
in order to reach a wider target market of different
ages and styles.
We want Flutter to have a friendly tone of voice that
is elegant and luxurious. We want the tone to be Collateral marketing
close to our consumers, because they are very
important to us, and to convey emotion, joy,
positivism, but in a luxurious and casual way.
 THANK YOU !

AND REMEMBER: FLYING, IT'S

THE ONLY WAY UP