NIKLAS & BJÖRN

5 questions we would have loved to ask:WHAT’S YOUR DEFINITION OF COOL?

WHY BASKETBALL SHOES?

YOUR AMBITION IS TO BE SUSTAINABLE. HOW WILL YOU ACHIEVE THAT CONSIDERING

YOUR BUSINESS IS BASED ON FAST FASHION AND MASS PRODUCTION?

WE KNOW WHO YOU WANT TO TALK TO. BUT WHO DO YOU THINK WILL BUY THE SHOES?

WHEN (IF SO) HAVE YOU BEEN ”COOL” AND RELEVANT FOR THIS TARGET AUDIENCE IN THE PAST?

5 assumptions we had to make:WHAT’S YOUR DEFINITION OF COOL?

WE DEFINE COOL AS SOMETHING OR SOMEONE WHO IS CONFIDENT ENOUGH TO GO HER OWN WAY AND IS ADMIRED FOR BEING HERSELF.

SOMEONE WHO CAN BE FOLLOWED. NOT FOLLOWING. THE ORIGINAL.

WHY BASKETBALL SHOES?H&M IS NOT KNOWN FOR MAKING SHOES AND HAS NO SPORTS HERITAGE.

THAT MAKES BASKETBALL SHOES A POSSIBLE PRODUCT TO CHANGE THE PERCEPTION OF H&M.

YOUR AMBITION IS TO BE SUSTAINABLE. HOW WILL YOU ACHIEVE THAT CONSIDERING

YOUR BUSINESS IS BASED ON FAST FASHION, MASS PRODUCTION AND CHEAP MATERIALS?WE ASSUME THE BASKETBALL SHOES (AND ALL OTHER PRODUCTS) ARE PRODUCED IN ENVIROMENTALLY FRIENDLY MATERIALS AND FACTORIES

AND THAT THE SHOE CAN BE RECYCLED.

WE KNOW WHO YOU WANT TO TALK TO. BUT WHO DO YOU THINK WILL BUY THE SHOES?WE THINK THAT THE AUDIENCE ACTUALLY BUYING THE SHOES IS BROADER BOTH WHEN IT COMES TO AGE AND AMOUNT OF SOCIAL INFLUENCE.

WE THINK CONVERSE’S CHUCK TAYLOR-MODEL DEFINES THE POTENTIAL MARKET.

WHEN (IF SO) HAVE YOU BEEN ”COOL” AND RELEVANT FOR THIS TARGET AUDIENCE IN THE PAST?WE THINK THE COLLABORATION WITH FAMOUS FASHION DESIGNERS HAS BEEN A GREAT SUCCESS AND THAT THE ATTENTION BROUGHT BY

CELEBRITIES LIKE NATALIE PORTMAN WEARING A H&M-DRESS ON THE RED CARPET IS PERCEIVED AS ”COOL” BY THE DEFINED TARGET AUDIENCE.

Our thoughts

ObjectiveCHANGE THE PERCEPTION OF H&M,

FROM CLOTHES WORTH BUYINGTO A BRAND WORTH TALKING ABOUT.

AssignmentLAUNCH H&M’S NEW RANGE OF BASKETBALL SHOES

WITH A GLOBAL CAMPAIGN IN LINE WITH THE OVERALL OBJECTIVE.

Who are they?1. NARROW INTERPRETATION – FASHION BLOGGERS AND MEDIA

THE TARGET AUDIENCE IS EASY TO FIND BUT HARD TO REACH.THEY ARE APPROACHED BY EVERY COMPANY IN THE WORLD AS WE SPEAK.

THEY WANT TO STAY CREDIBLE. THEY CAN’T SELL OUT.

2. BROAD INTERPRETATION – EVERYONE WEARING SHOES

EVERYONE IS A INFLUENCER FOR SOMEONE. NOW MORE THAN EVER.

1.000.000 SHOES HAVE 1.000.000 POTENTIAL INFLUENCERS.

Who are we talking to?YOUNG ADULTS 18–24

HIGHLY SOCIAL / SOCIAL LUBRICANTSINFLUENCERS WITHIN THEIR SOCIAL SPHERE

What do they dislike about H&M?

H&M IS UP TO DATE

H&M IS AFFORDABLE

H&M HAS A WIDE RANGE

H&M HAS SOMETHING FOR EVERYONE

H&Malways makes

clothes based on trends set by

others.

What do they like about H&M?

H&M IS NOT THE TRENDSETTER

H&M IS WEAR AND TEAR

H&M IS GENERIC

H&M IS NOT UNIQUE

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This is why H&M is not “cool”?

There is always “the original” alternative on the market.H&M is what I can afford. Not what I want.

H&Malways makes

clothes based on trends set by

others.

How can H&M change that?

Create something original.

Originality is a precondition for being perceived as “cool”.

When have H&M been considered original in the past?

DESIGNER COOPERATIONS AMBASSADEURS

Famous designers to affordable prices for a limited time was

unique.

$50 dress on the Pre-Oscar Party is ground breaking.

SOCIAL AND FASHION CREDIBILITY THROUGH ATTACHMENT. NEVER ON ITS OWN.

Can a basketball shoe ever be original?

AFTER THIS?

Can a basketball shoe change the perception of H&M?

The shoe itself can’t.The idea behind it can.

What’s H&M known for:AFFORDABLE

UP TO DATEMASS PRODUCTION

What the idea must attach:CONFIDENCE IN THE BRAND

SUSTAINABILITYORIGINALITY

THE IDEA ABOUT THE SHOE

We’re not making another basketball shoe.We’re making 1.000.000 affordable, recyclable originals.

Phase 1LAUNCH 1.000.000 ORIGINALS.

1.

Design a great looking shoe.

(THAT’S REALLY UP TO YOU. OBVIOUSLY.)

2.

Make sure it contributes to the main brand.

(THESE ARE H&M SHOES. NO DOUBTS.)

3.

Make the mass production unique

(NUMBER EACH PAIR OF SHOES FROM 1 – 1.000.000.)

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Phase 2MANIFEST SUSTAINABILITY.

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5.

Recycle.

(ENCOURAGE CUSTOMERS TO RETUR THEIR WORN OUT SHOESSO THAT H&M CAN RECYCLE THEM PROPERLY.

OFFER A VOUCHER TO SHOP AT H&M AS REWARD.REUSE THE SHOE-NUMBER AS A SIGNIFICANT MARKER OF THE RECYCLING PROCESS.)

Phase 3ADD FUN AND SUSTAIN INTEREST.

5.

Find your sole mate.

(MIX UP THE NUMBERS SO THAT THE LEFT AND RIGHT SHOE IN EVERY PAIRARE DIFFERENT FROM EACHOTHER. IF YOU CAN FIND THE MATCHING SHOE-NUMBER SOMEWHERE IN

THE WORLD AND RETURN THE SHOES TO H&M YOU GET A PAIR OF EXCLUSIVE HAND MADE SHOES MADE FOR YOUR FEET. THIS SHOE CAN NOT BE BOUGHT ONLY EARNED.)

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StrategyUse the H&M brand with pride.

Don’t hide the logotype. Don’t make up a new brand. We want people to change their perception of H&M. Let the shoes contribute to that.

Make the shoe feel mass produced and unique.We wan’t it to be desirable. Yet, we can not hide the fact that it is a mass produced shoe. Embrace mass

production and make it positive. Unique shoes worn by many can bring people together.

Make sustainibility core.Sustainibility is important for H&M. And it’s important for young adults living on planet earth. The idea

simply has to prove H&M takes the task seriously. But not in a boring way.