3. Represent 5% of retail sneaker market- $1.1 Billion
Secondhand sneaker market predicted to increase 50% ($465 million)
by May 2015 11 million sneaker auctions on Ebay EVERY DAY Sneaker
Culture in 2014
4. Kids as young as 13 buying/selling online, camping out in
front of stores, scouring the internet for latest kicks
5. Generate template for success, regardless of location
Business Objective
6. KEEP IT LOCALLY OWNED STAY TRUE TO THE FOUNDATION EXPERTS
WITH A PASSION COMMUNITY-CENTRIC Pillars of Wavy kicks
7. COMPETITIVE OVERVIEW
8. What they do better ROUND 2 FOOT LOCKER EBAY Approachable,
at home feel Active on Twitter/Instagram Carries wide range of
clothing products Carries the latest shoes/wider new-shoes
selection Shoes never worn Consistent service 24/7/365 access
Largest variety of rare/unique shoes Variety of price ranges
9. 18-34 years old Majority male Interest in sneakers started
around age 13 Household Income:$22,000- 45,000 Majority live in the
RVA community Target 3,000
10. Research Video
11. Positioning: Experts of Expression
12. Marketing Plan PHASE 1 PHASE 2 PHASE 3 REBRAND CONSUMER
ENGAGEMENT COMMUNITY INTEGRATION
13. PHASE 1: REBRAND Store Layout Employees Grand Opening Party
Website 2-MONTH GOAL
18. Employee Handbook Greet all customers like theyre family
Hey, what can we do for you?" Keep personal items behind the
counter Always ask about their shoe interests End all interactions
with "Thanks for coming out." Dress code: ALWAYS wear nice kicks
and wear clothes that follow the style guide. (Maroon, Black, Red,
Grey)
19. Grand opening & First Friday events
20. WEBSITE VIDEO
21. PHASE 2: COMMUNITY ENGAGEMENT Handouts Instagram Contest
Loyalty Program First Friday Events 5-MONTH GOAL
22. Handouts and Bumper stickers
23. INstagram Contest
24. Loyalty Program GOLD SILVER PLATINUM + 1000 + 500 + 300
Pick between a Wavy Kicks shirt or hat. Pick between a Wavy Kicks
hoodie/duffle OR 15% off. 30% off your entire purchase
25. PHASE 2: COMMUNITY INTEGRATION Branded Material (SWAG)
Sponsored Shoe Mural Shoe Drive ONE-YEAR GOAL
26. Branded Material
27. Branded Material
28. Branded Material
29. WAVY KICKS MURAL COMMISSION POPULAR ARTIST TO PAINT A MURAL
ON THE SIDE OF A BUILDING IN RVA
30. Charity Shoe Drive
31. Cost Breakdown Store Redesign $5,000 Employee trainining
$1,000 Grand Opening Party $4,000 Website redesign $25,000
Stickers/Handouts $2,000 Instagram contest $100 First Friday Events
$960 Branded Material $10,000 Shoe Mural $1,000 Shoe Drive $30
TOTAL: $49,090
